Cosmogen is already seeing tangible results from its acquisition of Asquan in April. The newly created Cosmogen & Asquan Group has expanded its commercial footprint, strengthened its development teams and is preparing its first jointly developed innovations, while laying the groundwork for further external growth.
“Cosmogen is no longer just an applicator tube company. We are becoming a global premium beauty packaging player," says Cosmogen & Asquan’s CEO, Priscille Allais.
Broader offering
Indeed, the acquisition has significantly reshaped Cosmogen’s profile. The company’s product catalogue has grown tenfold, while its sales team has doubled from six to twelve people, giving it greater capacity to address a wider range of beauty packaging projects.
In a beauty market it continues to view as globally resilient, Cosmogen & Asquan also intends to leverage on these new capabilities to enhance its custom-development business.
Innovation back in the spotlight
While sustainability has become an unavoidable topic, in particular with the implementation of the EU’s Packaging and Packaging Waste Regulation (PPWR), Cosmogen & Asquan wants to rebalance the conversation.
"We want to show that innovation and sustainability can go hand in hand," says Allais.
That positioning is reflected in the innovations the company is bringing to Luxe Pack Monaco, a portfolio spanning premiumisation, playful design, holistic beauty rituals and more sustainable formats.
Premiumisation drives new formats
Among the launches is the Slanted Ball Tube, which combines a traditional 16mm diameter slanted tube with a stainless-steel rollerball designed to enhance cooling sensations during eye-care application.
Cosmogen & Asquan is also extending several existing formats into larger capacities, responding to growing demand for more generous products while maintaining premium positioning. These include the Tense Tube Round in larger formats and the Needle Dropper Glass, now available in 50 ml in addition to its existing 30 ml version, opening new opportunities in hair care.
The company is also highlighting Drop to Drop, another precision dispensing solution built around its needle-style applicator expertise.
The rise of playfulness in beauty packaging
Another major trend identified by Cosmogen & Asquan is the growing appetite for playful packaging, fueled by vibrant colors, pop-culture references and tactile materials.
Several launches illustrate this direction. The Jelly range introduces encapsulated soft silicone applicators in multiple formats, including Re’Use Jelly, Jelly Tube and Jelly Kabuki, combining soft-touch sensoriality with easy cleaning.
Decorative elements also gain prominence through heart-shaped PET lip applicators, soft-touch silicone charms, and miniature versions of the company’s signature applicators designed as portable decorative accessories.
Sustainability remains embedded
Although innovation remains prominent in Cosmogen & Asquan’s messaging, sustainability remains integrated into product development rather than treated as a separate narrative.
The company continues to expand eco-designed versions of existing platforms, including the Eco Tense and Eco Needle Tube.
Asquan technologies
Asquan patented technologies have also extended Cosmogen’s reach into new product categories.
Originally developed by Asquan, and recently launched by bare minerals, the Powder Drop Jar aims to improve loose powder application through more hygienic and precise dispensing.
Other additions include Bondi, a one-handed dispensing system for low-viscosity products such as cleansing waters and body oils.
Further external growth already under consideration
Cosmogen & Asquan plans to continue strengthening and diversifying its offering, with another strategic move already in the works.
The company confirms that it is exploring a further significant acquisition for 2027, aimed at adding complementary expertise to the group.
