Retranscription Juliette has a gun

The pitch, a meeting shrouded in the scent of success

Romano Ricci – Founder and Fragrance Designer at Juliette has a gun

I created Juliette has a gun in 2006, 17 years ago, with the ambition to break the mould of traditional perfumery and to talk about a modern Juliette, or at least to pay tribute to her – this elegant, assertive woman in search of a unique olfactory signature.

This is a disruptive DNA that can be found in most of our creations, particularly in Not a Perfume, which is clearly something of an outlier in perfumery, as it is a single ingredient, 100% molecular, that reveals itself upon contact with the skin.

We try to differentiate ourselves as much as possible from what the big groups do by focusing on scents that are distinctive and original. Today, Juliette is present in around fifty countries, including the United States and China, which are currently our main markets and experiencing the strongest growth.

Paul Cordahi – LBO Director at Weinberg Capital Partners

We are delighted to be joining this exciting adventure. We met Romano a few months ago. We were introduced by Cathay Capital, which has been a Juliette shareholder since 2020. You were looking for a new financial partner to support you in the brand’s strong development trajectory and we quickly wanted to join the adventure by your side.

PLUS – What made the difference

Romano Ricci 

We knew WCP were interested in our brand, and I must admit that from our very first meeting, there was also a personal fit that made it a perfect match. We were convinced that you had the capacity to support us in our projects and help us move forward in the future.

Paul Cordahi

We also felt that there was a good fit from our first meeting. And it’s true, we have been interested in the cosmetics sector for a long time, and we have studied quite a few brands in recent months. What appealed to us about Juliette was, as you said, its assertive, disruptive DNA in a dynamic segment driven by new expectations of women consumers.

And your success in such competitive markets like China and the United States demonstrates the brand’s strong attractiveness. And as you know, we conducted a consumer study in these two markets that showed excellent results. This convinced us even more to move forward.

What comes next ?

Romano Ricci 

Our ambition is first and foremost to grow the brand, to consolidate existing markets such as the crucial markets of the United States and China, and to increase brand awareness. The good news is that the brand has already found its audience, and now it’s up to us to amplify it.

The road ahead may be long, but the good news is that we know the way fairly well.

Paul Cordahi

Juliette has truly grown to a new level. We are convinced of its full potential and eager to take on these challenges together.