Beauté Mediterranea, the cosmetics brand made in Vallès that is sold on Fifth Avenue

Department stores and luxury shops like Saks Fifth Avenue, Bloomingdale's or Neiman Marcus, in the United States, have trusted the Catalan cosmetic brand Beauté Mediterranea, whose formulation comes from the laboratories of the family business Rofersam, from Les Franqueses del Vallès.

The range of natural cosmetic products was launched in 2013 when the current owner and CEO of Rofersam, Juan Manuel Sánchez, decided to incorporate his own brand into the manufacturing he had been doing for third parties since his father founded the company in 1979.

Online sales expanded throughout Europe in the early years, Germany, France, Italy and Poland, among others. Currently, however, the Beauté Mediterranea brand has made a name for itself in the American and Asian markets, especially, as a quality product in the "clean" cosmetics segment, and has done so through distributors and direct sales in establishments. "They see us as a quality European product," explains Juan Manuel Sánchez, "with growing demand."

To face it, the manufacturer is finalizing the expansion and reorganization of its facilities in the industrial area of Les Franqueses del Vallès. Specifically, an investment of six million euros, which will be carried out in two phases, will allow the incorporation of a 5,000 square meter warehouse to the old 3,000 square meter factory. "We will be able to double production to two million units and, if necessary, do two shifts and reach four million by going from three to seven manufacturing and packaging lines," he specifies.

The improvements, which he plans to "launch in January 2023," will serve to centralize all production in the new warehouse and leave the offices in the current factory and "take the opportunity to reinforce the quality control laboratory and product research areas." Not in vain, the success of the range comes from the formulations that have been developed internally by a research and quality control team of about 10 people, out of a staff of 50 workers.

The development and R&D area accounts for 40% of Rofersam's annual budget, which expects to close 2022 with a turnover close to 15 million euros. Its laboratory was the first in Spain to obtain the French Ecocert certification, an ecological distinction that guarantees that processes are carried out with sustainable practices.

These are the same guarantees that the company provides for the products it makes for other brands and that have positioned it among the main suppliers of the Deliplus brand, Mercadona's cosmetic label. "We work with the same quality and innovation objectives for our clients and Mercadona is the main one," says Sánchez, valuing the close collaboration with which "each of the products in the range offered by the distribution chain is defined and how consumer needs are met, thanks also to the role played by the prescribers that Mercadona has in its establishments."

From the Deliplus line, Sánchez recalls the success of the Dragon's Blood cream, an anti-aging treatment that contains Dragon's Blood, a powerful antioxidant and regenerating extract that comes from the red sap of the Croton Lechleri tree, native to the Amazon. "A cream with quality and efficacy at affordable prices, which we constantly renew and innovate," he asserts.