Building a Global Beauty Hub from Houston: The Naos Approach
NAOS, the company behind globally recognized brands such as Bioderma, Institut Esthederm, and État Pur, is redefining the future of skincare through a science-driven and biologically inspired approach known as ecobiology. With a mission to build a new US hub from Houston, NAOS aims to accelerate its U.S. development, deepen relationships with healthcare and beauty professionals, and bring its unique vision of skin as a living ecosystem to one of the world’s most dynamic and influential markets.
Q: To begin, could you tell us a bit about NAOS and what makes its approach to skincare unique?
A: NAOS is a purpose-driven company built around a disruptive scientific philosophy called ecobiology, which views the skin not as a surface to correct but as a living ecosystem that must be preserved and supported. Rather than over-treating or overwhelming the skin, NAOS designs products that help it function better on its own, respecting its natural biology. This mindset guides all three of our brands (Bioderma, Institut Esthederm and État Pur) and positions NAOS at the intersection of health, beauty, and well-being. Our innovation is rooted in long-term scientific research, high safety standards, and a deep respect for the skin’s natural intelligence.
Q: Why was it important for NAOS to strengthen its presence in the U.S. at this stage of its global development?
A: The U.S. is the world’s largest and most influential beauty and skincare market. For NAOS, strengthening our presence here is essential to scaling our global ambitions, accelerating growth, and engaging more directly with American consumers, healthcare professionals, and retail partners. The U.S. also sets many of the trends that later influence global markets whether in dermatology, wellness, digital innovation, or sustainability. Being fully embedded in this environment allows us to adapt faster, innovate more effectively, and tell our story in a way that resonates with the American audience.
Q: NAOS recently chose Houston to establish and develop its U.S. headquarters, what were the main factors behind this decision, and what made the city stand out compared to other potential locations?
A: Houston offers a unique combination of strategic advantages: it’s a major global hub with strong international connectivity, a diverse and rapidly expanding population, and a business-friendly environment. Most importantly, Houston is home to one of the largest and most respected medical ecosystems in the world (the Texas Medical Center) which aligns closely with NAOS’s scientifically rooted heritage. The city’s multicultural composition also mirrors the diversity of skin types and needs we serve globally. Compared to other cities, Houston offered the ideal balance of growth potential, talent access, cost competitiveness, and quality of life.
Q: Since establishing your presence in Houston, could you share some key milestones or early achievements that reflect NAOS’s growth and ambition in the U.S. market?
A: Since opening our U.S. headquarters in Houston, we have achieved several milestones that demonstrate both our rapid growth and the strong resonance of our brands with American consumers. We have expanded our team, strengthened partnerships across dermatology and healthcare institutions, and accelerated nationwide access to Bioderma and our other NAOS brands through leading retailers and e-commerce channels. We recently marked a major visibility milestone through our partnership with the Las Vegas Formula 1 Grand Prix, which offered a powerful platform to introduce NAOS to a broader audience and reinforce the global, high-performance dimension of our brands. In parallel, we have initiated collaborations with influential medical experts, lifestyle creators, and public personalities who genuinely connect with our science- driven philosophy further highlighting the strong appeal and authenticity of NAOS in the U.S. These achievements, combined with continued investment in consumer education and professional engagement, reflect our ambition to establish a long-lasting and meaningful presence in one of the world’s most competitive skincare markets.
Q: From your experience, what are the main differences between the U.S. and European markets in the cosmetics and skincare industry?
A: The U.S. market is extremely dynamic, trend and influence marketing-driven, and highly competitive. Consumers are “straight to the point”, open to innovation and willing to experiment with new brands and routines. They also expect clear, immediate results and place strong emphasis on transparency, ingredient awareness, and clinical credibility. In Europe, skincare routines tend to be more preventive, with a strong cultural foundation in dermatology and pharmacy-based advice. European consumers typically favor long-term skin health over quick fixes. Navigating these differences requires adapting both communication style and product education.
Q: What have been the biggest challenges in adapting NAOS’ philosophy and products to the American consumer?
A: Our biggest challenge has been translating the depth of our scientific philosophy: ecobiology, into messages that are simple, intuitive, and meaningful for American consumers. While the U.S. audience is highly informed, the concept of supporting the skin rather than correcting it requires education.
This blog post is based on an article from the February 2026 issue of the French-American Chamber of Commerce, Texas, business magazine.