Tour of Beauty
Perhaps The Hague's most beautiful beauty boutique
DATE
29 March 2020
TEXT
Annerieke Simeone
IMAGE
Fleur Beemster
At its new location, Tour of Beauty attracts even more visitors from outside The Hague. The internationally renowned skincare brand Biologique Recherche matches the quality of this beauty salon, or rather Beauty Boutique.
Aadat you have pressed the golden bell of Hay Street 7, the heavy door swings open inside. Huh, is this a boutique hotel? What an atmosphere, what a place. Right in the middle of Neighbourhood 2005. Tour of Beauty owner Léonie Vermeulen smiles: "This is exactly the experience we want to give our customers."
Cosmetic doctor
It is a bit different from their previous location on Javastraat. "There we had too small treatment rooms and no daylight," says her partner Jos Waardijk, taking a seat by the fireplace. "We were too much shop, we didn't want that anymore," adds Léonie. "For us, everything is about the quality of treatments and personal attention to the customer." The bar is therefore high for the team of eight permanent staff, including NVGC-certified cosmetic doctor Leanne Wong.
The boutique spirit is also reflected in the 'menu' of facial and body treatments and the wide variety of brands. Each type of customer receives tailor-made skin advice.
'Last year we were visited by a crew manager who sailed to Flushing in a luxury superyacht'
Maasstede
For two years, they searched for a new location. Léonie: "We saw almost every property that became available. When this came along, we thought: yes, this is it. That property developer Maasstede applied for all permits for this is unique. Retail, hotel, shop, service. That hardly ever happens. It offers opportunities for the future."
The listed building at 7 Hay Street
The colours, inspired by those of the Rijksmuseum, were an inspiration for Tour of Beauty's spacious treatment rooms and lounge. Jos: "The architect (of DIS Studio Amsterdam, ed.) put into words what we felt. Each room has a distinct, warm atmosphere. With an eye for detail. We wanted to do something that wasn't there yet."
Biologique Recherche is now represented in more than eighty countries
Léonie: "Just now, a man who has been coming to us for treatments for years said: 'Javastraat was nice, but I find the boutique atmosphere you experience here during the treatments really unique. Contemporary, worldly and totally contemporary. I'm sure this will make your clients very happy.' And they do."
Biologique Recherche
Three years ago, Tour of Beauty introduced French Biologique Recherche. For this skincare brand, even more clients from outside come to The Hague. "Just this week a lady from Enschede. Two and a half hours by train for a Biologique Recherche treatment with us!", Léonie chuckles.
Three years ago, Tour of Beauty introduced French Biologique Recherche. For this skincare brand, even more customers from outside come to The Hague.
"But it could be even crazier," Jos explains. "Last year, we were visited by a crew manager who sailed to Flushing in a luxury superyacht. That boat had once been built in the Netherlands and now had to return to Zeeland for a check-up. The lady in question, a fan of the brand for years, wanted to use this stopover for a Biologique Recherche treatment and replenish her creams right away. Through the internet, she had found us. From Vlissingen, she made a return trip by taxi to The Hague. So we go through that too."
'We are becoming more critical; are the products composed of natural products as much as possible, are they paraben- and animal-test free?
But what is so special about this brand? "Forty-five years ago, it was created by chance by physiotherapist Josette Allouche who used a mix of oils and creams for her clients. She made the recipe with products from nature à la minute. Her patients responded so enthusiastically to this that her custom-made products were increasingly in demand. Allouche's husband, a chemist, developed her recipes into shelf-stable products. The brand took off, Biologique Recherche was born."
Beauty aficionado
Biologique Recherche is now represented in more than eighty countries. Under the leadership of Dr Philippe Allouche (the son of), products are developed and tested in the company's own laboratory. Jos: "Philippe is a true beauty aficionado with a passion for the skin and quality you rarely come across. He has a clear vision about the so-called 'Skin Instant', which is based on the changing condition of the skin. After all, the skin renews itself over a period of fifty days and no two days are the same: climate, temperature, air conditioning, nicotine, hormones, ageing and stress affect the condition of the skin on a daily basis."
Read also:
This designer couple lives in their own concept store
For example, prior to a Biologique Recherche treatment, the skin condition is analysed on five components. The Skin Instant Lab's software provides advice on the most appropriate treatment and the best use of products. The treatment is sometimes different from what you are used to.
Where other salons work with steam equipment and warm cloths to clean the skin, a Biologique Recherche treatment is relaxing and invigorating at the same time, thanks to the specific way of massaging and the often cold creams. Afterwards, you feel reborn.
Tour of Beauty
Biologique Recherche visits every site working with the brand worldwide twice a year to check and ensure the uniformity and quality of treatments. Léonie: "These are strict but positive audits, all with a view to ensuring the best quality worldwide. And that is exactly why Tour of Beauty has chosen this methodology: all for quality and sustainability.
We are becoming more critical; are the products made up of natural products as much as possible, are they paraben- and animal-test free? Is the packaging made of cardboard or recycled plastic? These things are not only important to us, our customers also ask about them."
text Annerieke Simeone / image Fleur Beemster
At its new location, Tour of Beauty attracts even more visitors from outside The Hague. The internationally renowned skincare brand Biologique Recherche matches the quality of this beauty salon, or rather Beauty Boutique.
Aadat you have pressed the golden bell of Hay Street 7, the heavy door swings open inside. Huh, is this a boutique hotel? What an atmosphere, what a place. Right in the middle of Neighbourhood 2005. Tour of Beauty owner Léonie Vermeulen smiles: "This is exactly the experience we want to give our customers."
Cosmetic doctor
It is a bit different from their previous location on Javastraat. "There we had too small treatment rooms and no daylight," says her partner Jos Waardijk, taking a seat by the fireplace. "We were too much shop, we didn't want that anymore," adds Léonie. "For us, everything is about the quality of treatments and personal attention to the customer." The bar is therefore high for the team of eight permanent staff, including NVGC-certified cosmetic doctor Leanne Wong.
The boutique spirit is also reflected in the 'menu' of facial and body treatments and the wide variety of brands. Each type of customer receives tailor-made skin advice.
'Last year we were visited by a crew manager who sailed to Flushing in a luxury superyacht'
Maasstede
For two years, they searched for a new location. Léonie: "We saw almost every property that became available. When this came along, we thought: yes, this is it. That property developer Maasstede applied for all permits for this is unique. Retail, hotel, shop, service. That hardly ever happens. It offers opportunities for the future."
The listed building at 7 Hay Street
The colours, inspired by those of the Rijksmuseum, were an inspiration for Tour of Beauty's spacious treatment rooms and lounge. Jos: "The architect (of DIS Studio Amsterdam, ed.) put into words what we felt. Each room has a distinct, warm atmosphere. With an eye for detail. We wanted to do something that wasn't there yet."
Biologique Recherche is now represented in more than eighty countries
Léonie: "Just now, a man who has been coming to us for treatments for years said: 'Javastraat was nice, but I find the boutique atmosphere you experience here during the treatments really unique. Contemporary, worldly and totally contemporary. I'm sure this will make your clients very happy.' And they do."
Biologique Recherche
Three years ago, Tour of Beauty introduced French Biologique Recherche. For this skincare brand, even more clients from outside come to The Hague. "Just this week a lady from Enschede. Two and a half hours by train for a Biologique Recherche treatment with us!", Léonie chuckles.
Three years ago, Tour of Beauty introduced French Biologique Recherche. For this skincare brand, even more customers from outside come to The Hague.
"But it could be even crazier," Jos explains. "Last year, we were visited by a crew manager who sailed to Flushing in a luxury superyacht. That boat had once been built in the Netherlands and now had to return to Zeeland for a check-up. The lady in question, a fan of the brand for years, wanted to use this stopover for a Biologique Recherche treatment and replenish her creams right away. Through the internet, she had found us. From Vlissingen, she made a return trip by taxi to The Hague. So we go through that too."
'We are becoming more critical; are the products composed of natural products as much as possible, are they paraben- and animal-test free?
But what is so special about this brand? "Forty-five years ago, it was created by chance by physiotherapist Josette Allouche who used a mix of oils and creams for her clients. She made the recipe with products from nature à la minute. Her patients responded so enthusiastically to this that her custom-made products were increasingly in demand. Allouche's husband, a chemist, developed her recipes into shelf-stable products. The brand took off, Biologique Recherche was born."
Beauty aficionado
Biologique Recherche is now represented in more than eighty countries. Under the leadership of Dr Philippe Allouche (the son of), products are developed and tested in the company's own laboratory. Jos: "Philippe is a true beauty aficionado with a passion for the skin and quality you rarely come across. He has a clear vision about the so-called 'Skin Instant', which is based on the changing condition of the skin. After all, the skin renews itself over a period of fifty days and no two days are the same: climate, temperature, air conditioning, nicotine, hormones, ageing and stress affect the condition of the skin on a daily basis."
Read also:
This designer couple lives in their own concept store
For example, prior to a Biologique Recherche treatment, the skin condition is analysed on five components. The Skin Instant Lab's software provides advice on the most appropriate treatment and the best use of products. The treatment is sometimes different from what you are used to.
Where other salons work with steam equipment and warm cloths to clean the skin, a Biologique Recherche treatment is relaxing and invigorating at the same time, thanks to the specific way of massaging and the often cold creams. Afterwards, you feel reborn.
Tour of Beauty
Biologique Recherche visits every site working with the brand worldwide twice a year to check and ensure the uniformity and quality of treatments. Léonie: "These are strict but positive audits, all with a view to ensuring the best quality worldwide. And that is exactly why Tour of Beauty has chosen this methodology: all for quality and sustainability.
We are becoming more critical; are the products made up of natural products as much as possible, are they paraben- and animal-test free? Is the packaging made of cardboard or recycled plastic? These things are not only important to us, our customers also ask about them."
