If you’ve stepped foot in Ulta or Sephora, chances are you’ve seen Mario Badescu. Founded in 1967 by Mario Badescu, an esthetician from Romania, the skincare brand started as a small facial studio below the apartment where Badescu lived and cultivated skin-saving formulas in his kitchen sink. Under Badescu’s leadership, the company became a staple in the world of luxury European facials.
Fast forward to today, and Mario Badescu is a giant in the skin care industry itself. With a behemoth 32-room salon on 52nd Street in Manhattan, and a presence in over 74 countries, the current president, Joseph Cabasso, honors Mario Badescu’s legacy by utilizing the same formulas, products and family-owned and -run values as Badescu himself.
Cabasso takes Fashion Mannuscript behind-the-scenes of what it takes to run the skin care giant.
How did you, personally, get involved in the brand? Where did your interest in skincare come from?
I got involved when I was in my 20s. I used to pack up my car with products and drive them to our first retailer, Henri Bendel’s, set up shop at a counter and sold the products myself. I’ve been using the products ever since. My wife still teases me about my evening skincare routine.
What are some ways that Mario Badescu has changed to stay competitive over the years?
Our adaptability is essential for staying competitive. For 2024, we’ve focused on evolving our product naming and customer education strategies. For example, we’ve updated our Special Healing Powder, renaming it to Blemish Repairing Powder to make its purpose clearer, and tweaked the formula to incorporate cleaner ingredients. We’re also embracing platforms like TikTok and TikTok Shop to connect with our audience. We also like to invite influencers and creators to our HQ and Salon to see our process firsthand, we believe this level of transparency makes a difference.
What elements of Mario Badescu products set it apart from other brands?
Our commitment to heritage, effectiveness and authenticity sets us apart. We choose ingredients for their proven benefits. Ingredients like Vitamin C and hyaluronic acid have been in our products long before they became trendy. Not many brands out there today can say this but we are family-owned and operated which makes things personal for us. Our focus is on the personal impact of each product, rather than just the bottom line. Our products are a reflection of our dedication to quality, effectiveness and craftsmanship, rooted in Mario Badescu’s legacy as a cosmetic chemist and esthetician, and the idea that good skin is achievable.
How did the brand go from Mario Badescu creating out of his kitchen sink to operating in 74 countries today with a 36-room salon flagship in NYC?
Word of mouth has been a significant driver of our brand’s recognition. From the very beginning, in-the-know New Yorkers and celebrities spread the word about Mario Badescu’s salon and European facials. Today long-time patrons like Martha Stewart, and organic endorsements from influencers and celebrities like Selena Gomez, Brie Larson and Kourtney Kardashian, to name a few, have greatly contributed to our international growth.
What are some things Mario Badescu taught you that you still utilize today (other than the formulas)?
Mario Badescu taught me that good skin is accessible, yet it often requires a quality routine. Skin care isn’t one-size-fits-all; what’s inside the bottle matters more than the bottle itself. These principles guide our product development and customer engagement. We’ve also learned the importance of resilience in the face of trends and criticism. Engaging with critics and inviting them to our headquarters has often led to a newfound appreciation of our brand’s authenticity and quality.
