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A major international player in beauty and skincare since 1959, MAVALA has always been committed to meeting consumer needs. With a portfolio of over 850 products, MAVALA now seeks to connect more closely with its audience through a more distinctive and readable visual identity. In 2025, MAVALA is shaking up its codes and opening a new chapter in its history with a new logo, a new communication, a new website and a new manifesto signature: Mavala. Your care. Your style. A reimagined identity – A fresh start. This rebranding proudly upholds the brand’s commitments and its desire to celebrate women and men with confident, self-assured personalities in their natural and unique beauty. A new logo. The newMAVALA logo embodies 65 years of history and evolution. Polished and cropped, it is fully in tune with the times – more contemporary, lighter, and more stylish, with wider letter spacing for a fresh, modern feel. A brand-new website. Sleek, modern, and refined, the newmavala.comwebsite reflects the brand’s renewed identity, values, commitment, and heritage. Beauty as a Legacy. MAVALA was born in 1959 in Switzerland from the ingenuity of a beautician, (Madeleine Van Landeghem) who developed the first-ever penetrating nail hardener: MAVALA Scientifique. This treatment penetrates the nail matrix to bond its layers together – effectively addressing the root cause of nail splitting. A true revolution in nail care! Year after year, MAVALA has continued to innovate, the brand has never hesitated to break free from the market diktats – introducing mini nail polish bottles when the industry favoured large formats or pioneering hand and foot care products enriched with dermo cosmetic ingredients once reserved for facial skincare (hyaluronic acid, vitamin C, ceramides). From the very beginning, MAVALA has had a global vision. As a family-owned and independent Swiss company, it is now present in 100 countries. “This year marks the beginning of a new era: a reimagined identity with the same commitment to excellence. We are ready to redefine beauty for future generations” – MAVALA CEO Doris Maute. . Contact Mavala at: mavala@mavala. com. Tel: +41 (0) 22 827 01 01 – and see you in Cannes! Advertising Feature Wednesday 14 May 2025 29 T F W A D A I L Y