The cosmetics industry has seen a significant transformation driven by changing consumer preferences and an increasing demand for transparency. Today’s consumers are more informed and discerning, seeking products that not only enhance their beauty but also align with their values of sustainability and natural ingredients. As the market shifts, brands are challenged to prioritize the needs and well-being of their customers, fostering a deeper connection that goes beyond mere transactions.
In this framework, Laurent Maudet, the CEO of TERRAKÉ FRANCE, has made a notable impact by championing a customer-centric philosophy. With years of experience in the field, he has consistently advocated for trust, honesty, and open communication as the cornerstones of commercial success. His journey reflects a commitment to redefining the relationship between brands and their customers, ensuring that empathy and respect are at the forefront of every interaction.
TERRAKÉ FRANCE has embraced these principles, focusing on creating high-quality products that resonate with the modern consumer's desire for natural and environmentally friendly options. By highlighting a holistic approach to cosmetics, the company aims to not only meet market demands but also to contribute positively to the well-being of its customers and the planet. This dedication to both product excellence and ethical practices positions Terraké as a leader in the progressing cosmetics sector.
A Customer-Centric Approach in the Cosmetics Industry
Laurent’s professional experience in the cosmetics industry began with a position as sales manager for one of the most important French groups distributing beauty salons. He was 23 at the time and had just finished school to start his working life. He recalls constant pressure on all the sales teams, with their bosses insisting that they view the customer solely as a sales driver for the company, disregarding any kindness or compassion towards them.
As he did not fit in with this philosophy, he decided to leave the group after a few years. Since then, he has always made it a point of honor in his career to place the customer at the center of the company's concerns and to consider them as a true partner. Trust, honesty, and listening are, for him, the virtues of commercial success.
Finding Balance Between Professional and Personal Life
Four years ago, Laurent decided to leave Paris and settle in an old farmhouse in the French Vexin region, more than an hour from the capital. This balance between his professional life in Paris and his personal life in nature allows him to feel calmer on a daily basis. Leaving the hustle and bustle of the city to reconnect with the silence and benefits of nature helps him manage daily stress and provides perspective on the constant pressure of running a business. It also gives him the distance needed to make the right decisions, whether strategic or operational.
Making Tough Decisions for Team Cohesion
When Laurent arrived at Terraké in 2020, there was an artistic director in place who had joined a few years earlier to reposition the brand's image toward a more premium aesthetic. He was skilled in his role but had a large ego and could not accept any feedback. It was clear that he did not appreciate the arrival of a new leader, as he felt his authority could be challenged.
One day, during a meeting, he reprimanded a young employee and insulted her in a very harsh manner in front of all his colleagues, claiming that she had dared to interrupt him. The new leader had to intervene, and they decided to let him go in the weeks that followed. This decision was difficult from an operational standpoint, as the company was in the midst of a launch phase, but the artistic director was jeopardizing the cohesion of the company, and this was unacceptable. For him, it is essential to protect the team over the individual. Regardless of an employee’s talent, they must be respectful and integrate well with the team; otherwise, it will not work.
This experience taught him that strong decisions are sometimes necessary to prevent situations from escalating and lasting too long.
Establishing Boundaries for Family Well-Being
The key to managing this balance is to be well-surrounded in both professional and personal life. Laurent is fortunate to have a perfectly balanced family life with his wife, Delphine, and their two children, Jeanne and Victor.
Moreover, Delphine works at Terraké in a strategic position. Initially, it was challenging for them to keep their work and personal lives separate as they discussed various Terraké matters around the clock. One evening, during dinner, their children asked them to stop talking about work at the table because they felt excluded. This was a significant wake-up call. They realized that they were prioritizing work over their children. When someone is passionate about their business and invests themselves fully, it can unintentionally strain family relationships.
Since that moment, they have made it a rule not to discuss work in their private lives. Even if they occasionally break this rule, it has helped them find a balance that benefits the entire family.
Establishing a Productive Morning Routine
Since Laurent started working for Terraké, he has implemented what he calls his “morning ritual.” He is an early riser and usually arrives at the office around 7:30 am. These first two quiet hours of the day, before the employees arrive, allow him to address important matters without the risk of being interrupted by phone calls or staff.
His ritual is always the same. When he arrives in Paris at around 7:00 am, he sits down at the café just opposite the office and uses this half-hour to review the previous day's files and, above all, to structure his day ahead. He lists his tasks for the day and plans any assignments he may have. This half-hour saves him valuable time in terms of organization and planning.
Inspiration from Mentors and Global Collaborators If Laurent had to pick two individuals who inspire him, he would choose Michel Gras, former manager of Terraké, and Tony, general manager of the Shanghai office. Michel Gras is viewed as a very inspiring person. After working for major groups such as SANOFI and PUIG, he spent 15 years as International Director of the Thalgo Group before taking over the management of Terraké France. When he asked him to join the Terraké adventure in 2020, he had already heard a lot about him but had never had the chance to meet him. They worked together for a little over two years until Michel decided to retire at the end of 2021 at the age of 76. He discovered a very humble person, always ready to listen, with a strong knowledge of the cosmetics industry and extraordinary professionalism. In fact, he still talks to him regularly by telephone and seeks his advice when he faces important decisions.
As for Tony, he is the counterpart in the Terraké office in Shanghai. They have very close ties with China, which is the most important market for the company, and where they have developed their own subsidiary. He has regular discussions with Tony on various subjects, including the cultural differences between their two countries and the different strategic approaches to markets in France and China. There is a great deal of trust and respect between them, which clearly strengthens the ties between their two organizations.
These two individuals inspire him in his day-to-day management of teams and business relationships.
Embracing Failure as a Path to Growth
Laurent does not have a specific situation in mind, but as a general rule, all failures are difficult experiences to endure. However, failure is a fact of life for any entrepreneur. It can occur in various ways: a prospect who ultimately decides not to work with you, a product formula that cannot be brought to fruition, or the departure of an employee.
The important thing is to put failures into perspective and turn them into strengths. François Mitterrand used to say, “The worst mistake is not failure, but the inability to overcome failure.” One must always confront failure and know how to recover.
To this day, he has never regretted a failure.
The Importance of Natural Ingredients in Skincare
For Laurent, the natural and holistic approach to cosmetics is now essential. Today's consumers have a discerning eye for skincare formulations and are increasingly demanding the quality of the active ingredients used, which is why Terraké only works with natural formulas.
Moreover, biotechnology now enables the combination of naturalness with expertise. The best example is their patented HTP-3 complex, the result of five years of research and development. This complex combines three active ingredients—black truffle extract, enriched hyaluronic acid, and Duvilea Antarctica—which work in synergy to boost fibroblasts by 57% in 24 hours. It represents a genuine natural cell regeneration boost.
Commitment to Well-Being and Sustainability
Since Laurent joined Terraké five years ago, all his actions have been guided by a desire to promote well-being. Last month, for example, Terraké joined the board of SPA-A, France's leading spa federation, where they work daily to enhance the well-being of the French spa industry.
He would like to leave as his legacy a Terraké company recognized by consumers as a virtuous French cosmetics brand that acts for the planet by offering natural, safe, and environmentally friendly products. In any case, that is the path they are taking, and it is one that resonates with their customers today.
Building Trust and Fostering Team Success
The bonds Laurent establishes with his teams at Terraké are primarily based on trust?and, subsequently, on the development of their skills. He believes it is important for an employee to feel appreciated and valued. He thinks that when individuals feel trusted, they will naturally give their best.
Additionally, it is essential to surround oneself with people who possess strong skills. He likes to borrow the phrase, “Good management is knowing how to surround yourself with the right people.” He operates on the principle that everyone has unique skills that should be fully expressed and made available to the team.
His role, among other things, is to be the conductor who can bring out the best in each colleague and guide them toward a common goal: the success of the company.
The Essence of Earth and Water in Wellness
To understand Terraké's DNA, it is essential to start with the etymology of the name: TERRA for Earth and KE for Water. This reflects the original Greek name for the planet Earth, which can be translated as “Made of Earth and Water.”
The brand's DNA is founded on the four pillars of the Earth: Water, Earth, Vegetable, and Air. They have created a genuine wellness concept around these four elements, engaging the five senses: touch, hearing, taste, smell, and sight.
This holistic massage experience is offered in all partner spa hotels, as well as in the Paris flagship at the prestigious Hôtel Bowmann in the 8th arrondissement. These natural values are also evident in their products, thanks to their natural formulas and highly sensorial textures.
