All businesses must start somewhere, from the smallest boutique eyeshadow manufacturer and mid-sized lip gloss manufacturer with moderate reach to globally recognized giants dominating the cosmetics industry. Join us as we follow MPlus’ journey from a blossoming, ambitious Italian cosmetic manufacturer to a leading cosmetic manufacturer in the USA, shaping the global beauty industry.
The Origins of MPlus: An Italian Cosmetic Manufacturer with Global Ambitions
The incredible success story of MPlus Cosmetics began with a small laboratory in Turin and has expanded into a 10,800 m² factory in Inzago, Milan. The original incarnation of what was eventually MPlus was known as ‘Mascara Plus,’ founded in 2002 by David Chant. At this point, David was already an experienced cosmetics laboratory technician. His inherent understanding of the industry told him there was a huge opportunity to stake a claim in a competitive marketplace and stand out from the crowd by focusing on creating outstanding mascara. After some savvy deals and much hard work, Mascara Plus was born! The goal was simple: become a cosmetic manufacturing company that produces the best quality mascara.
MPlus’ Journey: From Italy to the USA – A Leading Cosmetic Manufacturer
Italian culture embodies passion, creativity, expectations of excellence, and constant innovation. Those core values are inextricably linked with the MPlus Cosmetics ethos, driving all aspects of daily work, including the following:
- Insistence on immaculate quality
- Peerless product performance
- Building robust, mutually beneficial, and productive partnerships with clients and business partners
Once the company gained its feet as a cosmetic manufacturing company and began producing sensational-quality products, the next natural step was to branch into overseas markets. Few are more significant or prominent than the USA.
Becoming a Leading Cosmetic Manufacturer: MPlus’ Rise in the USA
MPlus Cosmetics entered the vibrant, expansive American market independently, without relying on the contacts and resources gained by partnering with local companies.
However, a cornerstone of the company’s success in the US was a dedicated, skilled, and experienced sales team on location. From the first moment of this natural step towards greater exposure and success, the approach was centered around three critical, non-negotiable elements, namely:
- Superior-quality, high-performance products
- Flexibility to meet clients’ specific needs
- Comprehensive services encompassing everything from product formulation and creation to applicator selection, filling, and packaging
Gaining recognition and relevance as a new makeup manufacturer in the USA was challenging. By investing in excellent communication, building a local sales network, and participating in major trade shows, MPlus became increasingly recognized and respected as a brand that embodies quality and attention to detail. The cream always rises to the top, so they say, and it was just a matter of time before so much time, effort, expertise, and dedication to the cause would begin to pay off internationally.
MPlus: Standing Out as a Cosmetic Manufacturer in the USA
MPlus stands out as a leading cosmetic manufacturer in a thriving, competitive marketplace in several ways, namely:
Product quality
Maintaining a competitive edge in an industry as dynamic and changeable as cosmetics requires flawless dedication and constant innovation, attributes at the core of everything MPlus does. With 25 full-time experts dedicated to research and development and applicator innovation, their commitment to staying ahead of the curve is impressive.
Success in this demanding marketplace necessitates consideration of the complete package: the formula, component, application, and packaging. Every product combines elements of the following:
- Cutting-edge formulas
- Premium raw materials
- Advanced research
- Revolutionary ingredients and actives
- Sensory textures
- Next-generation hybrid technologies
- Enhanced performance
Ethics and sustainability
MPlus Cosmetics is deeply committed to values like ethics and sustainability, embedding them at the heart of all its business practices. Continuous investment in the search for eco-friendly raw materials and innovative, environmentally-friendly solutions minimizes the impact of the company’s products and manufacturing processes. MPlus also proudly adheres to the strictest cruelty-free standards. All its raw materials are carefully selected, and many of its formulas have received cruelty-free certifications from recognized organizations like Leaping Bunny and Peta.
Because safe, high-quality products have always been the top priority of the MPlus team, embracing the ‘clean beauty’ movement was a natural and welcome step. The company boasts an impressive portfolio of highly effective products without abandoning responsibility for ethical practices, remaining continually aligned with evolving market expectations.
Certifications and standards
MPlus has always created production processes per the principal cosmetics industry regulations, helping to establish credibility in the USA. During its rise to success, the following certifications were obtained:
- ISO 22716—GMP: Good Manufacturing Practice (2014)
- UNI ISO 9001—Quality Management System (2014)
- UNI EN ISO 14001—Environmental Management System (2019)
- UNI ISO 45001—Health and Safety Management System (2021)
- RSPO—Roundtable on Sustainable Palm Oil (2023)
- ECOVADIS Evaluation—Bronze Medal (2024 – reviewed annually)
- A sustained SMETA social audit shared on the SEDEX platform
Furthermore, MPlus Cosmetics fully complies with the Modernization of Cosmetics Regulation Act of 2022 (MoCRA), working tirelessly to maintain compliance and ensure timely notifications for all new products.
Flexibility in approaching projects
MPlus products are sometimes borne from the formulation standpoint, and sometimes, the applicator inspires and drives the products. This leads to ‘outside the box’ thinking and innovation that keep MPlus at the forefront of the industry, able to cover all grounds and requirements quickly and efficiently.
When manufacturing mascara, one of the factors that can hinder any cosmetic line supplier and stall the process with logistical complications is attaining and including the mascara brush. Separate companies are often required to produce the brushes, adding layers of complexity with ordering, delivery schedules, and many other issues. MPlus Cosmetics has no such problems, making all its premium brushes in-house. This simplification creates a perfect synergy between the formulation, manufacturing, and packaging, allowing the products to flow seamlessly.
A direct, optimized workflow maximizes productivity, reduces production delays, and makes delivery times more predictable and achievable. It also allows the keen eyes of the MPlus team to control and assess each aspect of the product, ensuring that nothing less than perfection is achieved.
Contact MPlus Cosmetics Today
Are you ready to learn more about MPlus Cosmetics and its exceptional cosmetic manufacturing standards? Please do not hesitate to get in touch! An experienced, knowledgeable sales team is standing by to help and provide all the information, advice, and guidance you need.