MIBELLE FOR BEAUTY Mibelle AG Cosmetics is one of the most innovative Swiss own-brand manufacturers in the cosmetics sector. Felicity Landon finds out why apples and grapes are two secrets of its success.
M
ibelle AG Cosmetics this year celebrates half a century in the business – or, as the company describes it, 50 years of know-how in development and production innovation. Its major product segments are Face, Body and Bath Care, Dental, Sun, Men, Hair Care, and Baby and Kids Care, and its major customers include global top-drawer brands and a host of own-label clients. It sounds a straightforward story – but there are plenty of magical subplots here, including two involving apples and grapes. Mibelle describes its Zoé Effect PhytoCellTec line as an outstanding example of its innovative strength; high-tech facial care with a new plant stem cell extract.
Mibelle Biochemistry, the company’s innovation wing, had fantastic success with its award-winning plant stem cell extract PhytoCellTec Malus Domestica developed from the Swiss apple variety Uttwiler Spätlauber, subsequently making the global headlines when it was revealed that Michelle Obama uses a product formulated with this active ingredient. The apple itself is unpopular because of its sour taste – but its ability to remain free from wrinkles for up to four months after harvesting is an undoubted virtue. Its stem cells are said to protect skin-cell regeneration and delay the onset of wrinkles, and Mibelle was able to replicate the apple cell and its active ingredient. Now Mibelle has launched another stem cell innovation, PhytoCellTec Solar Vitis. This is
based on the highly UV-resistant grape variety Gamay Teinturier Fréaux, which has been shown to improve vitality and boost the resistance of skin stem cells. “With our highly innovative biochemistry department, we develop our own active ingredients not only for our own beauty products but also for worldwide famous brands,” says CEO Luigi Pedrocchi. “The latest developments are the PhytoCellTec actives such as Malus Domestica, Alp Rose and Solar Vitis; they are based on plant stem cells, which increase the vitality of skin stem cells and protect the cell longevity.” Innovation is one of the principal driving forces for Mibelle’s business, he adds: “We will continue to keep up with the best in the Industry Europe 61
