Consequently, overseas customers don’t always recognize where the products originate. “When international clients discover we are Spanish, they are often surprised by the quality of our formulas and our technology,” says Germaine de Capuccini’s Menkhorst.
For ISDIN, however, Spanish origin is already an asset. Vallejos says it gives the brand “personality and differentiation”. In the US, he says, some consumers discover the brand while traveling in Spain and seek it out again once they return home.
But individual success doesn’t necessarily create a collective identity. With 84% of Spanish cosmetics companies being SMEs (small and medium-sized enterprises), according to Stanpa, building one presents a challenge. “Many Spanish companies have succeeded on their own, but we haven’t told that story together,” says Menkhorst.
Could Spanish beauty be next?
Maybe. But exports alone won’t create a beauty phenomenon. “K-beauty became a category because consumers bought into a philosophy before they bought into any single brand,” says Laura Koeppler, founder of On the Shelf Agency, who has worked in K-beauty for more than 12 years. “The proposition was clear: skin first, prevention over correction, continuous innovation, and immediate visible results at an accessible price point.”
“Korea smartly built an ecosystem,” Koeppler explains. Responsive manufacturers, rapid innovation, and digital distribution helped brands expand globally, while their collective success made K-beauty a mark of quality. For Spain, she recommends “defining a distinctive positioning, developing hero products, and creating platforms that present Spanish brands collectively through retail, cultural partnerships and international trade initiatives.”
That collective identity has yet to take hold in mainstream beauty retail. While K-beauty has dedicated sections at major international retailers, equivalent Spanish beauty sections are not yet widely evident. Specialist online retailers, however, are beginning to make Spanish origin a selling point. Espanova, for example, sells local beauty products to customers across Europe. “Did you discover a Spanish product on holiday and can’t find it back home?” its website asks.
