Merci Handy: From Start-up to Born Global?

Have you ever seen a unicorn with a rainbow mane crying with laughter?! In February 2017, Louis and Roland, 25, freshly graduated from a French business school, contemplated the first advertising campaign of their start-up – Merci Handy – in the Paris Metro. This animal has been cleverly chosen: besides its mythical side, it is also the symbol of these start-ups which are less than ten years old, but valued at one billion dollars. With this humorous and offbeat discourse that breaks the codes that are specific to the identities in the cosmetics sector, Merci Handy expresses its ambitions. It must be said that this young start-up has experienced rapid development, rising from €300,000 in revenue in 2014 to €900,000 at the end of 2015 and closing 2016 with a turnover of €3m. Their concept is to re-enchant the most basic beauty and personal care products by offering them a more lifestyle look, with a touch of humour and lots of love! Proud of their success on the French market, these two daring entrepreneurs wished to continue their expansion into Europe and were aiming to become even more international, particularly in Asia and in the United States. Their challenge: become THE world's leading brand of everyday cosmetics. The Merci Handy case enables us to illustrate the stages of the international development of a start-up and to question the benefits and opportunities of start-ups to address a global target from their inception.