History
The future builds on the past - Milestones

1961
1961 Mibelle AG Cosmetics started its operative activity in Buchs.

1963
First production of our CANDIDA toothpaste.

1969
Introduction of the JANA ladies skincare line.

1970
SUN LOOK sun-protection range is launched.

1979
The ZOE skincare lines are introduced to meet the needs of our more mature customers.

1983
The new GOLDEN HAIR range of haircare products is introduced.

1991
We become the first Migros enterprise and the first cosmetics company in Europe to be awarded ISO 9001/EN 29001 certification.

1993
First steps onto the export market with our own ELANIQ brand.

1998
SOFT CLEAR facial cleanser line is introduced.

1999
A total of 240 product innovations (new developments and refinements).

2000
Highly successful development of third-party markets: holistic solutions for retailer brands.

2001
Process-oriented certification to ISO standard 9001:2000.

2004
Focus on core competences, setting up a network with innovative production partners. 

2005
Massive expansion of production capacity with three-shift working at most facilities.

2007
Established trade brands in Germany, the UK, France, Spain, Holland and Turkey

2008
Introduction of the ‘I AM’ umbrella brand / Entry on the Canadian market / Approval issued by Swissmedics

2009
Introduction of the natural cosmetics series under the ‘I AM’ umbrella brand

2010
Share deal on the majority of Hallam Beauty Ltd. UK