Our Heritage
The fifties
1949
Marcelle enters Canada and is distributed coast to coast by Montreal pharmacist Victor Cape.
1957
Dr. Phil Blazer sells manufacturing rights and distribution rights to US company Borden Co.
The sixties and seventies
1963 – 1968
Lise Watier is a television host in Montreal with a unique insight into women’s needs and aspirations.
1967
Annabelle is created in August, in Montreal. The brand gains a reputation for its extraordinary variety of bold shades and nuanced hues, created to inspire women to freely experiment and express their own powerful and colorful sense of personal style.
1968
The Lise Watier Institute is founded, offering courses dedicated to makeup, beauty and self-confidence.
1972
Lise Watier Cosmétiques is founded by Madame Lise Watier.
1973
Marcelle officially becomes Canadian! Victor Cape and his son Michael purchase worldwide distribution and manufacturing rights for Marcelle after securing packaging and quality control rights. Their company, Professional Pharmaceutical Corporation, opens Marcelle’s first head office in Montreal.
The nineties to present
1999
Groupe Marcelle acquires Annabelle Cosmetics.
2016
Groupe Marcelle acquires Lise Watier Cosmétiques in February.
2016
The CW Beggs & Sons brand is launched in November in Montreal; the men’s skin care brand is named in homage to the company’s original founder.
2017
Annabelle celebrates its 50th anniversary. The power of color is stronger than ever.
2017
Lise Watier marks its 45th anniversary.