Mktg Industry: The successful gamble of a comprehensive 360° service

The Italian firm, founded in 2014 and based in Crema, south of Milan, specialises in turnkey services for cosmetics and make-up products. Last year, it achieved a turnover of €7.5 million, up 20% on the previous year, with 95% of this coming from exports. ‘It must be said that we manage every stage, from R&D and formulation to packaging development and industrial production,’ explains CEO Stéfano Focolari. It has certainly been a successful venture for this former marketing manager, who made the right move at the right time and has invested heavily over the past two years in research and development in the areas of formulation, packaging innovation, and implementation and production processes. ‘We needed to strengthen our ability to provide innovative and effective turnkey solutions,’ explains Stefano Focolari, ‘and we have also expanded our team dedicated to start-ups and emerging brands, thereby improving our consulting services and accelerating time to market.’

"This year, says Stefano Focolari, our goal is to raise our quality standards and strengthen our role as a reliable, long-term global partner to private label brands. At the same time, we will of course continue to invest in innovation and sustainability, focusing on the development of next-generation packaging solutions and continuing to expand internationally, particularly in Europe and the Middle East.”

At the upcoming Cosmoprof/Cosmopack trade show, which will take place from 26 to 28 March, the company plans to showcase more than 75 turnkey products, including a selection that combines a range of pre-matched, fully tested, compatible and market-ready packaging and formulas.
The focus will be on hybrid products, combining colour and skincare cosmetic formulations designed to meet the growing demand for high-performance make-up that also provides additional benefits for the skin, with the added advantage of being able to launch them quickly and efficiently thanks to reduced development time.

Sustainability: a central pillar!

‘Sustainability is the central pillar of our development strategy,’ insists Stefano Focolari. ‘Our main strengths lie in our ability to combine innovative formulations with advanced, eco-designed packaging solutions, enabling brands to reduce their environmental impact without compromising on performance or aesthetics.’

When it comes to packaging, the Italian firm says it is focusing on single-material solutions or packaging made from easily separable recyclable components, as well as the development of refillable packaging concepts. ‘We are convinced that refillable packaging is the future, explains Stefano Focolari, although its success will ultimately depend on how end consumers adopt this new way of using and designing beauty products. Our role is clearly to support brands by providing them with flexible, market-ready solutions that can evolve in line with consumer behaviour.’

For the boss of Mktg Industries, "plastic is often perceived negatively today, but in reality it is a very effective and versatile material that has been demonised in recent years. We are convinced that the problem lies not with plastic itself, but with the way it is designed, used and disposed of. It is unrealistic to think that we can live without plastic, not only in the cosmetics sector, but in almost every aspect of daily life. The real challenge is learning to live with plastic in a cleaner and more responsible way. For us, this means focusing on smart design, single-material or easily separable packaging, and recyclable and refillable solutions, so that this material remains part of a circular and sustainable system rather than being seen as a problem."

The hybrid approach, ‘clean’ formulas, single-material packaging

Among the flagship products to be presented at the end of March in Bologna are hybrid products in the field of make-up and skincare, high-performance clean formulas and a range of single-material, refillable packaging suitable for international brands.
The company has also been heavily involved in the development and launch of SPF make-up products, combining colour cosmetics and sun protection. These hybrid solutions combine performance, sensoriality and daily protection, responding to growing consumer demand for multifunctional make-up products that offer skin benefits.

‘Our latest developments,’ explains Stefano Focolari, "include SPF foundations, face products and lip solutions, formulated to guarantee high protection, comfort and cosmetic performance that are fully compatible with selected packaging and ready for rapid, turnkey launches on the market. In addition, we are working on bronzers, blushers and highlighters in stick and baked powder form, all offered with new packaging solutions. We will also be introducing new Tubing Mascara, with packaging and applicators specially designed to maximise performance and ease of use. Finally, we are focusing heavily on the return of velvety matte textures, reinterpreted through a new modern matte concept with blurred and three-dimensional effects."

Enhance your complexion!

With Illusionist Hydra 24H foundation, Mktg Industry aims to present a new vision of the perfect everyday complexion: performance, comfort and an eco-friendly formula come together in a single, refined product.
‘Illusionist Hydra 24H,’ explains Evita Riboli, marketing manager at Mktg Industry, ‘stands out for its ultra-light, breathable texture, designed to feel almost imperceptible on the skin. It offers a natural, luminous finish with medium coverage, enhancing the complexion while preserving its authenticity.’
Hydration is at the heart of this formula. This foundation helps keep skin soft, smooth and comfortable throughout the day, for a flawless complexion for up to 24 hours. Its long-lasting wear makes it ideal for everyday and professional use, ensuring confidence from morning to night.
This formula demonstrates the Italian firm’s strong commitment to responsible beauty. Composed of 87.3% natural ingredients, with a vegan and talc-free formula, Illusionist Hydra 24H meets the growing demand for high-performance, environmentally friendly cosmetics.
For packaging, Mktg Industry offers a 30 ml glass bottle with pump and cap from its new Elite XL collection, available with a full service. Customers can customise their project by choosing alternative packaging from the Mktg Industry range of solutions, ensuring maximum flexibility to suit different brand identities and market positioning.
‘The Illusionist Hydra 24H foundation, Evita Riboli, perfectly embodies our vision: a product with an imperceptible texture, visible performance and which meets the expectations of today’s beauty market. It’s about creating a natural glow with a formula that consumers can have absolute confidence in.’