July 2016

We continue to make progress with our largest retailer Ulta

Beauty. This month we will see "shelf talkers" placed on the

shelves in all 500 plus stores we are now in. This is a first in the

Nail Treatment category with Ulta. We have also agreed to a

National print, radio and commercial campaign beginning late

August.

This summer we have instituted a strong push with our mom

and pop chains stores to provide brand support, samples,

brochures, GWP programs and continuing education for

owners, sales staff and affiliates.

Throughout the monthly news letter you will find informative

categories such as "What's New", seasonal collections, beauty

blogger’s "Spot Light", Company updates, "In the Media",

news and event worthy "Mavala Forum", "Industry Pulse" and

Discontinued items.

Please take the time to read these monthly News Letters as

they are informative and well prepared. The Newsletters will

keep everyone abreast to all things MAVALA Switzerland.

We are always excited to hear from you, if you have questions,

comments, suggestions or would like to request additional

support, please email us at info@mavala-usa.com.

Warmest regards,

Managing Partners

Welcome to our first USA edition of the MAVALA Switzerland Newsletter.

We would like to personally thank everyone for their exemplary efforts,

contributions and commitment to the Mavala brand.

Over the past 24 months we have worked diligently to build an

infrastructure to support and grow our brand recognition. Management

has worked tirelessly to implement and monitor our MAP policy in an

effort to protect our brick and mortar retailers from discount online

sellers. This process will continue to evolve in the months to come.

To date, we are extremely proud of our sustained quarterly growth and

have recently signed 80 northeast stores with Bed Bath Beyond/

Harmon's division, to carry our Nail Care line. A special thanks to Atlas

Supply Chain for your support!

MAVA-STRONG Item # 90990 MSRP $19.50

10 ml / .3 fl oz.

nutirent

Fortifying and Protective Base Coat for soft, thin and breaking nails. Nails are subjected to repeated dehydrating external factors (water, detergents,

surfactants, inadequate nail polish removers), causing loss of shine, soft and

splitting nails. MAVA-STRONG Fortifying Base allows splitting, soft, breaking

nails to regain their normal, healthy and strong aspect. It combines two actions

working in synergy: fortifying and protecting. It is a colorless and shiny nail

polish that incorporates, in a unique way to quickly improve nails’ quality,

reinforce structure and make them healthy, resistant and thicker.

.

.

Selling points • Technological expertise: efficient active ingredients incorporated in a nail polish. • Triple action: clear nail polish or base coat and fortifying nail base. • Double efficacy: fortifying and protecting. • Result: strong nails that grow longer, improved nail surface. Key ingredients • A complex formula of micro encapsulated active ingredients: tea tree essential oil, vitamin E, hydrolysed keratin and arginine (amino acid). Restructures and improves quality of nail surface, by reducing micro-flaking and harming dehydration. • Crystal resin tears produced by the pistachio mastic tree (native from the island of Chios, in Greece). The gum extract reinforces keratinisation, the anucleate epidermal cells that form the nail plate, which will be richer in keratin, thus harder and thicker.

How to use

Remove polish or any oily traces. Shake before use to homogenize the

dispersion of micro beads of active ingredients in the product. Apply on clean

nails, twice a week, on the whole nail surface. Then, space application to

maintain the hardness required. This base can be used on its own or followed

by your usual manicure (nail polish and top coat). Remove with nail polish

remover, best without acetone to take care of your nails.

Mava-Strong vs. 002 002 Base Coat is only a mechanical protection to be combined with the adapted

penetrating nail care product while Mava-Strong is a nutrient fortifying nail base.

MAVALA COLOR-MATT is a

top coat that provides a totally

matte and velvety finish. It also

protects against chipping of the

manicure, if applied over the

entire nail surface.

Color Matte (99701)

MSRP $16.00

NEW 40 Piece

Cotton Pads

Promotional item

only and available

upon request.

For nail polish and make-up removal. These cotton pads are double sided. One side is more absorbent for using with nail polish remover, the other side is finer for removing both eye

and face make up. Made of the finest quality, 100% extra soft cotton.

(90661)

Crystal Nail Polish

(92620 and 92621) ...replacing

pink 50 ml and travel size

( 91220 and 91221)

Same price as pink.

Pink is being discontinued in

the Fall

Collection will be available beginning of

September 2016

The world of art and fashion combine to create an out-of-this-world look for the Fall/Winter 2016/17 season. Creativity and diversity are the master words for this trend, giving total freedom to embark on an adventurous mix of styles and desires. Adopt any style – Victorian, antique, rock art or graphic design – as long as the senses are reawakened !

The ECLECTIC COLLECTION from MAVALA, unexpected and eccentric, unleashes a passionate quest for beauty, rejecting simplicity while preserving total expressiveness. The six shades reveal a unity of strength and complexity, promoting a feeling of personal confidence. With their exuberant splash of vibrant shades, mixed with warmer and gentler tones, they will accessorize any fashion style of this coming Fall/Winter season.

90237 Basel Warm taupe beige, both timeless and contemporary. 91238 Sao Paulo Grey-blue, sign of both modernity and stability. 91239 Barcelona Vivacious pink, stylish and cutting-edge. 91266 Singapore Bold red, confident and bursting. 91268 Budapest Gentle and light pink beige, both classic and state-of-the-art. 91270 Firenze Earthy russet brown, showing character and eternity.

Collection will be available beginning of

October 2016 Sophisticated and extravagant dress code will reveal a trend which is full of life and energy from dawn to dusk with wonderful and spectacular details: creative camouflage, oily glow luminescence, enigmatic chameleon effect. A whole new host of color to create a unique effect, just for fun. MAVALA Switzerland is excited to introduce this style into our MINI COLOR palette. Make your own iconic fashion

accessory with our new DISCO COLLECTION. Six NEW shades giving a polychromatic effect from special pigments and tiny glitter when moving in the light, creating that amazing pearl-esque result. 91197 Celebration fusion of yellow gold and pink gold. 91198 Let’s Dance anodized wine red revealing a golden shimmer. 91199 Imagination green-grey platinum like butterfly wings. 91208 Dancing Queen galvanized chic and dressy pink. 91209 Limelight dazzling luminescent fuchsia. 91216 Night Fever dark purple blue, like a mythical, magical scarab.

Our Beauty Industry Experts were asked to come up with three words that best describe all four of

the MAVALA products they tried. The three words we chose were marvelous, mesmerizing, and magical.

Starting from head to toe, we tested and loved the Eye

Lash Curler. The curler itself does not contain any metal, but instead contains flexible plastic, making it easier to hold and manage with its suggested light

opening and closing movements.

No matter the season, chapped lips happen faster than

you can blink. This lip balm is a Mavala Best Seller,

and you will soon understand why. Other balms just

moisturize your lips and then eventually disappear

throughout the day due to talking, licking, and

touching. This Mavala Balm moisturizes and protects.

You want that protection because your lips are very

vulnerable and cannot protect themselves from

dehydration and UV exposure so this Balm does the

work for you. Now do you see why this one is a Best

Seller? Then to top it off, it’s vanilla scented! Other

Balms smell or taste like medication, but this velvety-

textured Balm does not. Our experts use it daily or as

desired and now they are crack and chap free!

This Nail Hardener is another Mavala Best Seller! The tip of your nail is the most fragile

and most unprotected. It easily breaks and easily clings on to articles of clothing, easily causing rips or chips. This hardener puts that

unbearable tragedy to a stop! It hardens, protects, and does not stop the natural growth process. This nail hardener is perfect for your

holiday nails, and works best after shellac or nail extensions. Be your own manicurist with this Nail Hardener!

Looking and feeling good are easier done than said with each of the spotlight products. Our experts loved them all and we recommend each one especially for you and your customers!!

All Mavala MINI's

are FREE of: Paraben's,

Toluene, Formaldehyde,

Camphor, Cellophane,

Phthalate, Animal

Ingredients and Nickel

Mavalia Lipsticks

contain botanical

extracts of Shea butter

and Aloe Vera which are

moisturizing, film

forming, smoothing and

regenerating.

Mavalia 550 Nectarine / Mini #23 ٠Beirut Mavalia 553 Tulip / Mini #328 Rose

٠Beirut

Margarita Lip Gloss / Mini #47 ٠Izmir

Pair your favorite Summer fashions with Mavala Summer favorites!

Pastel Shades For

Summer 2016

- Eyes - Make-up

z

Key ingredients

Silk amino acids that maintain the moisture by

binding themselves to the water of the skin’s

superficial layers and give a beautiful silky and

slightly iridescent aspect.

Ceramides, small molecules that act like

sponges with moisture regulating effect. sponges with moisture

Characteristics Its formula, containing silk and moisturizing

ceramides, make it a totally revolutionary

product combining beauty with care.

Iridescent shades to use individually or to

blend together and highlight your look with

passion, discretion, boldness or simplicity.

Outstanding hold and totally waterproof, the

SILKY EYE SHADOWS may be used in any

occasion. They do not smudge and preserve their brightness.

Colors 93702 BLEU LAGUNE 93703 GRIS ACIER 93704 ROSE PECHE 93705 BRUN CHATAIGNE 93707 BRONZE 93709 VERT EMERAUDE 93713 GRIS PERLE 93716 BLEU CIEL 93720 MAUVE FUME 93724 PERLE 93728 GUIMAUVE

What’s happening on the web? Over the past several months Mavala USA’s operations, marketing and development teams have been working tirelessly on our new corporate website. The RESULT………a beautifully redesigned platform and knowledge base for our sales reps and retailers nationwide. Enhanced features include:

Real time “find a location” feature

Complete products, pictures, descriptions, problems and treatments

Enhanced search engine optimization capabilities to capture marketing trends, retail inquiries, contact performance and management, lead generation and direct integration with our new CRM system.

We are always interested in your feedback so please let us know if there is anything you would like to see added.

www.mavala-usa.com

June Issue March Issue

Check out our latest features in

the March and June issues of

MODELISTE!

www.modelistemagazine.com

Naturalbeautybrands.com

First authorized online retailer to carry entire Mavala product line.

news Events

Mavala USA is pleased to introduce

our new Reps!

Kate Arnold – Kansas/Missouri

Clark Gulliford – New Mexico

Cate Johnson – Arizona

Christina Guebelle/Andria Simpson

Colorado & Utah

Rhonda McPhail – Michigan

Melody Tracy - Nevada

Mavala USA Launches national ULTA Beauty

print campaign

Fall 2016

Western Buyers Conference

January 16

th and 17

th 2017

Mavala USA enters agreement to

supply 80 Bed Bath & Beyond’s

Harmon Stores located throughout the

northeast.

Harmons will be carrying 8 SKUs in our

Nail and Hand Care line.

Why You Should Be Cautious Of Getting Acrylic Nails

Acrylic nails have been around for ages. Whether you sat down for the lengthy

process to look picture perfect for your prom or to flaunt the perfect mani in a

wedding party, these artificial nail enhancements are a rite of passage for so

many women.

“Good-looking” nails aside, nail artist and industry expert Jessica

Washick believes a lot of individuals still wear acrylics because they provide “a

quick fix to achieve a temporary nail goal.” This may include increasing strength,

adding length or repairing splits or gaps. But at what cost to the overall health

and condition of your nails?

We asked Washick and board-certified dermatologist/nail specialist Dana

Stern to break down the potential hazards of acrylic nails. Read on to find out

what we learned, and why you should probably reconsider getting acrylics the

next time you’re at the nail salon.

.

What exactly are acrylic nails?

According to Stern, acrylic nails are a combination of a liquid monomer and a

powder polymer that creates a hard protective layer over your natural nails. She

adds, “The acrylics harden from exposure to air. The material is transparent and

a nail polish is applied after.”

The acrylics will gradually grow out with your nails, and you will need to return to

the salon or a nail professional in order to “fill” in the space. Keep in mind, this

usually requires soaking your nails in acetone for 10-15 minutes in order to fully

remove.

Dr. Stern told The Huffington Post that she generally isn’t a fan of nail

enhancements such as acrylics for several reasons:

Allergies to chemicals (resins and formaldehydes) in the product can

cause nail separation, burning, pain or swelling. Not to mention, you

may inhale significant and potentially harmful fumes if the salon isn’t well-

ventilated.

Acrylic nails are traditionally stiff, without any give. Nails are meant to

have flexibility. Stern adds, “If the nail hits a hard object, it can more easily

separate from the nail bed (onycholysis).”

Artificial nails may heighten risk of infection. “Bacteria that is not

completely removed from a nail plate prior to the application of an

enhancement can lead to Pseudomonas (bacteria that produces a green

pigment, hence the term ‘greenies’) to grow in the space between the nail

plate and the enhancement,” says Stern. “Also, damaged nails that have

areas of separation can predispose a salon-goer to this issue.”

Are there healthier or safer alternatives to acrylic nails?

Stern believes there really are no healthy alternatives to adding a false “coat

of armor” to your nails. Instead, she suggests taking a break from polish and

acrylics in order to achieve strong, youthful nails.

When shopping for nail polishes that aren’t loaded with harmful chemicals,

Washick recommends those that are are free of resins and formaldehydes.

“You’ll usually be able to spot them because the product will boast

something along the lines of “3-Free” or “5-Free.” That means that those

polishes are free from known harmful chemicals,” she says.

Dana Oliver Executive Fashion and Beauty Editor, The Huffington Post

LOOSE POWDER

51901 HOGGAR 51902 ARIZONA 51903 LESOTHO 51904 SAHARA 51905 BAFFIN 51906 GOBI 51907 PUNA 51908 VICTORIA

LIPSTICKS 50564 DEVIL ORANGE

MINIS

91036 PLATINE

NAIL POLISH REMOVER 91220 EXTRA MILD (PINK) 91221 EXTRA MILD (PINK) TRAVEL