The firm created in 2002 by David Chant, the current CEO, has in recent months moved up a gear. Both by investing significantly to increase its production capacity in its key segment, mascara, and also by diversifying in other segments of the makeup sector. To note, among the main strengths of the company, its ability to produce its own brushes (a range of over 90 different brushes is available). A company largely dominated by a female workforce (86 women versus 76 men) and where sales and marketing teams have just been renewed. A new corporate image will be revealed next September.

The last three years will definitely mark a milestone in the history of Mascara Plus. Thanks to determination and hard work, David Chant who dared start a business alone, with his own resources in 2002, in the manufacture of mascaras, can be more than satisfied by the ground covered. The small laboratory of the time in Turin has been replaced today by a 4,400 m² factory located in Inzago, which will jump to 7,500 m² by the end of the year. The turnover, which was of € 11.5 million in 2016 jumped to € 18.8 million in 2017 and is expected to reach € 29 million this year for a total workforce of 160 people. A surface increase that enabled investments in new production capacities in formulation first (three new turbos, respectively 50L, 600L and 1,000L) and in filling (two new filling machines expected in September) and finally in mascara brushes (with a new machine capable of cutting brushes vertically). The makeup share compared to the sole production of mascara continues to grow steadily. Last year it amounted to 6% of sales and this year is expected to reach 8%. The company offers foundations, lip gloss, liquid lipsticks, eyeshadows, eyebrow products, eyeliners, blushes, concealers and more. "And we are working hard to keep pace with new market trends and consumers’ demands" explains Elena Parietti, marketing manager, "especially to position ourselves strongly on demand for natural products and, of course, with products compliant with environmental requirements. Additionally, our fiber brushes represent a core business for us and a strong competitive advantage: the "Double Brush" is our distinctive innovation, a mix of two applicators with different shapes, fibers and density to get different performances with a single swipe. This, combined with our expertise and know-how in mascara formulation is positioning us within the leading contract manufacturers in this market segment.”

The ‘new Mascara Plus’ has arrived!

"Yes, it is indeed a new Mascara Plus which is emerging, ready to conquer world markets" says Orietta Riccaboni, director of sales and marketing. “With our growth rate, we have to invest heavily in both material and human resources; all our teams, from R&D to sales & marketing, from planning to logistics, were strengthened. Our main goal is to react as quickly as possible to customers’ demands; speed in time-to-market in projects’ development is giving a significant competitive edge nowadays. Our strength is to be able to offer a wide range of solutions, first of all a full-service offer: from R&D development, to packaging selection and personalization up to bulk production and filling & assembly. From a geographical viewpoint we intend to increase our export share with a strong focus on Europe and the Middle East, while strengthening our foothold in the United States," explains Riccaboni.