L’Occitane En Provence celebrates 50 years of care and craftsmanship in 2026 by spotlighting its iconic Shea Butter Hand Cream. Created in 1993 and formulated with 20% shea butter, the fast-absorbing, comforting formula nourishes and protects hands, becoming a simple gesture of care shared across generation
To honour five decades of purpose-led beauty, L’Occitane celebrates its new global campaign, “Meant to Be Shared.” Through poetic storytelling, the campaign celebrates hands as universal storytellers – holding, creating, comforting, and connecting. In these intimate gestures, Shea is revealed not merely as a skincare essential, but as an expression of care that begins with ourselves and naturally extends to others.
The anniversary moment also expands the Shea story beyond a single product, introducing the Shea Hands & Nails 4-Step Ritual – Cleanse, Exfoliate, Nourish, and Beautify. Designed as a sensorial journey, the ritual elevates everyday hand care into an indulgent act of self-kindness, reinforcing Shea as a complete universe of care.
Among the highlights is the Shea Nail & Cuticle Nourishing Oil (7.5 ml), infused with an exceptional 30% Shea Oil. Light yet deeply nurturing, the formula softens cuticles, strengthens the look of nails, and transforms at-home manicures into a moment of quiet luxury, made effortless with a precise brush applicator.
At the heart of the celebration remains the cult-favourite Shea Butter Hand Cream (30 ml) – a global best-seller with one tube sold every three seconds. Enriched with honey, almond extracts, and coconut oil, its velvety balm melts into the skin, leaving hands soft, supple, and comforted, never greasy, always reassuring.
Completing the ritual is the Verbena Moisturizing Hand Lotion (250 ml), where 5% Shea Butter meets honey extract in a lightweight, fast-absorbing texture. Designed to counteract the drying effects of daily life, it leaves hands delicately perfumed with Verbena’s fresh, citrusy sparkle an invigorating contrast to Shea’s cocooning warmth.
As L’Occitane En Provence celebrates 50 years, it reaffirms a simple yet powerful truth: beauty is not just something we wear it is something we share. And sometimes, it begins with a small tube of cream, passed from hand to hand, carrying care forward.