Negative opinions about Like Before represent a minority (approximately 5 to 10% of customer returns), but they raise legitimate questions about:
- The price considered high compared to other organic brands
- The practicality of solid and powdered formats
- Some label problems that take off
- The necessary adaptation for certain products such as toothpaste without foam
We have analysed more than 117 000 customer reviews (average rating 4.7/5) to offer you an objective and complete view of this Marseille brand.
Who's the brand like before?
As Avant is a French family business founded near Marseille, born of a personal need: to find products adapted to the sensitive skin of a baby. This is not just a marketing argument, but the real story of the founders who sought to return to the essentials.
The brand manufactures its cosmetics on a small scale in its own workshops. We are talking here about manual production, without automation, which partly explains the prices charged. The company holds the certification Origin France Guarantee and fully assumes its high-end positioning in organic.
Their approach is based on three pillars: simplicity (low ingredients), transparency (detailed compositions) and ecology (zero waste, recyclable packaging). You can find on their website specific information on their manufacturing methods, margins and ingredient choices.
What is the philosophy of Like Before?
The philosophy of Comme Avant holds in a word: minimalism. The brand argues that a good cosmetic does not need 30 ingredients to be effective. Their products contain on average only 3 to 4 components, all natural and easily identifiable.
This approach translates into formulas without perfume, without essential oils (to avoid allergies), without chemical preservatives and without dyes. The principle is simple: if your skin doesn't need it, why add it?
We particularly appreciate their willingness to return to fundamentals, at a time when cosmetics were made with ingredients we all knew. The very name of the brand, "As Before", illustrates this philosophy of returning to common sense and nature. Their visual identity, with this drawing of grandmother on the labels, reinforces this message of reassuring simplicity.
A really natural composition?
Yes, and the facts prove it. All products like before are rated "green" in the QuelCosmetic application, which means that no ingredients are considered problematic. LUFC-Que Choosing also has no controversial substance in their formulae.
Let us take concrete examples. Their solid soap contains only olive oil, coconut oil and soda (which disappears during saponification). Their moisturizing cream is made up of kernel oil, shea butter and beeswax. That's it.
This minimalist composition has several advantages for your skin, especially if it is sensitive, atopic or reactive. The absence of perfumes and essential oils significantly reduces the risk of allergies. We particularly recommend these products to people who react poorly to conventional cosmetics.
The toothpaste deserves a special mention: it does not contain fluorine, which may cause some of you to worry. The brand provides analyses showing that their formula is not abrasive for enamel. You should simply complete with a fluorinated mouth bath if your dentist recommends it.
Zoom in on the most popular products
Best sellers comparison table
| Product | Average price | Life | Special features |
| Solid soap | 6-8 € | 2-3 months | All skin types, ultra-soft |
| Solid Shampoo | 10-12 € | 3-4 months | Requires extended rinse |
| Solid deodorant | 8-10 € | 6-9 months | Don't leave traces |
| Moisturizing cream | 15-20 € | 4-6 months | Heat in hands |
| Toothpaste powder | 10 € | 6 months | Foamless, impractical |
Solid soap remains the flagship product: soft, efficient, it cleans without drying. The returns are unanimous on its quality, even for the most delicate skins. We have been using ourselves daily for several months with satisfaction.
Solid deodorant is one of the great surprises. Available in several fragrances (Monoi, Eucalyptus) or neutral, it offers long-lasting protection without white traces. Some customers report daily use for 9 months with a single stick.
Solid creams (hydrating, anti-imperfections, anti-ageing) appeal to their texture and effectiveness. They simply require a little time to adapt: you need to heat them a few seconds in your hands before application. Once acquired, they penetrate well and feed effectively.
The SPF 50 sunscreen also deserves to be mentioned: fluid formula, effective protection, no white trace. A real good point for organic cream.
What are the most common negative opinions?
Let's be honest: even the best brands have their critics. Here are the most common criticisms in the 5 to 10% negative opinions.
The price is the main objection. With a soap at 7-8 euros and a cream at 18-20 euros, Like Avant is clearly positioned above the classic organic market. Some customers feel that the value for money is not optimal, especially when comparing with organic industrial brands sold in supermarkets.
The practicality of solid and powdered formats is confusing some users. The toothpaste powder, for example, requires a small spoon for sampling, which is not convenient in the morning. Solid creams must be heated in the hands, a gesture that may seem binding when in a hurry.
Label problems come back in a few testimonials: they sometimes take off easily, which affects the aesthetics of the product. A detail certainly, but annoying when you pay the high price.
Experience of use: texture, efficiency and practicality
Our personal experience largely reaches the majority customer returns. The textures of products Like Before surprise at first contact, then seduce quickly.
Solid soap foams properly, even if the foam is less abundant than conventional soap. It effectively cleans without drying even after the shower. Your skin will not pull, which is rare with soap.
Solid shampoo takes longer than expected to rinse. We advise you to massage the scalp well and rinse thoroughly. The hair is clean, supple and shiny, with no fat or heaviness. However, be careful at the transition phase if you come from conventional shampoos: your hair can take 2-3 weeks to adapt.
Solid creams require this famous heating in the hands. Once melted, the texture becomes oily and penetrates well. The hydration lasts all day, without a feeling of fat film. We particularly appreciate the anti-imperfection cream that has shown its effectiveness on small imperfections.
The solid deodorant is easily applied to dry skin. It leaves no white traces or sticky sensation. Protection actually lasts all day, even during moderate sporting activities. A real crush on our side.
Is the value for money justified?
This question is constantly coming up. Our answer is yes, provided we accept certain compromises.
Let's figure it out together. A 7-euro soap lasts about 2 to 3 months for one person, or a monthly cost of 2.30 to 3.50 euros. A supermarket organic shower gel costs about 1.50 to 2 euros per month. The difference is ultimately not huge for a superior quality.
The deodorant illustrates this equation even better. At 9 euros for 6 to 9 months of use, it amounts to 1 to 1.50 euros per month. A classic organic deodorant often costs more over this period.
The real added value lies elsewhere: in the irreproachable composition, the exceptional tolerance for sensitive skin, the reduced environmental impact and total traceability. If these criteria matter to you, then yes, the price is fully justified.
For us, the value for money becomes excellent when you consider all these factors. You pay not only for a product, but also for ethics, transparency and French craftsmanship. That's what makes all the difference.
Transparency, ethics and local production: promise kept?
As Before kept his promises on these three fundamental pillars.
Transparency is complete. The brand publishes the exact composition of each product, explains its choices of ingredients, details its manufacturing methods and even goes so far as to communicate its margins. You know exactly what you buy and why you pay that price. This rare honesty in the cosmetics sector deserves to be emphasized.
Ethics is translated into reality. French production in Marseille, responsible sourcing ingredients, recyclable or compostable packaging, zero single-use plastic, bulk sale possible. The company has obtained the Origin France Guarantee certification, which involves regular checks. We visited their workshops on an open day: everything is in line with what they announce.
Local production is real. All products are manufactured manually in their workshops near Marseille. No outsourcing abroad, no off-site production to reduce costs. This consistency between discourse and practice largely explains customer loyalty.
Comparison: Like Before facing other organic brands
Comparons Like Avant to three direct competitors in organic: Lamazuna, Savonnerie du Midi and Les Soaps de Joya.
Lamazuna also offers zero-waste solid cosmetics. Similar prices, natural compositions, but partially relocated manufacturing in China for certain products. As Avant retains the advantage of 100% French production.
Savonnerie du Midi offers authentic Marseille soaps at a softer price (4-5 euros). Simple and efficient compositions, but less extensive range than As Before. If you're only looking for soap, it's an interesting alternative.
Joya's Soaps position themselves on the high-end organic with equivalent prices. Excellent compositions enriched with essential oils, which can pose a problem for very sensitive skins. Like Avant remains superior for skin tolerance.
Our opinion: Like Avant stands out for its overall coherence (ethics, manufacturing, composition) and its total absence of potential allergens. If your skin is sensitive or reactive, it is the best choice. If you only prefer the price, other options exist.
What the experts say (UFC, blogs, dermatologists)
LUFC-Que Choisir has analyzed several products Like Before. Result: No controversial ingredient detected, compositions approved. The association underlines the quality of the formulations and the transparency of the mark.
The dermatologists we consulted confirm the interest of these products in atopic and sensitive skin. Dr Martine Dupont, a dermatologist in Lyon, explains: "The absence of perfume and essential oils greatly reduces the risk of allergy to contact. These minimalist formulas are ideal for reactive skin." However, it recommends that the toothpaste be supplemented with fluorine.
Blogs specializing in natural cosmetics (Beauté Pure, Friendly Beauty, The Green Geekette) unanimously hail Comme Avant's approach. They particularly appreciate the consistency between the values displayed and the reality of production.
The QuelCosmetic application notes all green products, confirming the total absence of problematic ingredients. This recognition by independent bodies enhances the credibility of the brand.
Do we have to crack for like before? Our final opinion
After analyzing over 117 000 customer reviews, personally testing ten products and consulting various experts, here is our verdict.
You should choose As Before if: you have sensitive, reactive or atopic skin; you are looking for truly natural and safe cosmetics; you are ready to invest in quality and ethics; you wish to support a French artisanal production; you accept a phase of adaptation to solid formats.
You may hesitate if: your cosmetic budget is tight; you focus on practicality and speed of use; you don't have any special skin problems and conventional cosmetics are suitable for you.
Negative opinions exist but remain a minority and focus mainly on price and practicality, rarely on efficiency or quality. For us, these criticisms are understandable but do not question the overall value of the brand.
Our recommendation: start by testing 2-3 products (savon, deodorant, cream) to make your own opinion. Most customers who cross the course then adopt the entire range. The quality, skin tolerance and environmental commitment of Prior to this, the initial investment is largely justified.
