Maison BETC, a global micro-network dedicated to luxury branding
BETC is opening a new chapter with Maison BETC: a global micro-network built to help luxury, fashion, beauty and lifestyle brands shape their branding, desirability and experiences.
Maison BETC brings together 120+ talents, strategists, creatives, producers and cultural specialists, across key luxury hubs, with “maisons” in Paris, New York and Shanghai. This workflow is designed to stay close to local cultures and market realities, while operating with a truly global perspective.
“Luxury is at a turning point: brands must stay true to their DNA while reinventing their language and experiences—so they can attract, surprise and delight,” says Clément Boisseau.
Why now? Because luxury is shifting. Consumers increasingly value authenticity, quality and creativity over heritage and logos, and younger generations are raising the bar. At the same time, experiences are becoming a stronger growth engine than ownership—pushing brands toward immersive storytelling, creative partnerships and cultural moments that build long-term relevance.
Maison BETC was created for this moment: a strategic partner with a global creative bench, able to build strong brand platforms and bring ambitious ideas to life across every touchpoint.
“The launch of Maison BETC reflects our energy and convictions: our ability to export creative expertise worldwide, our drive to make luxury, fashion and beauty communications ever more transformative, and our commitment to promoting internal talent,” says Bertille Toledano, President of the BETC Group.
The network is led by Clément Boisseau, former Global Chief Strategy Officer at BETC, alongside key talents including Florent Imbert (Chief Creative Officer, Maison BETC New York), Florence Bellisson (Chief Creative Officer, Maison BETC Paris), Marine Hakim (VP, Maison BETC Paris), Olivier Vigneaux (CEO, BETC Fullsix) and Howard Chen (Managing Director, BETC Asia).
Maison BETC already partners with leading brands including Van Cleef & Arpels, Louis Vuitton, Dom Pérignon, as well as L’Oréal Luxe (IT Cosmetics, Diesel Fragrances, L’Oréal Luxe Refill) and Beam Suntory (Hibiki).
The launch also comes with an identity update: BETC Etoile Rouge becomes Maison BETC Paris, reinforcing a unified Maison BETC ecosystem and reflecting BETC’s roots in luxury, beauty, fashion and lifestyle.
“By opening three ‘maisons’ within BETC, we’re reaffirming our approach: strategic precision and rigorous craft, built on partnership and ongoing dialogue with our clients,” adds Mercedes Erra, BETC Founder.
Learn more: maisonbetc.com