About us

The beauty world is turning, moving, and changing. Beauty ideals are transforming, consumers are becoming more demanding, and purpose is a value that counts.
Schwan Cosmetics has been part of this development since 1927. We invented the world's first cosmetic pencil, the "Schwan Cosmetics Eyebrow Pencil," which laid the foundation for countless other innovations and decades of successful growth, driven by our customer-centric corporate philosophy.
Today, Schwan Cosmetics is a global private-label manufacturer of color cosmetics, operating on five continents and in 130 countries. With more than 3,000 employees and state-of-the-art technology, we ensure that our products meet the highest standards.
the power of mindful beauty.
We believe in innovations and services that cater to the needs of users. We embrace products that promote diversity, allowing everyone to celebrate and highlight their uniqueness. By being mindful of the world we live in and the products we create, we strive to offer color cosmetics that empower self-expression rather than disguise.
Our innovative power lies in the success of our customers. Through close cooperation and partnership, we bring our customer’s visions to life by creating expertly designed cosmetics, custom innovations, and sustainable solutions that set trends worldwide.
With our knowledge, conviction, and creativity, we help our customers shape their future in the cosmetic world and beyond, ensuring their success today and tomorrow.

We believe that every idea has a color. What‘s your‘s?

Beauty & Facts

As a leader of the beauty industry we do not look for trends – we live them and transfer them into customized products.
Our passion in numbers:

To create our products we use more than 370 textures. At the same time, they have to be innovative and of the highest quality, because our clients demand nothing less.

Eyeliner in China, eyeshadow in South Africa, lip gloss in Brazil – more than 700 clients in about 70 countries rely on beauty highlights by Schwan Cosmetics.

People from over 30 nationalities work for Schwan Cosmetics. Together we have one mission: To create sustainable, innovative products that excite consumers all over the world.

Demanding + visionary + sustainable = successful. The numbers back our formula for success: We sell more than 600 million pens a year.

Worldwide there are more than 3,000 dedicated employees working for Schwan Cosmetics – and day by day they accomplish creative innovation for you.

9 production facilities around the globe guarantee you sustained production and short supply routes.


The Story of our Success.

A trip back in time.

Discover how one man and his pencil company became a world leader in the manufacture and provision of services for cosmetic pencils, renowned for their innovation and quality.

This is the story of our success.


Where we began.

Gustav Adam Schwanhäußer takes over the pencil company Großberger & Kurz. He shapes the company with his entrepreneurial skills, inquisitive mind and vision for the future. 5 generations later, the Schwanhäußer family success story continues today.


Why a swan?

In keeping with the Schwanhäußer family name, the swan becomes the company‘s trademark. It symbolizes purity and beauty, as well as the impeccable quality of the company‘s products.


Creating success abroad.

Gustav Adam Schwanhäußer uses the close distribution network he has set up to send representatives to Athens, Stockholm, St Petersburg, Tbilisi, Cairo, Jerusalem and Damascus. Advertising posters are created and adapted for marketing in each destination, including the Arab world.


The world's first cosmetic pencil:
“Schwan Eyebrow Pencil”.

The world‘s first cosmetic pencil is represented: the „Schwan Eyebrow Pencil“! Cosmetician Max Factor is one of the first enthusiastic customers. Boxes of products are delivered first to the US, then to Germany and other countries. As well as the innovative eyebrow pencil, customers are also offered eye pencils, lip pencils and nail polish.


Paving the way.

With years of international experience behind him, Horst Schwanhäußer recognises the potential of the cosmetics market. In Italy he discovered a thick cosmetic pencil for wide application and begins research and development.
Then, in 1972, comes the breakthrough: with the brand new pre-moulded technology (MT) and jumbo sticks, he enters the eyeshadow and lipstick segment. The American company Elizabeth Arden immediately orders large quantities.


A new home.

For space reasons, the company‘s headquarters are relocated to Heroldsberg, near Nuremberg.

Around 1,400 employees work there.


Schwan Cosmetics worldwide.

In 2010, Schwan Cosmetics acquired the American cosmetics manufacturer Cosmolab, based in Lewisburg, Tennessee.

With our headquarters based in Germany, we are now present in over 130 countries on five continents. Our exceptional facilities in the US, Czech Republic, China, Mexico and Brazil are unrivalled in the cosmetics industry.


the power of mindful beauty.

Schwan Cosmetics has adopted a global strategy to meet customer and consumer requirements with targeted solutions. The latest visual identity presents a modern, authentic brand with the emblematic red logo, signifying our association with the Schwan-STABILO group.


At Schwan Cosmetics, we are proud of our family business, which has retained its founding values for five generations. Our top priority is to provide exceptional customer service while acting in a thoughtful and sustainable way.

Operating in 130 countries across five continents, our team of over 3,000 employees use cutting-edge technology to create cosmetics for over 700 brands worldwide. These brands include some of the industry‘s most renowned and successful luxury leaders.