Annabelle

nabelle has evolved with the times, embracing digital platforms and social media to connect with women of all ages and backgrounds, and remains a leader in drugstore beauty categories across Canada.

Philosophy

Annabelle believes in the power of self-expression and individuality. The brand’s core message is that true beauty comes from embracing what makes us unique and expressing it boldly. Annabelle encourages women to have fun with color and to see makeup as a tool for empowerment, not conformity. The brand’s mantra is: 'It’s not the way you look that counts – it’s how you look at the world.'

Sustainability

No explicit sustainability initiatives or details are provided in the available excerpts. As a primarily cosmetics brand, Annabelle’s public focus has historically been on color innovation, inclusivity, and self-expression rather than environmental or ethical sustainability. For the most current information, direct inquiry with the brand is recommended.

Founders

Morrie Cohen, Background: Montreal businessman who launched Annabelle in August 1967, naming the brand after his mother-in-law, Annabel. Cohen’s vision was to create a brand that celebrated color and empowered women through makeup.

Background

Annabelle was born during the vibrant summer of 1967 in Montreal, a city alive with cultural diversity and the spirit of the World’s Fair. The brand captured the era’s sense of possibility and color, quickly establishing itself as a pioneer in the Canadian beauty industry. Over the decades, Annabelle has maintained its reputation for innovation, inclusivity, and trendsetting color offerings.

History

Annabelle was introduced in August 1967 by Morrie Cohen in Montreal. The brand was named after Cohen’s mother-in-law and became known for its wide range of bold and nuanced shades. In 1999, Annabelle was acquired by Groupe Marcelle Inc., a family-owned Canadian company with a long heritage in beauty and skincare. Annabelle has consistently been a leader in drugstore beauty, especially in lipliners and eyeliners, and was one of the first Canadian brands to collaborate with bloggers. The brand celebrated its 50th anniversary in 2017, reaffirming its commitment to color and empowerment.