Launch Date: November 2021
Geography: Madrid, Spain
Founders:
2025 Full Year Projected Revenue: $5M - $8M
Primary Category: Haircare
Other Category: Tools/Devices
Funding: Self-Funded
Primary Distribution Channel: Department Store
Other Distribution Channels:
Key Retail Partners:
2025 Projected Offline Distribution Points: 2,000
As a 42-year-old stylist, I noticed a significant gap in the market: a lack of deeply hydrating products that delivered immediate results, both in the salon and at home. Our brand was born from this need. Clients wanted products that not only showed visible results right away but also provided long-term benefits. With my extensive experience in the beauty industry, I created a brand in Spain that has grown exponentially, thanks to our loyal customers who have helped spread the word. Today, we’re ready to share our brand with the world beyond Spain.
Insights: Berta Martin Sainz, Co-Founder
Why now and why you?
Every professional reaches a point where they must take the leap—and this is the moment for our brand. The beauty industry is evolving rapidly, and the demand for high-quality, effective haircare products is at its peak. Our team is the key to our success, and we’ve built it carefully to match our vision. With our roots in Spain and a growing base of loyal clients, we’re now ready to take the next step and introduce our brand globally.
What fuels your competitive advantage?
Our competitive advantage comes from a unique blend of expertise and experience. Moncho Moreno, a skilled hairstylist, brings his deep industry knowledge to the product development process, while my own perspective as a client and my experience in retail complete the equation. This synergy allows us to create products that are both practical and transformative, ensuring that clients see immediate, visible results and feel genuinely cared for.
What are you most proud of accomplishing to date?
I’m most proud of how we’ve impacted our clients’ confidence and relationship with their hair. We’ve helped so many people rediscover their love for their hair and achieve healthier, more vibrant results. Transforming their experience with haircare is what drives me every day.
What is the one thing you wish someone had told you?
I wish someone had told me to trust my instincts more and not be swayed by too many external opinions. While it’s important to listen, you must also believe in your own vision and intuition. It’s what sets you apart.
What would you tell your past self before starting this journey?
I would tell myself to trust in my abilities and have more confidence. There will always be challenges, but if you believe in yourself and stay true to your vision, you can overcome anything.
What does success look like in the next 3-5 years?
In the next 3-5 years, we envision expanding into the US market and establishing ourselves as a global brand. We aim to achieve both financial growth and cultural relevance, becoming a household name known for quality, innovation, and care.
What's one industry trend that is overhyped, and what's being overlooked?
The beauty industry has finally given haircare the attention it deserves, and this is a moment of incredible growth. However, there is an overhyped focus on the mass production of content on social media, which often lacks substance and can lead to information overload. What is often overlooked is the demand for authenticity, meaningful connections, and niche brands that offer quality over quantity.
How do you think the industry needs to evolve?
The beauty industry is evolving by embracing new, authentic brands that are born from passion and genuine care. Consumers are looking for products with soul, brands that understand the importance of detail and authenticity. As the industry grows, it must continue to prioritize craftsmanship, individuality, and sustainability. This is where the true innovation lies.
If you could wave a magic wand, what one wish would you make for your business?
I would wish for a partnership with Sephora. Its global reach and commitment to quality would provide the perfect platform to elevate our brand and share our products with a wider audience.
