Groupe Marcelle Inc. has expanded into the U.S. market with a dedicated TikTok presence and an online TikTok Shop, giving the Montreal-based beauty company a direct-to-consumer channel as it seeks to grow the Marcelle brand beyond Canada.
The company, which describes itself as Canada’s largest beauty manufacturer, launched its U.S. TikTok account, @marcelle.us, in May and has begun offering a curated selection of Marcelle skincare products through TikTok Shop.
The expansion is part of a broader strategy to develop Groupe Marcelle’s brands into what the company calls a modern beauty house, with Marcelle positioned as a key growth driver.
Direct-to-consumer strategy
The TikTok launch represents a shift toward platform-based product discovery and purchasing for the company, which said the new channel is intended to connect consumers directly with its products.
The company said the U.S. expansion is focused initially on Marcelle, whose skincare products are hypoallergenic and dermatologist-tested. Groupe Marcelle said its experience in sensitive skincare in Canada is intended to support the brand’s entry into the U.S. market.
“The launch of our U.S. TikTok Shop is a defining moment in our history that reflects our commitment to innovation and creativity as we continue evolving how we connect with consumers in a digital-first environment,” said David Cape, president of Groupe Marcelle.
“As beauty commerce continues to shift toward discovery-led models, we are expanding how we engage consumers through new digital touchpoints, while continuing to build on the strength of our retail partnerships. We are leveraging our legacy of scientific rigor and vertical integration to bring our high-performance skincare expertise to U.S. consumers. We are proud to build on the strong foundation we have established in Canada.”
Montreal manufacturing pipeline
The U.S. push is being supported by a cross-functional team within Groupe Marcelle and a partnership with U.S.-based SuperOrdinary, which is a social-commerce infrastructure platform supporting more than 300 global brands across TikTok, Amazon and other social channels.
Julian Reis, founder and CEO of SuperOrdinary, said the partnership gives Groupe Marcelle an opportunity to reach consumers outside its established Canadian market through creator-led commerce.
“For decades, Groupe Marcelle has built products that Canadians trust. Now, the creator-led commerce gives the company an opportunity to introduce that expertise to consumers far beyond its traditional footprint,” said Reis. “The distance between discovery and purchase has never been shorter, and Groupe Marcelle is entering the U.S. market at a moment when consumers can learn about a product, hear from creators, and buy it in just a few taps.”
Groupe Marcelle said products sold through TikTok Shop will be supported by its Montreal-based manufacturing and innovation operations.
The company owns every stage of its production, which it said allows it to respond to changes in consumer trends.
75-year Canadian history
The U.S. expansion builds on Groupe Marcelle’s 75-year history in Canada and its research, development and manufacturing operations in Montreal.
The company has more than 350 employees working across research, development, production and marketing. Its portfolio includes more than 1,600 products under the Marcelle, Lise Watier, Annabelle and CW Beggs and Sons brands.
Those products are distributed through more than 3,500 stores across Canada, according to the company.
Marcelle sells cosmetics and skincare products, while Lise Watier offers cosmetics, skincare and fragrances. Annabelle Cosmetics focuses on cosmetics, and CW Beggs and Sons offers men’s skincare products.
The company said its U.S. TikTok operation is intended to build on that Canadian base while creating a new digital sales channel in the U.S. market.
U.S. expansion
The TikTok Shop launch follows the company’s broader move into the U.S. and gives Groupe Marcelle another route to reach consumers alongside its existing retail partnerships.
The company said its strategy combines its manufacturing and formulation capabilities in Montreal with social-commerce tools aimed at bringing consumers from product discovery to purchase through TikTok.
The partnership with SuperOrdinary is part of that effort. The company says SuperOrdinary works with more than 300 global brands and has a network of more than three million creators and affiliates worldwide.
For Groupe Marcelle, the U.S. launch marks an expansion of its existing Canadian business model into a new market, with Marcelle serving as the lead brand for the company’s social-commerce strategy.
In an interview with Retail Insider, Cape talks about the initiative.
Question: Why did Groupe Marcelle choose to enter the U.S. market through TikTok Shop and social commerce first, rather than pursuing a traditional retail rollout with major chains?
Answer: Entering the U.S. is a defining moment for Groupe Marcelle and we wanted to be deliberate in how we approached it. We chose TikTok Shop because that is where beauty is increasingly being discovered, discussed and purchased by consumers today.
It also gives us a direct connection to U.S. consumers as we introduce the Marcelle brand in the market. That kind of real-time engagement is incredibly valuable as we build awareness, understand what resonates and grow in a thoughtful, measured way.
We see social commerce as an important part of how consumers shop today, and it’s a natural step as we establish Marcelle in the U.S.
Q: What are your sales and growth expectations for the U.S. market over the next two to three years, and how will you measure whether this strategy has been successful?
A: We’re taking a long-term view of the U.S. market. Rather than focusing on a specific sales target over the next two or three years, our priority is building the brand and creating a strong foundation for sustainable growth.
Of course, we’ll measure business performance but we’ll also be looking at consumer engagement, repeat purchases, brand awareness and how Marcelle is resonating with U.S. consumers. One of the advantages of a direct-to-consumer model is that it gives us valuable insights that help inform how we continue to grow in the market.
Ultimately, success for us will be measured by our ability to build a sustainable business in the U.S. while staying true to what has made Marcelle successful for the past 75 years.
Q: Marcelle has built a strong reputation in Canada for sensitive skin products. How do you plan to differentiate the brand in the highly competitive U.S. beauty market, where consumers already have many established skincare options?
A: The U.S. is certainly a competitive market but we also see a growing demand for skincare that delivers real performance without compromising on safety or tolerance. That’s where Marcelle has a genuine point of difference.
We have built our reputation by developing dermatologist-tested, hypoallergenic skincare backed by decades of research and formulation expertise. That’s not a positioning we’ve created for the U.S. It’s the foundation of who we are.
We also think consumers are looking for brands that are authentic and credible. As a proudly Canadian heritage brand, we are entering the market with a clear sense of who we are and what we stand for.
Q: Your products are manufactured in Montreal and you emphasize vertical integration. How does owning your R&D and manufacturing provide a competitive advantage in responding to beauty trends and consumer demand?
A: Owning our R&D, manufacturing and commercialization gives us a level of agility that is increasingly important in today’s beauty industry.
Because our teams work closely together, we’re able to move from product development to production more efficiently, respond more quickly to evolving consumer preferences and maintain rigorous quality standards throughout the process.
That integrated model has been one of our strengths for decades. It allows us to innovate with confidence while remaining focused on what matters most, developing high-quality products that meet consumers’ needs. As we expand internationally, having those capabilities in-house gives us a strong foundation to continue growing while staying true to the standards our customers expect
Q: Do you see this as the first step toward broader U.S. retail distribution, or is your long-term strategy to remain primarily focused on direct-to-consumer and social commerce channels?
A: Our focus today is on establishing the Marcelle brand with U.S. consumers through social commerce. It’s an important step in our broader growth strategy and allows us to build direct relationships with consumers as we enter the market.
Retail remains an important channel, and we’ll continue to evaluate future opportunities as the brand grows.
