Prime Product Manufacturing acquires L’Oréal South Africa’s Midrand facility
This strategic move boosts the company’s operational footprint in the personal care industry.
SOUTH AFRICA – Prime Product Manufacturing, a world-class cosmetics and beauty contract manufacturer and packing company based in South Africa, has taken over the former L’Oréal South Africa production site in Midrand.
The deal positions the firm to expand its capabilities amid growing demand for contract services in toiletries, fragrances, and beauty products across Africa.
Established in the mid-1990s and formally incorporated in 1997, Prime Product Manufacturing has grown into one of South Africa’s top contract manufacturers, specializing in cosmetics, personal care items, and packaging solutions.
It currently operates a 13,000 m² facility on the NECSA Eco-Industrial Estate in North-West Province, equipped with 16 filling lines for diverse formats, including aerosols, and serves major clients such as Tiger Brands, Avon Justine, and Johnson & Johnson.
Lethepu Matshaba, CEO of Prime Product Manufacturing, stated, “This acquisition represents more than physical expansion; it is a strategic investment in the future of ‘Made in South Africa’ beauty and personal care manufacturing.”
“By integrating the Midrand facility into our operations, we are strengthening our technical expertise, expanding our capacity, and providing our clients with an unmatched manufacturing platform.”
The Midrand acquisition effectively doubles Prime Product Manufacturing’s production capacity, enhancing its role in advancing local cosmetics manufacturing and supporting international brands entering the South African market.
This expansion aligns with the company’s shift toward larger facilities, including plans for pharmaceutical production in Pretoria, while pursuing certifications like ISO 9000 and MCC compliance.
Prime Product Manufacturing now operates as a subsidiary of the BrillianceCare Group.
They develop new formulations, produce consumer-ready goods for leading brands, and provide innovative packaging solutions, making them a one-stop partner for companies seeking end-to-end product development and manufacturing.
Similarly, earlier this year, Prime Matter Labs, a Monogram Capital Partners-backed platform specializing in beauty and personal care manufacturing, acquired Mana Products, a leading New York-based contract manufacturer focused on colour cosmetics, skincare, and haircare.
This strategic transaction, advised by Cascadia Capital for Mana, bolsters Prime Matter’s capabilities by integrating Mana’s 50-year legacy of serving global prestige brands like Rare Beauty, Fenty Beauty, Smashbox, and Bobbi Brown with innovative, U.S.-made formulations and scalable production.
Mana operates two New York facilities offering end-to-end services from R&D and regulatory compliance to FDA/OTC-certified output, enhancing Prime Matter’s footprint in skin, hair, body, sun care, and now makeup across its Miami and Los Angeles sites.
Prime Matter’s CEO, Aaron Paas emphasized rapid operational restarts and leveraging Mana’s extensive colour data alongside proprietary AI tools to pioneer advanced formulation solutions for clients.
The deal reflects broader industry consolidation trends, positioning the combined entity for growth in high-demand, tech-driven beauty manufacturing amid rising needs for agile, sustainable production.
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