Launch Date: January, 2017
Geography: Barcelona, Spain
Founders:
Executive Team:
Advisors:
2025 Full Year Projected Revenue: Under $2M, according to industry estimates
Primary Category: Skincare
Other Categories:
Funding: Self-Funded
Primary Distribution Channel: Independent Retailers
Other Distribution Channels: DTC, Prestige, Department Stores
Key Retail Partners:
2025 Projected Offline Distribution Points: 38
We started with a simple question…Does the world really need another beauty product? We believe the answer is no. What the world needs is better beauty.
AYUNA was born from the vision of Begoña Sanjuán and the science of Dr. Isabel Ramos. Together, they set out to rethink everything. And they discovered the power of minimalism. Because real luxury isn’t more—it’s less.
We call it Cosmetic Fasting, inspired by fasting and the Mediterranean lifestyle, it’s a new way to let skin do what it’s built to do—reset. regenerate. glow. Like the Mediterranean diet transforms the body, Cosmetic Fasting transforms the skin. And here’s the difference: Every component matters. No fillers. No clutter. No questionable ingredients.
Yes to 100% natural, organic, biotech-powered beauty. Yes to positive consumer dialogue.
Yes to mindful, respectful, circular luxury—designed with sustainability and the planet in mind.
Pure performance. Visible results. Clean. Clinical. Sensorial. Minimalist.
We don’t fight aging. We champion Well-Aging. We celebrate Mental Beauty—because how you feel, and how you speak to yourself, matters. This isn’t just skincare. It’s a beauty movement.
Less. Is. Beauty.
Insights: Begoña Sanjuán Co-Founder, Creative Director, + CEO
Why now and why you?
Why Ayuna? Because AYUNA doesn’t follow trends—AYUNA creates them. While the industry pushes for more, AYUNA dares to do less, but better. Pioneering epidermal fasting, Ayuna resets the conversation around skin health—helping skin reset, regenerate, and glow, naturally. AYUNA moves beyond "anti-aging" with well-aging, and leads the mental beauty movement—where science meets self-care, connecting neuroscience, psychodermatology, and emotional well-being.
Ayuna’s CLEANical skincare is powered by green chemistry, biotechnology, microbiome science, and neurocosmetic innovation. Every formula is ultra-pure, clinically proven, and 100% nontoxic, with no fillers, no questionable ingredients—just visible results. With certifications like Positive Luxury’s Butterfly Mark certification and the MADE SAFE seal on its core products, Ayuna champions conscious luxury—designed with sustainability and the planet in mind.
Why now? Because the market is catching up to what Ayuna already knew: consumers don’t want more products, they want better products—Minimal, effective, responsible, and authentic.
Ayuna stands at the intersection of science, wellness, and sustainability—perfectly aligned with where beauty is going next. With over 60 global awards and momentum building in luxury clean beauty, Ayuna isn’t just ready for the future—AYUNA is already building it.
What fuels your competitive advantage?
It’s not one thing; it’s everything working together. We didn’t set out to make another beauty brand. We set out to rethink what beauty means. At AYUNA, we pioneered Cosmetic Fasting—a radical idea to let skin thrive with less—but better, higher-quality, and more consciously applied.
We merged disciplines no one else dared to connect: biotech. neuroscience, psychodermatology, epigenetics, and molecular biology. All to deliver one thing:
Pure performance with visible results. We call it CLEANical Skincare. Clean formulas—backed by science, powered by clinical results. No toxins, no fluff, and formulas free from over 15,000 questionable ingredients. Just intelligent skincare—made with biotech peptides, stem cells, exosomes, and growth factors. All in service of one simple idea that less is beauty.
We replaced anti-aging with well-aging. We lead the mental beauty movement—because how you feel, and how you speak to yourself, matters. We didn’t build just a brand; we built a platform for the future: luxury that’s sustainable, circular, and certified. Operations that are lean and profitable. Recognition with over 60 global awards. A growing global presence and iconic partnerships.
Ayuna isn’t waiting for what’s next. Ayuna is already shaping it. This isn’t just another skincare brand. It’s a new standard for beauty.
What are you most proud of accomplishing to date?
We are proud to lead a new standard in beauty—pioneering Cosmetic Fasting, shifting the narrative from anti-aging to well-aging and mental beauty, and proving that biotech-powered, high-performance skincare can be clean, sustainable, and conscious. Our mental beauty study was selected by The International Federation of Societies of Cosmetic Chemists’ (IFSCC) Rethinking Beauty Science Congress, scientifically validating the role of cosmetics in improving self-perception and emotional well-being. With over 60 global awards, certifications like MADE SAFE and the Butterfly Mark; market approvals in China and the Middle East; and partnerships with luxury leaders like Bergdorf Goodman, One&Only, and The Ritz-Carlton, AYUNA is redefining what luxury beauty can—and should—be.
What is the one thing you wish someone had told you?
I wish someone had told us that doing less, but doing it better, takes time—and that’s exactly what makes it matter. In a world that celebrates speed and scale, no one tells you that real impact—changing the conversation, shifting consumer behavior, building trust—takes patience, persistence, and purpose.
What would you tell your past self before starting this journey?
I would tell myself to trust the power of focus, be bold enough to challenge the industry’s rules, and stay fearless in proving that beauty—deeply rooted in our biology—is powerful enough to create a positive impact for all individuals, everywhere, without chasing harmful and unattainable stereotypes.
What does success look like in the next 3-5 years?
It’s not just about revenue; it’s about redefining the beauty industry—again. In the next three years, here’s what success means to us: Growing in revenue while keeping our margin strong at 60% or more, because scale is nothing without sustainability. Expanding globally—deeper in the US and further in Asia, while building iconic partnerships with the world’s most prestigious destinations—Galeries Lafayette, Neiman Marcus, Harrods, Bergdorf Goodman, Saks, Nordstrom, Harvey Nichols, El Palacio de Hierro, The Ritz-Carlton, Waldorf Astoria, Rosewood Hotels, and beyond. Owning the conversation around well-aging and mental beauty, creating a new beauty standard that respects people, the planet, and their emotional well-being.
Leading the category we created—CLEANical Skincare powered by science and biotechnology and made with purpose, precision, and purity. Growing our community of believers; customers who know that less is better, and beauty is about how you feel, not just how you look.
Staying lean, focused, and profitable—ready to fully integrate into a larger ecosystem that shares our vision, our values, and our commitment to shaping what’s next. That’s success, and that’s exactly where we’re headed.
What's one industry trend that is overhyped, and what's being overlooked?
The obsession with more—more claims, more steps, more products, more ingredient concentration—is completely overhyped. What’s being overlooked is the emotional dimension of beauty—how intentional beauty rituals can transform how we feel about ourselves and even biohack the body. We’ve only just begun to explore the connection between beauty, self-perception, emotional well-being, and longevity. That’s where the real future of beauty lies. And it’s deeply human.
How do you think the industry needs to evolve?
The industry needs to evolve by getting back to the essentials—starting with what we put on people’s skin. It’s time to stop hiding behind marketing claims and start cleaning up formulas—for real. Because clean isn’t a trend; it’s a responsibility.The future of beauty demands less hype, more substance, less storytelling, more meaningful impact.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, I’d integrate AYUNA tomorrow into a global beauty group like Estée Lauder, LVMH, Puig, L’Oréal, Shiseido, or Unilever—not just for scale but to amplify a shared vision of doing beauty better. Because true luxury isn’t about having more. It’s about having better—better formulas, deeper impact. My wish is to stop watching the industry chase more noise, and start leading a movement for conscious, meaningful beauty—beauty that respects people, their emotions, and the planet.
