Mavala: A Swiss Icon in the World of Beauty

Mavala, the Swiss cosmetics giant, was founded in 1959 by Madeleine Van Landeghem in Geneva. The company’s journey has been marked by innovation and a commitment to providing high-quality products that cater to diverse needs. One of its earliest achievements was the launch of the first nail hardener and nail care serum, Mavala Scientifique K+, which is still a bestseller today. A Visionary Approach
In the 1960s, Mavala expanded its product range to include nail polish, a first in the industry at the time, with a 5-ml bottle. This move showcased the company’s willingness to innovate and push boundaries. Mavala continued to innovate, introducing the Double-Lash care product in the 1980s, a serum designed to stimulate lash growth. This product became a huge success and remains the company’s second-best-selling item worldwide. The company’s expertise in skincare and makeup was further highlighted by the introduction of hand and foot care products with dermocosmetics actives in the 1980s. At that time, these actives were primarily used in the face care industry, with hyaluronic acid and prebiotics being key ingredients. Mavala’s bold move paved the way for the development of face care products, which have since become an integral part of its portfolio. Today, Mavala offers a range of products that cater to various needs, including complexion serums with prebiotic actives. The company’s commitment to innovation and customer satisfaction has enabled it to establish a strong presence in over 100 countries worldwide. Diversification and Global Reach
Mavala has maintained its independence and global reach, with subsidiaries in France, England, and Germany. However, for the rest of the world, the company has relied on distributors to reach a wider audience. Mavala’s distribution channels include department stores, pharmacies, perfume stores, and a few beauty salons, with prices ranging from medium in Europe to slightly higher for export. The company’s 800 catalogue references are produced entirely in-house, with the exception of pencils and powders, at its historic site in Carouge, near Geneva, Switzerland. Mavala is now planning to increase its production capacity by 35% with a new plant in the canton of Geneva, ensuring greater agility and efficiency. A Modernized Heritage
As Mavala approaches its 65th anniversary, the company is undergoing a major revamp. After two years of research and development, the brand has updated its logo with a new typography and color scheme, reflecting its vision of beauty: Mavala. Your care. Your style. Mavala has also launched its first e-commerce platform in France, offering a new way for customers to shop online. This move marks a significant shift in the company’s business model, as it now allows customers to purchase products directly from the brand. A New Era for Mavala
The company’s decision to go online has been a long time coming, as it previously relied on distributors to facilitate sales. Mavala’s e-commerce platform is expected to drive growth, as customers are increasingly turning to online shopping. The company is confident that its new platform will be a success, particularly in countries like England and Italy. With its rich history, diverse product range, and commitment to innovation, Mavala is poised to continue its success story. As the company looks to the future, it is clear that its modernized heritage will play a key role in driving growth and expansion.

Maute on Mavala’s Future

In an exclusive interview, Mavala’s founder, Maute, shared her vision for the company’s future. “We have three subsidiaries in France, England, and Germany, but for the rest of the world, we have been working with distributors in each country. Our distribution channels are mainly department stores, pharmacies, perfume stores, and a few beauty salons, with a price positioning ranging from medium in Europe to slightly higher for export.”
Mavala is planning to increase its production capacity by 35% with a new plant in the canton of Geneva. This move will enable the company to meet the growing demand for its products and expand its global reach. “We are 65 now, so we wanted to question ourselves and initiate efforts to rejuvenate the brand, reinvent ourselves, and recruit younger generations,” Maute said. “After two years of hard work, Mavala has been communicating on its new image since March 31st, with a logo updated with a new typography and color, and an obvious signature of its vision of beauty: Mavala. “We are manufacturers and we do not sell directly to consumers, so until now, Mavala had no e-commerce website: online selling was only available through distributors,” Maute explained. “Alongside rebranding, we changed this model through our French subsidiary. I do believe it will be a growth driver, because we clearly lacked this type of offering. Today, consumers who like a brand go visit its website online. Other countries are expected to do the same, in particular England and Italy.”
Mavala’s commitment to innovation and customer satisfaction has enabled it to establish a strong presence in over 100 countries worldwide. The company’s new image and e-commerce platform are expected to drive growth and expansion in the years to come.

Production and Distribution

Mavala’s 800 catalogue references are produced entirely in-house, with the exception of pencils and powders. The company has been investing in new technologies to improve its production efficiency and reduce waste. Other countries are expected to do the same, in particular England and Italy.”
The company’s new e-commerce platform is expected to drive growth and expansion in the years to come.

Q&A with Maute

“We always endeavoured to be innovative, including by combining skincare and makeup. Then, we broadened our concept to eyelashes with the Double-Lash care product to stimulate lash growth. It is still our second bestseller in the world. Then, in the 1980s, we unveiled the first hand and foot care products with dermocosmetics actives which, until then, were reserved for the face, like hyaluronic acid and prebiotics. Lastly came face care products. Today, we have a new offering including a complexion serum with prebiotic actives,”Maute explains.