Reinold Geiger, based in Geneva’s industrial hub, has transformed L’Occitane into a billion-dollar brand by infusing it with the essence of Provence. Recently regaining full ownership, he aims to steer the company according to his vision. Geiger’s entrepreneurial journey began with early ventures in cleaning products, leading to a successful career in cosmetics. His bold decisions, including acquiring Sol de Janeiro, continue to drive innovation and growth, solidifying his impact on the beauty industry.
Reinold Geiger: The Visionary Behind L’Occitane
Located in the bustling industrial zone of Plan-les-Ouates, Geneva, the luxurious office buildings of watchmakers stand side by side with car dealerships. Yet, this area lacks the charm of picturesque lavender fields. Ironically, it is here that Reinold Geiger operates his office. Geiger is the mastermind who transformed L’Occitane into an international billion-dollar enterprise, showcasing exquisite cosmetics inspired by the beauty of Provence.
Recently, the 77-year-old entrepreneur regained complete ownership of his life’s work by purchasing all outstanding shares of L’Occitane and taking the company private. This strategic move allows Geiger to steer the company in accordance with his vision, free from external influences. If his ambitious plans come to fruition, he will reap all the rewards.
From Skiing Dreams to Business Success
Geiger’s journey to success in the cosmetics industry is marked by determination and a series of entrepreneurial ventures. Growing up as the son of a carpenter in Dornbirn, Vorarlberg, Geiger initially aspired to be a ski champion, identified as a promising talent by the national ski association. However, his father insisted he complete his education, leading Geiger to finish school before pursuing higher education.
Even during his school years, Geiger exhibited entrepreneurial instincts. He began selling cleaning products for cars, sourcing them from manufacturers and packaging them into smaller bottles for resale. Fast forward decades later, and he now offers a luxury facial serum for over 100 francs in his stores, an unexpected turn from his humble beginnings.
After graduating, Geiger aimed to study at the University of World Trade in Vienna, but a career advisor redirected him towards engineering instead. He enrolled in ETH Zurich, managing to secure a spot despite missing the registration deadline. “I often just had luck,” he reflects, highlighting his proactive approach to challenges.
His first position after graduation was at Landis + Gyr in Geneva, but the call of the USA proved too strong. Selling his car, Geiger invested his savings into a one-way ticket to New York, where he quickly grew disenchanted with his job at AMF. Seeking adventure, he capitalized on his knowledge of skiing to launch a ski holiday venture, successfully attracting winter sports enthusiasts to a small Austrian town.
Geiger’s boldness became a hallmark of his career, especially when he was approached by L’Oréal for a director position in Austria. Instead of seeking employment, he leveraged the opportunity to promote his own company during the final interview, resulting in a lucrative order from L’Oréal for a unique packaging design. Geiger’s courage and industry contacts facilitated the fulfillment of this order, laying the foundation for a successful packaging business that he eventually sold.
With the profits from the sale, Geiger could have opted for a quiet life as an investor. However, he felt compelled to dive back into entrepreneurship when he discovered the mismanagement of L’Occitane. Taking charge, he reinstated the brand’s original founder, Olivier Baussan, and set about expanding the company’s reach. Under Geiger’s leadership, L’Occitane’s revenue skyrocketed from €8 million to nearly €1.4 billion today, culminating in a public offering in Hong Kong in 2010.
Recognizing the marketing potential of names like “en Provence,” Geiger strategically acquired a majority stake in Sol de Janeiro in 2021. This American brand, infused with Brazilian culture, aligns perfectly with his vision for growth, boasting impressive triple-digit percentage increases in sales. Geiger’s relentless pursuit of innovation and expansion continues to redefine the beauty industry.