Montreal’s Groupe Marcelle Leads Canadian Cosmetics Market

Montreal-based Groupe Marcelle has established itself as the largest cosmetic manufacturer in Canada, producing approximately eight million products annually. The company, founded in 1949 by pharmacist Victor Cape, has gained renewed attention amid a growing “buy Canadian” movement. This trend reflects a shift in consumer preferences, emphasizing local products and craftsmanship.

President David Cape, a third-generation leader of this family-owned business, has observed a significant rise in interest from consumers eager to support Canadian brands. “I’ve been on a Facebook group called Made in Canada, which has gained popularity in recent months,” Cape shared. “It’s thrilling to see the excitement around our heritage.”

Groupe Marcelle’s portfolio includes four brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. These brands cover a wide array of products, from skincare to makeup, aiming to cater to the diverse needs of Canadian consumers. Despite their extensive distribution, Cape acknowledges that many shoppers may not realize these brands are Canadian.

The company’s commitment to local production is evident, with the majority of its products manufactured in Canada. While some items, such as fragrances, may be sourced internationally due to technological limitations, creams, lotions, and many makeup products are produced domestically. This local focus allows the company to respond swiftly to market demands.

Cape noted that the landscape of retail in Canada has evolved significantly, particularly in light of recent tariff discussions. Retailers are increasingly keen to feature Canadian products prominently. “Because of our supply chain, we can pivot quickly to meet supply needs,” Cape explained. London Drugs, a key retail partner in Western Canada, has been proactive in marketing Groupe Marcelle’s products as distinctly Canadian.

The company also operates a research and development lab in Montreal, which plays a crucial role in innovation and product formulation. Cape emphasized the integration of Canadian-sourced ingredients, such as Labrador tea extract and ginseng, into their products. “We take pride in leading with these ingredients,” he said, highlighting the brand’s dedication to quality and local heritage.

Cape pointed out that Groupe Marcelle is particularly recognized for its expertise in tinted moisturizers, color cosmetics, and cleansers. While the company has made strides in the U.S. and international markets, its primary focus remains on the Canadian consumer. “We’ve grown mostly because we see great opportunity in Canada,” he affirmed.

As the “buy Canadian” movement continues to gain momentum, Groupe Marcelle hopes to strengthen the connection between its products and their Canadian roots. Cape aims to ensure that consumers are aware of the homegrown brands available to them. “It’s exciting to see that Canadians are increasingly asking, ‘What opportunities are there for me with Canadian products?'” he stated.

With 75 years of history and a commitment to innovation, Groupe Marcelle represents a significant player in the Canadian cosmetics industry, reflecting the values of quality, heritage, and local support.