On The Go: pallets in a living room, and the pivot that kept the company alive
Stories · The Mazi Group
On The Go: the pivot that saved everything
The brand that kept The Mazi Group alive was never planned. It was assembled mid-crisis from production contacts, formulation knowledge and necessity, and it carried the company through Covid.
01
What is On The Go?
On The Go was born in the middle of the Covid crisis as a range of hand-sanitising mists, launched at the moment every store that was going to sell Mazi Beauty pulled back. The group had no route to market left, but it did have something else: production contacts and the knowledge to formulate quickly.
"It was not a strategic masterplan. It was survival with what was at hand, and it worked."
02
Why pivot to hand sanitiser?
Because it was possible, and because it was necessary. The range ran first under its own brand, which moved too slowly, and then as private label for businesses, which moved in volume. On The Go brought in the money that kept the cosmetics story alive.
03
What does that pivot say about the group?
That adaptability at The Mazi Group is not a slogan but a reflex. The same reflex explains why the group today develops technology born inside its businesses into new companies. The habit of building with what was already in the house started here.
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.