Provence Beauty was named for the historical region in southeastern France. Known for its majestic countryside, lush lavender fields, quaint cottages and winding cobblestone walkways, it’s one of the most beautiful places founder Jeremy Abesera said he’s ever been to and a fitting name to recapitulate his brand’s ethos: pure, vegan and cruelty-free for all skin types to enhance natural beauty.

But way before being bit by the entrepreneurial bug, young Jeremy was helping his father out in a warehouse as a shipping clerk in the 1990s. In retrospect, he concurred with the laborious experience as a metaphor to 1984’s “The Karate Kid” in the scene in which Mr. Miyagi is surreptitiously teaching Ralph Macchio’s character how to master the art of karate with the days-long tedious task of sanding and painting his dojo in all different directions. In hindsight, Abesera agreed it was mastering the small tasks that helped establish the foundation for a successful business built on organization, precision and acumen.

“Our story is really bringing French luxury to the masses,” said Abesera about Provence Beauty.

Euro Summer and Moroccan Beauty Trends

In tandem with the brand’s 2023 launch was “Euro Summer,” and the “tomato girl” aesthetic, which comprised sun-blushed skin inspired by European vacations achievable through the help of freckle pens and blush sticks. In celebration of Euro Summer and 2025’s emergence of Moroccan beauty trends, I ordered a Moroccan pizza made with roasted eggplant, while Abesera ordered dishes of salmon, olives and an heirloom tomato salad with cucumber. These vegetables carry many antioxidant benefits for skin, including reducing inflammation, improving skin tone and preventing premature aging. Abesera insists practicing a good diet rich in fruits and vegetables is paramount to pair with a trusted skin care routine, just as getting sufficient sleep. According to Tripadvisor’s first Trendcast Report released this past month, beauty-minded travelers are making trips out of far-off treatments—from local rituals to cutting-edge new technologies. Mentions of skincare treatments are up 87% in Tripadvisor forums and beauty bookings are up 400%.

The practice of Moroccan beauty trend, hammam, alternatively called a Turkish bath, involves a traditional Moroccan steam bath where beauty enthusiasts go to cleanse mind, body and spirit via vigorous soap cleansings before immersing themselves in warm water as an allegorical act to cleanse mind, body and spirit.

French Moniker Product Line

One such product in Provence Beauty’s vast line to achieve this level of clean – influenced by his father’s past French clay-based skincare line that assists with deep cleansing and purification – is Pore Amour. The product is formulated with a French green clay and the brand’s proprietary Provençal Complex of immortelle flower; white mulberry; plum; apricot; and pine bark, the clarifying clay mask. Best for oily skin, the light mask purges clogged pores of bacteria, dirt and oil, penetrating deep and gently exfoliating dead skin cells to uncover smooth skin and a healthy glow, per the brand.
Bolstering skin’s natural overnight recovery process during sleep is Deep Bleu Cloud. More than just mimicking the soft feel, if you will, to a fluffy white pillow, the moisturizer’s airy, whipped texture is cloud-like, too. Formulated with P5 Peptide and the brand’s proprietary Provençal Complex, it works to plump, sooth and hydrate dry, irritated skin. Its effectiveness is optimized when first applying its serum, Dew Beaucoup, a peptide plumping serum made with copper peptides, which improve skin elasticity, smooth wrinkles and expedite healing and neutralized cancer-causing free radicals, which damage skin from overexposure to harmful UV rays.

A Fresh-From-Provence Glow

Speaking of dewy skin, for an immediate glow, Provence Beauty’s Bare Lumière Protecting and Perfecting Cream serves as a five-in-one moisturizer that claims to improve skin’s barrier in one day and create an immediate glow. Best used before application of an SPF, makeup or alone, the brand promises a fresh-from-Provence glow, even for those who have never had the pleasure of visiting. For a morning cleanse, Provence Beauty’s Pink Gelée Clarifying Daily Cleanser is a refreshing blend of fruit-derived humectants like watermelon, apple and orange blossom water. The cleanser is in-line with beauty trend tracker Spate’s recent report that watermelon was the fastest growing fragrance product in the US with matcha, indicating a shift in consumer taste for crisp and sweet.

The brand’s Glow Up Luminescent Facial Serum – among the items on the higher-end of the brand’s price scale which reaches $24.99 – is formulated with trendy skincare ingredient sea buckthorn, which smooths skin’s texture; THD Ascorbate, a stable form of vitamin C which penetrates deep to neutralize hyperpigmentation; mica; and Kakadu plum to provide optimum anti-aging benefits. The active touts 50% more vitamin C than an orange and scored high in providing an immediate glow and low on using carbon emissions, making it sustainable and effective.

Soft Kiss

Soft Bisous, meaning “soft kiss” in French, is a traditional multifunctional lip product offering a luxuriously soft lip balm that hydrates and plumps via a tripeptide-1 and the brand’s Provençal Complex. The plumping balm is available in tempting flavors such as Vanille in cream; Galette in soft pink; and Framboise in plum, one of 2025’s trendiest lip colors. It’s as soft, tasty and rich as the cheesecake we ordered for dessert!

For some richer color over the Vanille plumping lip balm, the brand’s hydrating lip oils, Tinted Glacé, can be layered over for a more pigmented effect. Vin Chaud, French for “hot wine,” creates a fiery red color (think sunlight reflecting off a red carnation). Pink Rosé, in-line with this year’s trendy peach color in makeup and apparel – is perfect for the spring and summer months. It reminds me of France’s elegant beauty. A few swipes may even inspire a trip to Provence!