Sales: $550 million
Key personnel: Eric Chen, founder and chief executive officer; Stefano Curti, global president of Markwins Beauty Brands
Major products: Cosmetics and skin care products. Brands include Wet n Wild, Physicians Formula, Black Radiance, Lorac, Bonne Bell and Lip Smacker
New products: Wet n Wild Dewy Foundation, Edit Collection; Physicians Formula OrganicWear (relaunch) and The Butter Collection X Weylie
Comments: Markwins remains on the mark. Founder and CEO Eric Chen continues to mull an IPO as he methodically builds a billion-dollar company. Two years ago, Markwins acquired Lorac, the professional cosmetics brand founded in 1995 by celebrity makeup artist Carol Shaw. Since that purchase, the brand has been revamped, distribution reworked and marketing strategy reimagined, all with the goal of reaching $100 million in 2021.
Last year, Black Radiance launched the #BlackBeautyMatters campaign that fosters conversation around the importance of inclusivity for people of color but also encourages consumers to actively celebrate and embrace it.
Nearly a year ago, Physicians Formula relaunched its OrganicWear line with a new organic certification. The collection is made up of 13 skin care and makeup SKUs, all formulated with natural ingredients such as rose hip, aloe and jojoba oil. The OrganicWear lineup, priced $8.49 to $15.99, includes Lifting and Glowing Mask, Mineral Primer SPF 15, Dewy Blush Elixir and Nourishing Lipstick. It debuted late last year at Walmart, before rolling out to broader mass retail in January.
Earlier this year, in its first collaboration with an influencer, Wet n Wild partnered with Bretman Rock to launch the Jungle Rock collection of eye, face and lip products.