Vineyard visionaries

French skincare brand Caudalie pioneered clean beauty before it was cool and, today, it is available in 52 countries

- Louisa Lim

It was the viral Instant Detox Mask that first made the world sit up and take notice.

This seemingly unassuming face mask from clean skincare brand Caudalie exploded on TikTok in 2021, with users swearing by its ability to banish dull skin and shrink pores after just a few uses.

The hashtag #caudaliedetox has amassed tens of millions of views and continues to grow, propelling Caudalie - once a niche favourite among French beauty aficionados - to global fame.

This was all thanks to a piece of advice Caudalie's co-founder Mathilde Thomas received from a Sephora executive some years ago: "If you want to be successful, create a TikTok account and give it to your Gen Z daughter."

Taking this advice to heart, the French entrepreneur handed the social media reins to her teen.

Mrs Thomas, who was in town with her co-founder-husband Bertrand Thomas in September for the relaunch of the brand's Vinoperfect Brightening Dark Spot Serum, recalled how her daughter posted a video showcasing the Instant Detox Mask's pore-minimising effects in just 10 minutes.

"The video went viral and, soon after, a Canadian content creator stitched it, turning it into a major sensation."

However, Caudalie has been perfecting clean skincare long before it became trendy.

The daughter of professional skiers Daniel and Florence Cathiard, Mrs Thomas grew up in Grenoble, a charming village nestled at the base of the French Alps. Since both her parents were deeply committed to their careers, she was raised by her grandparents, who instilled in her a profound appreciation for the medicinal and regenerative powers of plants.