Après Naturae Bioty, Elodie et Morgan Corocher se lancent dans le secteur du massage bien-être. AD
With a wealth of “founding experience”, Elodie and Morgan Corocher decided to dissolve the natural cosmetics company Naturae Bioty to retrain in the wellness and energy massage sector. A new beginning.
The story was beautiful. It will end at the end of the year for Elodie and Morgan Corocher, founders of Naturae Bioty, a brand of natural and responsible cosmetics created in 2016 on the heights of Millau. Seven years, “the end of a cycle and the beginning of a new one” for the couple who decided to reorient their business towards massages, the sign of the city of gloves transforming into a salon with proven formulas.
Why this change at the turn of the forties ? First out of necessity: “Before we were no longer able to honor our invoices and our suppliers, we preferred to say stop“, summarizes Morgan. Then by conviction, that of having pushed the experience of entrepreneurship to the furthest, sparing neither efforts nor pains to try to keep afloat a company that will never really have managed to take off, due to lack of cash.
200% Deposit Bonus up to €3,000 180% First Deposit Bonus up to $20,000The life of local commerce is not a long quiet river. Shaken by a continual bubbling, confronted with unbridled competition from major brands and e-commerce. “We had chosen the local option, but it never really took off. Many people from Millau never knew who we were,” recognizes Elodie, a qualified lab technician specializing in biology and biotechnology.We also wanted to work on the “made in France” aspect, the ethics of our products and packaging. From an accounting perspective, it's difficult to maintain.”
“We were perhaps a little too utopian”
Washed away by Covid, which stopped the brand's advent at the worst possible time, shaken by the pedestrianization that induced new consumption habits far from the city center, Naturae Bioty will have encountered a series of hazards detrimental to its growth.
Added to this is inflation, generating a drop in purchasing power and a formidable increase in the cost of raw materials, which has an unfavorable effect on the margins, and there you have the cocktail of evil that insidiously eats away at the trade and craft sector.
If there remain from this adventure many “good times” and the certainty of having laid one more stone in the long road towards“the awakening of consciousness”, which Morgan has made a specialty, remains for the couple the feeling of an almost impossible bet to achieve.
“We were probably a little too utopian, and probably also not sufficiently equipped to tackle all the tasks inherent in this enterprise. In a sector where, what's more, nothing is done to facilitate the task of small producers such as us.” Without bitterness or regret, the Naturae Bioty couple nevertheless retains the registered trademark – “you never know“-, impatient to open this new chapter: that of well-being and energy massages. For Elodie and Morgan, “the beginning of a new cycle!”
Business failures: a sad record
Whatever the studies (BPCE, Altares), and there are many, the observation remains the same: the smallest companies, particularly those employing between 3 and 9 employees, have seen their failure rate explode by 32% in 2024 compared to 2019. Not much better for micro-enterprises and VSEs without employees or with only 1 or 2 employees, which at the same time have seen this failure rate increase by 19%. The sectors most affected are beauty, hairdressing, bakery, catering, clothing &ndash in other words, businesses directly connected to consumers. Economists estimate that the number of bankruptcies could reach 65,000 by the end of the year, « the highest level in the last 15 years », noted the banking group BPCE in a recent study.
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