ASEPTA: A 3-Generation Family Success Story Spanning 8 Decades Interwoven with "Made in Monaco"

The genesis of Laboratoires ASEPTA is closely linked to the Principality of Monaco and its casino. Here's a look back at one of Fontvieille's oldest industries, which grew from "toothpaste for feet", the former marketing slogan of the Akileïne brand, to become the "Number 1 in podiatry in France", and is now sold in over 65 countries. A family success story which celebrates its 80th birthday in 2023.

  A long and productive history...

Laboratoires Asepta, manufacturers of dermo-cosmetics, was founded in 1943 to meet an unprecedented demand: croupiers and other employees of Monaco Casinos who were standing for hours on end and suffering from foot pain wanted a remedy to help them. Pharmacist Henri Adam developed a cream based on soothing plants to relieve inflammation of their feet.

Paul Lacroix, a friend of Mr Adam, decided to found Laboratoires Asepta to market the cream developed by the Monegasque pharmacist. They were later joined by Henri Mas, a childhood friend and major financier, to launch the Akileïne brand, which at the time offered just one product: a cream to relieve overheated feet. Enthusiastically adopted by all staff at the Monte-Carlo Casino, the foundation stone for success was laid!

However, in the aftermath of the Second World War, comfort products became secondary. Paul Lacroix and Henri Mas were tenacious and gradually succeeded in selling to pharmacies on the Côte d'Azur, and then others in Paris and Strasbourg. Although not categorised as a primary need, they finally succeeded in creating a demand for this unusual leisure product in a sluggish economic climate.

A natural division of roles took place between the two men at the outset. Paul Lacroix, a graduate from HEC Business School, a good salesman and a born entrepreneur, took over the management of Aspeta, with his friend Henri Mas in charge of the financial side. The first generation laid the foundations for the ethic of free and independent management, which has been maintained over the generations. Paul Lacroix's vision has always been clear: "We work as a family, we remain independent, and we provide and sustain employment in Monaco".

In the end, Aspeta made the most of the "Glorious Thirty" economic boom to diversify its products under the Akileïne brand, whilst building its reputation in ‘modern’ chiropody. It should be remembered that the state diploma for chiropodists was not recognised until 1947. 

The company introduced Hand care in 1952 with the launch of a new brand, Vita Citral. This momentum for expansion was followed in 1972 by the arrival of Ecrinal, a skin care specialist and the current leader in eyelash and nail care sold in pharmacies, followed by the Coup d'Éclat brand in 1978 for facial care, which today is still a benchmark in beauty care with its revolutionary lifting ampoule!

The 1980s marked an important stage in Asepta's international expansion, with the company setting up operations in Europe, the United States, Canada and North Africa, backed up by more than 60 distributors abroad, taking its reputation far beyond the Principality's borders. The reputation of Asepta's products became widespread which meant that the Monaco Laboratory could access even relatively untapped markets such as those in Asia.

Handing over and new objectives

The early 1990s were a turning point for the company. The second-generation management team combined with a new marketing concept - sponsorship - represented a new challenge for Aspeta.

Henri Mas's son Georges, who had been Export Manager since 1970, was appointed Managing Director in 1990.

Anne-Marie Noir, daughter of Paul Lacroix, the company's founder and CEO, became Managing Director in 1994, and then took over her father's position following his  death in 2002. Like their fathers before them, they complemented each other in their skills, and co-managed the company with a shared vision, continuing to innovate and develop the brands to ensure the company's long-term future.

In 1993, 50 years after its launch, the research laboratory came up with a special dermo-accessary range of foot care for diabetics, now sold under the "Akildia" brand.

 Paul Lacroix, a visionary in advertising, signed the first known contract for commercials, known today as a ‘sponsorship’ contract. The Paris-Strasbourg walking race which began in 1926 and halted on the eve of the war in 1937, was relaunched in 1949 with a sponsor specialising in foot treatment to monitor and care for competitors along the 520 km route. This was the first sporting event that Akileïne sponsored.

From the outset, the brand has been associated with the world of sport, aiming to become the chosen partner of sportsmen and women. Numerous studies carried out in specialist sports centres with doctors, pharmacists, physiotherapists and chiropodists resulted in the "SPORTS AKILEINE" range being launched in the same year of the centenary of the ‘modern’ Olympic Games.

In 1996, Asepta made another remarkable entry into the world of sport. From then on, the focus was no longer solely on sports chiropody, but on skin care for sportspeople.

Today, the laboratory is a key partner for sports events. The brand offers 9 products and supports no fewer than 90 competitions, some of which have been running for over 40 years: participants have free access to 42 treatment areas run by professional physiotherapists and chiropodists.  

The arrival of the 3rd generation at the head of the Laboratory in 2019 saw Benjamin Noir, son of the then CEO and grandson of the founder, first as Executive Assistant and then as Managing Director in 2022. Like his mother, he started out as a clinical psychologist before becoming a business consultant for Akileine. He then joined the family business, where he continues the tradition.

 One mission: quality, research and innovation

 80 years after its launch based on a single product, the Laboratoires now have almost 350 products split between some fifteen brands.

This diversification has taken place over time, based on recognised expertise, listening to the needs of consumers, the demands of healthcare professionals and scientific advances... and always in keeping with its motto: Quality, Research and Innovation.

Designed in modern premises, with high-performance equipment, in compliance with European and international cosmetics standards, product development is carried out under rigorous quality control at every stage.

The Research & Development department is made up of a team of pharmacists, chemists, biochemists and engineers whose aim is to provide an ever-improving response to consumer needs and requirements. Products are formulated and tested under medical and/or pharmaceutical supervision.

With a constant focus on quality improvement, Laboratoires Asepta has developed its own range of active cosmetics, backed up by 6 international patents and over 2,000 formulas for well-being and comfort from head to toe.

 Formulation, production, shipping and administrative services are all grouped together in the Principality, making Laboratoires Asepta ambassadors of "Made In Monaco" in over 65 countries on 5 continents.

 

 Asepta in Numbers:

15 brands totalling 350 products

5.7 million units manufactured per year (yes)

12,000 pharmacies and drugstores in France distribute the brands

No.1 in foot care in France since 1980

No.1 in eyelash and nail care in France since 2010

6 Asepta products sold every minute in France in 2022

5 subsidiaries worldwide

100 international distributors

165 employees in 2023, of whom  134 are based in Monaco and 31 in France

25% of turnover is from exports

2013: "Made In Monaco" award from Monaco Matin