For Schwan-Stabilo, cosmetics is the growth driver
When 25-year-old Gustav Adam Schwanhäußer took over a pencil factory in Nuremberg in 1865, nobody could have imagined that it would grow into a global company. Today, the Schwan-Stabilo Group is led by the sixth generation of the founding family, with a 2024-2025 turnover of 757.5 million euros, almost 5,300 employees worldwide and three divisions: cosmetics (Schwan Cosmetics), writing utensils (Stabilo) and outdoor (with the brands Deuter, Ortovox, Maier Sports and Gonso).
"Although turnover decreased slightly compared to the previous year, we have taken decisive steps to strengthen the company's fundamentals," says Michele Molon, CEO of the Schwan-Stabilo Group since October 2025. "Our goal is clear: to restore structural profitability and to build a more solid foundation for the next growth phase. Cosmetics is our most important business area and currently accounts for around 49% of the group's revenues. It is also one of our most dynamic and innovative divisions with strong momentum driven by customer partnerships, speed of execution and continuous product innovation'.
At the heart of it all are innovation and sustainability, 'factors embedded in the way we operate,' the CEO continues. 'In the cosmetics industry, innovation cycles are accelerating significantly and our ability to co-develop products with global beauty brands is a key competitive advantage. In parallel, sustainability is becoming a real driver of business decisions, from materials to formulation and packaging. It is not about positioning, it is about staying relevant for our customers and their consumers'.
He adds: 'The next phase of the group's development follows the 'Forward 2030' strategy, which is not to accelerate growth at any cost, but to create the conditions for sustainable and profitable growth. And cosmetics will be the driving force, while Stabilo has the potential to expand beyond traditional stationery into wider creative territories. Outdoor, with brands like Ortovox, offers strong opportunities for international expansion. At the same time, digital will play a key role in all divisions, especially in strengthening our relationship with the consumer.
Among the strategic markets for cosmetics, the Americas represent the main area followed by Europe and Emea, Molon explains: 'At the same time we are thinking of Asia as the next strategic growth frontier. Our ambition is to significantly strengthen our position there within the next two years".
