Founded 2018 by Justine Hutteau via viral crowdfund, Respire is France's natural DTC deodorant brand — made in France, 99% natural, sold in pharmacies and Monoprix.
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See all ads on AdLibrary →Respire was founded in 2018 by Justine Hutteau, who launched via a record-breaking Ulule crowdfunding campaign (21,000 pre-sold deodorants, €250K raised in one month). Now with 225K Instagram followers and 2,500 points of sale including 800 pharmacies and 350 Monoprix stores, Respire is France's leading natural-origin deodorant brand.
Respire built its brand through community co-creation before spending on paid media — a €250K crowdfund and 21,000 pre-sales validated product-market fit publicly. Paid campaigns now amplify social proof and the founder's personal story. UGC is the creative backbone. See Respire's ads on AdLibrary.
Meta ads lean heavily on before/after testimonials for deodorant efficacy claims — a high-intent format for a category where skepticism is high. Founder Justine Hutteau appears frequently in video ads, maintaining the personal brand origin story. Targeting focuses on natural beauty and clean-living audiences.
Core themes: 'it actually works' efficacy (countering natural deodorant skepticism), made-in-France trust, and clean ingredient transparency. The crowdfunding origin story ('20,000 people believed in this before it launched') functions as ongoing social proof in copy.
Respire is a masterclass in using crowdfunding as a launch marketing channel. The campaign did not just raise money — it generated press, validated the brand publicly, and built a pre-launch community. For clean beauty DTC brands, overclaiming efficacy is the fastest way to lose trust; Respire's honest framing sustained credibility through pharmacy channel expansion.
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