Make way for the new Meiyume! Beauty knows no bounds!

In four years, the Hong Kong-based Meiyume group has undergone a radical transformation. With a turnover of around $500 million and a workforce of 1,350, most of whom are based in England, Indonesia, and Thailand (400, 300, and 300 people, respectively), a well-established model based on comprehensive services, from design and packaging innovation to formulation and filling, thanks to a huge network of industrial partners around the world. “A true alliance between formulation and packaging at the service of the beauty industry,” says Thierry Rabu, CEO, but one that has had to undergo a major reorganization. “For example,” he explains, "when I arrived at the end of 2021, I was faced with seven different ERPs [1] , and there was clearly a delay. There will only be one in 2026. The Group has invested nearly $9 million in this area, which allows us to be much more flexible and faster in terms of time to market.“ Not to mention the development of an AI platform based in Singapore and made up of a team of data analysts, the Beauty Intelligence Platform (BIP), ”which helps us remain responsive and flexible to consumer trends and needs.“
”Because what’s important in the end,“ insists Thierry Rabu, ”is to take on successful briefs!“. Explanations...

The Group’s primary activity is packaging sourcing. ”We specialize in and are recognized for everything that is complicated to achieve in terms of primary and multi-material packaging," explains Thierry Rabu.
To this end, the Group now has a network of more than 200 partner companies for both primary and secondary packaging.
The latest example is the “Minus” lipstick with a 100% recyclable Gaia Slim aluminum case. It is refillable. Its formula is natural and clean, based on jojoba oil and vitamin E. There is no plastic, and its minimalist closure system is patent pending.
The second activity is the Turnkey division, “which combines formulation and packaging,” emphasizes Thierry Rabu, “enabling us to offer complete, turnkey products. Since joining the Group, I have been keen to move the group towards this Turnkey activity by capitalizing fully on the synergies between packaging and formulation.” This is a considerable asset today in the face of demand from, among others, indie brands, as the group also has an OEM business for multinationals, which represents between 5% and 10% of its activity.
In fact, thanks to this in-house expertise, its three production sites (United Kingdom, Indonesia, Thailand) and its global network of suppliers and partners on three continents (North America, Asia/China, Hong Kong, Singapore and Europe (France)), the Group’s position in this field has undoubtedly been strengthened.

Primary market: Europe

“Today, Europe has become our primary market (more than 40% of our business excluding the UK),” says Thierry Rabu, “followed by Southeast Asia (between 25% and 30%) and then the United States. This was not the case a few years ago, when the US was by far our largest customer.”
Admittedly, the Group has seen a decline of more than 10% in its business across the Atlantic this year, mainly due to the impact of tariff increases, but it has grown globally.
“We have the advantage of working in every country,” insists Thierry Rabu, "and of having a network of partner companies around the world, not just in China, as some people think. Our production sites in the United Kingdom, Indonesia, and Thailand are highly efficient in terms of formulation and filling. Thanks to the interconnectivity of our production sites, we can now guarantee top-level production, regardless of the volume requested."
The group has significant equipment for mixing bulk formulations ranging from 5 kg to 8 tons. The production units are equipped with hot and cold mixing tanks, a separate flammable mixing area, and a maturation workshop to ensure that all products, from skincare to cosmetics in general, benefit from an optimal process. Everything is automated to guarantee excellent batch consistency.
The specialized line ranges can be adapted to all formulas, whether powder, liquid, or alcohol-based. Also noteworthy are the automated lines for lipsticks, fillers for mascaras, presses for powders, and hot fillers. However, Meiyume is primarily active in skincare and perfumes.
The recently signed partnership with the Intercos Group for Indonesia complements this turnkey service model by integrating the Italian group’s expertise in formulation, particularly in color cosmetics, with Meiyume’s development in all its product categories. "It allows us to offer first-rate innovation, reliability, and agility,“ explains Thierry Rabu, ”enabling our beauty industry customers to grow faster and more successfully."
It should be noted that at the heart of the agreement is also a shared commitment to long-term value creation, with Intercos becoming the exclusive supplier of bulk products for Meiyume in the Indonesian market.
“In this formulation segment,” says Thierry Rabu, “I would point out that we also have real expertise in the field of sun protection products (SPF) thanks to our laboratory in England, which allows us to carry out tests very quickly. We are also helping to change the regulations. And we have a good understanding of the issues of compatibility between formulas and packaging.”

Environment: A key focus!

In terms of the environment, the group claims to be well ahead of the curve, thanks in particular to its enormous potential for innovation.
“Over the past six years,” insists Thierry Rabu, "our packaging innovations have prioritized sustainability, based on four pillars aligned with the PPWR: large-scale recyclability, refill and reuse models, high recycled content, and weight optimization through the use of sustainable plastic resins, metals, glass, and paper, as well as research and development of specific materials and a strong focus on eco-friendly packaging design. Our experimental approach is data-driven and science-based, focusing on indicators such as climate impact, water depletion, and resource scarcity. Use of GABI and SPICE tools; annual LCA. We have done a lot of work, particularly in the use of new materials. 81% of the resins we use are recyclable, and we have doubled our use of recycled materials in 2024 compared to the previous year. We have made significant progress on the recyclability of aluminum, and eco-design in general is a key focus for us.”
The latest examples are Guerlain Rouge G and Nina Ricci Venus. In the case of Guerlain, the weight has been reduced by 19% and CO2 emissions by 30% compared to the previous design. There is no longer any ABS. It is refillable and customizable thanks to nine new designs.
In the case of Nina Ricci, the aluminum cap has been custom-made. It is injection-molded with an engraved logo. It has been produced using a new anodizing process. Its weight has been reduced by 40% and CO2 emissions by 55% compared to the zamac model.
“’By promoting innovation in design, materials, and processes,” insists Thierry Rabu, "we can only improve our sustainability profile. All our products must be traceable, both in terms of their origin and their environmental impact. 100% of our packaging and developments must be recyclable, biodegradable, or designed to be recovered. By modernizing our production sites in the United Kingdom, Thailand, and Indonesia, and by conducting impact audits, we are constantly improving our environmental footprint. We are reducing water consumption in our factories and we do not discharge any untreated waste from our production sites or send any waste to landfill."

The Beauty Intelligence Platform: a strategic tool!

Finally, another competitive advantage highlighted by the Group is its Beauty Intelligence platform, based in Singapore and run by a team of data analysts who analyze more than 10 million pieces of data per month, enabling the Group to adapt to customers and their desires, not only in terms of formulation but also in terms of packaging.
This platform provides detailed data on product and ingredient trends by using artificial intelligence to analyze information, offering insight into consumers’ exact expectations. By processing millions of pieces of information, this platform provides real-time product tracking and ensures that data is always up to date, allowing the company to understand consumer preferences and opinions and identify what is working well in the market.
It also enables analysis of competitor product performance and customized reports that provide actionable insights specific to the brand.
“Sustainability is now a market driver,” explains Thierry Rabu. “80% of global consumers are willing to pay a 9.7% premium (PwC). Our AI-powered Beauty Intelligence platform shows, for example, that skincare is most satisfying thanks to refills, while fragrances are in need of innovation.”

Skincare: Meiyume releases its report

The Group has just released a report on the global skincare market. According to the report, this market is worth $162.5 billion and is expected to exceed $200 billion by 2030, with an annual growth rate of 5.1%. (Euromonitor, 2025)
According to the report, Asia-Pacific (APAC) is the leader in terms of growth and innovation, driving key categories such as acne care, cleansers, and moisturizers. Markets such as South Korea, Japan, China, Indonesia, and Thailand are leading the way, driven by rapid digital development and increasing sophistication in skincare. In the US and UK, the focus is on clinical efficacy, ingredient transparency, and sustainability. It is worth noting that emerging product segments such as lip care, toners, and face masks are experiencing rapid growth, reflecting changing consumer preferences and lifestyle trends.
The report also shows how skincare is evolving from local practices to global trends. It provides a detailed overview of key ingredients, textures, and emerging trends, highlighting how different markets interpret and adopt global skincare developments.