Groupe Marcelle
- Company typePrivate
- Founded1874
- HeadquartersMontreal, Canada
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
Groupe Marcelle firmographics
Firmographics- Name
- Groupe Marcelle
- Legal name
- Groupe Marcelle Inc.
- Website
- https://groupemarcelle.com
- Company type
- Private
- Founded year
- 1874
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Where Groupe Marcelle is headquartered
LocationHeadquarters
- HQ city
- Montreal
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Groupe Marcelle business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Cosmetics and Beauty Products Sales: Groupe Marcelle generates revenue through manufacturing and selling cosmetics and beauty products under its owned brands (Marcelle, Lise Watier Cosmétiques, Annabelle, CW Beggs) to retail stores across Canada.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Groupe Marcelle product offering
Product offeringCore offering
Groupe Marcelle manufactures and sells cosmetics and beauty products under four owned heritage brands (Marcelle, Lise Watier Cosmétiques, Annabelle, and CW Beggs). The company produces 8 million products per year at its Lachine, Quebec facility and supplies them through 3,500 retail stores across Canada, with a focus on hypoallergenic and fragrance-free formulations.
Differentiator
Problem solved
Functional benefit
Brands
- Lise Watier Cosmétiques: Established in 1972, Lise Watier Cosmétiques continues to evolve while remaining true to its core values of quality, innovation, and diversity.
- Marcelle
- Annabelle
- CW Beggs
Products and services
- Marcelle A cosmetics brand established in 1874, known for hypoallergenic and fragrance-free products, synonymous with skin health and uncompromised beauty. The brand is positioned for consumers seeking skincare-friendly makeup.
- Lise Watier Cosmétiques A Canadian cosmetics brand founded in 1972, known for quality, innovation, and diversity, offering a broad range of color cosmetics and beauty products.
- Annabelle A Canadian cosmetics brand launched in August 1967 during Montreal's Expo 67, known for colorful, vibrant, and accessible color cosmetics products.
- CW Beggs A men's skincare brand named after founder Charles Waugh Beggs, specializing in skincare products designed for men.
Companies that use Groupe Marcelle
Customer profileSegments1 record
Ideal customer profiles2 records
Groupe Marcelle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Groupe Marcelle partnerships and signals
Strategic signalScale indicators3 records
Groupe Marcelle competitors and assessment
Company assessmentDirect peers
- Coty Inc. Multi-brand beauty company with mass-market color cosmetics (CoverGirl, Rimmel) and fragrance portfolios. Closely mirrors Groupe Marcelle's strategy of operating multiple acquired brands through retail distribution.
- Physicians Formula: Hypoallergenic mass-market cosmetics brand; almost identical positioning to Groupe Marcelle's Marcelle brand and competes for the same sensitive-skin consumer at drugstore channels in North America.
- Almay (Revlon): Hypoallergenic cosmetics brand owned by Revlon; directly competes with Marcelle on the sensitive-skin positioning and drugstore shelf placement in Canada.
- CoverGirl (Coty): Mass-market color cosmetics brand competing directly with Groupe Marcelle's Annabelle on Canadian drugstore shelves with similar price-point and demographic targeting.
- Revlon: Multi-brand mass-market cosmetics manufacturer with overlapping portfolio structure (color cosmetics, skincare, hypoallergenic lines like Almay) and similar B2B retail distribution model — directly comparable to Groupe Marcelle's brand-house strategy.
Broad incumbents
- Clarins Group: Mid-sized French prestige skincare and cosmetics company; comparable in scale and brand-portfolio strategy to Groupe Marcelle and operates in similar Canadian department-store and pharmacy channels.
- L'Oréal: World's largest beauty conglomerate; broad overlap with Groupe Marcelle's mass-market cosmetics offering and Canadian retail relationships, though operating as a much larger diversified portfolio.
- Estée Lauder Companies: Global prestige and mass-prestige beauty conglomerate; competes in the prestige cosmetics space with Lise Watier and has acquired comparable Canadian brands (e.g., Deciem).
- Maybelline (L'Oréal): Mass-market color cosmetics leader under L'Oréal; competes head-to-head with Groupe Marcelle's Annabelle and Lise Watier brands in Canadian drugstore and mass channels.
Emerging players
- Deciem: Canadian multi-brand skincare company (now owned by Estée Lauder); demonstrates the Canadian multi-brand playbook that Groupe Marcelle also follows and represents a credible M&A benchmark for exit value.
Market position
Customer concentration
Groupe Marcelle social profiles
Digital presenceGroupe Marcelle financial estimates
Financial estimateRevenue estimate
Valuation estimate
Groupe Marcelle leadership team
Management profileNumber of profiles
Profiles1 record
Groupe Marcelle subsidiaries and ownership
Company hierarchySubsidiaries4 records
Groupe Marcelle funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Groupe Marcelle M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Groupe Marcelle
What does Groupe Marcelle do?
Groupe Marcelle manufactures and sells cosmetics and beauty products under four owned heritage brands (Marcelle, Lise Watier Cosmétiques, Annabelle, and CW Beggs). The company produces 8 million products per year at its Lachine, Quebec facility and supplies them through 3,500 retail stores across Canada, with a focus on hypoallergenic and fragrance-free formulations.
Is Groupe Marcelle a public or private company?
Groupe Marcelle is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Groupe Marcelle founded?
Groupe Marcelle was founded in 1874. It employs 251 to 500 people.
Where is Groupe Marcelle based?
Groupe Marcelle is headquartered in Montreal, Canada, in the North America region.
How does Groupe Marcelle make money?
One revenue line is on record: cosmetics and Beauty Products Sales.
Who are Groupe Marcelle's main competitors?
Direct peers on record are Coty Inc., Physicians Formula, Almay (Revlon), CoverGirl (Coty) and Revlon. Broad incumbents are Clarins Group, L'Oréal, Estée Lauder Companies and Maybelline (L'Oréal). Deciem is listed as an emerging player.
Does Groupe Marcelle have an API?
No public API is recorded for Groupe Marcelle.