Clarins has launched its mobile app in partnership with long-standing digital partner Merkle, marking a new step forward in its direct-to-consumer acceleration.

This follows a successful pilot launch in the UK. Now the app is available in the United States, Canada, and Australia, with additional markets, including France, to follow shortly. 

Designed to deepen engagement with its loyal customers, the app introduces a seamless and intuitive shopping experience that supports Clarins’ growing subscription business and enhances its direct-to-consumer strategy – a first in the prestige beauty industry.

Clarins CEO, Jonathan Zrihen, said,

“Direct relationships with our customers have been at the heart of Clarins’ story for 70 years. With this new mobile app, we are strengthening our ability to support them every day, wherever they are. This innovation demonstrates our commitment to exceptional customer satisfaction, both online and in-store, and our pioneering role within the beauty industry.”

The Clarins app extends this relationship thanks to native features that better address customers’ expectations, including:

• Fast access to the full product offering
• A simple and intuitive shopping journey
• Persistent login and 1-click payment
• Access to all Clarins digital services, including the AI Skin Observer and the generative-AI powered chatbot
• Exclusive in-app offers
• Push notifications to stay informed in real time about new products and exclusive offers

Built on Clarins’ existing e-commerce infrastructure, the app – available on iOS and Android – combines the flexibility of web technology with the performance of native features such as permanent login, one-click payment, and a product barcode scanner. 

This hybrid app development approach optimizes investments while delivering a premium user experience.

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