Mavala eyes Asia, says caring products on the rise
The brand offers a unique brand position between skincare and makeup, with a holistic look at wellness
With six decades in the beauty game, Swiss cosmetics company Mavala is available in more than 100 counties worldwide and best known for its nail polishes and nail care products. The brand also offers a unique brand position between skincare and makeup, with a holistic look at wellness.
Currently, the company is looking to build awareness in the Asia market and eyeing growth in the cruise sector. The company works with Tigerair Taiwan and Vietnam Air on inflight kits and is in talks with Korean Air about partnering, which would help to increase visibility considerably.
With a history of teaming up with cruise and ferry lines across Scandinavia and Latin America, respectively, Mavala is also examining how to gain a stronger presence in the Caribbean. The team has opened duty free stores on various islands and is now discussing entry into cruise there.
Speaking about margins, CEO Doris Maute Bobillier, notes the airport duty free environment is more difficult for business. “We see more potential inflight; we are very specific,” she states.
Caring for natural beauty
According to Maute Bobillier, caring products are trending at the moment. “The trend is more toward caring products – for feet, hands, nails and skin. I think caring products including makeup are growing fast, which is something that we have always done and need to keep in mind,” she explains.
As Mavala benefits now from the market favoring natural care and waits for trends to cycle through, Maute Bobillier says, “In the meanwhile, we keep going and we stick to our philosophy to take care of natural beauty – and it works.”
The company is also seeing an increased desire for gender-neutral products.
A word on sustainability
Sustainability has been a part of Mavala’s story since its early days. More recently, over the last several years, it has removed all cellophane wrappings and implemented more environmentally friendly packaging, as well as increased digital means.
“We have to talk about [sustainability]. It’s more about communication now. Because we have been sustainable for many years, but we never talked about it,” Maute Bobillier acknowledges.
With an announcement coming in the first half of next year, the company is set to release new products including new nail colors and additional care items.
