Label chic
Aroz Stories introduces you to Océane, founder of the Labelchic brand. A boutique that redefines luxury skincare and offers a careful selection of the best cosmetic products on the market.
25 Jan,2023
I launched Labelchic in 2017 with the idea of making it a temple of femininity, a place of experience where you feel good to discover and experience brands.
- AROZ. Can you introduce yourself in a few words?
Océane. My name is Océane, I am French but I have been Belgian at heart for 15 years. I have 2 children and a lover, I adore them all 3. I love vintage treasures, glitter, lipstick, fries with Dallas sauce and deep conversations about the meaning of life. I hate waiting to cross over, bad faith and people who think there is a human hierarchy in life.
- AROZ. Tell us about the history of Label Chic?
O. I've had a beauty trend consulting agency since 2014. As part of this activity, I saw a lot of great concepts springing up in the United States with a very holistic and 100% natural vision of care and beauty but with a very modern positioning. So I thought there was something to do here in Brussels. I launched Labelchic in 2017 with the idea of making it a temple of femininity, a place of experience where you feel good to discover and experience brands.
- AROZ. Tell us about the Pink Room?
O. This is where the magic happen! It's a room at the back of the shop that we opened in 2020 with a beautiful mural art by my artist friend Madi. This is where Steph, who works with me and is a facialist and trained in various spiritual and energetic practices, gives incredible treatments with a mix of natural products and technology. Every other client comes away saying it was the best treatment of their life ahah!
- AROZ. What is your favourite product? If you had to choose only one?
O. The dilemma. Well, I think I'd choose a super sensory and luxurious face wash like De Mamiel's Pure Calm Cleansing Dew. It's a wonderful product that cleanses without being harsh, turns into a creamy milk and leaves the skin all soft and plump.
- AROZ. How do you choose your product selection?
O. I prefer ethical, committed, natural, efficient, organic brands if possible and with beautiful packaging.
- AROZ. How do you choose the type of workshops you set up? What does this bring to Labelchic for you?
O. It really depends on the demand, the opportunities to meet, the seasons, the mood of the moment! I love animating the space we have on various themes and by bringing in external people, it helps to convey the vision we have of well-being, women, beauty and nutrition. It allows us to meet new people, to exchange ideas, to create links, to disconnect from our daily lives by prioritising ourselves and offering a moment of pleasure. It's almost what I prefer in my job, I think.
- AROZ. What does jewellery mean to you in general?
O. I never have a piece of jewellery that I keep all the time and that follows me everywhere, so it's not really related to intimacy for me. It's more to accessorise an outfit, to finish a look, to add a touch of sparkle, colour and glitz! I like it when it shows, so I have a preference for big jewellery, or accumulation.
- AROZ. Quelle est ta pièce préférée chez AROZ?
O. I love the Moon Snail bracelet from your collection with Bellerose. It's very raw, a bit dented, like a piece of precious rock.
But I also love the large gold Rigati earrings for their vintage feel. You could have found them at a flea market, straight out of the 70s and with clips. They're hot.
- AROZ. What is your mantra? The phrase or word you would like to engrave on one of our medallions?
O. My mantra: "make yourself your priority." Always. Put yourself before everything else, even before your children. If you're good, others will be good too. It sounds selfish but it's actually life-saving.
One word: well the name of my favourite child of course
- AROZ. Finally, can you define Aroz in 3 words?
O. I would say finesse, elegance and sunshine.