Top Companies Report

30. Markwins

July 11, 2011

City of Industry, CA

909.595.8898

www.markwins.com

Sales: $450 million


Sales:

$450 million (estimated).


Key Personnel:

Eric Sung-Tsei Chen, chief executive officer; Bill George, president; Martin Toh, general manager; Eric Weeks, vice president, sales; Brian Talbot, vice president, marketing and chief marketing officer.


Major Products:

Cosmetics brands including Wet n Wild, Black Radiance, Tropez, The Color Institute, The Color Workshop, The Spa Workshop, Disney’s Princess, High School Musical, ck Calvin Klein Beauty. Bestsellers include Color Icon Brow & Eye Pencil, Color Icon Lipliner, Color Icon Eyeshadow, Wild Shine Nail Color, Silk Finish Lipstick, MegaSlicks Lip Gloss, MegaLength Mascara.


New Products:

Fast Dry Nail Color, MegaLash Clinical Serum, MegaLash Clinical Mascara,MegaLast Retractable Eyeliner, Color Icon Shimmer Pencil, Glassy Gloss Lip Gel, Color Icon Eyeshadow Trio (shade extension), Color Icon Brow & Eye Liner (shade extension).


The Wet ‘n’ Wild Color Icon trio.

Comments:

Markwins Beauty Products, Inc. is a wholly owned subsidiary of Markwins International Corporation. Based in City of Industry, CA, Markwins Beauty is a purveyor of leading brands Wet n Wild, Black Radiance and Fantasy Makers. Markwins Beauty Products is poised to enjoy its most successful year in the brand’s 30 year history, according to company executives.


According to recent AC Nielsen figures (April 16, 2011), Wet n Wild is the fastest growing brand in the Top 10 food, drug, mass brands. Similarly, Black Radiance is the leading growth brand within its category, ethnic color cosmetics. Together, these stalwart brands are fueling exceptional sales growth with retailers around the world. The company’s success can be tied to three key strategic investments: personnel, alliance micro marketing and technology.


The company has been quietly adding talent at home and abroad to organize for the next wave of expansion. Key additions include executive level placements in sales and marketing, research and development, trade marketing, supply chain management and regulatory affairs. The addition of this top-tier talent is manifested in superior new product development with speed-to-market and near-perfect fill rate.


New sales and marketing leadership teams have allowed the company to enhance strategic alliances with many retail partners that are delivering exceptional sales results. Since the New Year, Wet n Wild has consistently ranked No. 1 or No. 2 in retail sales growth, both units and dollars, among the top 10 cosmetic brands. Company officials say these gains are made strictly through the consumer’s acceptance of new products and improved promotional events, and not as a result of new distribution. In fact, Wet n Wild maintains its remarkable growth rate, despite lacking full FDM channel distribution.


The thrust of the company’s retail success is demonstrated in speed-to-market of new cosmetic technologies. Two examples of the brand’s success are found in Wet n Wild’s new Fast Dry Nail Color in 18 glamorous shades, as well as a proprietary formulation of lash-growth serum and mascara (MegaLash Clinical Serum & Mascara).


Markwins knows its mass marketplace. In October 2010, the company tapped Michael Cole as its Walmart team leader. Cole is responsible for both divisions at Walmart; Markwins Beauty Products, featuring the Wet n Wild and Black Radiance brands; and Markwins International, featuring The Color Workshop, ACT and Barbie.


Cole joined Markwins directly from Johnson & Johnson. As director of strategic planning there, he led the teams responsible for product innovation, new item development and consumer insights for all FDM retail customers. Prior to Johnson & Johnson, Cole was a senior buyer at Walmart Stores Inc. for multiple key categories including OTC, household cleaning and sporting goods. He was also instrumental in launching Walmart International and Walmart.com.


The company is also taking a global approach to its personnel moves. In March 2011, Markwins International appointed Jason Chen as sales manager for Latin America. In this role, he will be responsible for sales in Central America, Caribbean and the Andine countries: Colombia, Venezuela, Ecuador and Peru. According to the company, Chen has been an integral part of Markwins International for over seven years, of which the last six were spent in their Shenzhen factory. His responsibilities there included serving as a vital link between Latin America and the production teams.


“I am confident that with Jason’s operational experience, teamed with his skills and drive, he will be a great asset to the team that is currently expanding our business throughout Latin America,” said Shawn Haynes, senior vice president of sales for Markwins International.


Chen will be based in the City of Industry, CA office and will report to Katia May, who has been promoted to director of sales and business development for Latin America. In 2010, May single-handedly ran the entire territory and exceeded her sales budget by 14.6%, said the company.


“With Jason joining Katia on this team, we are confident that Markwins International will achieve another year of double digit sales increases in Latin America,” said Haynes.


According to the company, it has recently made capital investments to enhance its SPF product portfolio. In the weeks and months ahead, Markwins Beauty will expand its offering of cosmetic formulas and innovations with UV protection.


It also just awarded some teens via Wet n Wild Cares, a nationwide charity program to support proms at select high schools. The charity effort provided 10 locations with $1,000 to make their prom dreams a reality along with $1,000 worth of makeup.

Related End-User Markets:

blog comments powered by Disqus
  • Shin-Etsu Updates Sunscreen Toolbox

    October 6, 2011
    Shin-Etsu Updates Sunscreen Toolbox

  • Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Buy the Sea, Buy the Sea, Buy the Beautiful Sea

    Tom Branna, Editorial Director||February 8, 2016
    Nova Scotia Fisherman manufactures a boatload of products that incorporate sea kelp and a raft of other natural ingredients.

  • Witch

    Witch's Brew: Dickinson's celebrates milestone in 2016

    Christine Esposito, Associate Editor||February 1, 2016
    Dickinson’s celebrates 150 years of witch hazel skin care with the biggest line expansion in the company’s history.

  • From Research to Retail

    Tom Branna, Editorial Director||February 1, 2016
    What began as research on skin disorders led a dermatologist and his father to create their own skin care formulas.

  • Testing for Sustainable Preservatives

    Adam P. Byrne, William Michael Hart-Cooper, Kaj Johnson, Larry H. Stanker, Dominic W. S. Wong, William J. Orts||January 4, 2016
    A rapid, inexpensive and qualitative protocol for determining microbial growth inhibition.

  • Burgeoning Beauty

    Burgeoning Beauty

    Melissa Meisel, Associate Editor||January 4, 2016
    A look at trailblazers for 2016 and beyond.

  • In-Cosmetics Paris Has Sights on US

    In-Cosmetics Paris Has Sights on US

    Imogen Matthews , In-Cosmetics||December 2, 2015
    Market focus is on the USA.

  • Just Wild About Harry’s Cosmeticology

    Just Wild About Harry’s Cosmeticology

    Tom Branna, Editorial Director||November 2, 2015
    The ninth edition, edited by Meyer Rosen, has been expanded and improved with an emphasis on the future of the industry.

  • Lush Is Flush with Novel Ideas

    Lush Is Flush with Novel Ideas

    Tom Branna, Editorial Director||November 2, 2015
    New products are the lifeblood of every company. Lush will launch more than 200 of them.

  • Contract Manufacturing/Private Label Directory

    Contract Manufacturing/Private Label Directory

    October 1, 2015
    Our directory is your source to find a manufacturer to get your product to market.

  • Winner Unmasked

    Winner Unmasked

    October 1, 2015
    Laneige’s Water Sleeping Mask takes home top honors as Happi’s first Anti-Aging Product of the Year.

  • An Arduous Task?

    An Arduous Task?

    Tom Branna, Editorial Director||October 1, 2015
    Elizabeth Arden's JuE Wong is confident that the way to right the company’s ship is by tapping into its rich heritage.

  • Tried & True

    Tried & True

    Melissa Meisel, Associate Editor||October 1, 2015
    Test providers strive to prove a product’s efficacy for consumer confidence.

  • Market Your Cosmetics In Europe with Safety

    Market Your Cosmetics In Europe with Safety

    Pascal Yvon, IDEA TESTS Group||October 1, 2015
    Compliance to European safety regulations for cosmetic products, final formulations and ingredients.

  • Talking Point

    Talking Point

    Christine Esposito, Associate Editor||October 1, 2015
    For its inaugural Sustainability Dialog in Frankfurt, Clariant gathered stakeholders that included a mix of customers, third

  • A Consumer Revolution

    A Consumer Revolution

    Melissa Meisel, Associate Editor||June 1, 2015
    IRI’s 2015 Summit celebrates the progression of information.

  • Interior Design

    Interior Design

    Melissa Meisel , Associate Editor||May 1, 2015
    Nutritional products can improve and beautify skin from the inside out.

  • Face Valued

    Face Valued

    Christine Esposito, Associate Editor||May 1, 2015
    Skin care formulations that promise to protect a prized possession—one’s appearance—are always in demand.

  • Anti-Aging Moisturization

    Anti-Aging Moisturization

    Dr. Stefan Banziger, Dr. Stefan Hettwer, Brigit Suter, Barbara Obermayer, Rahn AG, Zurich, Switzerland||May 1, 2015
    Researchers at Rahn develop a symbiotic moisture concept from lichen, moss and fern that hydrates the skin.

  • A Multifunctional Ingredient for Delicate Eye Contour

    A Multifunctional Ingredient for Delicate Eye Contour

    Julia Comas, Cristina Davi, Elena Canadas, Albert Soley, Raquel Delgado , Lipotec SAU||May 1, 2015
    Lipotec’s Eyedeline marine ingredient provides several benefits for the delicate skin around the eyes. It reduces vascular pe

  • Yeah, But How Does It Make You Feel?

    Yeah, But How Does It Make You Feel?

    Imogen Matthews, In-Cosmetics||January 6, 2015
    An update on the growing importance of creating a sensory dimension in cosmetics and toiletries.

  • New and Improved?

    New and Improved?

    Melissa Meisel , Associate Editor||January 6, 2015
    Emerging skin care brands manage to find their way in an increasingly competitive marketplace.

  • Think Differently

    Think Differently

    Tom Branna , Editorial Director||January 6, 2015
    The 2014 Annual Meeting of the Society of Cosmetic Chemists attracted the largest crowd in years.

  • Left to Their Own Devices

    Left to Their Own Devices

    Imogen Matthews, In-Cosmetics||November 3, 2014
    Demand for mechanical gadgets of all types continues to grow in the global personal care market.

  • Never Ending Journey

    Never Ending Journey

    Melissa Meisel and Christine Esposito , Associate Editors||November 3, 2014
    Sustainability is the present and future of household and personal care packaging.

  • How Now, Kao?

    How Now, Kao?

    Tom Branna, Editorial Director||November 3, 2014
    The multinational consumer product giant is bringing its extensive product line to consumers around the world.

  • The Face of Anti-Aging

    The Face of Anti-Aging

    October 2, 2014
    Here are scenes from Happi’s Anti-Aging Conference & Tabletop Exhibition, which was held last month in New Brunswick, NJ. The event attracted 300 attendees including suppliers, marketers, medical doctors and regulators.

  • Photo Finish

    Photo Finish

    Christine Esposito, Associate Editor||May 2, 2014
    The quest for a flawless, camera-ready face drives the skin care category.

  • Trade Association Directory 2014

    February 7, 2014
    Following are the contact details of trade associations that serve various segments of our industry and are mentioned frequently in the pages of Happi. Associations that are not listed but wish to be included should contact Tom Branna, Happi/Rodman Media, Ramsey, NJ Tel: (201) 880-2223; Fax: (201) 825-0553; Email: tbranna@rodmanmedia.com.