Interview with Stéphanie Eyherabide, COO of Laboratoires de Biarritz for EntrepreneurIA
Interview conducted by Pascale Caron
We met Stéphanie Eyherabide, Chief Operating Officer of Laboratoires de Biarritz, to explore how artificial intelligence is transforming operations at this company specializing in organic cosmetics, focusing on marine ingredients and sustainable innovation.
Can you introduce your business and your role at Laboratoires de Biarritz?
As Chief Operating Officer, I have two major responsibilities within the company. I define the strategic vision and ensure its execution at Laboratoires de Biarritz, working closely with the current shareholder. Founded in 2011 by a visionary couple, the company specializes in certified organic cosmetics and has made bold strategic decisions from the start.
We made three foundational choices that have proven successful. First, with our in-house R&D laboratory, we develop all our formulas internally, giving us full control over the creation process. Second, our organic certification ensures transparency regarding our ingredients and manufacturing processes. Finally, we chose algae as our main active ingredients. Our products feature algae sourced from the Basque coast and the Atlantic Ocean, including Basque red algae Gelidium Sesquipedale. We have even filed two patents for this ingredient—one for its antioxidant properties and the other for its reparative benefits.
I joined three years ago at the request of the current shareholder with the mission of accelerating the company’s modernization, transforming it from an organic brand to a truly responsible laboratory. This change management mission is at the core of my daily work, encompassing R&D, marketing, sales, digital, and even finance.
What unique aspect of your sector led you to adopt AI, and how has it transformed your operations?
In an SME like ours, human and financial resources are generally limited. This creates several challenges: we face a shortage of specific expertise, time constraints among teams, and a lack of responsiveness. These issues stem from the ongoing development of our often-young employees’ skills and the rapid changes in our industry.
Our sector is extremely dynamic and constantly evolving, with new emerging brands, the vast resources of large established companies, and increasing regulatory demands, especially concerning environmental impact. I realized we needed to improve our efficiency and responsiveness to keep pace with these changes.
It was at a conference on AI in the beauty industry that I saw how AI could address these specific needs, helping us work faster and with greater relevance.
What AI solutions have you selected?
Currently, we primarily use ChatGPT with a paid subscription and Perplexity AI, making them accessible to the entire company. Today, these tools are mainly used by our marketing and digital teams, as well as parts of our R&D and finance departments.
ChatGPT helps us challenge and refine our marketing concepts, enhancing their relevance, uniqueness, and clarity. AI also saves us time on content creation, including blog articles, product sheets, social media posts, and even elements of our marketing plans and editorial calendars. In R&D, AI is invaluable for bibliographic research on ingredients and generating ideas for formulations.
In the future, my ambition is to train the entire team on various AI tools relevant to their roles, ensuring their use across the company. AI can be a powerful accelerator, and it’s essential for our employees to master systems that boost efficiency and precision.
How did you overcome cultural and human challenges when integrating AI?
AI required a proactive approach. After a summer of experimentation and reflection, I decided to get the teams involved. I encouraged them to train themselves using tutorials I found useful. As with any change process, reactions varied: some employees quickly embraced AI and became early adopters, while others were more resistant.
However, those who adopted AI early provided very positive feedback. For example, some employees in the commercial division now use AI to prepare negotiations, create offers, and calculate profitability. This gradual acceptance created a ripple effect, where even the more hesitant team members became interested after witnessing the productivity gains among their colleagues.
What technical challenges have you faced when implementing AI solutions?
So far, challenges have been limited but could increase with the adoption of more advanced software or the use of multiple tools. We also need to consider data protection carefully. For example, securely managing documents is crucial, and we are planning to structure our approach to avoid mishandling, especially regarding the internal flow of information.
What positive changes have you observed in your team dynamics thanks to AI?
Integrating AI has brought a sense of surprise and satisfaction among employees. They have witnessed the effectiveness of these tools, which has boosted their motivation. They work faster and produce more precise, impactful, and contextually relevant content.
Time saved on repetitive tasks allows teams to focus on high-value missions, which is highly rewarding. This dynamic has even sparked a positive sense of collaboration, where employees share tips and successes, enhancing teamwork and collective innovation.
What essential advice would you give to SMEs hesitant to adopt AI?
I would say, don’t hesitate—get started without delay. AI is a powerful and adaptable tool, especially in a resource-limited SME context. You have to learn as you go, testing solutions and adjusting them over time without fearing mistakes.
However, it’s important to address data protection from the beginning, for instance by creating an AI usage charter so everyone understands what’s appropriate.
For us, AI has already become a strategic tool, enabling us to focus on high-value tasks while improving our precision and responsiveness.
