Mario Badescu, the cult skincare brand created in a New York City apartment in the late 1960s, is targeting expansion, with travel retail high on its priority list. It will be a first-time exhibitor at the upcoming TFWA World Exhibition in Cannes, 1-5 October (Harbour Village, Lazy P).
According to Mario Badescu, its Cannes debut “heralds the brand’s entrance into the travel retail sphere, a natural extension for a company acclaimed for its exceptional skincare solutions”.
Mario Badescu underlined its “unwavering commitment to quality and efficacy” and its ranking as a “leading skincare authority”. The brand is a long-time favourite of entertainment and sports personalities and boasts over 715,000 followers on Instagram.
Founded by namesake Mario Badescu in 1967, the brand is said to maintain his traditions through formulas based on soothing botanicals, fresh fruit extracts and natural ingredients.
Its range of over 150 products – which aim to cater to every skin type and concern – includes bestselling Drying Lotion, Vitamin C Serum, Glycolic Foaming Cleanser and Enzyme Cleaning Gel.
Mario Badescu CEO Jack Cabasso said: “Venturing into travel retail is significant for us. People seek trusted skincare, especially on the go. With nearly six decades of legacy, Mario Badescu Skincare is excited to deliver the same excellence travellers expect.”
He said the brand’s TFWA debut “culminates years of dedication in skincare”.
“The brand’s commitment to attainable, radiant skin seamlessly aligns with travel retail. As ever, Mario Badescu remains devoted to fostering good skincare habits for a lifetime, as their motto reflects: Good Skin is Forever.” 
