If you’ve ever wondered why the streets of Paris look so empty mid-August or why your favourite French pharmacy brand suddenly goes quiet, you’ve discovered a very French secret: la pause estivale.
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The Art of Doing Less: Why France Shuts Down in August
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Unlike many countries where annual leave is scattered throughout the year, the French take their holidays in one big, glorious wave — and August is when it all happens. For most of the month, businesses close, cities empty, and locals escape to the coast, countryside, or mountains. It’s not just time off; it’s a cultural reset.
July - The Starting Rhythms of a French Summer
Before the grand August escape begins, July is full of joyful traditions:
🇫🇷 Bastille Day – July 14
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France’s National Day commemorates the storming of the Bastille and the beginning of the French Revolution. Expect breathtaking military parades on the Champs-Élysées, sky-high aerobatic flyovers by the Patrouille de France, and fireworks displays in every corner of the country — from Paris to provincial villages.
🚴 The Tour de France
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This isn’t just a bike race — it’s a rolling festival. Roadsides fill with families and friends waving tricolour flags. Even non-cycling fans tune in for the sweeping views of Alpine peaks, vineyards, lavender fields, and medieval castles.
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Before a single cyclist pedals past, there's a moment the French wait for just as eagerly — the Tour de France advertising caravan. This high-energy procession of colourfully decorated vehicles rolls through towns and countryside ahead of the race, tossing free goodies into the crowd and blasting music through loudspeakers. It’s more than advertising; it’s part of the joie de vivre that makes a French summer feel so alive.
Seaside Escapes: Le Touquet-Paris-Plage
While tourists dream of Provence or the glitz of the French Riviera, savvy Parisians often head north to Le Touquet-Paris-Plage — a charming coastal town on the Opal Coast, affectionately nicknamed "Paris by the Sea." Elegant yet relaxed, it offers the perfect balance of old-world glamour and laid-back summer living.
🏠 Poetic Cultural Heritage
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Expect to find grand Art Deco villas lining the leafy avenues, evoking the town’s heyday as a 1920s retreat for artists, politicians, and the fashionable elite.
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Today, it still holds that same nostalgic charm, attracting everyone from families to presidents — even Emmanuel Macron has been spotted strolling its beach.
🌊 Scenic Beaches
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The beach itself stretches for miles, wide, clean, and ideal for sunset walks, sand yachting, or simply lounging with a book. Nearby pine forests and dunes provide the perfect setting for breezy bike rides, morning jogs, or picnics under the shade.
🍷 Seaside Delicacies
And of course, no French beach escape is complete without a seafood feast - think:
1. Freshly shucked oysters
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2. Crispy moules-frites
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3. Local specialty potatoes: Ratte du Touquet - known for their nutty and buttery flavour.
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4. A chilled glass of white wine on a sun-drenched terrace.
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It’s not flashy, but that’s the point — Le Touquet is the French secret to refined, restorative summer living, where the emphasis is on good food, nature, and the joy of doing less.
Slow Down, French Style
The real beauty of a French summer isn’t just in the fireworks or the sea air. It’s in the pace. The French approach summer with a philosophy: slow is good, simple is better.
Reading in the shade. Long, lazy lunches. A casual apéro with neighbours. Morning swims and zero to-do lists.
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And even if you’re not in France, you can channel that same joie de vivre wherever you are. Start small:
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Switch off your emails for a weekend.
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Enjoy a picnic in the park.
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Take your skincare slowly, like a ritual.
A French Girl’s Summer Beauty Essentials
To help you live your own French life, we’ve gathered a few beauty essentials from French Beauty Co. that perfectly suit the season's rhythm:
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Nuxe Huile Prodigieuse Gold Shimmer Dry Oil – every French girl’s must-have oil for the summer. Mist it on your legs, face or hair post-shower for a golden, healthy glow.
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Cerave Facial Moisturiser with SPF 50 – an essential item for warm, sunny days to protect skin from harmful UV rays.
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Biafine Emulsion – A French pharmacy staple to soothe and repair sun-stressed or sensitised skin, perfect after a beach day.
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Embryolisse Artist Secret Comfort Lip Balm (Red) – French girls relax in style. Moisturise lips with a nourishing lip balm with the iconic French red.
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Embryolisse Lait-Crème Fluide 75ml – The perfect travel-friendly body moisturiser during summer. A lighter version of the cult classic — quick to absorb, never greasy.
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Mavala Nail Polish – Add a playful pop of colour with these chic mini polishes. Perfect summer accessory for hands and toes.
Final Thoughts: The Freedom of Doing Less
In France, slowing down in August isn’t seen as slacking off — it’s seen as vital to well-being, creativity, and health. The French don’t apologise for their pause. They embrace it, and emerge refreshed.
So whether you're off to the beach or simply want to infuse your winter with French ease, take the cue. Make space. Do less. Nourish your skin, your soul, and your spirit. Because as the French remind us — beauty isn’t just what you wear. It’s how you live.
