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

By Deanna Utroske

- 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.



Deanna Utroske, 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.

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