CD Buzz Video

Caswell-Massey: an on-trend indie brand that’s centuries old

By Deanna Utroske contact

- Last updated on GMT

At the recent BeautyX Summit in New York City, Cosmetics Design spoke with Caswell-Massey CEO Nicolas Arauz about how a brand launched in the 1700s fits into the current indie beauty movement, the work he’s doing to simultaneously conserve and update the brand, the challenge of blending vintage fragrances with contemporary molecules, and more.

Founded in 1752, Casswell-Massey is the oldest American beauty brand, according to Arauz. “We’re not exactly a startup,” ​he says, going on to acknowledge that for some time, Casswell-Massey “became a forgotten brand.”

In this video interview with Cosmetics Design editor Deanna Utroske, he discusses the project of maintaining a loyal consumer base while introducing the brand to younger consumers.

And, since joining the company nearly 2 years ago, Arauz has also been working to revive the company’s product portfolio by updating scents, partnering with contemporary creative professionals (like Michelle K. Gagnon), and thinking beyond fragrance to ensure Casswell-Massey has a strong presence in bath and body, men’s grooming, aromatherapy, etc.

Watch the full video interview above to learn more about the brand and the newest (or perhaps oldest) Caswell-Massey fragrance.

---

DeannaUtroskeEditor

Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

Related news

Show more

Related products

show more

Scent Expedition: Madagascar

Scent Expedition: Madagascar

Symrise | 15-Jul-2020 | Product Presentation

With 90% of its plants and animals found nowhere else, Madagascar is a wealth of biodiversity like no place else on earth. This island off the coast of...

Firmenich Sharing Innovation 2020 Collection

Firmenich Sharing Innovation 2020 Collection

Firmenich | 30-Jun-2020 | Product Presentation

Once again, Firmenich has opened its treasure chest of exceptional ingredients, created from its industry-leading science platforms. The company shares...

Related suppliers

Follow us

Products

View more

Webinars