Montreal’s Groupe Marcelle Leads Canadian Cosmetic Industry Growth

Montreal-based Groupe Marcelle has established itself as the largest cosmetic manufacturer in Canada, producing approximately eight million products annually. This family-owned business, founded in 1949 by pharmacist Victor Cape, has expanded to include four distinguished brands: Marcelle Cosmetics, Annabelle, CW Beggs and Sons, and Watier. As consumer interest in homegrown products grows, the company is poised to capitalize on the “buy Canadian” movement sweeping across the nation.

David Cape, the current president and third-generation leader of Groupe Marcelle, has witnessed a surge in enthusiasm for Canadian-made products. “I’ve been on this Facebook group that’s called Made in Canada, and it’s really gained traction recently,” Cape noted, reflecting on the increased recognition of local brands. The company’s rich history and commitment to Canadian manufacturing resonate deeply with consumers eager to support local businesses.

With a robust portfolio that spans skincare and makeup, Groupe Marcelle aims to ensure that more Canadians recognize the origins of its products. Cape acknowledged that despite the company’s extensive distribution, many consumers have not previously considered the Canadian roots of its offerings. “No one’s going to give you a pass because you’re the home team,” he stated, emphasizing the importance of connecting consumers to their local brands.

Innovation and Local Sourcing

What sets Groupe Marcelle apart in the competitive beauty landscape is its dedication to local production. The company manufactures the majority of its products within Canada, with certain items, such as fragrances, produced internationally. Cape indicated that while some technologies, particularly in makeup and pigment formulation, are sourced abroad, the company’s creams, lotions, and many makeup products are crafted in Montreal.

The company operates a research and development lab at its headquarters, allowing it to innovate continuously. “We do all of our innovation,” Cape affirmed. This focus has enabled Groupe Marcelle to incorporate Canadian-sourced ingredients into its formulations, such as Labrador tea extract, ginseng, and edelweiss flower. “The ability to lead with those ingredients in our products is something that we’re really proud of,” he added.

Cape highlighted the company’s expertise in tinted moisturizers, colour cosmetics, and cleansers, which stand out among its offerings. While Groupe Marcelle products are available internationally through platforms like Amazon, the primary focus remains on the Canadian market, where Cape sees significant growth potential.

Retail Partnerships and Future Directions

The evolving retail landscape in Canada has prompted retailers to emphasize Canadian products on their shelves. Cape noted that recent discussions around tariffs have heightened interest in local offerings. Retailers like London Drugs have shown a keen interest in showcasing Groupe Marcelle as a Canadian brand, seeking ways to clearly identify its products to consumers. “They said, ‘What kind of identification can we put on the product so that we can make it easier for people to understand that?’” Cape recounted.

Under Cape’s leadership since 2003, Groupe Marcelle has not only navigated the challenges of the cosmetic industry but has also positioned itself as a leader in promoting Canadian beauty products. The company’s commitment to innovation and local sourcing aligns with a growing consumer preference for supporting homegrown brands.

As the trend towards buying local continues to gain momentum, consumers are increasingly aware of the options available to them. Cape expressed optimism about the future, stating, “We certainly are seeing a lot more excitement.” This sentiment reflects the broader shift in consumer behavior, where the desire for quality local products meets the needs of discerning shoppers.

Groupe Marcelle’s journey exemplifies the interplay between tradition and innovation in the Canadian cosmetic industry. With a strong emphasis on local production, innovative formulations, and a commitment to sustainability, the company is well-positioned to thrive in the evolving landscape of beauty products and consumer preferences.