The Vertical Beauty Alliance brings manufacturing, retail, and design experts together

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (scyther5)
© Getty Images \ (scyther5)

Related tags contract manufacturing retail Global beauty market Collaboration

MANA Products, Meiyume, and RPG announced the partnership this month along with their global strategy to bring beauty brands the end-to-end solutions needed in the modern cosmetics and personal care marketplace.

“The world is changing rapidly, and our industry needs to keep pace,” ​says Bob Jaegly, CEO of MANA Products, in this week’s media release announcing The Vertical Beauty Alliance.

“The formation of The Vertical Beauty Alliance,” ​says Jaegly, “will simplify everything and give new, emerging, and existing beauty brands access to the global resources of three industry powerhouses - for formulation, design, packaging, production, manufacturing and display, and create a seamless pathway from ideation to on-shelf, across the entire supply chain.”

The Vertical Beauty Alliance combines the resources of 3 industry-leading companies

Together MANA Products, Meiyume, and RPG promise to offer formulation and production services in color cosmetics, skin care, hair care, and fragrance; access to 6 manufacturing facilities spread over 3 continents; 9 R&D labs; the benefit of over 10,000 exisiting formulas; as well as design and manufacturing of branded retail environments.

MANA Products, which was recently acquired by Traub Capital​, specializes in contract manufacturing of prestige color cosmetics, skin care, and hair care. The New York City – based beauty maker also offers private label services and a brand accelerator to help emerging startups grow and scale their product portfolios.

Meiyume (a member of the Fung Group with headquarters in Hong Kong and New York) adds fragrance capabilities to the mix as well further skin care and color cosmetics formulation and manufacturing services. Meiyume also provides packaging and retail display solutions.

RPG is, like MANA Products, NYC-based and “designs, engineers, and manufactures brands, products, packaging, displays, and retail environments across multiple categories, for both mass and prestige distribution,” ​according to this week’s media release.

The Vertical Beauty Alliance leverages the industry’s potential to go further together  

Out of challenge comes opportunities for meaningful change. And this seems to be what Gerard Raymond, President of Meiyume, sees in the realities of business in the wake of COVID-19.  “Today's environment,” ​he says, “is an opportunity to find new ways to meet the demands of the consumer for today and tomorrow.

“I'm proud,” ​continues Raymond, “to join forces with MANA and RPG to expand their reach by leveraging our award-winning manufacturing facilities. By complementing their US footprint with our Asian and European capabilities, we can demonstrate our shared commitment to creating seamless beauty solutions for our customers around the world,” ​he says in the media release.

While Bruce E. Teitelbaum, CEO of RPG, calls attention to how collaboration in business makes it possible to accomplish more and on a larger scale: “The hybridization of our business models and disciplines makes us stronger and better to provide holistic services to both heritage and developing brands,”​ Teitelbaum tells the press.

“RPG is excited to support THE VERTICAL Beauty Alliance with best-in-class design and manufacturing. This partnership will allow us to create a cohesive customer experience from product to retail activation,” ​he says, adding that, “Together, our disciplines will be aligned and synergized, poising us to successfully compete in all markets.”


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