PARIS — The beauty industry's focus is shifting downward. L'Oréal's venture fund, BOLD, has placed a strategic investment in Hanni, a U.S. brand redefining body care as a sensorial, premium experience. This move signals a broader recognition: the rituals of the body are undergoing a renaissance, demanding the same sophistication once reserved for facial skincare.
This evolution echoes a historical shift in intimate apparel. For decades, utilitarian foundations dominated, much like basic body lotion. Then, brands like La Perla, founded in 1954, transformed lingerie from mere function into an expression of artistry and personal sensation. Hanni applies a similar philosophy to the skin, promising 'transformative, sensorially sensational formulas' in a streamlined system.
Founded in 2021 by Leslie Tessler, Hanni emerged from a desire for indulgence without complication. Its rapid ascent, including becoming Sephora's first razor partner, underscores a market ready for change. The brand's hero products, like the water-activated Splash Salve, emphasize efficacy through experience—a principle long understood in luxury lingerie, where fabric, cut, and feel are inseparable from purpose.
As Samantha Etienne of BOLD noted, Hanni possesses a 'radically modern take on everyday rituals.' This investment isn't merely about product; it's a wager that the future of body care lies in emotional resonance and tactile intelligence, a lesson the lingerie world has been teaching for generations.
Originally reported by WWD