Splendor ultima ratio*
Niche cosmetics Manasi 7 is exceptional from the look of it. The minimalist packaging is given the utmost care. However, in the spirit of the company's manifesto "Declaration of 7", the content - unique make-up composites - is also carefully crafted. Susanne Manasi and Olof Lindqvist know no shortcuts or compromises in business. They recognise one *absolute benchmark - perfection.
Hässlers' collaboration with the Swedish brand Manasi 7 has been ongoing since its inception in 2017. At that time, Susanne Manasi Persson was looking for a long-term partner to develop the brand and approached our colleague Andreas from Profilskaparen. She was looking for reliable packaging production for her cosmetics, support in organizing the logistics of the primary packaging (bottles, vials and other containers), but especially overseeing the demanding assembly, storage and control of the finished products. Since then, the Czech Republic has been Manasi 7's second home alongside Stockholm.
Susanne Manasi says: "Our manifesto Declaration of 7 helps us to achieve and maintain the highest possible quality. The Manifesto is at the heart of our philosophy and combines our values, vision, corporate responsibility and core elements."
Slow - Select - Pure - Natural - Simple - Symbiotic - Contemporary
A counterbalance to the quiet, discreet and very bright Susanne is the bohemian designer Olof Lindqvist in Manasi 7. As Art Director of the brand, he is an absolute perfectionist for whom no detail is small enough. One example for all: even the rounding of the corners of the labels must have a perfectly precise radius. They are printed by offset on Munken print 70 gsm paper, the colour must be a precise shade of "neither black nor grey". Similarly, the extensive, goofy text must be perfectly sharp, because Olof's magnifying glass will not tolerate any loose letters.
In collaboration with Manasi 7, even seemingly ordinary tasks turn into a hunt for the absolute. And it's not just the press. It's the entire production process, from the machine production of boxes in dozens of different types, the debossing of detailed embossing, the pad printing of INCI to the assembly and manual application of the aforementioned labels. The result is tens of thousands of boxes, but each one is an original with a unique "personal touch". Just as the brand manifesto demands. And the quality is logically several levels above mass cosmetic products from somewhere in Asia.
A few weeks ago, Susanne and Olof came to Prague. Despite the busy schedule, because Manasi 7 is one of the cult brands in the niche cosmetics world, we had a chance to spend some time together. Upon meeting Susanne, you immediately know that the Manasi 7 brand is her. A personal inner calm and warmth, complemented by deep professional experience in the development of beauty products and an irrefutable conviction about the need for healthy, natural care for the human body. Her character is even reflected in the brand's business model. Susanne doesn't get carried away by success, she believes in organic, purposeful growth. And every year, their sales double. This year, we've already sold almost 50,000 boxes.
We have been working with Manasi 7 for a long time. The increase in the total volume of orders and the number of types of individual products eventually required a separate workshop in Karlín, Prague. The project is being handled by our colleague Markéta, without whose extreme diligence it would be impossible to maintain sufficient supervision over all steps of the demanding production chain. We receive cosmetics from manufacturers in Italy and assemble them by hand into precision-made and printed boxes, again with the requirement for perfect quality, which then applies to special storage and long-term control of its conditions.
The whole story of Manasi 7 is very inspiring. Both in terms of brand and approach to business. Everything is run without external investors, with faith in honest work and quality products. The personalities of the creators, the entrepreneurs, are 100% reflected in the company itself. They work without the desire for quick profits, without shortcuts and with a view of horizons of decades. Such a worldview is rock solid. Nothing can disrupt corporate strategy. Nothing can break such a natural and honestly built success. We are proud to be part of this story!
