Mavala Switzerland’s Excellent Rebrand. An Exclusive Interview With CEO & Chairwoman, Doris Maute Bobillier, On All Things Mavala.
4 minutes read
Introduction by: Peter Marshall
This is our first interview with Mavala’s CEO and Chairwoman, Doris Maute Bobillier. Mavala is a 65 year old brand and it has just gone through a major refresh. And it’s a delight.
Doris is extremely proud of Mavala’s Swiss heritage and of the brand’s quality and consistency. In our inclusive interview, we talk about the impact of the rebranding, business growth objectives, the importance of ethical and sustainable beauty, the new ecommerce platform, vegan products, managing different Asian consumer preferences and the importance of authenticity and relevance for younger consumers. And, of course Mavala’s unique, “breathable” nail polishes that exemplify Swiss innovation. The rebrand is all about making Swiss-made beauty feel fresh, diverse, simple and relevant for today’s world. And it works.
Peter Marshall (PM): Welcome to TRunblocked.com. I guess we have to start this conversation with the bold, new rebranding of Mavala. Can you give us the background to this – what were the key drivers?
Doris Maute Bobillier (DMB): Thank you, Peter. Yes, the rebranding has been quite a journey for us. At its heart, it was about reaffirming Mavala’s DNA while modernising the way we express it. We’re a brand with over 65 years of expertise, and while our values remain timeless, the way consumers engage with beauty – especially in travel retail – has evolved. So, the key drivers were to stay relevant, connect emotionally with a new generation of beauty lovers, and align our visual identity and tone of voice with the high standards and innovation we’ve always championed.
PM: I think your one minute video perfectly encapsulates this. Let’s take a look.
PM: So, what has been your consumer base response to the rebranding? Is it meeting your expectations?
DMB: It’s still in its early days, yet the initial feedback has been very encouraging. We’re seeing positive reactions, particularly through our digital channels and social media, where people are engaging well with the new look and feel. It’s promising to see that the brand refresh seems to resonate with both our loyal customers and new audiences. Of course, we’ll need a bit more time and perspective to fully assess the impact, especially on sales performance, but so far we’re pleased with how it’s being received.
PM: Interestingly, the rebrand also includes a new e-commerce platform that appears to offer a more intuitive and personalised shopping experience. What are the key elements here?
DMB: Absolutely – the e-commerce platform was a critical part of the rebrand. It’s not just a transactional space; it’s a digital extension of our brand world. Key elements include a much more intuitive navigation, tailored product recommendations, beauty advice content, and a seamless mobile experience.
PM: Mavala is a leading global nail and beauty care brand. Can you briefly talk about the unique, ‘breathable’ nail polishes that you sell. What are the benefits and what scientific evidence can you provide that there are, indeed health benefits?
DMB: Our “breathable” nail polishes are a brilliant example of Swiss innovation. They’re formulated to allow oxygen and water molecules to pass through the nail polish, which supports the natural physiology of the nail. It’s particularly beneficial for people with fragile or damaged nails, as it helps avoid the occlusive effect some traditional polishes can have. In terms of evidence, our products undergo rigorous testing, ensuring both safety and performance, which includes also breathability.
PM: Beauty is a fast moving business. Vegan products are coming to the fore. How fast are you moving in this direction?
DMB: This is something we have been addressing for many years, even before this trend become popular. A large proportion of our products are already vegan-friendly.
PM: Quality and consistency are key themes of yours – you have very strict standards. How difficult is this for you, given your global distribution, and where compliance regulations differ?
DMB: It’s certainly a challenge, but it’s non-negotiable for us. Our production remains proudly Swiss, which allows us to maintain the highest quality standards at source. We work closely with our local distributors and internal regulatory experts to adapt our formulations or packaging where necessary without compromising our brand’s promise. It requires expertise and meticulous attention to detail, but it’s what our customers expect from a brand like Mavala.
PM: Yours is an exceptional business and expansion remains a core objective. As you go for growth in travel retail and the APAC region in particular, how do you manage to adapt your product offering and marketing to match the increasingly discerning Asian consumers?
DMB: It’s something we’re deeply invested in. Asian consumers are incredibly knowledgeable and sophisticated in their beauty choices, so we focus on offering tailored ranges, shades and textures that resonate with local preferences. Travel retail gives us a fantastic platform to showcase exclusive sets and limited editions, which are very well received in APAC.
PM: Developing this point, and this is a broader question, how agile are you in ensuring that your products remain relevant and appealing to the younger generation? Does this go back to one of the central purposes of the rebrand?
DMB: Younger consumers today expect brands to be authentic, socially responsible, and digitally savvy. They’re also highly curious about ingredients and origin stories.The rebrand gave us the opportunity to modernise the way we tell our story and showcase our expertise in a way that resonates with a younger, more conscious consumers. It’s about making Swiss-made beauty feel fresh, diverse, simple and relevant for today’s world.
PM: Just how important is sustainability to you and can you give some clear examples of sustainable actions that you have taken or are about to take?
DMB: It’s hugely important to us. Sustainability is part of what it means to be Swiss-made — precision, responsibility, and care for people and the planet. We’ve taken concrete steps, such as reducing the environmental impact of our packaging, increasing the use of recycled and recyclable materials, and reformulating products to be cleaner. We have actually been prioritizing local supply for many of our packagings and raw material, and newly our main Swiss natural ingredients, to reduce our carbon footprint.
PM: One final question: if there are three things you want to say to the travel retail business, what would they be?
DMB: First – thank you. The partnership we have with travel retail operators has been instrumental in our growth story. Second – let’s keep innovating together. The travel retail space is uniquely positioned to inspire, surprise and delight beauty consumers. And third – let’s prioritise conscious, sustainable choices at every touchpoint. Travelers are ready for it, and it’s up to us as brands and retailers to lead the way.
