Design Plus

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.

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

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

• Contract manufacturing services
• Sachet filling services
• Private label manufacturing
• Bottle tube filling
• Beauty health CDMO

Headquarters

HQ city

Alton

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• TargetflagshipChannel Partner/ Reseller/ Distributor · 1 January 2014Que 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 GroupcoreStrategic or Co-development PartnerHBI 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 InnovationscoreStrategic or Co-development PartnerDesign 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 SolutionscoreStrategic or Co-development PartnerPartnered 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 & BeautyminorStrategic or Co-development PartnerSister 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

Broad 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

• Xx.com/designplushb
• Facebookfacebook.com/SobrancelhasByShayane

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Design Plus