Partnerships with overseas brands led to
the establishment of LebeL
The LebeL cosmetic products brand have its origins in two key business developments.
One of these was a hair care products market survey in the United States that later led to a partnership with Clairol.
The other was a hair dryer import contract with Wella, which later led to become a distributor of Wella’s leading hair care products.
Based on these developments, we built up a track record in the cosmetic products industry. The company later dissolved its partnership with Wella, and in 1977 established a technical tie-up with Goldwell, leading to the launch of the LebeL cosmetic products brand. Among the hit products in the initial LebeL cosmetic products series were Top Model and Silky Touch Freem.
LebeL’s product lineup
back in 1979
Silky Touch Freem (1983)