Top Companies Report

30. Markwins

July 11, 2011

City of Industry, CA


Sales: $450 million


$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.


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

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
  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Battling Pollution via Skin Care

    Battling Pollution via Skin Care

    Christine Esposito, Associate Editor||March 7, 2016
    Canadian start-up turns to crowdfunding to help launch a new anti-pollution moisturizer.

  • Bite Now

    Bite Now

    Christine Esposito, Associate Editor||May 2, 2016
    Is the time finally right for beauty-from-within to move into the mainstream?

  • That’s Awesome!

    That’s Awesome!

    May 2, 2016
    Extracts & Ingredients highlights the newest ideas in efficacious oils for the personal care market.

  • Wacker Builds on Its Success

    Wacker Builds on Its Success

    Tom Branna, Editorial Director ||May 2, 2016
    The silicone maker had a good 2015 and expects the gains to continue in 2016, driven, in part, by success in the Americas and

  • I Want It All

    I Want It All

    Melissa Meisel , Associate Editor||May 2, 2016
    Skin care moves beyond the basics with pampering formulations with unique components and novel functions.

  • The New Spot For Acne Care

    The New Spot For Acne Care

    Tom Branna, Editorial Director||April 1, 2016
    Acne Treatment Research Center opens in Morristown, NJ.

  • The Scalp Microbiome

    The Scalp Microbiome

    Nava Dayan PhD, Dr. Nava Dayan LLC||April 1, 2016
    A review of recent findings and innovative approaches for treating scalp disorders.

  • Multi-Cultural Beauty Update

    Multi-Cultural Beauty Update

    Christine Esposito, Associate Editor||April 1, 2016
    Established brands and start-ups address the needs of multi-cultural beauty consumers.

  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Inspiring the Next Generation Of Personal Care Products

    Inspiring the Next Generation Of Personal Care Products

    March 1, 2016
    In-Cosmetics 2016 returns to Paris next month, April 12-14, 2016.

  • Shielding Skin from Airborne Antagonists

    Shielding Skin from Airborne Antagonists

    Shyam Gupta, Ph.D., John Stanek and Melinda Wochner, Bioderm Research and CoValence Laboratories, Inc.||March 1, 2016
    The enemy, it seems, is all around us. Researchers explain how to alleviate damage caused by a variety of villains.

  • Makeup Magic

    Makeup Magic

    Melissa Meisel, Associate Editor||March 1, 2016
    Sales get a lift from novel ingredients and endorsements from the likes of Gwen Stefani.

  • Innovation On Display

    Melissa Meisel, Associate Editor||February 3, 2016
    P&G Beauty Digital Studio showcases new products for 2016

  • 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.