For three decades, Texen has mastered the complexities of mascara packaging, positioning itself as an industry leader serving global brands in both the mass market and the prestige segment.
In 1995, Lancôme's Eternicils hit the shelves. This iconic mascara stood out for its long-lasting performance, as well as for sophisticated and innovative packaging with an exquisite design. Its creation was the result of a collaboration between L'Oréal and custom beauty packaging manufacturer Texen, and marked the beginning of a new era of manufacturing excellence.
Since that first alliance, Texen has refined its expertise, expanded its facilities, and developed its innovation capacity. It has worked with the world's leading makeup companies to challenge the limits of creative design, embodying the unique identity of each brand.
So, what is the secret to Texen's success in this category? Christophe Wojciechowski, development director at Texen Mayet, points out: "Historically, we are recognized as experts in the design and manufacture of complex mascaras, capable of developing formats and designs that others cannot produce. But, above all, what differentiates us is our ability to create both entry-level and high-end products."
From luxury solutions for Lancôme, Givenchy, and Dior, to creations for Maybelline or Rimmel, Texen's expertise adapts to each creative brief to offer the ideal solution on a global scale. Knowledge of the packaging interaction between the formula, the wiper, and the applicator ensures high-performance designs, which come to life in its state-of-the-art facilities. Production, decoration, and assembly are fully automated and optimized using Industry 4.0 technologies.
Today, Texen is part of a growing group within PSB Industries. As such, it is committed to the ecological transition of the beauty industry through a transparent, responsible, and future-oriented approach. Its latest launch is a clear example of this and reflects the beginning of its journey in this segment: Lancôme's Lash Idôle Curl Goddess mascara features a monomaterial design made entirely of recyclable polypropylene, with a sumptuous brushed aluminum effect achieved through custom in-mold engraving.
"It's a story of trust," says Bruno Lucchesini, Global Account Manager, about the relationship with the client. "Our international presence and our recognized expertise allow us to support global launches with agility and efficiency. Ultimately, it's about collaboration, technical mastery, and a shared passion for excellence."