Lancashire, UK – Design Plus Health & Beauty, now rebranded as HBI Design Plus, proudly celebrates 25 years of dedication, innovation, and partnership in the health, wellness, and beauty sectors. From our humble beginnings in Morecambe in 1999, we’ve grown into a multi-site industry leader as part of the HBI Group. Over the years, we’ve continuously adapted and expanded, embracing changes to meet evolving consumer needs and trends, and we’re excited to mark this milestone with our valued partners and team.
Reflecting on our journey, Robin Proud, our Commercial Director, shared, "Looking back to where we started and seeing the transformation is astonishing. One of our earliest milestones was the launch of our silicone-based stoma care sachet wipes in 2003, which established us in the healthcare market in the UK. This was followed by our own brand, Que Bella, in 2011, which entered the US market through Target—a move that established us internationally." Today, Que Bella is Target’s best-selling face mask brand in the Bath & Body aisles, reflecting our commitment to innovation and quality.
Milestones of Growth and Expansion
Throughout our 25-year journey, we’ve celebrated key milestones that have paved the way for our success. In 2004, we moved into our purpose-built Cedar House site, a significant step in our growth. Yet, as demand surged, we quickly outgrew that space and relocated in 2009, becoming the UK’s largest sachet manufacturer. In 2018, we expanded further with a 42,000 ft² logistics center, doubling our operational footprint to support our growing network of partners.
Our shift to full-service manufacturing in 2012 marked a transformative point. By adding formulation and blending capabilities, we enhanced our ability to support clients with end-to-end solutions—a defining feature of the Design Plus experience. As Robin explains, “The health and beauty sector has undergone significant changes, especially with the rise of entrepreneurial, founder-led brands. At Design Plus, we prioritise partnerships with these brands, keeping pace with consumer demand for innovation and originality.”
A Vision for the Future
As we look ahead, our vision includes doubling our profit over the next five years and nurturing a new generation of leaders to carry the business forward. Innovation remains at the heart of our mission. "Innovation is a complex and broad heading," says Robin, "but we strive to be groundbreaking not only in our products and formulations but also in our business approach. Our aim is to disrupt the industry because, as the saying goes, 'The world isn’t waiting for more of the same.'"
Our commitment to sustainability is one of the ways we continue to lead with innovation. We’re actively exploring eco-friendly materials and processes, laying the groundwork for a greener future in health and beauty manufacturing.
Community, Culture, and a Legacy of Excellence
Reflecting on his journey, Robin’s proudest moments lie not only in our company’s achievements but in the people who make it possible. "I’m incredibly proud of the team at Design Plus," he shared. "We've fostered a close-knit community where everyone is encouraged to grow and contribute meaningfully to our shared success." At Design Plus, we’re more than just a company—we’re a community, and we’re proud of the culture we’ve cultivated together.
Looking Forward
As we celebrate this 25-year milestone, we remain committed to our legacy of quality, trust, and innovation. “Reaching this anniversary is a great moment for us all. It symbolises resilience and the ability to adapt to change—a testament to our team's hard work and dedication,” says Robin. “As we look forward, we aim to leave a legacy of trust, excellence, and a commitment to driving positive change in our industry.”
About HBI Design Plus
For the past 25 years, HBI Design Plus has been a trusted partner in the health, wellness, and beauty space. Known for our comprehensive offerings in formulation, blending, packaging, and sachet manufacturing, we support innovative brands to bring their visions to market.
As part of the HBI Group, we operate alongside HBI Laleham, HBI Thompson & Capper, HBI Eurocaps in the UK, and HBI Ion Labs and HBI Amerilabs in the US, bringing a strong global footprint to our industry.
For more information, visit hbidesignplus.com.
