Beauty: Euro Stars

European niche brands are bringing innovation and quirky ideas back to beauty counters on both sides of the Atlantic

"LET'S NOT BE GREEDY" may not be familiar words from the mouths of most CEOs, but that's what Aliza Jabès, head of the French natural-cosmetics company Nuxe, says about taking her time going wider into the U.S. market.

Sitting in her large office in a classic Haussmann-era building off the Champs Elysées, Jabès, 42, explains how the beauty industry is undergoing a period of major change, with more and more niche brands and organic products on the market today compared with when she bought the then struggling 32-year-old company on a coup de coeur in 1989.

Old Europe has always been...

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