The realm of skin care is uniquely represented by Mario Badescu, setting itself apart from its competitors.
This brand, established in the 1960s by a Romanian émigré who shares its name, boasts an impressive roster of high-profile patrons such as Martha Stewart, Heidi Klum, and Jennifer Aniston. However, the term “legacy” here does not equate to opulence; it doesn’t use “prestige” to imply high costs. Mario Badescu remains a cost-effective, family-operated entity, largely a product of its president Joey Cabasso’s vision, who has dedicated over 25 years to the brand.
The skin care firm was acquired by Cabasso’s father in the 1980s, but it was the younger Cabasso who navigated its transformation from a modest two-bedroom apartment in New York City into a global enterprise, now established in over 70 nations. He fondly recalls the excitement of securing their inaugural retail account with Henri Bendel, a department store, when products were still being produced in the salon’s basement.
“We were the ones to package the products. I used to load them into my car, take them to Henri Bendel, arrange the displays, and man the cash register. I practically started from the ground up,” Cabasso reflects. “I remember how my car looked—when you overstuff a trunk with boxes, it sinks low? That was my car.”
From delivery boy to a notable retailer
Cabasso’s experience as a delivery person and sales associate proved valuable. It wasn’t long before larger retailers like Nordstrom, intrigued by the success of the masks and moisturizers at Henri Bendel, began to express interest.
“Ulta approached us about 17 or 18 years ago. We were like, ‘Who are these people, Ulta?’” Cabasso laughs.
Back then, Ulta Beauty had around 70 stores; now, it boasts over 1,300 outlets, with Mario Badescu as a leading fixture.
Mario Badescu expanded in tandem with its retail partners. “And our customers evolved with us,” he shares. “Take someone like Martha Stewart—she started in the ’70s and still shops with us—there are countless others like her.”
In many respects, they’ve experienced favorable circumstances. Early support from Stewart, for instance, provided essential visibility through her Martha by Mail catalog.
This growth is attributed to the bold choices Cabasso made—such as committing to Ulta, a relatively new chain they weren’t entirely sure about back in the day. He credits being a family-owned business as a reason for taking those risks, risks that might intimidate a larger corporation with the capacity (and experience) to decline uncertain ventures.
“We weren’t that corporate entity scrutinizing other companies or overly concerned,” Cabasso explains. “We want our products available; we aim for everyone to access them.”
This philosophy continues to shape Cabasso’s leadership at Mario Badescu today. At the core, he aspires to see their eye creams and exfoliating products in countless medicine cabinets and makeup bags. The focus is on inclusivity and reasonable pricing.
Collaborating with Walmart
Consider the brand’s introduction in March 2022 into BeautySpaceNK, a new cosmetics outlet within Walmart. “That was a significant leap for us,” Cabasso acknowledges. “But upon witnessing Ulta’s partnership with Target and Sephora’s venture into Kohl’s, we thought, ‘Sure, we’re a prestige brand. Nevertheless, our prestige is highly affordable. Our price range aligns with mass-market expectations.’ And that’s always been our stance.”
Adapting the long-standing legacy and tradition of a nearly 60-year-old company while accommodating evolving times can be quite challenging. “We strive to maintain everything as Mario Badescu envisioned,” Cabasso mentions. “Yes, we introduce new products, but we don’t indiscriminately launch items. We take an active role in development.” It’s common for employees to take new products home to evaluate; Cabasso frequently brings prototypes home for his wife to test.
Cabasso remains humble regarding his achievements at Mario Badescu and shares this counsel with other leaders: “Stay very humble. Super humble,” he advises. “Engage with staff on equal footing. As a family business, it’s vital for each employee to feel like part of the family.”
“And don’t hesitate to share your story,” he adds. Cabasso recognizes that Mario Badescu’s identity as a family-run skin care brand is somewhat unique in the industry, a fact that instills a sense of pride in him. This element often surprises influencers who visit Mario Badescu’s production facility in New Jersey and meet Cabasso’s 85-year-old father, who still visits the office regularly.
Maintaining affordable prices
Ultimately, despite the significant changes since Cabasso began making deliveries for Mario Badescu, much remains constant. Many of the formulations still utilize the same recipes created by Badescu in the 1960s and 1970s. The branding is straightforward and traditional, featuring a simple line stating, “Mario Badescu Skin Care, Since 1967,” above the classic emerald green logo on each bottle. The pricing remains accessible: $8 facial sprays, $12 cleansers, $18 masks.
“I believe we thrive due to our price point,” Cabasso states. “Today, pricing is crucial. Many skin care brands with creams costing $80, $100, or $200 struggle to maintain sales like they once did.”
Cabasso insists they have no intention of altering this course. With a customer retention rate around 63%, why change what works?
“Even if we don’t rake in as much revenue as those other companies, we’re fostering lifelong clients,” Cabasso continues. “Our goal isn’t to maximize profit; it’s to ensure customer contentment and loyalty.”
