VIDEO. Three years later, what has become of Respire, the eco-responsible deodorant?

In 2019, Brut met Justine Hutteau. Then 24 years old at the time, Justine had the ambition to change people’s consumption habits, by offering products “cleaner, more natural, who take better care of their health, their body, but also the environment“. That’s why she co-founded her deodorant brand Respire. Against all odds, Justine’s deodorant exploded all scores with more than two million counter sales. “It’s also the product where we realized that there are people who love it and there are people who didn’t like it, who said it wasn’t effective, that was not their ideal deodorant, which they had to reapply during the day“, explains Justine.

Following consumer feedback, Justine had an idea: why not co-create her products with them? “That’s what we did, we created a community within the community called the hive“, she develops. This “hive“is materialized in particular by a private Instagram account which serves as a medium for interacting with consumers. Thus, for each Respire product, the trials are based on what the community requests. In the end, Justine’s goal is to get closer demand as much as possible while being certified organic, 100% natural, made in France, etc. For the creator of Respire, this mode of operation should be the norm. “Today, consumers, they are looking for meaning, even more so in recent years, they want to consume products that they understand, where they know the formulas, they know what’s in them and that’s it’s up to us“, believes Justine.

Today, the community has more than 400,000 people who accompany Respire on a daily basis.