Splat-Cosmetica

Splat-Cosmetica is a Russian private manufacturing and trading company founded in 2000 by Evgeny Demin and Elena Belous. The business began by using rented production capacity near Moscow to make toothpaste and later developed into a broader consumer-products company. Its name is associated with Spirulina platensis, a blue-green algae used in some of the company’s early cosmetics and dietary-supplement products. The company’s core activity is oral hygiene. Its principal SPLAT and Biomed trademarks cover toothpaste and related oral-care products, while Iney and Innova are additional oral-care brands in the company’s portfolio. The business has also produced toothbrushes, children’s oral-care products, oral-care foam and other personal-care goods. In 2014 it expanded into environmentally oriented household cleaning products with the launch of the BioMio trademark. The wider portfolio has therefore included health products, body-care products, cosmetics and home-care products in addition to the company’s best-known toothpaste lines. Splat-Cosmetica’s manufacturing base developed progressively. At the end of 2009, the company acquired premises in the Okulovsky District of Novgorod Oblast and converted them for toothpaste production. This site became the Organic Pharmaceuticals facility. In 2016, the company began producing toothbrushes at the same factory. In October 2022, it acquired Capella LLC’s factory in Dzerzhinsk, in the Nizhny Novgorod region, giving the business a second production facility. The company reached the third position in the Russian toothpaste industry by 2010 and began international expansion, particularly into China, in 2011. Its products are reported to be exported to more than 60 countries, including China, Singapore, India and Qatar; exports have been described as representing approximately 17–20 percent of its products. The company has also maintained a presence in India through an office opened in 2016. Its international trademark structure has included the transfer of exclusive SPLAT trademark rights to IWI AG of Switzerland in 2011 and licenses for Biomed products obtained from SkyLab AG of Switzerland in 2015. Splat-Cosmetica has used a distinctive low-traditional-media marketing model. Rather than relying on television advertising, the company has emphasized word-of-mouth communication and product experience. It is particularly associated with personal letters from cofounder Evgeny Demin placed inside toothpaste packages, a practice intended to create a direct relationship with consumers and reinforce the brand’s unconventional identity. In 2018, Splat-Cosmetica changed its corporate name to SPLAT Global. The renaming reflected the company’s broader product range and international ambitions, although SPLAT remains the principal consumer-facing oral-care identity. The company is described as active, privately held and vertically involved in the production and distribution of oral-care, household and personal-care goods.

Splat-Cosmetica was established in 2000 by Evgeny Demin and Elena Belous. The company initially operated with rented production facilities near Moscow and began producing toothpaste. Its name referred to Spirulina platensis, a blue-green algae associated with some of its early cosmetics and dietary-supplement products. In 2001, the company introduced the SPLAT Professional toothpaste line. It subsequently broadened its oral-care offer, launching an oral-care foam for children in 2008 and a black charcoal toothpaste for adults in the same year. These products helped establish the company as a differentiated participant in Russia’s toothpaste market. At the end of 2009, Splat-Cosmetica purchased premises in the Okulovsky District of Novgorod Oblast. The company converted the site into a toothpaste factory, later known as Organic Pharmaceuticals. By 2010, it had become the third-largest player in the Russian toothpaste industry. A report published by the World Economic Forum and Stanford University subsequently included the company among early-stage businesses discussed for entrepreneurship and growth strategies. The company began international expansion in 2011, with China identified as a particularly important market. That year, exclusive rights to the SPLAT trademark were transferred to IWI AG in Switzerland. International distribution later expanded to more than 60 countries, including markets in Asia and the Middle East. The company has described exports as accounting for approximately 17–20 percent of its products. In 2016, it opened an office in India, strengthening its international infrastructure. Portfolio expansion continued in parallel with geographic growth. In 2014, the company launched BioMio, a line of household cleaning products positioned around environmentally oriented formulations. In 2015, it obtained licenses from Swiss rights holder SkyLab AG to release Biomed products, a range of complex natural oral-care products. In 2016, the Organic Pharmaceuticals site began producing toothbrushes, extending the company’s manufacturing activity beyond toothpaste. The company’s marketing approach has been unusual for a mass consumer-products manufacturer. It has not relied on television advertising and instead has emphasized word-of-mouth communication. A recognizable element of the brand experience has been the inclusion of letters from cofounder Evgeny Demin inside toothpaste packages. This direct, personal form of communication became closely associated with the company’s identity. In 2018, Splat-Cosmetica was renamed SPLAT Global. The new name reflected its international business and its wider portfolio of oral-care, personal-care, home-care, health and cosmetic products. The company continued to use SPLAT as a central consumer brand while maintaining other trademarks, including Biomed, BioMio, Iney and Innova. In October 2022, SPLAT Global acquired the Capella LLC factory in Dzerzhinsk, Nizhny Novgorod region. Together with the Organic Pharmaceuticals site in Novgorod Oblast, the acquisition gave the company two production facilities. The company is described as an active private business with oral hygiene as its principal area of activity and with exports to a broad international market.

1. 2022Capella factory acquired

   SPLAT Global acquired the Capella LLC factory in Dzerzhinsk, adding a second production facility.

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2. 2018Corporate renaming to SPLAT Global

   Splat-Cosmetica adopted the SPLAT Global name.

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3. 2016Toothbrush production and India office

   Organic Pharmaceuticals began producing toothbrushes, and the company opened an office in India.

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4. 2015Biomed licensing agreement obtained

   The company obtained licenses from SkyLab AG to release Biomed natural oral-care products.

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5. 2014BioMio launched

   The company entered household cleaning with the BioMio trademark and environmentally oriented cleaning products.

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6. 2011International expansion begins

   The company began expanding internationally, particularly into China, and transferred exclusive SPLAT trademark rights to IWI AG of Switzerland.

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7. 2010Reaches third place in Russia’s toothpaste market

   The company was described as the number-three player in the Russian toothpaste industry.

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8. 2009Novgorod production site acquired

   Splat-Cosmetica acquired premises in the Okulovsky District of Novgorod Oblast for conversion into a toothpaste factory.

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9. 2008Children’s oral-care foam and charcoal toothpaste introduced

   The company expanded its oral-care range with a children’s oral-care foam and a black charcoal toothpaste for adults.

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10. 2001SPLAT Professional launched

    The company introduced the SPLAT Professional toothpaste line.

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11. 2000Company founded

    Evgeny Demin and Elena Belous established Splat-Cosmetica, initially using rented production facilities near Moscow.

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A Russian oral-care-led consumer-products company positioned around product formulation, natural or environmentally oriented alternatives, distinctive packaging communication and word-of-mouth marketing rather than conventional television advertising.

• SPLATOral care2001

  SPLAT is the company’s principal oral-care trademark and includes toothpaste and related hygiene products. The range developed from the SPLAT Professional line introduced in 2001 and has included differentiated products such as children’s oral-care foam and charcoal toothpaste for adults.

• BiomedNatural oral care2015

  Biomed is a licensed range of complex natural oral-care products. SPLAT Global obtained licenses to release the brand in 2015 from Swiss rights holder SkyLab AG.

• BioMioHousehold cleaning2014

  BioMio is the company’s household-care trademark, launched in 2014. It covers environmentally oriented cleaning products and represents the company’s expansion beyond oral hygiene.

• IneyOral care

  Iney is one of the additional oral-care brands associated with SPLAT Global’s broader portfolio.

• InnovaOral care

  Innova is an additional oral-care brand produced by the company alongside SPLAT and Biomed.

• 2022Acquisition of the Capella manufacturing facilityM&A

  SPLAT Global had an existing production base at Organic Pharmaceuticals in Novgorod Oblast.

  What changed. The company acquired Capella LLC’s factory in Dzerzhinsk, Nizhny Novgorod region.

  Aftermath. The acquisition gave SPLAT Global two reported production facilities.

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• 2018Corporate name changed to SPLAT GlobalStrategy

  The company had expanded from toothpaste into several consumer-product categories and international markets.

  What changed. Splat-Cosmetica adopted the SPLAT Global corporate name.

  Aftermath. The business continued operating under the SPLAT identity while presenting a broader international and multi-category corporate profile.

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• 2022SPLAT Global acquires the Capella factory in Dzerzhinsk

  SPLAT Global acquired Capella LLC’s manufacturing facility in Dzerzhinsk, Nizhny Novgorod region, adding a second production site to its manufacturing network.

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• 2018Splat-Cosmetica changes its name to SPLAT Global

  The company adopted the SPLAT Global name as its product portfolio and international operations expanded beyond its original corporate identity.

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1. Splat-Cosmetica