How does a makeup company founded on perfecting mascara and brushes become the go-to manufacturing partner for the beauty industry?
From the start, our passion was mastering the perfect synergy between formula and applicator, a deep knowledge that positioned our team ahead of the curve in mascara production.
However, as time progressed, our vision expanded. We saw the opportunity to apply our expertise across all major beauty categories, including face, eyes, and lips. This evolution led to our current business strategy, where we continue to prioritize innovation and development.
In this article, we’re going to take a closer look at our transformative journey.
How Makeup Product Development Has Evolved Over The Years
Beauty standards are ever-changing in our society. While some trends are fleeting, others demand fundamental shifts from the beauty industry. In this mercurial environment, successful makeup manufacturers pay close attention to customer needs and remain driven to innovate.
The very definition of a ‘great’ makeup product has evolved dramatically over the years. Priorities have changed. Instead of focusing only on a flawless look and effortless application, development is now driven by the demands of a new generation shaped by technology, social media, and a desire for holistic wellness.
Today, the pressure is on for makeup product development that is ethical, sustainable, and transparent. The focus has expanded from aesthetics to holistic value; a product must now promote skin wellness, reflect personal ethics, and empower authentic self-expression.
The Origins of MPlus – A Private Label Makeup Manufacturing Company
Our roots trace back to 2002, in a small laboratory in Turin, where we first launched under the name Mascara Plus. In 2005, we expanded and moved to Cernusco sul Naviglio (Milan). Over the years, our facilities continued to grow, culminating in our relocation in 2012 to Inzago—our current headquarters. From the very beginning, we have been recognized for our commitment to ‘Made in Italy’, a hallmark of quality that clients around the world associate with excellence.
Having spent many years in L’Oréal’s mascara laboratories, our founder, David Chant, identified a crucial gap in the market: other private label cosmetic manufacturers lacked his specialized expertise.
David understood that the true magic of a great mascara lies not only in the formula, but in its synergy with the brush. With this in mind, we developed an in-house production facility dedicated to crafting high-quality brushes, including single, double, and hybrid models. Today, with a portfolio of over 200 brushes and applicators, our team has a deep understanding of how customizable design drives superior performance.
Our vision was always global, and with our founder’s American roots, entering the competitive US market as an OEM makeup manufacturer was the natural next step.
In every industry, success requires a distinct competitive advantage. For us, that advantage lay in both our superior formulas and in-house brush production—a capability that enabled us to streamline workflow, reduce delivery times by avoiding external suppliers, and lower production costs. Together, these strengths make us a more reliable and desirable partner in the industry.
The Need in the Market For More – How MPlus Delivers
At its core, our business has always centered on three key elements: providing high-quality products, flexibility in meeting our clients’ needs, and comprehensive service. While this played a critical role in our initial success, we’ve always paid close attention and responded to the evolving needs of our clients.
Responding to this demand, we made the strategic decision in 2018 to expand our expertise beyond mascara, developing full product lines for eyes, face, and lips – transforming our brand from Mascara Cosmetics to MPlus Cosmetics.
We know that trust has to be earned. People are becoming more selective and demanding transparency from private label cosmetic manufacturers, and it’s our responsibility to be attuned and deliver these products. Today, our team utilizes advanced research into active ingredients to create the next generation of hybrid makeup.
MPlus Today: Shaping the Future of Makeup
The future of makeup is clean, nourishing, and natural, with your well-being as the foremost priority. At MPlus Cosmetics, we strive to maintain our highest standards in terms of performance and effectiveness while meeting our clients’ needs for wellness and transparency.
- Emerging trends
In addition to clean formulations, we’re continuing to develop multi-use and easy-to-use products designed for those seeking versatile solutions to match their hectic lifestyle. Looking fabulous doesn’t have to be a time-consuming process. In fact—multifunctional products can help you look polished and feel empowered in minutes.
- Technological advancements
As a makeup manufacturing company that encompasses all aspects of beauty, we consistently seek ways to advance our production. In 2018, our founder, David Chant, spent one week touring factories in Japan, which inspired him to monitor and look closely into how we can minimize our waste. This led us to reorganize all production stages into a single, streamlined line, significantly minimizing waste and reducing delivery times.
- Sustainability focus
Our commitment to sustainability is an ongoing journey. This drives us to intentionally seek sustainable raw materials, reduce waste in our production process, and introduce products with a lower environmental impact.
- New Markets
We’re actively responding to the rising demand for easy-to-use hybrid products. A major focus is the development of multi-purpose stick formats, delivering high-performance color formulas infused with active, skin-nourishing ingredients. - Future Innovations
At MPlus Cosmetics, our incredibly passionate team of experts in our R&D and applicator innovation is dedicated to ensuring that we’re not just prepared to adapt to trends—but set them. From experimenting with new formulas across our eyes, face, and lip products to utilizing cutting-edge technology, we’re laser-focused on creative innovation.
Our journey has shaped us into a dynamic makeup manufacturing partner that not only anticipates clients’ evolving needs, but is also committed to continuous reflection and improvement.
Whether you’re seeking a lip gloss private label manufacturer or a makeup brush manufacturer, our team has perfected the synergy between formula and applicator to deliver a product that makes your customers look and feel radiant. Wondering how to start a makeup line or simply want to elevate your products? Get in touch with us today!