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ASEPTA Laboratories: a great story of success and innovation

Quality, research and innovation are the values advocated by ASEPTA Laboratories, specialists in dermo-
cosmetics for nearly 80 years. Behind this entrepreneurial epic, the union of ambitious, reckless and
visionary men: Paul Lacroix and his partner, Henri Mas, helped by pharmacist, Henri Adam.

Potted history of a great laboratory of ingredients offering the most Stéfanini, Ambassador of France to who have worked for a long time or
It was in 1943 in Monaco that convincing results. Formulation, Monaco. “This distinction is not for more recently in the development
Paul Lacroix, Henri Mas and production, shipping, administrative me simply a personal reward but of ASEPTA Laboratories to share in
Henri Adams created the ASEPTA services - everything is grouped underlines, above all, a collective my pride and to receive in return my
Laboratories which, at the time, together in the Principality, which effort. I therefore invite all those recognition for their investment.”
offered a unique product: a cream makes ASEPTA Laboratories the
to relieve overheated feet that ambassadors of Made In Monaco. ASEPTA ou l’histoire d’un héritage familial...
the croupiers of Monte-Carlo “ASEPTA Laboratories represents
Casino immediately snapped up. six international patents and more L’entreprise est aujourd’hui codirigée par les enfants des fonda-
The product’s name, AKILEÏNE, than 200 formulae for your well- teurs, Anne-Marie Noir et Georges Mas, qui avec fierté́, perpétuent
comes from achillea, a plant from being and comfort from head to l’œuvre de leur père respectif, en France, mais également en
the Greek pharmacopoeia, yarrow, toe. We are very careful about Europe et à l’International dans plus de 65 pays et à travers 6
’
whose fortifying properties it uses the composition of our products filiales. Lhistoire continue avec la troisième génération, Benjamin
- but is also a nod to the famous and only use very high quality raw Noir, petit-fils de Paul Lacroix ayant rejoint l’entreprise.
Achilles heel. materials. Listening to consumers,
Since its creation, the Monégasque we try to meet their expectations as
company has never stopped much as possible,” stresses Anne-
innovating and distinguishing Marie Noir, daughter of founder,
itself through its ability to develop Paul Lacroix and current CEO of
exclusive, active ingredients that ASEPTA Laboratories.
give rise to high quality products, All this work has been recognised
always sold at reasonable prices. with numerous awards: Norex Prize
Building on its leading position in (1988), Best Brand Award (1989),
the podiatry market for many years, Riviera Trade Club (1997), Export
AKILEÏNE has the distinction of Leader (1999), Monaco Business
being sold once every two seconds Award (2000), Eurêka Label ( 2005),
in 2021 in pharmacies*. Monaco Eco Club Trophy (2013)
and the Women in the Economy
Brands created by pharmacists, Trophy – Business Leader PACA-
for pharmacists, podiatrists and Monaco for Anne-Marie Noir (2015).
informed consumers A new distinction has recently been
ASEPTA Laboratories, thanks to added for Anne-Marie Noir with her
their large catalogue and unique appointment to the rank of Knight
know-how, have clearly established of the National Order of Merit in the
themselves as the partner of decree of 29 May 2019, published in
pharmacists. the Official Journal. This distinction
Since 1943, the brands launched pays tribute to the 28 years in the
by ASEPTA Laboratories share service of international action to
one thing in common: their which she has been committed
strong and constant demand for through the Association of Women
efficiency. Whether it’s products Business Leaders in Monaco and Tour of the ASEPTA: a story of family heritage...
for the face, hands, nails or within the ASEPTA Laboratories The company is now co-directed by the children of the founders,
feet, the Marketing, Research & since 1994. The awards ceremony Anne-Marie Noir and Georges Mas, who proudly perpetuate
Development and Quality Control took place on Friday 24 June at the the work of their respective fathers in France and Europe, as
departments are fully committed Novotel Monte-Carlo, under the well as internationally in more than 65 countries and through
to the quest for and association patronage of His Excellency Laurent six subsidiaries. The story continues with the third generation,
Benjamin Noir, grandson of Paul Lacroix having joined the company.
*Source: IQVIA - Pharmatrend/Paratrend - Foot Care Market in Pharmacies and Para-pharmacies
in France - Year 2021 - in value and volume

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