It is while surfing in the southwest that two former students of Edhec de Nice, the Landais Raphaël Vannier and the blue Marc Lévy, notice the absence of solar products “water resistant, as natural as possible and environmentally friendly”.
They then decided to create seventy-one percent in June 2009 near Hossegor. The brand that, over the years, has forged a solid reputation for efficiency and authenticity among surfers, made a pivotal point in 2018 by opening up to the general public and moving to Nice.
Seventy-one percent is a short range of fourteen products available under three brands: Sun Kissed sun cosmetics; Go Wild technical treatments for athletes and Feel Good moisturizers, “skincare with SPF 30 protection that offers a daily summer dose”comments Raphaël Vannier, because there is nothing better than sunny days to feel free and good about yourself.
And to summarize: “We are a solar brand but for every day!” All products have one thing in common: they are ultra protective and environmentally friendly. “Our formulations are 80% to 100% natural”explains the co-founder.
The capital gain
Why the name seventy-one percent? “Because there is 70% water on earth, 70% water in the human body and 1% for the planet. We are all 71%”.
The two partners donate at least 1% of their turnover to associations such as the Marseille foundation Pur Océan or Vision du monde. “Beauty and cosmetics are a polluting sector that uses a lot of plastic. Because we are part of the problem, we try to be part of the solution; being an inspiring brand, made in France, that does not make consumers feel guilty while remaining sexy, does not gender and with the most responsible approach possible “.
7If they admit they have it “cast as a cowboy”Raphaël Vannier and Marc Lévy rely on formulators with very precise specifications. “When we started, clean beauty didn’t exist and we looked for what was good for the skin and the planet. Our packages are made with recycled plastic (50% on average) and are 100% recyclable.”
Packaging is carried out in Mouans-Sartoux by the Shadeline laboratory.
Since its inception in 2009, 71% have already raised € 800,000: € 100,000 of love money when it was created and € 700,000 from a business angel during its pivot in 2018.
The brand, which employs four permanent employees, is distributed in surf shops, specialized beauty shops and around a hundred Monoprix parapharmacies. “We are also present in the tourist channel: concept stores, beaches and hotels such as the Grand Hotel du Cap Ferrat and 22 Club Med around the world”.
On the results side, “We expect a turnover of 1.4 million euros for 2022, up 50% compared to 2021. Within five years it will be distributed equally between digital, France, European exports and major exports”.
The two entrepreneurs, which will soon be joined by a third partner, plan to raise € 5 million in 2023-24 “to recruit, invest in marketing and communication and reorganize our financial flows because we are a very seasonal brand”. And to forecast a result of 20M € in 2027.
The target. the goal
“We want to be an inclusive brand: 71% was born from our passion for nature and our respect for the ocean and we want to extend it to everyone”in particular through a brand new e-commerce site “which will allow us to carry out co-creation projects with our community”.
The leaders want to continue to innovate and offer technical and daily care products, including two by the end of the year. “Next summer we will be releasing next generation sunscreens. To justify our approach of efficiency and naturalness, our products are in the process of being validated by the European Ecolabel. We have also worked with an independent toxicologist partner, Toxi Plan, to scientifically verify the environmental impact of our formulas. “
The draconian B Corp certification granted to companies that meet the requirements of social, environmental and public transparency is also in the sights.