Texen: co-creating iconic mascaras for over 30 years
For three decades, Texen has been mastering the complexities of mascara packaging, positioning itself as an industry leader serving global mass and prestige brands
In 1995, Lancôme’s Eternicils hit the shelves. This iconic mascara stood out for high-performance wear, as well as sophisticated and innovative packaging with an exquisite design. Its creation was the result of a collaboration between L’Oréal and French packaging manufacturer Texen – and marked the start of a new era of manufacturing excellence.
Since that first partnership, Texen has perfected its expertise, expanded its facilities and developed its capacity for innovation. It has worked with the world’s foremost makeup companies to push the boundaries of creative design, embodying each brand’s unique image.
So, what is the secret of Texen’s success in this category? Christophe Wojciechowski, Development Manager at Texen Mayet, says: “We are historically recognised as an expert in the design and manufacture of complex mascaras, capable of developing designs and shapes that others cannot produce. But, above all, what sets us apart is our ability to create both entry-level and high-end products.”
From ultra-luxe solutions for Hermès, Givenchy and Dior, to creations for Maybelline, Rimmel and Cosnova, Texen’s expertise adapts to the creative brief, to deliver the right mascara solutions on a global level. Knowledge of the pack’s interplay between formula, wiper and applicator ensures high-performance designs, which come to life at its state-of-the-art facilities. Production, decoration and assembly are fully automated, optimised using Industry 4.0 technologies.
Today, Texen is part of a growing group within PSB Industries. As such, it is committed to the beauty industry’s eco-transition, with a transparent, responsible and forward-looking approach. Its latest launch is a case in point and mirrors the start of its mascara journey: Lancôme’s Lash Idôle Curl Goddess features a monomaterial design made entirely of recyclable polypropylene, with a sumptuous brushed aluminium effect, achieved through custom in-mould engraving.
“It’s a story of trust,” says Global Account Manager Bruno Lucchesini about the relationship with the client. “Our international presence and our recognised expertise enable us to support global launches with agility and efficiency. It’s all about collaboration, technical mastery and, ultimately, a shared passion for excellence.”
