Midnight sets up shop at Dover Street Parfums Market in Paris

Translated by

Clementine Martin

Published on

3 sept. 2021

Launched online, Midnight is a Spanish cosmetics brand created in 2019 by influencer Nina Urgell and entrepreneur Marc Ciudad. Today, this “clean beauty” label is about to take a new step forward with fundraising aimed at supporting its growth abroad and consolidating its activity through the development of its physical and online presence. After inaugurating its first physical space at the end of 2019, in the Gràcia district of Barcelona, ​​Midnight has arrived in Paris: since last July, the brand has dominated alongside Gucci, Augustinos Bader and Byredo at the very chic Dover Street Parfums Market, at the 11 rue Elzevir in the Marais.

Hair care routine from Midnight Cosmetics – Midnight Cosmetics

“The brand has changed a lot since its launch. After a year of learning the basics of the business, we decided to relaunch the project by focusing exclusively on the cosmetic part”, explains Marc Ciudad, one of the two co-founders. The activity was thus separated from that of New Order, a sustainable fashion brand that shared with Midnight its local and minimalist vocation.

Now, the brand is preparing a round table to conquer abroad. “The idea is to give the brand a new dimension, to enter new countries and to expand our team, which currently only has seven people”, summarizes Marc Ciudad.

The brand intends to launch an assault on the United Kingdom and the United States from the next injection of fresh capital. Spain, Italy, France, Portugal and Germany are currently its main markets, and Midnight wants to be supported in its internationalization “by the best marketplaces”. In Spain, it is distributed by Laconicum; in Italy, by LuisaViaRoma; in the UK, by End Clothing, and by Ssense in the US and Canada.

Midnight Cosmetics Solid Products Routine, Limited Edition with Ignasi Monreal – Midnight Cosmetics

“The Covid-19 has slowed down the progress we envisioned for retail a little, but online sales are doing very well and we have won customers”, underlines Marc Ciudad. Among its objectives is the opening of a pop-up at Dover Street Market or other shops modeled on the one in Barcelona in other capitals. “We are very happy with our establishment, which allows us to establish contact with customers to better understand their needs, and the program to recharge the brand’s products using reusable containers is very successful.”

With its clean, gender-neutral aesthetic and innovative herbal formulas, the brand offers products for hair, body and face, developed by small manufacturers in Barcelona. Prices range from 12 euros for a bar of soap to 123 euros for a routine consisting of four facial care products. This high-end positioning is part of the world of “clean beauty”, bringing together brands that are committed to not using silicones, parabens or phthalates in their formulas. The idea is also to “simplify and optimize” beauty routines with products that can be suitable for several uses.

“Due to our concept, we have always been a rather niche brand”, recognizes Marc Ciudad. Its references will seek out brands like Byredo, Aesop or Le Labo. “We don’t want to be a mass-market, high-volume brand; we prefer to consolidate ourselves with authentic, sustainable products with disruptive formulas,” concludes the entrepreneur.

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