Groupe Marcelle Leads Canadian Cosmetics Industry with Local Focus

Montreal-based Groupe Marcelle has established itself as the largest cosmetic manufacturer in Canada, producing approximately eight million products annually. With a rich history dating back to its founding in 1949 by pharmacist Victor Cape, the company has expanded to include four distinct brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. Under the leadership of president David Cape, the company is embracing the growing “buy Canadian” movement, which has surged in popularity in recent months.

Cape expresses enthusiasm about the renewed focus on Canadian-made products. “I’ve been on a Facebook group called Made in Canada, which has exploded in popularity,” he noted. As a family-owned business in its third generation, with a fourth generation now involved, Cape emphasizes that the company’s roots are deeply embedded in Canadian soil. “We’re a 75-year-old company based in Canada,” he shared.

Emphasizing Local Production

Groupe Marcelle’s commitment to local production sets it apart in the competitive beauty industry. Cape explained that much of the company’s product range, particularly skin care and makeup, is manufactured in Canada. While some items, such as certain fragrances, are produced internationally, the company strives to maximize local manufacturing.

“We make everything we can,” Cape said, acknowledging the challenges posed by certain technologies that are not available in Canada. For instance, the production of specific makeup pencils and pigment technology must be sourced from abroad. Nevertheless, the Montreal headquarters features a research and development lab where cosmetic formulators work on innovation, allowing for the incorporation of Canadian-sourced ingredients like Labrador tea extract and ginseng into their products.

Cape pointed out that while Groupe Marcelle has a broad distribution network, consumer awareness of its Canadian origins is not as widespread as it could be. “Because we’re so large and widely distributed, people haven’t necessarily thought about what the origins are,” he explained. The brand aims to change this narrative through its marketing strategies and partnerships with retailers.

Retail Partnerships and Future Prospects

The landscape of Canadian retail has shifted notably, particularly due to recent tariff discussions. Cape highlighted that retailers, including major partner London Drugs, are increasingly interested in showcasing Canadian products. “They’ve said, ‘We know you’re Canadian, and what kind of identification can we put on the product?’” he shared. This shift is seen as a positive development for brands like Groupe Marcelle, as it helps consumers connect with local offerings.

Groupe Marcelle also has a presence beyond Canada, with products available in the U.S. through online platforms like Amazon and select specialty stores, as well as limited availability in Europe and Asia. However, Cape emphasized that the primary focus remains on the Canadian market, where he believes significant growth potential still exists.

With the current wave of interest in Canadian-made products, Groupe Marcelle is positioned to capitalize on this trend. “We certainly are seeing a lot more excitement,” Cape noted. The company’s ability to innovate and respond to consumer needs keeps it competitive in the fast-evolving beauty landscape.

Cape’s leadership since 2003 reflects a commitment to not only maintaining a strong Canadian identity but also to driving innovation within the cosmetics sector. As consumers increasingly prioritize local products, Groupe Marcelle is prepared to meet their demands while celebrating its Canadian heritage.