A consortium of 3 companies is to take over the Eugène Perma Group, bringing together French company, Naturopera, Italian specialist in professional hair products, Alfaparf, and Superga Beauty.

Following the ruling of the Paris Commercial Court, a new consortium of Naturopera, Alfaparf and Superga Beauty has been created to take over the Eugène Perma Group. Naturopera will take care of retail distribution of its, while the Italian group, Alfaparf, will take over professional product production. Superga Beauty, for its part, will manage the future of the Parchimy industrial site in Reims.The assets of the Eugène Perma Group, which specializes in hair colour & care, will be shared among the different partners in the consortium.
Naturopera, an SME with 100 employees and with an estimated 2023 turnover of €40 million, will take over the large and medium-sized retail activity of the Eugène Perma group, namely, the marketing of the Biorène and Eugène Colour brands. Keranove, Nat&Nove Bio, Petrole Hahn, Laurence Dumont and Loua.
The company created in 2013 is known for its baby brands (Tidoo, Carryboo, Libellys) and feminine hygiene products (Tadam’).
The Italian group Alfaparf, based in Bergamo near Milan, distributes hair & beauty products in more than 120 countries via around twenty subsidiaries. It is taking over the professional brand, notably Eugène Perma Professionnel. Alfaparf Group is thus establishing itself in France, a country in which, until now, it has been almost absent.
Finally, the Superga Beauty group will now preside over the destiny of the Parchimy production site in Reims. The French manufacturer which specializes in perfumes and care products is increasing its industrial capacities with a seventh factory in France and acquiring a new know-how in hair products.

In total, the consortium will employ 213 employees, equivalent to 90% of the current workforce.

Eugène Perma
In the picture: Naturopera founders, Geoffroy Blondel de Joigny and Kilian O’Neill.

We are enthusiastic about the takeover of the Eugène Perma groups production site in Reims. We are carrying a real industrial project and we will now work with the other buyers to organize the future,” explains Leslie Bréau-Méniger, president of Superga Beauty, to Premium Beauty News.
The “Beauty” division of the Superga Invest Group is thus adding an additional factory to its six industrial sites in France. In addition to hair products traditionally manufactured and packaged in Reims by Parchimy, the group intends to diversify the activity towards the manufacture of care products. “The site offers us the capacity to produce large tonnage batches, over ten tonnes,” continues Leslie Bréau-Méniger.