Inuwet

Inuwet is a French vegan beauty brand based in Paris and founded in 2016 by Marie Puech [2]. It is known for a rabbit-shaped lip balm and a playful, pastel visual world built around the tagline "in unicorn we trust." The company positions its products as clean and vegan beauty made enjoyable for a wide age range, and operates under the corporate entity De Bruyère [4]. The brand remains active, with a live online store and distribution across France and a number of export markets.

The name is styled in lowercase as "inuwet" in the brand's own materials, and is read by some retailers as an acronym for "In Unicorn We Trust." Its founding year is given as 2016 by the company's about page and by trade press [2], though one retailer listing dates it to 2017 [6]; the brand's own account is the earlier date.

Inuwet was started in 2016 by Marie Puech, who is also named as publication director of the brand's site under the fuller surname Puechbroussou. According to the company, the aim was to turn clean, vegan beauty into a colourful and poetic universe rather than a clinical one. That outlook runs through the brand's stated philosophy: it describes colour as belonging to imagination, childhood and celebration, and frames beauty as one of the small pleasures of everyday life. The audience is summarised on the site as anyone "from 3 to 99," and the homepage carries the shorthand "KIDS & MAMA."

The brand's best-known product is a moisturising lip balm housed in a rabbit-shaped case, sometimes called the "bunny" balm. Trade press reports it sells close to one million units a year and is offered in more than 26 collectible flavours [5]. The company states the balm is made in France and that its formula is built largely from natural-origin ingredients, including shea butter and macadamia oil.

Beyond lip care, Inuwet sells biocellulose face masks, water-based nail polish, body and hair care, bath products and fragrances. The biocellulose masks are made from fermented coconut water and are described by the company as fully biodegradable. In 2023 the brand added a children's line, "inuwet mini," beginning with scented water-based nail polish [2].

Inuwet presents itself as vegan and cruelty-free, stating that none of its products contain animal-derived ingredients and that it complies with European Union rules prohibiting animal testing [2]. No formal third-party certification, such as Leaping Bunny or Ecocert, is documented; the vegan and cruelty-free descriptions are the company's own. The brand sits in an accessible, indie price range and leans on a cute, character-led design that, in the founder's words, first draws shoppers in before the formulas keep them returning [5].

The brand is sometimes described in retailer copy as "Korean-inspired," a reference to its aesthetic rather than its origin. On manufacturing, the company's site states that its balms, children's polish and face care are all made in France [2], while a third-party retailer listing characterises products as made in France and Korea [6]; the brand's own statement records France.

In 2023 the trade publication Premium Beauty News profiled Inuwet under the headline "Inuwet rabbit balms and unicorn masks want to conquer the world," covering its scale and expansion plans [5]. According to that report, the brand had more than 3,000 points of sale in France, including roughly 2,000 pharmacies as well as chains such as Nocibé and Monoprix, and was present in around 15 countries. The same article cited sales growth of 27 percent in 2022 and noted earlier distribution through Ulta Beauty in the United States before the pandemic.

Inuwet is an active brand. Its most recent documented developments are the 2023 launch of the "inuwet mini" children's line and the reported 2022 sales growth, alongside stated plans to expand its pharmacy presence and international markets. The brand operates a live e-commerce site at inuwet.com and continues to trade under the De Bruyère company, registered in Paris [4].