Montreal’s Groupe Marcelle Dominates Canadian Cosmetics Market

Groupe Marcelle, the largest cosmetic manufacturer in Canada, is experiencing a surge in interest as the “buy Canadian” movement gains momentum. Led by president David Cape, the Montreal-based company is capitalizing on this trend, emphasizing its local roots and commitment to producing quality cosmetics and skincare products.

Founded in 1949 by pharmacist Victor Cape, Groupe Marcelle has expanded its portfolio to include four prominent brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. With a legacy spanning 75 years, Cape represents the third generation of family leadership, and the fourth generation is already involved in the business.

Cape notes that the company produces approximately eight million products annually. He acknowledges that while Groupe Marcelle competes with major international brands, its distinct Canadian identity is becoming more relevant to consumers. “We compete with giants and we really kind of see ourselves as playing a large role in that competitive landscape,” Cape stated.

Despite its extensive distribution, Cape recognizes that many consumers are unaware of the origins of the products they purchase. “Because we’re so large and so widely distributed, people haven’t necessarily, in the past, thought about what the origins are,” he commented. The current emphasis on local products might bridge that gap.

The company’s production strategy is noteworthy, as most of its products are manufactured in Canada. While certain items, particularly fragrances and specific makeup technologies, are sourced internationally, Cape emphasizes the importance of Canadian production. “We make everything we can,” he said. The majority of creams, lotions, and many makeup products are created at their Montreal headquarters.

This facility houses a research and development laboratory, where a team of formulators works on innovative products. As Cape explains, this enables the company to incorporate unique Canadian ingredients into their formulations. Notable examples include Labrador tea extract, ginseng, and edelweiss flower, which reflect the brand’s commitment to local sourcing.

Cape expressed pride in the company’s expertise in tinted moisturizers, color cosmetics, and cleansers, such as eye makeup removers. Although Groupe Marcelle products are available in the United States through platforms like Amazon, as well as select retailers in Europe and Asia, Cape’s focus remains firmly on the Canadian market. “We’ve grown mostly because we’ve continued to see that there’s great opportunity in Canada,” he said.

Recent shifts in the retail landscape have also presented new opportunities for Groupe Marcelle. As discussions around tariffs evolve, retailers are increasingly interested in showcasing Canadian products. Cape pointed out that partnerships with retailers like London Drugs have made it easier for consumers to recognize and appreciate Canadian-made cosmetics. “They said, ‘We know you’re Canadian, and what kind of identification can we put on the product so that we can make it easier for people to understand that?’” Cape shared.

As president of Groupe Marcelle since 2003, Cape views the recent rise in consumer interest as a positive indicator for the future of Canadian brands. He believes that a greater awareness of homegrown products will benefit not only Groupe Marcelle but also other local cosmetics companies.

For those looking to expand their beauty collections with Canadian options, several emerging brands are gaining recognition. Notable mentions include:

– **Basma Beauty**: An inclusive makeup line tailored to individual skin types and preferences.
– **Cheekbone Beauty**: An Indigenous-founded brand known for its clean and vegan cosmetics.
– **Midnight Paloma**: A Vancouver-based company focused on clean beauty and natural ingredients.
– **Ember Wellness**: Offers a range of organic facial oils and hydrating sprays.
– **Three Ships Beauty**: This Toronto-based brand emphasizes transparency and clinical results in its skincare offerings.

As Groupe Marcelle continues to innovate and adapt to market demands, Cape remains optimistic about the brand’s role in shaping the future of Canadian cosmetics. The company’s commitment to local manufacturing and ingredient sourcing positions it well to meet the evolving preferences of consumers seeking quality and authenticity in their beauty products.