Professional Nail Products · Since 1979
WE ARE FAMILY.
A family story about courage, new beginnings, colour and the belief that professional quality does not have to be expensive.
Our StoryOur Story
An idea from America that changed a family.
The history of MSE begins at the end of the 1970s.
At that time, my parents traveled to the USA and visited the first professional nail salons there. My mother had her fingernails modeled and immediately knew that she wanted to bring this idea to Germany.
Back in Germany, she opened one of the country's first professional nail salons, laying the foundation for our family's history in the nail industry.
The beginnings
Professional nail design is brought to Germany from the USA.
Creative Nail Team
The first nail salon became a professional family business.
The next generation
The sons join in and further develop sales.
MAHA Cosmetics
Takeover of MAHA Nail GmbH and establishment of a multi-million dollar company with around 50 employees.
The birth of MSD
On 1 April, Stephanie and Björn Zander founded MSE The Beauty Company GmbH.
The new beginning
Sometimes you have to lose everything to start over.
The economic and financial crisis of 2008/2009 hit our company hard. We lost what we had built over the years.
But instead of giving up, Stephanie and I decided to start over completely.
We wanted to create a company that focuses on what matters: the product, the customer and an honest partnership.
The birth of MSD
An ending became our future.
On April 1, 2009, my wife Stephanie and I founded MSE The Beauty Company GmbH.
We had lost a great deal. But no one could take away our experience, our passion or our belief in professional nail products.
We started again - more personal, more honest and with a clear idea of what is really important.
Our philosophy
Quality must unexpensive be.
We would rather invest in recipes, raw materials, development and personal advice than in unnecessarily expensive packaging and cumbersome corporate structures.
Quality
Professional products for everyday requirements in the nail salon.
fairness
Attractive prices and understandable conditions.
Vicinity
Direct contact and quick decisions.
flexibility
Quick response to markets, trends and individual requirements.
From setback to success story
Nobody Believed in Colour Gels.
Januar 2009
Everything lost.
A major chapter in our family history ended with the insolvency of MAHA Cosmetics GmbH.
Many would have given up at this point. Not us.
1. April 2009
A new beginning.
Stephanie and Björn Zander founded a new company. Their first step deliberately took them in a different direction.
With Magic Stylo, a 24-hour eyeliner and lip liner, they secured an exclusive product for the European market.
Cosmetica Hannover
The first setback.
Stephanie and Björn presented their new concept on a small 3 × 3 metre exhibition stand.
The result was disappointing: just under €1,000 in sales over two trade fair days.
“The Zander family belongs in the nail industry.”
Many familiar faces from the industry made it clear where their future truly belonged.
Die ersten Jahre
Colour Gels? No Market.
We took over around 30 colours from another manufacturer. For some shades, more than 100 jars were sitting in stock.
They barely sold at all. A large proportion later had to be discarded.
During this period, nail art powders and powder-liquid systems kept us afloat.
Einige Jahre später
One Sentence from France.
Our French distribution partner at the time said:
“If you do not have colours in your range, we will take care of it.”
That sentence set something in motion.
Die Chemikerfamilie
143 Colours. Some Mixed in Yoghurt Pots.
At the same time, we met a family of chemists we knew at a trade fair.
Together, we created 143 colour gels of our own – some of them genuinely mixed in simple yoghurt pots.
We took only 10 to 20 jars of each colour to the trade fair.
Cosmetica Wiesbaden
By Friday Afternoon, Everything Was Gone.
By Friday afternoon, the entire stock had sold out. The trade fair continued until Sunday.
So we brought out our order books and continued selling.
When Cosmetica Wiesbaden closed its doors on Sunday evening, nearly 20,000 jars of colour gel had been sold. No stock. No finished production. Only the trust of our customers – and a great deal of work still ahead of us.
Die nächste Messe
The Longest Colour Gel Display in the World.
Suddenly, the greatest challenge was no longer selling the products, but producing enough for the next trade fair.
That challenge gave rise to what was probably the longest colour gel display in the world.
“The competition's worst nightmare.”
Heute
More Than 1,100 Colours.
What had partly begun in a yoghurt pot grew into one of Europe's largest colour gel collections.
At major trade fairs, we regularly sold between 20,000 and 50,000 colour gels in a single weekend.
143 colours were only the beginning.
No one could have imagined that 143 colours would become such a success story.
When the trade fair ended on Sunday evening, one thing was clear: a bold idea had become a genuine success story.
No stock. No production. Only the trust of our customers – and a great deal of work still ahead of us.
We never had a quality problem.
We always had a pricing problem.
At the time, an MSE colour gel cost just 1,79 €.
For many it was immediately clear:
“At that price, it cannot possibly be good quality.”
“It must be cheap goods from China.”
“Something like that will never work in a salon.”
That was exactly our biggest problem.
Not the quality. But the price.
We had to prove to the industry that quality does not depend on price.
Another turning point
Sometimes it's not the company that changes. But the world.
The corona pandemic changed the entire beauty industry.
Trade fairs were canceled. Personal encounters became impossible. Training, events and many usual sales channels suddenly came to a standstill.
Long-standing partners also realigned themselves, switched to other activities or decided on their own business models.
That hit us.
But it didn't break us.
What remained
Family doesn't mean that everything is always easy. Family means carrying on even in difficult times.
Our new direction
A brand. A family. A shared future.
Exclusively MSE
Our focus is entirely on building and developing our own brand.
Develop together
Products that are not yet part of the MSE range can be developed or produced jointly with our distribution partners.
Import together
Required products can be imported or purchased centrally via Germany.
Marketing together
New products are not built against each other, but rather as a group within the MSE Family.
Back to Europe
Our story has already been international. Now let's rewrite them.
MSE has previously worked with distribution partners in France, Lithuania, Estonia, Greece and other European markets.
Today we are once again focusing on building new, strong and long-term partnerships in Europe.
Germany
Austria
Switzerland
Belgium
Netherlands
Luxembourg
France
Scandinavia
Europe
Why we are looking for new partners
Success does not come from products alone. Success comes from people.
We are not looking for short-term trading relationships. We are looking for people with passion, entrepreneurial courage and the desire to build something together.
The heart of MSE
WE ARE FAMILY.
For us, this is not an advertising slogan.
Family means trust, honesty, loyalty and mutual support - especially when things get difficult.
We are not looking for short-term business relationships. We are looking for people and companies who want to grow with us.
Trust
honesty
loyalty
cohesion
Family doesn't show up when everything is easy.
Family is shown when we stand up for each other even in difficult times.The MSE partner model
You build your market. We provide the system.
MSE provides more than products. We create the technical and organisational foundation that allows our distribution partners to focus on customers, training, advice and developing their markets.
Central web shop
The MSE headquarters provides the web shop for the respective sales territory and ensures a uniform, professional brand appearance.
Full range
Product data, images, categories and new articles are maintained centrally. This means that the available MSE range can be offered completely and up to date.
Individual partner prices
Following personal review and approval, partners sign in with their customer account. They can then view the export prices, quantity tiers and terms agreed for their location.
Direct order
Partners can view the product range, product information, availability and their agreed terms in one place, and submit orders directly through the MSE shop.
Central development
Shop, content, product pages and technical functions are managed and continuously developed by the German headquarters.
Local market knowledge
The partner remains responsible for personal customer support, local training, trade fairs and the sustainable development of the agreed sales territory.
Our common principle
Sell locally. Grow centrally.
Your advantages
A Partner Programme That Reduces Work and Enables Growth.
This is how the collaboration begins
From the First Conversation to an Active Partner Account.
Get to know
We discuss the company, market, target group, experience and requested sales territory.
Common concept
We define the range, entry, conditions, distribution of tasks and the first joint planning.
Partner release
Once an agreement has been reached, the customer account is assigned to an approved partner location together with the agreed prices, quantity tiers and terms.
Shop & Order
After signing in, the current product range, individual export prices and agreed quantity tiers are available directly in the MSE shop.
Market building
Partner and MSE develop customer service, training, marketing and product range together.
Preliminary framework conditions
Clear rules create one long-term partnership.
The final terms and conditions will be determined jointly for each country and sales territory. The basis is in particular:
Specific countries or regions will be agreed in writing.
Exclusivity does not arise automatically with the first order. It is based on measurable, shared market development.
The aim is to consistently build up the MSE brand in the agreed area.
The agreed range is made available via the central MSE shop structure.
Partner prices, quantity tiers, payment terms and shipping conditions are agreed before the account is approved.
Active customer support, local visibility and transparent development of the sales territory are expected.
Logos, product presentation and communication follow the common MSE brand line.
Responsibilities, existing contacts and the support of new customers are regulated transparently before the start.
This overview is not a contract. It describes the basis on which MSE and a future distribution partner will jointly develop specific terms.
MSE partner shop
A shop. Your conditions.
Following personal review and mutual agreement, your customer account will be assigned to an approved partner location. After signing in, you will see the export prices, quantity tiers and terms stored for your location in the MSE shop.
Current range
Product images
Individual export prices
Quantity Tiers
Country-specific conditions
Direct order
Partner access is not granted automatically. Prices and terms become visible only after personal review, agreement and assignment of the partner location.
International partnerships
We are not looking for dealers. We are looking for partners.
People who share our values, understand their markets and want to build a long-term success story with us. We are currently focusing particularly on Belgium, the Netherlands, Luxembourg and other European markets.
Partner Application
Tell us about your market.
A partnership with MSE does not begin automatically. It begins with a personal conversation. This form allows you to send us the most important information about your company, your experience and your requested sales territory.
Personal Review
No Automatic Approval
Individual Agreement
The next chapter
Maybe we'll write it together.
Get to know us and tell us about your company, your market, your existing customer base and your vision for MSE. We are currently particularly pleased about discussions with partners from Belgium, the Netherlands and Luxembourg.
MSE
WE ARE FAMILY.
Professional Nail Products · Since 1979