Top Companies Report

33. Markwins

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07.01.16

City of Industry, CA
909.595.8898
www.markwinsbeauty.com

Sales: $403 million

Key Personnel: Eric Chen, chairman and chief executive officer; Bill George, president and chief operating officer.

Major Products: Skin care and color cosmetics—Physicians Formula, Black Radiance, Bonne Bell, Lip Smacker, Markwins International, Tropez, Wet ‘n’ Wild, Color Workshop, Spa Institute, Bonne Bell and Lip Smackers.

New Product: Wet ‘n’ Wild 1-Step Wonder Gel.

Comments: Markwins calls itself the largest privately-owned cosmetics company in the US. Markwins’ brands are available in more than 50,000 retail outlets. Now, the company is reorganizing around three strategic pillars:

Consumer-centric category management. Markwins plans to consolidate its branded portfolio to have dedicated customer service-centric sales, marketing and analytical support teams across all global regions.
Greater investment in product innovation. Markwins will enhance existing R&D centers in Los Angeles and Shenzen, China with significant investment in “talent and resources,” according to the company. A satellite facility will open in Shanghai.
Accelerate brand evolution. Markwins will continue to deliver the latest trends and beauty products to customers at an accessible price point. One example is Wet ‘n’ Wild 1-Step Wonder Gel.

“Markwins Beauty Brands has experienced exceptional growth, especially in the past two years, and our aim is to increase investments that propel future opportunities across all international regions,” said Eric Chen, chairman and CEO. “In our rich, 32-year history, I believe the next three to five years will be the most dynamic for our company.”
Chen and company are off to a good start. The company says first quarter sales rose nearly 17%.

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