Matcha and Léa Nature guide shoppers towards the skincare routine suited to their needs

Matcha has partnered with Léa Nature, a major player in organic health and beauty, to launch a product recommendation solution dedicated to skincare advice. Rolled out first on Intermarché and Carrefour click & collect, this innovation aims to guide consumers in their choices and accelerate the development of the category on a strategic channel that remains largely untapped.

Faced with the growing technicality of skincare and rising competitive pressure, Matcha and Léa Nature have combined their expertise to address the challenges of click & collect: bringing back advice, showcasing this technicality and making online purchase decisions easier.

Strong potential for skincare on click & collect, still to be unlocked

Skincare is establishing itself as a category naturally suited to online purchasing. Today, 15% of unit sales are made through online channels, whether specialist or generalist, compared with 10% for health and beauty as a whole*, confirming shoppers' appetite for buying skincare products digitally.

This momentum is particularly visible on click & collect, where the skincare offer is growing by 2.3% in revenue, in contrast to hypermarkets and supermarkets, which are declining (-3.7%). That said, this channel remains underexploited for the category, accounting for just 6% of skincare revenue, compared with 8% for health and beauty overall**.

Click & collect also stands out for the strong performance of organic products. Certified organic skincare products account for 18% of revenue there, compared with 15% in hypermarkets and supermarkets, reflecting strong shopper demand on click & collect for more natural, reassuring offers***.

Against this backdrop, click & collect emerges as a strategic growth lever for skincare, provided that barriers to purchase are removed and consumers are better guided in their choices.

« Click & collect is key to recruiting new shoppers in skincare, a category where other distribution networks remain more attractive because they are clearer and more supportive. As the third largest skincare brand in mass retail, SO'BiO étic®, a Léa Nature group brand, was committed to continuing the democratisation of the category and supporting shoppers towards ever greater transparency. With Matcha, we wanted to simplify the purchase journey by guiding shoppers according to their needs and helping them build their skincare routine. Access to the organic offer needs to be highlighted online just as it is in store, in response to the two leading purchase drivers in health and beauty: efficacy and health », says Julie Combemorel, Head of Categories and Mass Market Brands 360° at Léa Nature.

Offering advice and building the routine to enhance the category on click & collect

As the skincare offer becomes increasingly technical and segmented, the lack of advice is a major barrier to understanding the range and to the purchase decision itself. Skincare is now structured around four main needs (hydration, anti-ageing, blemishes, facial cleansing) and a wide variety of product types (serums, day and night care, eye care, micellar water, wipes and more), making the purchase journey more complex, particularly online.

To address this challenge, Matcha and Léa Nature have developed a product recommendation solution capable of guiding consumers according to their specific needs and helping them build complete, coherent routines. This solution recreates genuine expertise directly on click & collect, while meeting the key expectations of French consumers when it comes to health and beauty: efficacy, health and convenience****.

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cross-selling module

A routine cross-selling module, designed specifically for skincare, helps guide shoppers more effectively and increase average order value.

For retailers, this innovation is a strategic lever to improve the customer experience, strengthen clarity and boost category performance on click & collect. For brands, it allows them to assert their expertise while remaining accessible.

A few months after launch, the results already speak for themselves: close to 30% of skincare shoppers are using the solution, a sign of strong adoption. On the cross-selling side, performance is equally strong, with between 6% and 9% of revenue depending on the journey, well above the 2% to 5% typically observed in other categories with this feature. This outperformance translates concretely into average order value: +23% versus the average Intermarché click & collect order, the best result recorded to date among beauty categories.

« After oral care and body care, the skincare category was a natural next step in the deployment of our solution within the beauty universe. Our collaboration with Léa Nature, which puts innovation at the service of natural, respectful and high performing products, perfectly reflects the vision we want to bring to life », concludes Thomas Dayras, co-founder and CEO of Matcha.

* Kantar MAT P3 2025, HB (Health & Beauty) unit sales

** CIRCANA – Hypermarkets & Supermarkets + E-commerce + Convenience – Revenue evolution %, skincare and facial cleansing – MAT P11 2025

*** CIRCANA – organic revenue share of the category – E-commerce, Grocery Retail (GSA) – MAT P11 2025

**** KANTAR – Shopperscan 2025

ABOUT SO'BIO ÉTIC

A pioneering and committed French brand since 2008, SO'BiO étic® is developed by the family-owned Léa Nature group. Inspired by the benefits of nature, the brand designs and offers a wide range of certified organic skincare and health and beauty products across 7 major categories, suited to all skin types, even the most sensitive, and to the whole family. Drawing on its formulation expertise, SO'BiO étic® develops cosmetics made from 96% to 100% naturally derived ingredients, combining efficacy, sensoriality and rigorous quality standards. Guided by strong ethical commitments, the brand is today the number one organic cosmetics brand in France.

ABOUT MATCHA

Founded in 2018, Matcha develops a product recommendation solution deployed across around fifteen categories, from grocery shopping to beverages, petcare and beauty. The solution also integrates retail media directly within the recommendation experience and gives access to exclusive data on shopper behaviour. Its dedicated tech team supports the needs of consumers, retailers and brands alike.