MPlus Cosmetics is an Italian contract manufacturer specialized in the creation, development, and manufacturing of color cosmetics. Born as Mascara Plus, the company was founded in 2002 by David Chant and is based in Inzago (Milan).
For more than 20 years, MPlus Cosmetics has been building strategic relationships with the greatest partners in the beauty world over the entire supplying chain, offering customers a 360° full service.
Leveraging the founder's decade of expertise in the industry, the company initially specialized in mascara, which remains a cornerstone of the business. Over time, however, the product portfolio has expanded to encompass a wide range of face, eye, and lip products. By seamlessly blending innovative formulas with cutting-edge packaging, the company ensures rapid time-to-market, giving clients a distinct competitive edge.
Achieving growth since its creation, MPlus Cosmetics is continuously evolving, enriching the exclusive know-how in finding the perfect synergy between formula and packaging, searching for creativity, high quality and speed to market.
Crafting the Perfect Brush for Synergy Between Formula and Packaging
From the outset, the company has also focused on creating brushes designed to enhance lash volume. This expertise led to the development of an in-house production facility dedicated to crafting high-quality brushes, including single and double brushes, shaped brushes, and hybrid brushes.
In addition to mascara brushes, MPlus Cosmetics also develops a diverse range of brow brushes and face and lip applicators. The portfolio includes over 200 types of brushes and applicators, with customization options available to optimize performance and create unique products.
The in-house brush production ensures a perfect synergy between formula and packaging, enabling a seamless workflow, faster delivery times, and reduced production timelines without the need for external suppliers.
How R&D and Market Insights Shape the Future of Makeup
Research and development play a key role in delivering innovative makeup solutions that meet the latest trends. While industry trend forecasting sources are closely monitored, the company takes a further step by transforming high-level concepts into commercialized products. Regular market research is conducted to identify emerging trends and customer needs, which are shared with the more than 25 professionals working across R&D and applicator innovation departments.
Each year, approximately 50 new formulations are created, supported by a streamlined system that ensures efficient execution of client ideas directly to the bench technician.
Streamlining Production for Superior Cosmetic Performance
The color cosmetics industry is highly competitive, and success requires a holistic approach that considers the entire package—formula, components, and application. When executed effectively, these elements not only create a seamless user experience but can also enhance the performance of the formula. To optimize efficiency, the company has streamlined all stages of production, from filling to packaging, into a single integrated line, minimizing resource waste and reducing delivery times.
Timeless Elegance Meets Bold Glamour
In an increasingly competitive market, innovation is crucial. That’s why the company consistently launches new collections featuring a complete and diverse range of products: from foundations to concealers, mascaras to brow products, eyeshadows to highlighters, lipsticks to lip glosses.
A perfect example of this commitment are the latest two collections introduced this year: Iconic Essential and Electric Disco.
Iconic Essential is a tribute to timeless elegance, celebrating natural beauty with refined simplicity. Designed to enhance rather than transform, this collection embodies the perfect balance between sophistication and effortlessness.
Electric Disco merges the sparkling glamour of illumination with the seductive mystery of darkness, creating a striking contrast that defines a new era of beauty. A bold interplay of light and shadow takes center stage, transforming makeup into an evocative and multisensory experience.
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