Montreal’s Groupe Marcelle Leads Canada’s Cosmetic Market Surge

Montreal’s Groupe Marcelle has emerged as the largest cosmetic manufacturer in Canada, producing approximately eight million products annually. With a history spanning over 75 years, the company is not only a family-run business but also a significant player in the Canadian beauty industry. Its president, David Cape, is enthusiastic about the rising “buy Canadian” movement, which aims to encourage consumers to support homegrown brands.

Founded in 1949 by pharmacist Victor Cape, Groupe Marcelle encompasses four key brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. Cape notes that while the company competes against industry giants, it prides itself on its Canadian roots and commitment to local manufacturing. “We see ourselves as playing a large role in that competitive landscape,” Cape stated, emphasizing the importance of brand origins to consumers.

Despite being widely distributed in Canada, Cape acknowledges that not all customers are aware of Groupe Marcelle’s Canadian heritage. He believes the current patriotic sentiment presents a unique opportunity to strengthen this connection. “People haven’t necessarily thought about what the origins are,” he explained. The company aims to leverage increased consumer awareness to promote its products and local history.

Most of Groupe Marcelle’s offerings are manufactured in Canada, with certain products—especially fragrances and specific makeup items—sourced internationally. “We make everything we can,” Cape explained, noting that some technologies and manufacturing processes do not exist within Canada. The company’s Montreal headquarters houses a research and development lab where innovation thrives, allowing for the incorporation of uniquely Canadian ingredients such as Labrador tea extract and ginseng.

Cape highlighted the company’s expertise in tinted moisturizers, colour cosmetics, and cleansers as standout products. While Groupe Marcelle has a presence in international markets, including the United States and parts of Europe and Asia, its primary focus remains on Canada. The company has experienced growth through its commitment to meeting local market demands.

In recent months, Cape observed a shift in retail dynamics, with retailers increasingly interested in showcasing Canadian products. London Drugs, a significant retail partner in Western Canada, has taken steps to inform shoppers about the company’s Canadian identity. “They’re looking for identification that makes it easier for people to understand that,” Cape noted, reinforcing the importance of visibility for local brands.

As the president of Groupe Marcelle since 2003, Cape is optimistic about the future of Canadian beauty brands. He believes the growing awareness of local products will continue to benefit companies like Groupe Marcelle and encourage consumers to explore their homegrown options.

Groupe Marcelle’s commitment to quality and local manufacturing positions it well within the evolving landscape of the beauty industry, making it a brand to watch as consumer preferences shift towards supporting domestic businesses.