Strategically based with easy access to New York City and the Northeastern hub – where it is estimated that 70% of the nation’s cosmetic and personal care players are based – the move forms the next step in the company’s ambitions to extend its global reach.
The division, which was opened at the beginning of this year, is being headed up by Michael Birman, who has the title senior commercial director, building on years of sales and marketing experience at companies such as Color Care and Ciba Specialty Chemicals.
Getting closer to the market
“The aim of this move is to get into closer contact with our customers, so we can give a more personal service and ultimately help them to create more tailor-made solutions for their businesses,” said Dr. Fred Zuelli, managing director of biochemistry at Mibelle Group Biochemistry.
“The main scope of our businesses is medium-sized companies looking to make products with both differentiation and first and foremost, innovation. The solutions we work towards are mainly for skin care, but we do work in the hair care category too.”
The facility in White Plains is a customer care center that will process orders, provide customer service support and co-ordinate US-based communications with the company’s international headquarters in Zurich, Switzerland.
Mibelle Biochemistry has grown exponentially in the last few years, on the back of successful active ingredients launches such as PhytoCellTec Malus Domestica product, an ingredient launched in 2009 and based on apple stem cells that garnered the business international recognition.
Better visibility for the Mibelle brand
The opening of the US business also gives the company longer-term ambitions in the nation, which continues to be the biggest cosmetics and personal care market in the world, by value.
“Our ambition in the US market is to continue to grow and to be recognized as a brand,” Dr. Zuelli added.
“Previously we have gone through third party distributors in the US, which has meant we have lost some visibility, so this move gives us the potential to have a higher profile there.”