Design Plus
Design Plus is a UK-based CDMO specializing in contract manufacturing, filling, and packaging of bespoke sachets, bottles, and tubes for beauty, health, and medical brand clients. It operates as part of Ourvita Group and distributes its own Que Bella skincare brand through Target.
- Company typePrivate
- Founded1999
- HeadquartersAlton, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Design Plus does
Design Plus (legally Design Plus Health & Beauty Limited, now operating as HBI Design Plus) is a UK-based contract development and manufacturing organization (CDMO) founded in 1999 in Morecambe and headquartered in Alton, Hampshire, employing approximately 100 specialists with over 30 years of combined sector experience. The company specializes in the manufacture, filling, and packaging of bespoke sachets, bottles, and tubes for the health and beauty industry, operating one of the UK's largest sachet lines with capacity exceeding 100 million sachets annually across formats including carded, SRT, peggable, and bespoke shaped sachets ranging from 0.5g to over 100g. Its proprietary packaging technology includes recycle-ready polypropylene laminate (PP-20.13.60) recyclable at supermarket collection points, lighter-weight alternative barrier structures, and antimicrobial laminate and varnish coatings developed for post-pandemic consumer safety requirements. Quality systems are anchored by ISO 13485 (medical devices), Soil Association Organic Standard, and RSPO certified sustainable palm oil certifications.
The company generates revenue through three streams: B2B contract manufacturing services (full-service formulation, blending, filling, and packing for brand clients), private label and own-brand manufacturing (bespoke blends produced under client brands), and control-brand products sold through retail partners, most notably Que Bella, launched in 2014 in partnership with Target and subsequently becoming Target's best-selling face mask brand in the United States. Go-to-market combines direct enterprise field sales for contract manufacturing engagements with channel partnerships for own-label distribution, supplemented by case-study-driven content marketing and trade show presence. The customer roster spans premium and mass-market beauty brands (Elemis, Boots, Soap & Glory, Revolution Beauty, Ann Summers), health and nutritional brands, and adjacent verticals including beverages.
In 2024, Design Plus was acquired by Ourvita Group, one of Europe's largest diversified CDMOs in the health and wellness sector, and concurrently rebranded as HBI Design Plus within the HBI Health & Beauty Innovations parent structure. The company maintains 44,000 sq ft of purpose-built storage and state-of-the-art production facilities and operates a parallel partnership network (Enkos Bespoke Beauty Solutions for formulations, Laleham Health & Beauty as a sister site) to extend its formulation and product development capabilities. Revenue is not publicly disclosed.
Design Plus firmographics
Firmographics- Name
- Design Plus
- Legal name
- Design Plus Health & Beauty Limited
- Website
- https://designplusuk.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Design Plus is a UK-based CDMO specializing in contract manufacturing, filling, and packaging of bespoke sachets, bottles, and tubes for beauty, health, and medical brand clients. It operates as part of Ourvita Group and distributes its own Que Bella skincare brand through Target.
- Ownership category
- akta.pro rank
Design Plus industry classification
Industry- Product category
- Contract Manufacturing
- NAICS
- Medical Equipment and Supplies Manufacturing (3391)
- SIC
- Miscellaneous Chemical Products (2890), Surgical & Medical Instruments & Apparatus (3841)
- akta.pro primary industry
- Drug Substance–Drug Product Integrated CDMO (HLAGABAG)
- akta.pro secondary industry
- Packaging, Labeling & Serialization (Clinical/Commercial) CDMO (HLAGABAJ)
Keywords
Where Design Plus is headquartered
LocationHeadquarters
- HQ city
- Alton
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Design Plus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Contract Manufacturing Services: Providing manufacturing, filling, and packaging services to beauty and health brands. Services include sachet filling (100+ million annually), bottle & tube filling, and full-service manufacturing solutions.
- Private Label & Own Brand Manufacturing: Bespoke private label manufacturing service with wide selection of unique and innovative blends backed by proven market research. Includes brand development, formulation, and production for retail brands.
- Control Brand Products: Development and marketing of own control brands such as Que Bella, sold through retail partners like Target. Revenue generated from direct product sales to consumers via retail channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quote-based pricing for contract manufacturing services |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Design Plus product offering
Product offeringCore offering
Design Plus is a UK-based contract manufacturer (CDMO) specializing in health and beauty products, providing end-to-end manufacturing solutions including product formulation, blending, sachet filling (100M+ units annually), bottle and tube filling, and finished packaging. The company also develops its own control brand Que Bella, which is sold through retail partner Target in the United States.
Product overview
Design Plus is a UK-based contract manufacturer specializing in health and beauty products, offering full-service manufacturing, sachet filling, bottle & tube filling, and private label services. The company operates as a CDMO (Contract Development and Manufacturing Organization) with core services including: Full Service Manufacturing for end-to-end product development; Sachet Filling & Packaging (100+ million sachets annually); Contract Bottle & Tube Filling; and Private Label & Own Brand Manufacturing. Key product offerings span various sachet formats (magazine sampling, carded, SRT, bespoke shaped, peggable), sustainable packaging solutions (recycle-ready PP materials), and anti-bacterial coating options. Their proprietary brand Que Bella, sold through Target, represents their owned skincare line. The company recently joined Ourvita Group, expanding its capabilities as one of Europe's largest diversified CDMOs in the health & wellness sector.
Differentiator
Problem solved
Functional benefit
Brands
- Que Bella: Skincare brand launched in partnership with Target in 2014, became Target's best-selling face mask brand in the United States
Products and services
- Full Service Manufacturing Comprehensive health and beauty manufacturing service spanning product development, in-house formulation, laboratory testing, blending, filling, and packing of finished products. Targeted at enterprise beauty and health brand clients requiring single-source manufacturing.
- Sachet Filling & Packaging Services Bespoke sachet manufacturing and filling service for liquids, powders, and capsules from 0.5g to 100g+ in formats including carded sachets, SRT sachets, peggable sachets, magazine sampling sachets, and bespoke shaped sachets. Serves enterprise brands across beauty, health, and beverage sectors.
- Contract Bottle & Tube Filling Contract filling service providing an extensive range of bottle and tubing solutions for functional and effective product presentation. Targeted at enterprise brand clients requiring finished product packaging.
- Private Label & Own Brand Manufacturing Bespoke private label and own brand manufacturing service with a wide selection of unique and innovative blends backed by proven market research. Includes brand development, formulation, and full production for retail brands.
- Que Bella Skincare Brand Control brand skincare line owned by Design Plus and sold through retail partner Target in the United States. Evolved from a bath-focused product range to a full facial skincare line and became Target's best-selling face mask brand.
Quantifiable outcome
- Que Bella became Target's best-selling face mask brand in the United States
Companies that use Design Plus
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Design Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Design Plus partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- TargetflagshipQue Bella skincare brand was launched in partnership with Target in 2014. The brand evolved from a bath-focused range to a full facial skincare line and became Target's best-selling face mask brand in the United States.
- Ourvita GroupcoreHBI Design Plus (formerly Design Plus Health & Beauty) is now part of Ourvita Group, one of Europe's largest and most diversified CDMOs in the health & wellness sector. This acquisition represents a significant strategic consolidation providing expanded capabilities and market reach.
- HBI Health & Beauty InnovationscoreDesign Plus is part of HBI Health & Beauty Innovations, representing membership in a larger health and beauty industry group with shared resources and capabilities.
- Enkos Bespoke Beauty SolutionscorePartnered with Enkos Bespoke Beauty Solutions to create bespoke formulations for Dr Nyla Skincare premium targeted skincare range. Design Plus provided blending, filling, and packing of the finished product.
- Laleham Health & BeautyminorSister site relationship with Laleham Health & Beauty. The brand recognized Design Plus's hard-working ethos and collaborated to create carded sample versions of their skincare range for product launches.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Design Plus competitors and assessment
Company assessmentBroad incumbents
- Hovione: Portugal-headquartered global CDMO offering integrated drug substance and drug product services across health and wellness categories. A larger, more established peer operating in adjacent CDMO territory with broader geographic footprint and integrated capabilities.
- McBride plc: UK-headquartered manufacturer of private label and contract-manufactured household, personal care, and beauty products. Comparable business model in private label and contract manufacturing for personal care, at meaningfully larger scale across multiple European sites.
- Recipharm: Swedish-headquartered CDMO offering development and manufacturing services for pharmaceuticals and consumer health products. Comparable business model as a contract manufacturer serving health-adjacent brands, but at significantly larger scale and broader portfolio.
- Almac Group: UK/Northern Ireland-headquartered CDMO offering contract development, manufacturing, and analytical services. Comparable as a UK-domiciled CDMO peer, though focused more on pharma API/drug product than cosmetics.
- Aenova Group: Germany-based one of Europe's largest CDMOs providing solid, semi-solid, and liquid dosage form development and manufacturing. Comparable integrated CDMO service model but operating across pharma rather than primarily beauty/personal care.
- Vantage Specialty Chemicals (Personal Care): Global specialty chemical manufacturer offering personal care and beauty formulations plus contract manufacturing services. Comparable as a larger, broader CDMO serving personal care brand owners with formulation-to-finished-product capabilities.
Direct peers
- Acheson & Acheson: UK-based contract manufacturer specializing in personal care, cosmetics, and household products with formulation and filling capabilities. Closely comparable niche player serving similar beauty and personal care brand customers.
- Swallowfield plc: UK-based contract manufacturer of beauty, personal care, and household products including color cosmetics, skincare, and toiletries. Direct peer as a UK-focused health and beauty CDMO serving brand owners with formulation and filling services.
- Sterling Pharma Solutions: UK-based contract development and manufacturing organization providing API and drug product development services. Comparable as a UK-domiciled CDMO serving health and personal care end markets, though with stronger small-molecule API capability.
- Laleham Health & Beauty: UK-based health and beauty contract manufacturer explicitly referenced as a 'sister site' to Design Plus within HBI Health & Beauty Innovations / Ourvita Group. Offers directly comparable formulation, filling, and packaging services for personal care and beauty brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Design Plus social profiles
Digital presenceDesign Plus compliance and trust
Trust signalCompliance3 records
Design Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Design Plus leadership team
Management profileNumber of profiles
Profiles1 record
Design Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Design Plus 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 Design Plus
What does Design Plus do?
Design Plus is a UK-based contract manufacturer (CDMO) specializing in health and beauty products, providing end-to-end manufacturing solutions including product formulation, blending, sachet filling (100M+ units annually), bottle and tube filling, and finished packaging. The company also develops its own control brand Que Bella, which is sold through retail partner Target in the United States.
Is Design Plus a public or private company?
Design Plus is a private company. It is classified as corporate owned and is currently operating.
When was Design Plus founded?
Design Plus was founded in 1999. It employs 51 to 100 people.
Where is Design Plus based?
Design Plus is headquartered in Alton, United States, in the North America region.
How does Design Plus make money?
Three revenue lines are on record. Contract Manufacturing Services are the primary driver. The others are private Label & Own Brand Manufacturing and control Brand Products.
Who are Design Plus's main competitors?
Broad incumbents on record are Hovione, McBride plc, Recipharm, Almac Group, Aenova Group and Vantage Specialty Chemicals (Personal Care). Direct peers are Acheson & Acheson, Swallowfield plc, Sterling Pharma Solutions and Laleham Health & Beauty.
Does Design Plus have an API?
No public API is recorded for Design Plus.
What industry is Design Plus in?
Design Plus's product category is Contract Manufacturing. Its primary akta.pro industry code is HLAGABAG, Drug Substance–Drug Product Integrated CDMO, with a secondary code of HLAGABAJ, Packaging, Labeling & Serialization (Clinical/Commercial) CDMO. Its NAICS code is 3391 and its SIC code is 2890.