Building Community, Defining a Brand, Sensing What’s Next — A Conversation with Fanny Morel

Apr 3

*FANNY MOREL

When Fanny Morel talks about beauty, she rarely mentions trends without weaving in the deeper currents that shape them — wellbeing, longevity, intimacy, and above all, a more intentional way of consuming. After nearly a decade in creative agencies, leading social media and influence for clients at Marcel and Fred & Farid (where we first met!), she found herself stepping into the world of beauty almost by accident — or rather, by conviction. Her meeting with Juliette Lévy-Cohen, founder of Oh My Cream, would be decisive. Without coming from the beauty industry, but already fascinated by its codes and contradictions, Fanny embraced this world 6 years ago. Since then, she has played a key role in shaping the voice and image of a brand that has become a reference in France for those seeking a more transparent and thoughtful approach to skincare.

Beyond her role at Oh My Cream, Fanny co-founded Wellnote, a wellness project dedicated to navigating urban life with more care and attention — another expression of this ongoing reflection on how we live, age, and care for ourselves. In this conversation, she offers a glimpse into the beauty industry’s next horizon, somewhere between, clean beauty beauty tech, pleasure, and deep self-awareness.

Fanny, can you tell us about your background and how you became the head of communications at Oh My Cream?
After studying advertising in Paris, I spent seven years working in creative agencies — first at Marcel (Publicis) and later at Fred & Farid as Head of Social Media & Influence. I had a brief but formative stint as Marketing Director at Jimmy Fairly, which gave me a real taste for the startup world. Then came a pivotal moment: I met Juliette Lévy-Cohen, the founder of Oh My Cream, and it was love at first sight, professionally speaking. I joined the brand six years ago as Brand & Communication Director. I wasn’t a beauty expert back then, but I had always been passionate about this ever-evolving industry. Today, I can confidently say I’ve never felt more aligned — right place, right time. I feel very lucky.

On the side, I co-founded @wellnoteparis, a wellness brand and community focused on helping people live better in the city. I created it with my best friend Amandine Fornot. We recently released our first project, the Paris Wllnss Guide, a curated collection of our favorite places in Paris for self-care — from treatments and workouts to food spots and spas.

What are some of the biggest trends you see emerging in the beauty industry over the next few years?
One major trend is the rise of “wellness at home,” which has been huge in the US for years and is now gaining ground elsewhere. It’s all about upgrading daily routines with devices you can use at home. At Oh My Cream, we’ve built a wellness category that includes supplements, superfoods, beauty tools (like massage devices, LED masks for face and hair, the Lyma laser), and even lifestyle accessories like silk pillowcases, lifting patches, scrunchies, books, and more — and this selection is growing every day.

Another key trend, and one I believe will explode in the coming years, is intimate and sexual wellness. We’ll see more products and services designed by women for women — sex toys, libido or menopause supplements, podcasts, coaching apps, feminist porn, fertility and hormone-related wellness programs... In Paris, concepts like Pemlab, Bouche Bée, or Charlotte Muller Yoga are already paving the way. During a stay at Sha Wellness, I even experienced a full program dedicated to this, combining hormonal check-ups, sexual coaching, pelvic floor training, and more.

And then there’s longevity — probably the most impactful trend I foresee. We’re seeing the democratization of wellness clinics, longevity hotels, and biohacking centers focused on prevention. Whether it’s luxury spots like Zoi Vendôme in Paris or more accessible concepts like Neko Health in London (with a one-year waitlist!), people are becoming increasingly invested in monitoring their health and improving their biological age. From sleep tracking apps like Sleep Cycle to cutting-edge treatments like cryotherapy, Theralight 360, hyperbaric chambers, IV drips, or ozone therapy, the longevity movement is shifting how we approach beauty and wellness. Places like Remedy Place in LA, Rebase Recovery in London, or Maison Epigenetic in Paris are good examples.
Even Netflix recently spotlighted this trend with a documentary featuring Bryan Johnson — the most "monitored" man in the world — who has reportedly reversed his biological age by several years thanks to a strict longevity routine. I find it fascinating.

You recently did a trip to South Korea. Were there any surprising beauty rituals or skincare products you encountered during your time there?
Seoul is simply mind-blowing — so ahead of its time. I was particularly struck by the food and retail concepts, especially the immersive experiences at flagships like Ader Error, Gentle Monster, Tamburins, and Nudake, where art, digital, and sound design come together.

On the beauty side, I noticed several emerging trends beyond the now widespread collagen sheet mask craze. For example, oral care is huge there — beautiful toothpaste, mouth sprays, and toothbrushes are sold in every trendy concept store, a category still underdeveloped in European clean beauty, despite its potential (the European oral care market is expected to reach $19.5 billion by 2025).

Another trend is the obsession with SPF in all its forms, especially solar sticks, which have practically replaced lipsticks in Korean women's handbags.
More surprising was the popularity of glacier water — treated as a luxury beauty elixir. Sold beautifully bottled in department stores, it’s marketed as a skincare product, both to drink and to apply topically.

Can you share any insights into customer trends or behaviors you've observed in the past year?
It’s all about “less but better.” Our customers are buying fewer skincare products but paying more attention to what they choose — checking active ingredient concentrations, value for money, and proven efficacy. They’re also becoming bargain hunters, preferring discounts or vouchers over free samples or gifts. Plus, they’re genuinely finishing their products before buying more, which has reduced purchase frequency but made each purchase more intentional.
We even see the rise of the “empties” trend on Instagram — customers proudly posting their finished products, almost like a quality seal or a “tested and approved” label.

But of course, beauty is also about pleasure and spontaneous indulgences. Limited edition seasonal products, especially those with a lifestyle twist and strong value propositions (like our summer beauty pouch or advent calendar co-created with partner brands), perform incredibly well. We also see excitement around new makeup launches, like Victoria Beckham Beauty, which was a hit for us, or affordable Korean sheet masks, which customers love to add to their routines as fun “toppings.”

How do you think the rise of influencers and online shopping is changing the beauty industry?
According to McKinsey, the global beauty industry reached $430 billion in 2022 and is expected to hit $580 billion by 2027. E-commerce sales have nearly quadrupled between 2015 and 2022.
I believe Instagram and TikTok have completely reshaped how beauty brands create, communicate, and sell products. Before, all you needed was a celebrity ambassador, and it would drive sales. Consumers trusted the brand’s narrative without question. Today, customers are much more informed and analytical — they examine INCI lists, read reviews, compare before-and-after photos, and follow influencer content. Every consumer is now, in a way, an influencer, even with just a small community. A piece of UGC (User Generated Content) can go viral overnight and make a product blow up.

Products now need to stand out through originality — a distinctive name, unique ingredients, color, texture, or packaging — to capture attention.
For example, in 2020, the site Stylight recorded a 407% increase in clicks on The Ordinary after a viral TikTok video featuring its AHA 30% + BHA 2% peeling solution — made famous not only for its effectiveness but also for its blood-red color. It still sells out regularly today.

How is AI impacting the way we approach skincare and beauty?
AI is already transforming skin diagnostics by analyzing photos to pinpoint skin concerns and recommend tailored products. Paired with virtual reality, it’s now possible to try hairstyles or find the perfect foundation shade through hyper-realistic 3D simulations.

L’Oréal recently launched Beauty Genius, an AI-powered virtual personal beauty advisor that recommends products, offers makeup tips, answers skincare questions, and lets you virtually try on the recommended products.

In the long run, I think AI will enable highly personalized at-home care, with devices tailored to individual needs. I recently read about some fascinating developments:

A powder makeup printer (Prinker)
A smart hair dryer by L’Oréal that adjusts heat and airflow based on hair type
Nimble, an AI-powered robotic manicure device that paints and dries all ten nails in just 25 minutes by analyzing nail shape and curvature via 3D imaging

What is your personal wellness routine, and what devices can you not live without?
Over the years, I’ve invested more and more into a well-aging routine. I exercise three times a week — a mix of cardio & strength training with a coach, EMS sessions, and yoga or Pilates. I regularly visit my acupuncturist Acubeauty and get monthly massages, both facial and body. I go out less than I used to, so I’ve cut down on alcohol and cook at home more often, which helps me eat healthier. Since my time at Sha Wellness, I’ve started having bone broth or miso soup every morning — it helps reduce my sugar cravings throughout the day — and I’ve also increased my hydration with Combeau electrolytes.

I take daily supplements: magnesium, vitamin D3, omega-3s, and a collagen shot. At night, I use a few drops of Huages sleep oil (CBD + melatonin), which I find very effective. As for devices, I use the Nooance LED mask three times a week and dream of investing in the Lyma laser — I’m still thinking about it! My ultimate goal is to book another wellness clinic retreat to try out new longevity technologies. Maybe this summer with my friend Amandine Fornot, since we’re planning a second guide focused on wellness retreats and destinations. Stay tuned!