Rusi is one of the leading European companies in the cosmetic packaging industry. Rusi develops, produces and markets complete cosmetic packaging for mascara, lipgloss, and eyeliner, among other lines. The company’s headquarters and production site is located at Bechhofen (near Nuremberg), where there is a unique heritage in the segment of brush manufacturing. For this reason, Rusi has decades-long expertise in the production of different mascara brushes as well as, for example, brushes for make-up, eye shadow, blusher, etc. Rusi’s product range extends to powder puffs, foam applicators, application systems for cosmetic pencils, eyebrow brush combs, and cream spatulas.
European manufacturing platform
Rusi will provide the core HCP manufacturing platform in Europe and its commercial and operations functions will be fully integrated into HCP. “Rusi’s President will report directly to HCP’s Group President and CEO,” explained HCP in a release, adding there will be no further management changes announced at this stage.“HCP values the wide range of product category expertise that Rusi possesses which we intend to build on by investing in a significant plant expansion to better support our customers’ regional sourcing objectives in Europe. In addition, with both SIMP and Rusi under one umbrella, HCP can offer very compelling full-pack mascara solutions locally”, said HCP President & CEO, Eddy Wu.
SIMP will continue to operate as a separate organization to ensure its ability to serve other suppliers who purchase brushes from SIMP directly and, as far as Rusi is concerned, HCP’s management has stressed that notwithstanding the change of ownership it is business as usual with no disruption of service due to this change.
“With Rusi joining the HCP family, we are realizing our dreams of being the world’s leading mascara solution provider and at the same time moving toward much more regionally-localised manufacturing in each of the markets we serve,” added Eddy Wu.