Does the French Girl Brand Playbook Still Play?

Jeanne Damas is synonymous with French girl style. The model and influencer founded her fashion and beauty brand Rouje in 2016, selling silky blouses, cardigans, midi skirts, and jeans — along with her signature red lip — for those wanting to emulate the effortlessly chic aesthetic.

“Since I was young, the press has called me the ultimate Parisian or French girl. It’s been good for my business, but it’s never been a marketing plan,” Damas says.

Now, a decade on, Rouje is planning its next growth phase that graduates beyond the French girl look while staying true to the founder’s roots. The brand, which reports revenues in the eight figures, is focusing on scaling its international business. In terms of sales, 55% are made in France, compared to 45% elsewhere. Beauty is another growth opportunity for Rouje, currently accounting for 10% to 15% of the business. Damas wants to increase that to 20% in the next three years, which is where new product launches come in: Rouje is introducing a blush in April, as well as accessories and haircare products.

The Rouje moodboard. Photo: Courtesy of Rouje

“Blush and lipstick launches complement the wardrobe and strengthen our customers’ daily rituals. Beauty increases purchase frequency, average order value, and customer loyalty,” says Damas. Her beauty line, Les Filles en Rouje, also includes lipsticks, eye products, and skincare. The goal is for blush to contribute up to 3% of beauty revenue in the first year, and to represent 10% of the category after that. “The beauty category is a strategic growth driver, because it increases purchase frequency, customer loyalty, average order value, and overall engagement,” she says.

The brand is also returning to hospitality with the opening of Café Rouje in May, inside the brand’s boutique on Rue Bachaumont. Damas — whose parents owned a restaurant — had stepped into this category before, with Chez Jeanne in 2019, but that bistro closed during the pandemic. Café Rouje is a brand exercise in getting closer to the customer, Damas says. “It’s really important for me as a digital native to have my store or café come to life, because I can connect with the community.”

Influencer brands can hit a plateau when they reach the 10-year mark, as new labels and talents enter the fray. It’s a decision Damas has pondered over in the last few years, but she’s not ceding control anytime soon. Rouje has no outside investors and is entirely founder funded, “to control our pace of growth, product development, and brand image”, Damas says. “It’s scary to have a brand be about one person, but when we look back on the [data], the brand is stronger when I’m attached to it because people follow me for a certain style.”