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

Groupe Marcelle, a Montreal-based company, has emerged as the largest cosmetic manufacturer in Canada. Established in 1949 by pharmacist Victor Cape, the company now offers a wide range of products under four brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. With a current push towards supporting Canadian-made products, President David Cape expresses optimism about the growing interest in homegrown cosmetics.

Embracing the ‘Buy Canadian’ Movement

According to Cape, the recent surge in the ‘buy Canadian’ movement has significantly impacted consumer behavior. “I’ve been on this Facebook group called Made in Canada, and it’s blown up,” Cape shared, reflecting on the newfound appreciation for local products. As a family-owned business now in its third generation, Groupe Marcelle emphasizes its long-standing connection to Canada’s cosmetic landscape.

Producing around eight million products annually, the company aims to foster a stronger connection between its offerings and their Canadian roots. Cape noted, “Because we’re so large and widely distributed, people haven’t necessarily thought about our origins.” He believes the current patriotic trend provides an opportunity for Canadian consumers to recognize the significance of supporting local brands.

Innovation and Local Sourcing

Groupe Marcelle distinguishes itself in the beauty industry by manufacturing the majority of its products within Canada. While some items like fragrances and specific makeup technologies are sourced internationally, Cape highlighted that creams, lotions, and many liquid products are produced at their Montreal facility. “We make everything we can,” he stated, indicating a commitment to local production.

The company’s research and development lab in Montreal plays a crucial role in its ability to innovate. This facility allows Groupe Marcelle to incorporate locally sourced ingredients such as Labrador tea extract, ginseng, and edelweiss flower into its formulations. “The ability to lead with those ingredients is something we’re really proud of,” Cape remarked.

With a keen focus on product development, the company excels in categories like tinted moisturizers and cleansers. Cape mentioned that while Groupe Marcelle has a presence in international markets, including the U.S. and select stores in Europe and Asia, the primary focus remains on Canadian consumers. “We’ve grown mostly because we’ve seen great opportunity in Canada,” he explained.

As the retail landscape evolves, Cape noted an increased interest from Canadian retailers to highlight local products on their shelves. “Retailers like London Drugs are keen to present us in a way that emphasizes our Canadian identity,” he said. This trend aligns with a broader movement advocating for domestic products, encouraging consumers to consider the origins of their purchases.

With the cosmetics industry continually changing, Cape remains excited about the future of Groupe Marcelle and its ability to adapt to market needs. As consumers become more conscious of their purchasing decisions, the company is poised to capitalize on this shift towards supporting Canadian brands.

For those interested in exploring more Canadian beauty options, brands such as Basmabeauty, Cheekbone Beauty, Midnight Paloma, Ember Wellness, and Three Ships are also making waves in the market. These companies reflect the growing diversity and quality of cosmetic offerings available to consumers.

In conclusion, Groupe Marcelle’s commitment to local manufacturing and innovation positions it as a leader in Canada’s cosmetic industry. As consumer awareness continues to rise, the company looks forward to strengthening its connection with Canadian shoppers, ensuring that its products are recognized not only for their quality but also for their heritage.