Masglo invests more than $2 million and invests in its new makeup line.

Masglo Cosmetics, a Colombian brand with more than 40 years in the nail polish market, launched its first makeup line, “Masglo Cosmetics All In Makeup,” with an investment of more than $2 million and more than three years of research and development.

The collection includes 56 products for eyes, lips, and face, formulated without parabens, vegan options, and dermatologically and ophthalmologically tested.

The idea is also to offer versatile products.

Jorge Bohórquez, general manager of Masglo, explained that the move was a natural one for the company, which is seeking to diversify its options.

"When you have a leading brand like Masglo, consumers always asked for more, so after three years, we decided that the first phase of portfolio expansion was the cosmetics line ," he said.

Bohórquez added that the idea is to expand the company's leadership in the nail polish sector into the cosmetics market.

"We are leaders in our nail segment, and that's why we are confident. We have five- and ten-year plans, and in the first year, 2025, we will seek a small space to capture 2.5 percent. 2026 will be the year in which we will have a broader portfolio, and we will seek at least 7 or 8 percent of the market in the first few years nationwide," he explained.

Likewise, the executive emphasized that the launch strategy emphasizes quality, innovation, authenticity, and empowerment, with a visual campaign signed by photographer Karla Lisker and the concept "The Pleasure of Self-Love," designed to resonate with new consumer sensibilities.

The launch comes at a time of expansion in the Colombian cosmetics market, which grew 4.6% in 2024 to reach $2.884 billion, according to Inexmoda.

By 2026, Masglo plans to initially expand to Peru, Ecuador, Panama, and Venezuela, with medium-term projections for Central America and Spain, using its production in Colombia as a competitive base.

"This is an organization that plans for the long term. We are entrepreneurs and we are ready to embrace cutting-edge technology. We have the innovation that is evident in this line of work . We are also committed to change and internationalization. We have a strong professional segment and a portfolio and brands that make us a strong competitor," he argued.

According to the executive, the important thing is to maintain development and consolidation in the country and abroad despite the macroeconomic conditions.

"We must and are ready to monitor the situation, such as supply chains, materials, and employees. We are also called to generate and protect job creation in the country. We seek to export our products and remain a leading company in the cosmetics sector, with our local seal but consolidated abroad," he emphasized.