Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Companies & industry

WWP, a fully integrated provider of innovative solutions to beauty brands

This past spring, Bain Capital purchased World Wide Packaging while simultaneously acquiring a Chinese cosmetics packaging manufacturer, enabling the combined entity to function under the WWP label as a fully integrated solutions provider to beauty brands. Bringing together WWP’s strong design capabilities, rich library and fast turnaround times, with reliable manufacturing capabilities in China, enables WWP to bring its high-quality packaging innovations to more companies worldwide. The company has a proven history of developing cutting-edge, problem-solving packaging solutions for a wide range of beauty brands including Estée Lauder, L’Oréal, Shiseido, Dermalogica, Milk Makeup and Kylie Cosmetics.

Barry Freda, CEO, WWP

Barry Freda, CEO, WWP

Established in 1980 with corporate headquarters in Florham Park, New Jersey, WWP provides the cosmetics and personal care industries with a complete range of packaging components, custom and stock molding, and full service turnkey operations. With offices on the east and west coasts of the United States, a global sales team, and manufacturing facilities in China, World Wide Packaging has focused on vertical integration for many years.

WWP has operated a dedicated component- and tube-manufacturing plant in Suzhou, China, where 2000 employees produced 150 million units per year. With the recent acquisition of the Chinese cosmetics packaging manufacturer, WWP now has an additional 1.4 million square feet of manufacturing space. Also located in Suzhou, the four new WWP facilities include a metallization plant, an anodizing plant, a metal facility and a tool manufacturing facility.

Having enjoyed more than four decades of uninterrupted growth, World Wide Packaging is excited about Bain Capital’s investment in our future growth,” said Barry Freda, CEO. “WWP looks forward to bringing our high quality, award-winning packaging innovations, and speed to market to more companies across the globe.” The senior management team remains in place, with CEO Barry Freda continuing to lead WWP in this new venture.

Bain Capital Private Equity’s proven operational expertise and ability to leverage a fully integrated global team presents a significant advantage for companies looking to identify and execute opportunities on a global scale and to tap into Asia’s high growth markets. The firm has extensive experience in consumer industries, having invested in companies like Carver Korea, Canada Goose, and Blue Nile, among many others. It also has experience merging the operations of two companies, both in the US and across multiple regions.

Jonathan Zhu, a Managing Director at Bain Capital Private Equity, said: “With this deal, the combined entity will have a customer-facing function primarily in the US, and manufacturing, sales and marketing operations in China. We look forward to working with WWP to preserve and enhance its presence in the independent beauty market and grow its presence among large beauty players, in the US and beyond, particularly in China, where demand for cosmetics is growing three times as fast as the US.

Béatrice Saffre


  • Global WWP Manufacturing campus in China
© 2018 - Premium Beauty News -
latest news
MakeUp in newYork hosted more than 3800 visitors, with a growth of 12% of international guests.

MakeUp in New York moves to Javits Center to continue growing

The latest edition of MakeUp in NewYork was a huge success, announced the organisers. Held at the Center415 on 5th Avenue, in Manhattan, on September 11&12, 2019, the two-day B2B event dedicated to the makeup and skincare supply chain welcomed more than 3800 visitors, with a growth of 12% of international guests. Brazil, Canada, (...)

read more
job opportunities
Experts’ views
Victoria's Secret or the failure of a conservative positioning?

Laurence Bacilieri
Victoria’s Secret or the failure of a conservative positioning?

When the Victoria’s Secret show was cancelled it didn’t come as a surprise. In May, it was reported by The New York Times that the show would no longer be broadcast on network television. “We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show". From 2001 to 2018, (...)

read more
E-shop - latest publications
Regulations on the registration of cosmetic products in China (part1)
135.00 € excl. tax
Regulations on the registration of cosmetic products in China
200.00 € excl. tax
Regulations on the registration of cosmetic products in China (part2)
95.00 € excl. tax
Go to top ↑


We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies