Muriel Brégou, Director of La Chênaie, as Told by Stéphane Ebel

THE OAK IS A SOURCE OF INSPIRATION!

Monday morning, 10:30 AM. On the third floor of a Parisian building, Muriel Brégou, Director of La Chênaie Cosmetics, is making the final adjustments to her busy schedule. In a spacious, bright office with minimalist décor, the products from the La Chênaie range are prominently displayed, surrounded by numerous awards earned since the brand’s launch in 2016. La Chênaie: A long-term adventure…

The origin of this adventure—a term that perfectly describes it—lies in a meeting of ideas and experience. The idea came from Sylvain Charlois, and the experience was brought by Muriel Brégou, now Director of La Chênaie Cosmetics.”I remember that meeting well; it was during a lunch,” she recalls. “I didn’t know the Charlois Group at the time.” It was 2013. “Sylvain said to me, ‘If oak is a great antioxidant for wine, it must be good for the skin too.’” That’s how it all began, just as the group’s laboratory was researching an oak extract.”My first task was to determine the optimal dosage of the three selected parts of the tree and file the patent for the Quercus Petraea extract, which has undeniable anti-aging properties.”

A Blank Page

«”I started from a blank page. I had three months to design, imagine, and estimate what a Charlois cosmetic line could be. To turn it into a brand, with everything that entails: work and investment. I really felt the drive and strength of a group supporting me.” In just a few months, Muriel completely transformed her life, leaving her current job to dedicate her heart, body, and soul to the somewhat audacious challenge of creating a cosmetic brand based on oak. From Paris, her hometown where she lived and worked, Muriel began to activate her connections, forged from her beginnings at Chanel as a marketing assistant. “I joined Chanel right out of school. It was a childhood dream come true. A memorable experience for a 22-year-old,” she says. Two and a half years of hard work and discipline taught her the importance of brand consistency—a lesson she brought to La Chênaie. Her career path also included Revlon, Yves Rocher, and Petit Bateau, each adding valuable skills, culminating in her arrival at Murlin, in the heart of the Bertranges Forest, where the Charlois family enterprise is rooted.

Essential Values

« This group embodies values that resonate with me: authenticity, innovation, efficiency, aesthetics, and, of course, hard work. I was drawn to their family identity and the challenge of creating, launching, and establishing a brand in the exclusive world of cosmetics.” Muriel was involved in every stage: from the concept to creation, the business plan to commercialization, and communication. “While I had carte blanche, I never made a decision without Sylvain’s approval.” The brand launched in 2016 with eight products. Three years later, La Chênaie boasts 23 products and half a dozen awards. Muriel attributes this success to timing: “La Chênaie entered the cosmetics market at the right time—with a natural product derived from the oak tree. It’s a powerful symbol!»

A Positive Vision of Time and Aging

La Chênaie is the first cosmetic brand to use oak. “Everything comes from the Bertranges Forest—the bark, leaves, tender wood, and sap—all transformed and manufactured in France. Oak represents a positive view of time and aging. Each year makes it stronger. Working on anti-aging products using the virtues of oak was such a beautiful idea! I loved it.” She also embraced the discovery of the forest and woodworking industries, a world previously foreign to the Parisian.

While the challenge has been met, Muriel continues to push for innovation: “We’ve patented one extract, then a second, and we’re working on a third. The cosmetics industry demands novelty, and we’ve only begun to explore the treasures of oak. It’s an endless source of inspiration.” »

Three Questions for Muriel 

– Muriel, how do you reflect on your career today?

I think I’ve been lucky—or perhaps I created my own luck—and made the right connections. From my start at Chanel as a Marketing Assistant to leading La Chênaie, I’ve worked for five companies that I loved and learned a lot from. It’s been a lot of hard work, and I feel proud when I look back. I hope to inspire others to take chances, move forward, work hard, and embrace change—it pays off.

– And La Chênaie?

How can I describe it? It’s undoubtedly the experience that allowed me to combine 25 years of work in the cosmetics industry into something coherent. And it’s innovative and responsible. We work with natural oak-derived products, and every part of La Chênaie reflects eco-responsibility: the products, packaging, even the ink we use, and the way we work align with the Charlois Group’s values.

– What are you most proud of today?

(Without hesitation) “La Chênaie. This story is incredible. It’s a human adventure. There was everything to do, everything to create. It’s like my baby—it’s only three and a half years old and still growing. I’m proud to see it thrive: from suppliers saying it’s ‘a young brand that has everything of a great one,’ to its acceptance among employees, expanding retail networks (around 300 today), and awards won. I’m glad I made this choice and proud to be part of an innovative group that respects the environment and trusts its employees.”

Photos : Christophe Deschanel