MADARA Cosmetics AS has entered a binding agreement with Oy Transmeri Ab for the asset-based carve-out and future contract manufacturing of the MOSSA brand, aiming to enhance its market presence and production capabilities in Finland.

Target Information

MADARA Cosmetics AS has entered into a binding agreement with Oy Transmeri Ab to facilitate the asset-based carve-out and future contract manufacturing of the MOSSA brand. Launched in 2014, the MOSSA brand has achieved approximately a 10% share of MADARA's overall turnover. This success reflects MADARA’s strategic focus on expanding its flagship brand across various international markets.

The MOSSA brand is distinct from the MÁDARA brand in several key respects. Positioned in the mid-price range, it commands a slightly higher price than most competitors in mass-market channels, substantiated by its use of natural, organic ingredients. In contrast, MÁDARA is positioned at the more affordable segment of the premium market in numerous regions. Additionally, MOSSA employs a different distribution strategy tailored for mass retail channels. This transaction is anticipated to further enhance MOSSA's growth in the Finnish market and increase contract manufacturing capacity, while MADARA will continue to oversee product development for MOSSA.

Industry Overview

The cosmetics industry in Finland has been witnessing steady growth over the past few years, with increasing consumer demand for natural and organic products. Finnish consumers are becoming more health-conscious and