HCP Germany becomes the group’s center of expertise for application systems

In a short period of time, the European HCP Packaging plant acquired from Rusi at the end of 2017 and located in Bechhofen, Germany, has grown considerably. Its floor space has increased from 8,000 m² to over 10,000 m². But it is in terms of production capacity that the progress has been most spectacular: the site can now produce around 85 million mascara units per year, as well as around 60 million other application systems for eyes, eyebrows, and facial care.
Recent investments include four new injection-blow molding machines representing an investment of several million euros (two more are planned in the coming months). This brings the number of machines in operation for bottle production to more than thirty. In addition, three new “fiber” brush manufacturing lines have been installed, complementing the existing machines, which all feed around twenty assembly lines. Everything is now in place for HCP Germany to become, as planned, the group’s global center of expertise for application systems.

“By the end of 2027, the plant will already be capable of producing 130 million bottles per year,” explains Benjamin Kohlmann, Managing Director of HCP Germany. "We have just increased our production capacity for fiber brushes for mascara by 50%. It’s fair to say that today we are supplying high-quality beauty packaging on a large scale from this factory. The entire process is fully controlled."

The company has also taken advantage of this growth phase to increase mold capacity from sixteen to thirty-two cavities on certain lines. “What is important,” emphasizes Eric Firmin, President of HCP Packaging France, “is the desire to be interchangeable in terms of presses with other units of the group around the world, whether in China or Mexico, which is obviously a security measure for our international customers.”

Automation also remains a priority, particularly through the installation of in-line decoration machines. “We invest more than $3 million a year in this plant,” says Benjamin Kohlmann.

A new squeegee

In terms of innovation, HCP is highlighting the development of a new application technology in collaboration with SIMP, a mascara specialist owned by HCP, this time produced by plastic injection: the “Clipped Wiper.”
“It is important to note that, in general, around 20 people work in development in Europe, making it a key hub for innovation,” explains Eric Firmin. This wiper offers three main advantages: better control of the formula for precise, smudge-free application; optimized performance to ensure the perfect amount of product on the applicator; and a unique two-part design that simplifies assembly while preserving product integrity.

Within HCP, several manufacturing centers serve as centers of expertise, each with know-how dedicated to a specific category. To improve efficiency and accelerate ramp-up, the group is focusing its efforts on mascara brushes and, more broadly, dip-in products in Europe, with HCP Germany as the center of excellence for dip-in products and the group’s global center of excellence for twisted wire brushes (TWB), in close collaboration with SIMP in France. “Mascara is really our main area of expertise in Europe,” emphasizes Benjamin Kohlmann. "Whether it’s fiber or bio brushes produced in Bechhofen, Germany, or micro-injected plastic brushes produced in France with SIMP, we are able to produce all types of fiber brushes using highly sophisticated cutting machines. "

This allows the team to adjust the geometry of the brushes according to the formula and achieve the desired result for the lashes, whether it’s sharp definition and separation, adjustable length, or amplified volume and lift.

The profile of these brushes can be customized to optimize application, with variations such as grooves, twists, and zigzag cuts.

"In Germany, our patented Microsphere technology provides a special surface treatment for this type of brush, creating microscopic spheres, or ‘bubbles,’ at the ends of the fibers that significantly enhance the desired volume effect. "

This European focus streamlines development, manufacturing, decoration, and industrialization under one coordinated footprint.

Fiber brushes and plastic brushes: excellent synergy

The combination of SIMP’s expertise in plastic brushes and HCP Germany’s manufacturing capabilities in fiber brushes is a real asset. “By combining these two areas of expertise with our manufacturing and decoration capabilities in Asia, North America, and Europe, we can offer a truly compelling product range,” emphasizes Eric Firmin.

HCP also offers other eyeliner and liner applicators, whose shapes and characteristics are constantly evolving. The shape of the applicator, the material, the adhesive, the length, and the density of the flocking are all the subject of extensive research, with the aim of achieving optimal performance. The company also offers special flocking technologies, including “double flocking” and “power flocking,” for an enhanced sensory application.

January 2023, the month that changed everything!

January 3, 2023, remains a memorable date in the minds of the managers and employees of the HCP Germany factory.
That was the day Ganahl, a company belonging to the Heinz Glass Group, filed for bankruptcy with the court in Uster, Switzerland. What’s the connection? This company manufactured all the plastic mascara bottles used by the Bechhofen factory. As a multi-industry packaging supplier, it produced more than 200 million containers per year in the cosmetics, pharmaceutical, food, and healthcare sectors.
Since Ganahl also manufactured the molds, the disruption for HCP was immediate: overnight, there were no more bottles and no way to recover the molds.
“We had to change everything,” explains Benjamin Kohlmann, “and find solutions within hours to tide us over until we could produce them ourselves.” Thanks to swift and coordinated action, the site ensured continuity and quickly transitioned to robust in-house production, turning a major challenge into a long-term strength.