Since 2009, we've listened.
In 2023, we formulated.
17 years running salons and beauty institutes. Thousands of men we've seen, listened to, advised. And the conversation we ended up bottling.
2009. Falling in love with a craft.
In 2009, we fell in love with the craft of hairdressing. Not to practice it — to build it. We dropped everything to open our first salon.
That year, a story began.
We met clients, brilliant and passionate teammates.
We didn't know it yet, but those chair-side conversations would become the foundation of DAMERET.
0
years in our salons
Up to
0
men a month in our chairs
0
where the conversation began
Up to 10,000 men a month.
One single conversation.
Multiply by 12 months. By 17 years. The number goes wild.
What they talk about is always the same. Skin that tightens after shaving. Scalp that flares up under the cap. Hair that goes flat by end of day. The mirror that answers less kindly than before.
They ask us — « what do you do? » — and we explain. Every time. That conversation, we've lived it ten thousand times.
One day we said: we're going to write it down. Not in a book. In a formula.
Not some distant lab.
Our own lab.
In 2023, Jérôme earned his cosmetology degree. Not by chance. We wanted to formulate ourselves, near home, with people we know. Our partner lab is 45 minutes from the salon. ISO 22716 certified. We go there. We formulate. We test. We come back.
No Asian sub-contracting. No blind supply chain. No marketing without a formula.
A moment of clarity.
In the 21st century, looking after yourself has become as obvious as taking a shower. As obvious as brushing your teeth.
For women. Not for men.
One in two humans is a man. And yet, in skincare aisles, pharmacy counters, daily routines — men are the great absentees. They don't care. They don't see the point. They think it's for someone else.
They're wrong.2025: the sport awakening.
And in doing so, I discovered the other side of sport — the one of amateurs like me, training hard. Incredible people. And always the same questions: « What do you put on your hands after the WOD? » « You don't have a cream that warms without burning the skin? » « How do you avoid being wrecked the next day? »
No one with a serious answer.
So I did what we always do at DAMERET. I watched. I listened. I formulated.
Skincare, haircare, sport:
the same quest.
Today I can say it out loud, because I've lived it in my body: skincare wellness, haircare wellness and sport — it's the same quest. You can't separate them anymore.
Skin that tightens is also your hydration during effort. A scalp that flares up is also your sweat under the running cap. Hands that wear down are also your post-workout return.
Sport and skincare are deeply tied. And it took people who master both to formulate this.
US.Because in 5 years, the man who hasn't taken this step will be out of the game. Not from moral judgement. From social evidence.
If you don't look
after yourself,
no one else
will.
Take off the cap. We've already seen it all.