Fragrance house

Veld's

Veld's is a French dermo-cosmetics brand created in 2004 by Joyce Musy. Its name and identity draw on the South African veld, particularly the Cape Town region and its botanical biodiversity. The brand initially developed products around Aloe Ferox sourced from South Africa, while Musy's discovery of rooibos in the South African bush informed its antioxidant-focused product development. Pure Pulp, created in 2004 as Veld's first treatment, is an all-in-one, multi-use treatment combining surface and deeper action. On 11 January 2017, Veld's was sold to Financière Mâconnaise, whose plans included international expansion and entry into the selective cosmetics market. Veld's SAS later entered dissolution in October 2023, completed its liquidation on 28 December 2023, and was removed from the French company register on 21 March 2024.