Garance Doré, the globally successful 'influencer' who got tired of virtual fame

Garance Doré (Corsica, 47 years old) decided to give up her

career just when she was at the top.

In the middle of the last decade, the illustrator and

A member of the original wave of female street fashion bloggers that preceded today's Instagram and TikTok stars, French had become one of the most in-demand trend hunters in the world.

The more styles she photographed on the streets of New York, Paris, Milan or London, the more she fascinated her digital followers and the more job offers she received from luxury brands like Moschino or Louis Vuitton, who required her to carry out their campaigns and illustrations.

The powerful Council of Fashion Designers of America awarded her for her work as a blogger;

the designer Karl Lagerfeld, famous for his antipathy to her, publicly declared himself a fan of hers;

The British newspaper

He called her “the best thing to happen to fashion since Grace Coddington,” and her name even made it onto some “women of the decade” lists, alongside celebrities like Angelina Jolie and Lady Gaga.

But one day, Doré got tired and left everything.

“The business was taking me down a path I didn't want.

Everything had become very commercial, and that was beyond me.

I wanted to be authentic and real, and that didn't fit with what the industry was demanding of me.

In the world of fashion, people are getting smaller and machines are getting bigger.

There came a point where I wanted to protect myself”, Doré explains.

“It is true that I was one of the first

, but I dedicated myself to taking photographs of others.

I was in the street and photographed people.

Until one day the camera turned towards me and I started to feel uncomfortable.

Surely the Kardashians do not agree with me, but there comes a time when you have to stop sharing your whole life on networks like Instagram or TikTok and you have to start doing things for real, ”she says.

La Crème, Doré's moisturizing cream.

In 2019, while on a spiritual retreat in California with Emily Yeston, her friend and right-hand woman for more than a decade, she realized it was time to close her blog and think about new projects.

"A few months later, I proposed to her to create a beauty brand inspired by French pharmaceuticals: simple and effective items that would reflect what is sold in a pharmacy," recalls Yeston (Philadelphia, 33 years old).

“I loved the idea.

I remembered how long and uncomfortable the beauty routine was when I was traveling.

So we decided to keep it simple.

We believe that beautiful skin needs nothing more than a good cleaning and good hydration.

That is the essential and the entire brand is based on that, ”she explains.

Last summer, the Doré firm made its debut with three products: a moisturizer, a cleanser and a multi-purpose balm.

The minimalist style of the line lives up to its philosophy: “Designed to minimize time in the bathroom and maximize time outdoors”.

“The containers are made from recycled plastic, which is resistant and perfect for sale in pharmacies,” says Yeston.

The line is approved by the Environmental Working Group, an American non-profit organization that validates that new products and foods that come onto the market do not have toxic ingredients, are safe and respectful of the environment.

Le Baume, the multipurpose balm created by the former influencer.

The other great claim of the brand is the price.

The moisturizer costs 36 dollars (33 euros) and the cleanser, 24 (22 euros).

“I wanted to do something more inclusive.

I understand the

behind selling expensive cosmetics, but I wanted the opposite.

I have never liked to spend a lot on beauty products”, admits Doré.

"That's why we offer a high-quality product at a very reasonable price."

How do you get it?

"It's simple.

We don't spend money on parties, advertising or fancy packaging,” she replies.

Doré has almost 700,000 followers on Instagram, but he hardly shows his private life.

Take advantage of the platform to promote your products.

“Instagram killed blogs, but one day something will kill Instagram.

Nothing really kills nothing.

The radio continues to exist and coexists with television.

Newspapers continue to come out every day and have adapted to the internet.

are

in fashion and blogs are of interest again because they offer

content , with the ability to attract traffic over time.

I, for example, write a

that has a small but faithful community”, says the businesswoman.

Garance Doré no longer poses for the cameras, except to talk about the brand that bears her last name.

"It's nice to have one

within the company”, concludes Yeston.

"We save money that others spend on hiring prescribers or models."

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