BeHyggie for more proximity BeHyggie, a brand created last January, endows food supplements with strong values: quality, efficiency and responsibility. Short supply chains, clinical data and as much vegan concepts as possible, but above all, a desire to accompany the consumer in their wellness routine. Like a coach, Julien Lefeuvre-Gibeau relies on trust. Actif’s Mag: What is the meaning of BeHyggie? Julien Lefeuvre-Gibeau: BeHyggie is the contraction of three words: «be» from to be, «hygge», a word of Danish ori- gin relating to a feeling of well-being and «veggie» for vegan. Or how to find the path to well-being from the comfort of your home. BeHyggie wants to be part of the answer in this quest. Actif’s Mag: How was this project born? Julien Lefeuvre-Gibeau: Considering my experience in for- mulation, regulation and quality with different manufactu- Julien Lefeuvre- rers, I felt the need to develop and offer my own formulas and Gibeau, combinations to better meet the values that drove me on the Founder one hand, and on the other hand to create a privileged rela- and CEO of tionship based on trust with food supplements consumers. Trust in the sourcing of active ingredients and their effective- BeHyggie, has ness so that the results are there. Authenticity in all simplicity!over 12 years The basic objective is to help the consumers in creating their of experience own health routine, guide them and subsequently accompany in the them via reminders, scientific news, etc., as a coach would do. development L’efficacité et notamment Actif’s Mag: From idea to solution, what specifications and contract l’objectivation clinique des do your formulas meet? manufacturing ingrédients est un véritable Julien Lefeuvre-Gibeau: Today, the range consists of food of food prérequis pour justement supplements mainly in the form of (botanical) capsules that instaurer un climat de come in Doypacks (recycled kraft), responding to the pro- supplements confiance (Laboratoire blems of immunity, detoxification, energy, sleep, concentra- tion, stress... A desire to promote short supply chains is clearly d’Innovation The effectiveness and, displayed with Made in France, which can go as far as Made in Végétale, in particular, the clinical (the Maine-et-Loire) Region as far as contract manufacturing Laboratoire objectification of ingredientsis concerned. Vegan-based, of course, but without locking our- Gefa, Alpha is a real prerequisite for establishing, precisely, a selves into this concept because one of our products contains System) climate of trust vitamin D of animal origin. Another pillar of the company, the effectiveness and, in particular, the clinical objectification of ingredients is a real prerequisite for establishing, precisely, a climate of trust. For this, I surround myself with professio- nals recognized in the world of the health ingredients such as Becarre Natural and Pharmactive, among others. In addition, complementary products are offered based on essential oils for a broader approach to a given problem (detox/digestion, energy/sport, stress/sleep couples). Actif’s Mag: What arethe current trends/drivers for the food supplements market, in your opinion? Julien Lefeuvre-Gibeau: Naturalness, recyclability, circu- lar economy were already present even before the health sdnarB — seuqraM- 63 -