Early 2024 was a time for reflection and good intentions. We came to the conclusion that something had to change. Over the past 5 years we have given more than everything to build our brand and our company. In doing so, like so many others, we have lost sight of a number of things that deserve a higher place on our endless to-do list.

That's why, after much discussion, number crunching, tears, creative brainstorming and more, we have decided to close our store in Ghent .

Well, that's out. And take it from us, that was tough but a relief.

We deliberately waited until everything was in place to share it with you and bring you the full story.

Close? What? Why?

There are several reasons for this, which we would like to be open and transparent about, as you have come to expect from us.

There is no main reason or overriding reason, it is a combination of different elements

Our mental and physical health

When Clothilde started 5 years ago, Chloé had just recovered from a severe burnout that had kept her sidelined for 6 months.

Anyone who has ever experienced this will recognize the symptoms more quickly in themselves the next time. And you can see them better in others. We have both been on the unhealthy side of hard work for too long and after 5 years we should also dare to listen to the signals of our body and mind.

Our family

3.5 years ago, in addition to our daughter Clothilde, we had our son Phil as a fantastic addition to our young family.

We don't need to tell you that you can't always be the parent you want to be when you work more than 330 days a year.

Since everyone only has 1 childhood, we want to avoid ever regretting missing Phil's childhood.

Our dreams

You can imagine that little Dries never really dreamed of a shop with beauty products. Although he has been working for it with a lot of passion and enthusiasm for years, he also has other ambitions. Ambitions that have been in the fridge for 5 years but now deserve time and space again.

Our hobbies and friends

We already said that we work 330 days a year, so we don't need to draw a picture that sports, hobbies and other free time have not been in our agendas for several years. And we miss that. Enormously. We miss going to a concert, going on a trip, inviting friends over for dinner,...

Clothilde's health

Over the past 4.5 years we have grown from a small pop-up in Aalst to a company with 2 stores, staff, a webshop,… Such growth naturally brings with it growing pains, both financial and organizational.

New skills such as HR, TikTok, e-commerce, we learned on-the-go. And then you make mistakes. By taking a step back, there is also time and space to do better in those areas and to get everything better organized.

All these things together made us make this decision.

Of course, there are also elements of this choice that we do not like. First of all, Laura, who we have to say goodbye to. We would like to express our sincere thanks to her for all her help and dedication over the past year and a half.

In addition, we would like to thank all the wonderful customers in Ghent who have supported us so much. We already have some ideas on how we can continue to service you and how we can still keep a foot in the door in Ghent, because we certainly have the ambition to return!

Merci Gent and see you next time! Because for us this is a see you and not a goodbye.

Chloe and Dries

Some practical matters

• Our last day in Ghent is Saturday April 20th.
• Our Aalst branch remains open according to our normal opening hours
• Our webshop remains open 24/7.
• Gift vouchers remain valid in our store in Aalst and on our webshop
• Open orders will be processed from our Aalst location from April 22 and can be shipped if they cannot be picked up