Stock ready to ship: the second generation, before Covid closed every door
Stories · The Mazi Group
From 60 pharmacies to all of Flanders
Mazi Beauty's first Belgian chapter was a quiet one, and it taught the group exactly what a louder one would take. The 2022 pilot is the reason the 2026 launch looks nothing like it.
01
Was Mazi Beauty available in Belgium before?
Yes. In 2022 Mazi Beauty quietly appeared in sixty Belgian pharmacies. Almost nobody knew there was a West Flemish story behind the brand from Miami. The pilot taught the group how the Belgian pharmacist decides, which price points work, and that a brand only earns trust here when it is visibly local.
"Convince the pharmacist and you convince the customer. That is the whole Belgian market in one sentence."
02
How does Mazi Beauty operate in the United States?
For years, Mazi Beauty worked in the shadows: sales ran mainly B2B, to local stores and distributors, in volume. Only since 2025 has the brand been digitalising and moving far more directly towards the consumer, with large marketing campaigns intended to take it to the next level.
That is work in progress, and the group is the first to say so: there is still plenty of work ahead.
03
Who leads the Belgian approach?
The overall approach to the market is led by the holding and by Robin Rouquart himself. He does insist on working with local talent that knows the market and the landscape inside out, rather than pasting an American model onto a Belgian market.
04
What comes next?
Mazi Beauty Belgium starts with its bestseller: the eye serum is the first product made available, in large volumes for pharmacies. The self-checkout kiosks follow. Around forty locations across Flanders are expected to carry the full assortment with a skin-analysis kiosk by mid-2027, while the eye serum itself is expected in more than 500 pharmacies. In parallel, the other Mazi Beauty products will be systematically reintroduced to the Belgian market.
The group today
The full story,in one page.
The short version is on this page. The long version, chapter by chapter, is in the founder's own timeline.