Korres

About Korres

Korres, a Greek beauty brand, originated from Athens' oldest homeopathic pharmacy in 1996. It was founded by pharmacist Giorgos Korres and chemical engineer Lena Korres. Giorgos, influenced by his experience in a pharmacy and his grandfather's use of herbal remedies on the island of Naxos, developed the company's first product, an aromatic herbal syrup. Lena, a chemical engineer with an MBA, joined after university, driven by a desire to merge science with nature to create effective, natural products made in Greece. Their partnership evolved the brand into a global entity.

The company's business model is built on a vertically integrated "Full Circle" philosophy, which encompasses six in-house labs: Soil, Extraction, Molecular, Formulation, Design, and Recycle. This allows Korres to manage the entire product lifecycle, from seed cultivation with local farmers to a zero-waste herb extraction process and the development of sustainable packaging. The company collaborates with over 30 local micro-farmers and several agricultural unions in Greece, supporting organic farming and local communities. Products are developed over years, undergoing hundreds of safety and efficacy tests before reaching the market.

In late 2017, Morgan Stanley and Chinese distributor Profex acquired a 70% majority stake for approximately €48.3 million, with founder Giorgos Korres retaining 30% and management control. This strategic move was aimed at facilitating global expansion, particularly into the Chinese market, while maintaining the brand's core philosophy. The products are sold globally through a multi-channel distribution network that includes thousands of pharmacies in Greece, department stores like Sephora and Ulta Beauty, its own e-commerce site, and partnerships with retailers like HSN and Dermstore. In 2020, the company reported global sales of $97 million, with a goal of reaching $120 million in 2021.

Korres offers over 400 natural and certified organic products for skin, hair, and body, as well as makeup and fragrances. Signature products include the Wild Rose 24-hour Brightening Cream and the Greek Yoghurt Cooling Gel, which was the first cosmetic globally to use edible yogurt. The brand's product development focuses on primary research of natural ingredients, leading to the introduction of proprietary actives like Black Pine extract. Its target demographic has traditionally been upper-class, environmentally-conscious women, but recent marketing efforts have shifted to attract a younger Gen-Z audience by highlighting sustainability and clean beauty on platforms like TikTok and Instagram.