Intercos: an unrivalled model of success and longevity

For Dario Ferrari, Founder and President, Intercos’ success is based on three essential pillars: innovation, constantly anticipating the future, and having an outstanding marketing team that works in complete harmony and constant communication with customers to provide them with the products they are looking for. This strategy has paid off, as the Group closed its 2024 financial year with sales of over €1 billion, up more than 8% compared to 2023. After a more challenging first quarter in 2024, the following three quarters all posted double-digit growth, with the fourth quarter even showing an increase of more than 14%. Analysis of an unparalleled model of success and longevity.

Innovating, anticipating the future, having a very strong marketing team, and having only one absolute master, the customer, always the customer, nothing but the customer, the Italian firm has continued to amaze over the years. Even if there have been many obstacles along the way. But it must be admitted that this model, focused on high-end full service, which has become increasingly high-end over time, has ultimately worked wonderfully well.
“When I was 20, explains Dario Ferrari, I was sent to England and placed in an advertising agency where I immersed myself in communications for over two years. I was involved in every step of the process and every discussion with clients. I listened and understood what they wanted, then briefed our creative team and came back to them with a whole range of solutions.”
After taking its first steps with a business model naturally geared towards mass distribution, which many were skeptical about at the time, the Italian firm was able to anticipate the groundswell that would make it successful: a growing demand for high-end products and an absolute quest for innovation. And not just in mass distribution, but also and above all among brands.
"Initially, we did work with mass distribution, but then we turned our attention to brands, such as the Helena Rubinstein group, but above all we focused on developing new manufacturing technologies. The others eventually followed suit. And as this evolution progressed, our employees also acquired expertise that no one else could claim at the time, and which our customers immediately embraced. This helped us grow very quickly. I would remind you that we were the first to focus on sustainability 25 years ago."

Listening and innovation: the two keys to success!

The business model established by the Italian group once again demonstrated its great resilience in 2024. Intercos’ strategic diversification, its ability to anticipate trends and the innovation developed in the various geographical areas where it operates have enabled the Group to record significant growth, even in a context where recognized players in the sector have encountered difficulties. Asia, and China in particular, have enabled the Group to record double-digit growth.
“We remain ‘Makeup,’” insists Dario Ferrari, “even though we understood in the 2000s that we needed to invest in skincare and, later, in fragrance. It must be acknowledged that makeup has become extremely complex. And we have certainly contributed to this through our innovations, while knowing how to manage this complexity. We are constantly innovating... we are investing in and for the future. We are focusing on the US and European markets, without forgetting Asia, of course. The potential for skills in China is enormous. China has made great strides. The Chinese are very sophisticated."

International development, the third “key”!

The Group achieved sales of €559.5 million in Europe/Middle East/Africa, up +10.3% compared to 2023. Asia recorded sales of €212 million in 2024, up 24.3% compared to the previous year, despite a slight contraction in the beauty market in China. The two continents on the other side of the Atlantic were the only geographical area to record a slight contraction over the year (-5.5%), with sales of €293.4 million.
“International development has been the third ‘key’ to our performance,” insists Dario Ferrari. “And we were the first to invest in markets such as the United States, China, Korea, and India. These regions have now become essential. Of the nearly 1,000 people who work for us in innovation, 350 are based in Asia.”
“It’s no exaggeration to say that we have taught our Chinese customers about the world of cosmetics. And we are continuing to invest heavily in this region, as we are in the process of doubling our production in China and Korea. This does not prevent us from maintaining a strong presence in Europe in the Prestige sector.”

Meiyume and Intercos join forces to accelerate growth in Southeast Asia

A new partnership in the beauty industry was formed last May with the signing of a strategic agreement between Meiyume, a global specialist in full-service packaging, manufacturing, and turnkey solutions, and the Intercos Group, a world leader in the creation and production of cosmetics. Meiyume will benefit from Intercos’ expertise in innovation and formulation.
while Intercos will be able to expand its commercial presence, giving its customers access to a reliable manufacturing entity with full halal certification in the Southeast Asian market.
At the heart of the agreement is a shared commitment to long-term value creation, with Intercos becoming the exclusive supplier of bulk products for Meiyume in the Indonesian market. “We are proud to strengthen our presence in Asia, particularly in Southeast Asia, through a structured collaboration with a global partner such as Meiyume,” said Renato Semerari, CEO of Intercos Group. " This partnership complements our turnkey service model by integrating Intercos’ cutting-edge expertise in formulation with Meiyume’s comprehensive deployment across all beauty product categories,“ said Thierry Rabu, CEO of Meiyume. ”It enables us to offer best-in-class innovation, reliability, and agility, allowing our beauty industry customers to grow faster and more successfully. "