Goodmark

What Goodmark does

Goodmark Europe NV is a family-owned B2B manufacturer and distributor of non-food consumer goods headquartered in Kuurne, Belgium, operating as the European arm of The Goodmark Group, which has subsidiaries on three continents. Founded in 1982 (with roots tracing to 1976), the company serves mass retailers, private label clients, importer-distributors, and wholesalers across Europe, the USA, Africa, Asia, and the Pacific Rim. Its portfolio spans four core product categories — Cosmetics, Aerosols, Costumes, and Wearables & Accessories — with named sub-brands including Magic Flip (innovative transformation costumes), Glam Surprise Deluxe (children-safe party makeup for ages 3+), and Make-It-Shine (girls' beauty collection). The company emphasizes natural, non-toxic, mineral-based organic formulations aligned with clean beauty demand.

The business operates a hybrid B2B model combining branded product distribution with private label and custom manufacturing services. Branded Goodmark products are sold through online platforms and retail channels, while the private label offering enables retailers to commission exclusive costume, wearable, and aerosol designs under their own labels. Revenue mechanics are not publicly disclosed; pricing is quote-based, with the webshop requiring login credentials and custom solutions handled through direct inquiry forms. Go-to-market is consultative and relationship-driven, leveraging a sales-led motion that bundles R&D, regulatory compliance, and logistics support into tailored partner programs. There is no proprietary technology platform disclosed — operations rely on a standard Odoo-based e-commerce stack and Google Analytics for web tracking.

The in-house Sales, Design & Production team reportedly has over 10 years of specialized experience in commercial costumes and wearables, supporting rapid seasonal product development (e.g., a visible 2026 collection). Global manufacturing partnerships enable multi-region production capacity, while compliance positioning around ISO 9001-aligned quality and cross-jurisdiction regulatory expertise serves as a secondary differentiator. No external funding rounds, M&A activity, public listing, or institutional investors are disclosed; ownership is concentrated within the founding family, consistent with a privately held, operationally stable enterprise.

Name

Goodmark

Legal name

Goodmark Europe NV

Website

https://goodmarkgroup.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Goodmark Europe NV is a family-owned Belgian B2B manufacturer and distributor of non-food consumer goods — cosmetics, aerosols, costumes, and wearables — serving mass retailers, private label clients, importers, and distributors globally.

Ownership category

akta.pro rank

Product category

Consumer Goods Manufacturing

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Costume Jewelry & Novelties (3960), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

akta.pro secondary industries

Decoration & Branding Services (Printing, Hot Stamping, Metallization, Labeling) (IMALAJAN), Label Artwork/Regulatory Review & Compliance Consulting (FDA/USDA/EFSA; format, allergens, QUID) (AFALAHAL)

Keywords

• Consumer goods manufacturing
• Private label cosmetics
• Costume design services
• Aerosol product manufacturing
• Wholesale party supplies

Headquarters

HQ city

Kuurne

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales

Revenue model

1. Consumer Goods Product Sales: Goodmark generates revenue through the sale of non-food consumer goods including cosmetics, aerosols, costumes, wearables, and accessories. They operate both branded products (Goodmark, Magic Flip, Glam Surprise, Make-it-Shine) and private label/customized solutions for B2B partners. The company offers tailored programs for importer-distributors and wholesalers, supported by regulatory, legal, and logistic services.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Goodmark is a family-owned Belgium-based B2B manufacturer and supplier of non-food consumer goods, including cosmetics, aerosols, costumes, and wearables. It sells branded product lines (Magic Flip, Glam Surprise Deluxe, Make-It-Shine) and offers custom design, formulation, and private-label services to retailers, importers, and distributors worldwide.

Product overview

Goodmark is a B2B distributor and manufacturer specializing in non-food consumer goods for mass retail and private label clients. The company operates as a multi-brand portfolio, with its core Goodmark brand spanning four main product categories: Cosmetics (including party makeup and children's beauty products), Aerosols (Christmas decorations and specialty sprays), Costumes, and Wearables & Accessories. The portfolio includes sub-brands such as Magic Flip (innovative costumes), Glam Surprise Deluxe (party makeup), and Make-It-Shine (girls' beauty collection). Beyond branded products, Goodmark offers comprehensive customization and private label services, enabling retailers to commission exclusive costume, wearable, and aerosol designs under their own labels. The company provides end-to-end support including R&D, regulatory compliance, logistics, and sustainability-focused solutions, positioning itself as a tailored solutions provider for European and global retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Glam Surprise Deluxe: Innovative Party Makeup with unique formula safe for children aged 3 years and older.
• Make-It-Shine
• Magic Flip
• Goodmark

Products and services

• Goodmark Cosmetics (Good for Skin / Good for Planet) Branded cosmetics line developed under a clean-beauty positioning (Good for Skin / Good for Planet), sold to retailers, importers, and distributors for resale.
• Magic Flip Costumes Branded line of costumes and flip-style wearables distributed to retailers and party-supply channels globally.
• Glam Surprise Deluxe Branded party makeup range sold to retail and wholesale partners for the party and costume channel.
• Make-It-Shine Branded girls' beauty and cosmetic accessories range sold to retail and wholesale partners.
• Aerosol Product Line Manufactured aerosol consumer products (including personal care and household aerosols) sold to retailers, importers, and distributors.
• Custom Costume & Wearable Design Service Bespoke design and development service for costumes and wearables, allowing retail and brand-owner clients to commission custom product lines.
• Custom Aerosol Design Service Bespoke design, formulation, and contract manufacturing service for private-label and custom aerosol products.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• Global Manufacturing PartnershipscoreStrategic or Co-development PartnerGoodmark leverages extensive global manufacturing partnerships to provide comprehensive solutions. Through these partnerships, they offer end-to-end support including R&D, regulatory and compliance guidance, and sustainability-focused solutions. The company collaborates with trusted contacts and leverages resources from multiple regions to ensure seamless integration, efficient operations, and consistent commitment to excellence.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Coty Inc. Global beauty conglomerate operating cosmetics and fragrance brands. Comparable to Goodmark on cosmetics category, though Coty is a major mass-market beauty incumbent rather than a focused children's cosmetics specialist.
• Party City Holdco: Vertically integrated party goods retailer and wholesaler with broad assortment including costumes, decorations, and balloons. Comparable to Goodmark on costumes and party accessories category, though Party City is retailer-led rather than a B2B-only manufacturer.
• Hallmark Cards: Diversified greeting card and celebration products company with seasonal and party product lines. Comparable to Goodmark on party/celebration category and seasonal product cadence.

Emerging players

• Spin Master: Children's entertainment and toy company with adjacent activity, dress-up, and craft products. Comparable to Goodmark on children's costume/wearable category and party/gifting occasions, though broader in scope.

Direct peers

• Forum Novelties: US-based manufacturer and distributor of costumes, novelties, and party supplies serving retail and wholesale channels. Comparable to Goodmark on costumes/novelties, B2B distribution, and mass-retail customer base.
• Rubie's Costume Company: Largest costume manufacturer globally, supplying costumes and accessories to mass retail and party stores. Directly comparable to Goodmark on costumes, wearables, mass-retail B2B channels, and private-label manufacturing capabilities.
• Disguise (toymaker): Costume and dress-up brand specializing in licensed character costumes for children. Closely comparable to Goodmark on children's costume category and party/celebration use cases.
• Kurt S. Adler: Global manufacturer of seasonal decorations including Christmas ornaments, sprays, and novelty products. Directly comparable to Goodmark on aerosols and Christmas/seasonal decorations subcategory.
• Smiffys: UK-based costume and party accessories manufacturer and wholesaler serving retailers worldwide. Directly comparable to Goodmark on costumes and wearables product category, B2B distribution model, and multi-region retail customer base.

Regional players

• ICA International: European contract aerosol and spray manufacturer offering private-label development and filling. Comparable to Goodmark on aerosol private-label manufacturing capability and European B2B customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goodmark