The Beautiful « Charme d'Orient » Story

Charme d’Orient could not have come about without the determination, the enthusiasm and the passion of one woman, Yasmina Zerroug, whose creative momentum is only equivalent to her very personal understanding of beauty.

When she decided, in 1994, to create her first “Well Being Space” (Espace Bien Être) in Paris, it was clear for her that she wished to bring back and share with other women some beauty rituals she was introduced to as a child and that she still had a vibrant memory of.

An original idea brings Yasmina to offer a 100% honey wax. A magical recipe: the most sensitive skins as well as the most stubborn hair are finally faced with a solution, without excluding the fact that the act of waxing is softer leaving a pain-free skin. Thus was created Charme d’Orient’s first innovation in Yasmina’s kitchen!

Charme d'Orient continues its prodigious adventure since 1998 by playing an original reinterpretation of the East based on the history and memory of Yasmina.

It is in this spirit of sharing and of authenticity that each one of you will find in Charme d’Orient the Orient of your dreams. That of Travel, Sensuality and Culture.

A woman with a rich and bright path

With her double nationality, French and Algerian, Yasmina Zerroug found success by making a real homecoming through her company, Charme d'Orient. Initially, nothing predisposed this woman to take the path of beauty with her traditional university curriculum that was leading her toward literature and the road to Cervantes, of which she admires the tremendous tolerance.

And when she decided to move to Paris in 1979, she remained nostalgic of the days spent amongst women, taking care of each other in a friendly and festive atmosphere, where laughter is as much present as engaging in confidences. She was missing the Hammam.

And it is precisely in the work of Cervantes that she rediscovers the highest praises ever made in the 16th century about the beauty of Oriental women. Upon one of her sons’ advice, she founded in 1994 with the spirit of sharing in mind that is close to her heart, the first space for Oriental beauty in Paris, nestled in the 12th arrondissement and with a key note, discretion. This setting, where a single mindset prevails, she wished for it to be discrete so as not to betray the spirit of the oriental homes of her childhood, gracefully simple houses that would not betray that inside, women were making themselves look so beautiful.

Alone in her kitchen, she starts creating her own wax.  Her secret? Honey would replace sugar, a nobler ingredient that offers softer waxing but is also more efficient. Success is immediate.  Charme d’Orient’s space never empties, from 7:00am to 10:00pm and seven days a week. A success that encourages her to file the patent and to introduce the oriental art of waxing, a process crowned with a tremendous success as it is now exported throughout the world.  Consequently, Yasmina becomes a trainer and a speaker in beauty schools, and at professional conventions in France and abroad.

Then everything changes toward another dimension: press, radio, TV, a real race around the world, international exhibits... The fascination for the Orient still present, the return to traditional beauty rituals, the willingness to share ... the honey wax, the secrets of black soap and of the Kassa will do the rest.

Invited by the Minister for Parity at the forum on the success of French individuals from afar, she is received at the National Assembly in 2005 where she represented the emergence of Eastern cosmetics with that extra touch of soul that she has influenced so well ...

Today, it is still tradition and innovation that drive Yasmina, and the reasons Charme d'Orient gives life to products with natural, simple, and high efficiency ingredients.

A network throughout the world

The products are marketed under the Charme d’Orient Brand in beauty institutes, hotels, thalasso centers, prestigious spas in France and abroad.

A pioneer in the wellness and spa market, Charme d’Orient exports 20% of its products throughout the world and more than 1500 beauty professionals offer these treatments and distribute its products.

Today, the Brand has acquired a good reputation with numerous markets through exclusive distributors located in Italy, in the Gulf, in Russia, in Canada, in Greece, in Romania, in Azerbaijan, the West Indies, the Indian Ocean, in Algeria, in Japan, in Singapore, etc...

Amongst its best references, prestigious partners trust the Brand: 

Emirates Palace, 7 stars in Abu Dhabi, the ‘7 Krasok’, the Orange fitness and the Mandarin en Or in Moscow, Saint Regis in Singapore, Kempinski in Gozo, in Croatia, in the Emirates and in Jordania, Jumeirah in the Emirates and in Azerbaijan, Radisson Blu Spa in Belgium and in Romania, JW Marriott in Azerbaijan. The Thermal Baths in Vals les Bains, Villa Pompéi, the Thermal Baths in Brides les Bains, Les Bories & Spa Hotel, Château de Pizay, the Vallon de Valrugues Hotel, Grand Hôtel Loreamar Thalasso Spa, Thalmar in Biarritz, etc…

You wish to get the coordinates of the closest institute or the Spa near you? Contact our sales department at + (33) (0)1 60 37 84 67  

A new visual identity

For its 15 years of existence, Charme d'Orient has made itself even more beautiful with a new graphic identity.

The logo is now sleeker and more modern to better represent the image we want to convey.

The 3 diamond shapes at the top of the logo represent an alchemical symbol referring to unction of oil.  

The mosaic-like patterns are characteristic of Andalusian architecture. But beyond the message of diversity and sharing that they convey, mosaics also symbolize the precision and attention to detail that Charme d’Orient carries out as much in the product development than in the follow up of its customers.

The blue and gold colours found in the new visual identity refer to Arabian Nights and the opulence of the East.