GROUP

OUR HERITAGE

THE BEGINNING

THE FIFTIES

Heritage-1949

1949

Marcelle enters Canada and is distributed coast to coast by Montreal pharmacist Victor Cape.

Heritage-1950

1957

Dr. Phil Blazer sells manufacturing rights and distribution rights to US company Borden Co.

THE SIXTIES AND SEVENTIES

Heritage-LiseWatier

1963 – 1968

Lise Watier is a television host in Montreal with a unique insight into women’s needs and aspirations.

Heritage-1967

1967

Annabelle is created in August, in Montreal. The brand gains a reputation for its extraordinary variety of bold shades and nuanced hues, created to inspire women to freely experiment and express their own powerful and colorful sense of personal style.

Heritage-1968

1968

The Lise Watier Institute is founded, offering courses dedicated to makeup, beauty and self-confidence.

Heritage-Lise Watier is founded

1972

Lise Watier Cosmétiques is founded by Madame Lise Watier.

1973

Marcelle officially becomes Canadian! Victor Cape and his son Michael purchase worldwide distribution and manufacturing rights for Marcelle after securing packaging and quality control rights. Their company, Professional Pharmaceutical Corporation, opens Marcelle’s first head office in Montreal.

THE NINETIES TO PRESENT

Heritage-1999

1999

Groupe Marcelle acquires Annabelle Cosmetics.

Heritage-David Cape

2016

Groupe Marcelle acquires Lise Watier Cosmétiques in February.

Heritage-CW Beggs and Sons

2016

The CW Beggs & Sons brand is launched in November in Montreal; the men’s skin care brand is named in homage to the company’s original founder.

Heritage-Annabelle

2017

Annabelle celebrates its 50th anniversary. The power of color is stronger than ever.

Heritage-45anniversary

2017

Lise Watier marks its 45th anniversary.