MAVALA’s Next Chapter: Doris Maute Bobillier on Innovation, Growth and the Power of Swiss Heritage
5 minutes read
Introduction by: Peter Marshall
Not every rebrand is about reinvention. Sometimes it’s about showing the world who you already are.
That’s exactly what MAVALA has achieved. The independent Swiss family-owned beauty specialist has successfully modernised its image while remaining true to the quality, expertise and innovation that have underpinned the brand for more than 67 years.
In this exclusive interview with TRunblocked.com’s Colleen Morgan, CEO and Chairwoman Doris Maute Bobillier explains why heritage remains one of MAVALA’s greatest strengths, discusses the brand’s growing ambitions across Asia Pacific and travel retail, and reveals how skincare-infused beauty is shaping the company’s next phase of international growth.
Colleen Morgan (CM): Last year, MAVALA embarked on a significant transformation with a refreshed brand identity that honoured the company’s heritage while presenting a more contemporary face to consumers. Looking back, how has the rebrand been received, and has it delivered the results you hoped for?
Doris Maute Bobillier (DMB): The response has been extremely positive. Our objective was never to change who we are, but to express our identity in a more contemporary and consistent way across every consumer touchpoint.
As an independent Swiss family-owned company with over 67 years of expertise, we wanted our visual identity to better reflect the quality, innovation and modernity that have always been part of MAVALA.
Our distributors, retailers and consumers have embraced this evolution. The new identity has strengthened our brand recognition while allowing us to attract a younger audience without losing the trust of our loyal customers.
CM: MAVALA has always balanced its Swiss heritage with a strong focus on innovation. How do you keep the brand relevant for today’s beauty consumers while remaining true to the values that have defined MAVALA for more than six decades?
DMB: Our heritage is our strength, not our limitation. Since 1959, MAVALA has built its reputation by developing effective, targeted beauty solutions that respond to real consumer needs. That philosophy remains exactly the same today.
What has evolved is the way consumers experience beauty. They are looking for efficacy, transparency, sensoriality and multifunctional products. We continuously innovate to meet these expectations while remaining faithful to our Swiss values of quality, expertise and trust.
For us, innovation is never about following trends. It’s about creating products that make a real difference in people’s daily beauty routines.
CM: MAVALA has highlighted Asia-Pacific as a key growth opportunity. How has that strategy evolved over the past year, and where are you seeing the strongest momentum across the region?
DMB: Asia continues to be one of our key strategic priorities. MAVALA has been present in the region since the 1970s, with an established presence in Japan, Indonesia, South Korea, Hong Kong, Taiwan, Cambodia, Myanmar, Singapore and Malaysia, as well as through cross-border e-commerce in China.
Over the years, we have exited some markets while successfully entering new ones. Australia, New Zealand and New Caledonia are also longstanding markets for the brand.
India is now one of our strategic priorities, and we are currently in discussions to further develop our presence there.
Consumers across the region have a strong appreciation for premium quality, high-performance beauty products and authentic brands with a genuine heritage – values that perfectly match MAVALA’s DNA.
CM: How important is travel retail within MAVALA’s international growth strategy, particularly as airports increasingly become places of brand discovery rather than simply points of sale?
DMB: Travel retail is one of the key strategic pillars of MAVALA’s international development, and we intend to further strengthen this area over the coming years.
Airports are no longer simply points of sale. They have become influential spaces for brand discovery, where consumers explore new products, experience innovation and engage with brands in an international and premium environment.
For us, the channel offers an opportunity to introduce travellers to our Swiss expertise and care-focused beauty philosophy while increasing global visibility. Our ambition is to strengthen our presence through high-quality retail partnerships that present the brand consistently and in line with its premium positioning.
CM: One of the most exciting developments for MAVALA has been the expansion of its skincare-infused makeup range. What inspired this direction, and how does it reflect changing consumer expectations?
DMB: Today’s consumers no longer want to choose between skincare and makeup – they expect both.
This evolution perfectly aligns with MAVALA’s longstanding philosophy of caring for beauty rather than simply covering imperfections.
Our expertise has always been rooted in treatment, whether for nails, skin or eyes. Expanding into skincare-infused makeup was therefore a natural evolution of the brand. These formulas combine high-performance makeup with carefully selected skincare ingredients, allowing consumers to achieve beautiful results while respecting the health of their skin.
CM: Dream Foundation and Nutri Lip Oil perfectly illustrate MAVALA’s skincare-infused beauty philosophy. What makes these launches particularly important for the brand, and how have consumers responded?
DMB: Dream Foundation combines complexion perfection with skincare benefits, offering hydration, comfort and a natural finish while improving skin appearance over time.
Nutri Lip Oil delivers high-shine and a subtle touch of color while deeply nourishing the lips with a lightweight, comfortable texture offering 99% care.
Both products illustrate our belief that makeup should actively care for the skin. Consumer feedback has been extremely encouraging, particularly regarding the sensorial experience, the natural finish and the skincare performance of the formulas.
CM: MAVALA has built its reputation on responding to genuine consumer needs rather than simply following trends. How does that philosophy continue to shape product development today?
DMB: Everything starts with listening. We closely observe consumer habits, work with beauty professionals and maintain a continuous dialogue with our international markets.
Rather than chasing every trend, we focus on identifying long-term consumer needs and developing products that provide effective, lasting solutions.
This is the philosophy behind many of our iconic products, and it continues to guide every innovation we bring to market.
Our goal is to create products consumers that trust for years – not just for a season, or to match the latest trend. The greatest compliment is when that trust is passed from one generation to the next.
CM: Looking ahead, what are the priorities for MAVALA over the next few years, and where do you see the greatest opportunities for the brand to grow?
DMB: Our priorities are clear. We will continue accelerating our international expansion, particularly in Asia and travel retail, while strengthening our presence in our existing markets.
Innovation will remain at the heart of our strategy, with a strong focus on skincare-infused beauty, nail care expertise, and products that combine proven efficacy with sensoriality.
At the same time, we are investing in the evolution of the MAVALA brand experience. This includes refreshing our visual identity at the point of sale, enhancing our merchandising, and creating a more consistent and impactful brand presence across all consumer touchpoints, including social media.
We will also continue investing in the consumer experience as we believe that building emotional connections with consumers is just as important as developing exceptional products.
Ultimately, our ambition is to continue growing while remaining true to what has made MAVALA successful for 67 years: Swiss expertise, innovation, and genuine care for consumers.
