7th Heaven

7th Heaven is a British skincare brand founded in 1985 [1] and best known for its brightly coloured, single-use face mask sachets. It launched under the name Montagne Jeunesse and rebranded to 7th Heaven in 2015 [11]; the original company, Montagne Jeunesse (International) Ltd, remains the registered legal entity behind the consumer brand [3]. The business is based in Port Talbot, Wales, and describes itself as proudly British and made in the UK.

The brand built its reputation on affordable, playful skincare sold one sachet at a time across high-street stores. Its face packs became, in the words of one editorial profile, "something of a national institution in the British beauty industry" [9]. The company remains active, marking its 40th anniversary in 2025 and continuing to expand into new categories such as teeth whitening.

The brand was established in 1985, a date it still uses prominently, describing itself as "skin experts since 1985" with four decades of commitment to skin health. The 7th Heaven website does not name a founder across its about, history and anniversary pages. Independent sources, however, consistently credit Gregory Butcher, who is reported to have started making natural beauty products in his own kitchen [8][11]. Butcher, a vegetarian later awarded an OBE for services to the economy and charitable work in Gibraltar, is also associated with several other companies.

According to its own account, the brand emerged during the 1980s with a simple premise: that skincare "should be fun, affordable, and something everyone could enjoy." Early products leaned into that indulgent spirit, including a White Chocolate Fondue Mask and a Hot Spring Sauna Mask formulated with volcanic minerals.

The company established a Welsh presence in 1988 and relocated to the Baglan Energy Park site in South Wales in November 2005 [8]. In 2013 it launched a "Rename the Baby" campaign, a public lead-in to its change of name. Two years later, to coincide with its 30th anniversary, Montagne Jeunesse became 7th Heaven, adopting a fresh visual identity [11]. The 7th Heaven website itself does not discuss this rebrand; the 2015 timing is documented by third-party editorial and agency sources.

By the mid-2010s the brand reported substantial scale, with editorial coverage citing roughly 30,000 sachet sales per day in the UK alone and naming it among the best-selling cosmetic brands of its time [9]. In 2025 it celebrated its 40th birthday with anniversary products including a limited-edition Birthday Cake Peel-Off Mask.

7th Heaven trades under Montagne Jeunesse (International) Ltd, registered in England (company number 4209056), with a registered address at Baglan Energy Park, Port Talbot. It is described as a family-owned, independently held business, with no parent company identified [10]. The retention of the Montagne Jeunesse name as the legal entity, even after the consumer-facing rebrand, is reflected on the company's own contact page.

The brand positions itself around enjoyment and ethics. It says it believes "skincare should be joyful, ethical, and fun — transforming everyday routines into moments of self-care," and frames its mission as "making skincare FUN again." Pricing is pitched as accessible; the company has long described itself as "purse friendly," with masks historically sold at around £1 per sachet.

7th Heaven also presents itself as a long-standing advocate for animal welfare, calling itself a pioneer of cruelty-free beauty. It cites memberships and approvals tied to the Vegetarian Society, Cruelty-Free International and PETA, and editorial coverage notes the company has campaigned against climate change. Its products are described as vegan and cruelty-free, and Wikipedia records approval by the Vegetarian Society and the former British Union for the Abolition of Vivisection [8].

The brand's signature format is the sachet face mask, sold across peel-off, sheet, mud, self-heating and fruit-based variants. Its range also includes hair and body masks, blemish dots, a men's line and an animal-themed "Wild Things" collection. Marketing leans on natural ingredients, including fruit extracts and volcanic minerals.

More recently, 7th Heaven extended beyond masks into oral care with its Teeth Bright line, which the company markets as using "peroxide-free V34 PAP Whitening" technology across strips, pens and serums; product claims include results of up to seven shades whiter in five days [10]. The brand has also released a series of licensed collaborations, among them Wicked, Chupa Chups, Barbie and Monster High.

The brand has drawn coverage chiefly as a high-street fixture. The Upcoming profiled the company in 2015 around its rebrand, describing the sachets as a national institution and citing its sales scale. A digital-agency case study by Rixxo, which rebuilt the website, described 7th Heaven as the "world's number one face mask" brand and reported sales of 35 million sachets annually. Reported country reach varies by source: the company's LinkedIn page states operations in over 90 countries [10], while the Rixxo case study cites 87 [11].

7th Heaven remains an active brand. It operates a refreshed e-commerce website, maintains a regularly updated blog with posts into 2025 and 2026, and has continued to launch new products and collaborations. The business retains its Welsh manufacturing base and reports a global distribution footprint spanning pharmacy, grocery and beauty-retail channels [10].