‘Opening a new chapter’ – Mavala refreshes brand identity with complete visual redesign

The Swiss beauty brand has debuted a refreshed brand identity, including a new logo, updated visuals and a redesigned website, marking 65 years of innovation and heritage.

Apr 7, 2025 - 12:48

Swiss beauty brand Mavala has debuted a refreshed brand identity, including a new logo, updated visuals and a redesigned website, marking 65 years of innovation and heritage.

The rebranding reflects the brand’s commitment to “celebrating individuals with confident, self-assured personalities, embracing their natural and unique beauty”.

Mavala revealed its refreshed brand image via a social media campaign last month, featuring a diverse group of young women and a man connected through dance, guided by a choreographer. The images represent the brand’s expertise with fresh, modern energy.

**The latest brand campaign conveys a message of passion for both care and style {Images: Mavala}**

Produced by MakeMyDay from Lonsdale agency, the film will be adapted into campaign assets across three short formats, highlighting the brand’s diverse identities through authentic emotional storytelling.

The recreated Mavala logo honours 65 years of its history and evolution, featuring a more contemporary design with polished, cropped lettering and wider spacing, resulting in a lighter, modern and stylish appearance.

The brand’s distinctive red has been made bolder to symbolise its commitment to both care and style since its inception.

In addition, Mavala’s updated website showcases a sleek, refined design that represents the brand’s renewed identity, values, commitment and heritage.

The brand dates back to 1959, when it was founded by beautician Madeleine Van Landeghem, who developed the penetrating nail hardener Mavala Scientifique.

Unlike standard hardening varnishes, which only offer surface protection, this treatment penetrates deeply into the nail matrix to bond its layers, preventing splitting.

Over the years, Mavala has continued to innovate, staying ahead of market shifts to better cater to consumer needs.

Its innovative approach is evident in its consistent product developments, such as introducing mini nail polish bottles when larger formats dominated the market. The brand has also pioneered hand and foot care with dermo-cosmetic ingredients, including hyaluronic acid, vitamin C and ceramides, which were previously reserved for facial skincare.