Jeanne Damas is the embodiment of French girl style. The model and designer launched her fashion and beauty brand, Rouje, in 2016. It offers silky blouses, cardigans, midi skirts, jeans, and her signature red lipstick for those seeking that effortlessly chic look.
“Since I was young, the press has labeled me the ultimate Parisian or French girl. It’s been good for my business, but it was never a marketing strategy,” says Damas.
Now, a decade later, Rouje is entering its next phase of growth, aiming to evolve beyond the “French girl” archetype while staying true to its founder’s roots. The brand, with revenues in the eight figures, is focused on expanding internationally. Currently, 55% of sales are in France, with 45% coming from elsewhere. Beauty is another key growth area, currently making up 10% to 15% of the business. Damas wants to increase that to 20% within three years, driven by new products like a blush launching in April, plus accessories and haircare.
“Blush and lipstick launches complement the wardrobe and strengthen our customers’ daily rituals. Beauty increases purchase frequency, average order value, and customer loyalty,” Damas explains. Her beauty line, Les Filles en Rouje, also includes lipsticks, eye products, and skincare. The goal is for blush to make up 3% of beauty revenue in its first year, growing to 10% of the category thereafter. “The beauty category is a strategic growth driver because it boosts purchase frequency, loyalty, order value, and overall engagement,” she says.
The brand is also returning to hospitality with Café Rouje, opening in May inside its boutique on Rue Bachaumont. Damas, whose parents owned a restaurant, had previously ventured into this space with Chez Jeanne in 2019, which closed during the pandemic. Café Rouje is an effort to connect more closely with customers. “As a digital native, it’s really important for me to bring my store or café to life so I can connect with the community,” she says.
Influencer brands often plateau around the 10-year mark as new labels emerge. Damas has considered this in recent years but isn’t ready to give up control. Rouje has no outside investors and is entirely founder-funded “to control our pace of growth, product development, and brand image,” she says. “It’s scary to have a brand revolve around one person, but when we look at the data, the brand is stronger when I’m attached to it because people follow me for a certain style.”
The Future of Rouje
Looking ahead, Damas is focused on refining Rouje’s operations and plans to be even more hands-on. She has realized the business’s success depends on her, especially in a saturated market where anyone can start a fashion label online. Does the French girl aesthetic still resonate? Damas says her customer base is growing, with first-time buyers accounting for 10% of revenue in 2025, 5% of whom are Gen Z.
Damas, now 34, has also evolved the product assortment to reflect her stage in life. After having a baby, she launched the brand’s Big Bag satchel and a pair of soft jersey pants. The skincare line in Les Filles en Rouje is timed to what she says her maturing skin needs. “My customers are now mothers or have careers, too,” she notes.
To further connect with customers, Damas is developing a Rouje mobile app. “Mobile already represents most of our traffic and a significant share of sales. An app allows us to create a more direct and personalized relationship. It lets us deliver a smoother shopping experience, with faster navigation, better…”The app enhances product discovery and enables more sophisticated clienteling through CRM and push notifications,” she explains. “It also helps strengthen retention and loyalty by creating a dedicated space for the Rouje community.”
For founder Jeanne Damas, the app offers greater control over how customers experience the brand. “Social platforms are powerful discovery channels for brands like Rouje, but they’re rented spaces,” she notes. In contrast, the app is an environment owned entirely by Rouje, allowing the brand to deepen customer relationships. While social media drives inspiration and traffic, “apps tend to generate higher engagement, stronger retention, and greater customer lifetime value. Customers who download an app are usually the most loyal and tend to shop more frequently.”
Jeanne Damas launched Rouje in 2016 and remains closely tied to the “French girl” archetype—though she recognizes the concept has evolved. As beauty standards shift and icons like Françoise Hardy and Catherine Deneuve are no longer the sole references for Parisian style, Damas defines French girl beauty in three words: confidence, authenticity, and personality. “It’s about not trying to look like someone else, and embracing your identity and quirks—a big nose, crooked teeth—just your natural self, without surgery,” she says.
She acknowledges that being linked to Parisian style has often been an advantage. When the quiet luxury trend peaked, a team member once suggested softening Rouje’s aesthetic. Damas dismissed the idea. “It’s bullshit,” she says, pointing to the brand’s packaging—inspired by her grandmother and featuring vintage wrapping paper with gold stripes and prints.
“Staying true to my style and French roots has been the biggest challenge, even as the brand has grown to 100 employees,” Damas reflects.
Frequently Asked Questions
FAQs Is the French Girl Style Guide Still Relevant
Beginner Foundational Questions
1 What exactly is French girl style
Its a fashion aesthetic inspired by the perceived effortless chic of Parisian women It emphasizes timeless highquality basics a neutral color palette simple silhouettes and looking undone rather than overly polished
2 Is it just about striped shirts and berets
No thats a stereotype While a breton stripe top is a classic staple the style is more about an attitude and a curated wardrobe of versatile pieceslike a perfect blazer wellfitting jeans a tailored trench coat and simple loafers or ballet flats
3 Whats the core philosophy behind it
The philosophy is less is more It focuses on investing in fewer betterquality items that mix and match easily prioritizing personal comfort and confidence over fastfashion trends The goal is to look puttogether without looking like you tried too hard
4 Who are some iconic examples of this style
Think of figures like Jane Birkin Caroline de Maigret and modern influencers like Camille Charrire Their style feels personal slightly rebellious and never overly trendy
Relevance Modern Application
5 Is this style guide still relevant today or is it outdated
Yes its core principles are more relevant than ever in the age of fast fashion and sustainability concerns The emphasis on a capsule wardrobe quality over quantity and timeless pieces aligns perfectly with a more conscious approach to dressing
6 But doesnt it feel too restrictive or boring
It can if followed as a strict uniform The modern take is to use the French foundationgreat jeans a good jacket simple topsand inject your own personality This could be through a signature piece of jewelry a pop of color in your bag or your choice of shoes
7 How does it fit with body positivity and inclusivity
The classic imagery was often very narrow Today the relevant takeaway is the