Fragrances without colorants or animal-derived components, bottled in refillable and partially recyclable containers, and without plastic packaging. This is the proposal of Marina García, founder and CEO of MAAR. After working for companies such as Puig, Zara, and Massimo Dutti, García wanted to create her own brand, based on the conscious selection of ingredients used and a delicate and sustainable production process.
This finally happened in late October 2019, when this Barcelona-based brand began its journey with three perfumes: Mina, Nayla, and Élise. All of them made with fruits and plants from different areas of the Mediterranean such as bergamot from Italy, neroli from Tunisia, and blackcurrant from France, respectively.
Recently, MAAR has incorporated a new cologne, Cleo, featuring Egyptian rose geranium. With 89% local suppliers, the essences are produced in France, while the maceration of the fragrances and packaging are done in Barcelona.
García initially opted for a completely digital business model, selling her fragrances exclusively through a website. Aware that perfume is a very personal matter, she included the option of sending samples to facilitate choice, at a cost of just over one euro. Monthly, MAAR usually sends about 280 samples, which in 19% of cases translates into a purchase.
Over time, more than half of the orders the company receives are made without requesting any samples. Likewise, it has incorporated physical points of sale in Spain, France, Italy, the Netherlands, Germany, the United Kingdom, Poland, and Turkey. Through the web, MAAR products can reach up to 16 European countries.
With a staff of five employees and the forecast of expanding it according to emerging needs, MAAR expects to invoice 150,000 euros this 2021. Last year, sales stood at 65,000 euros.
Expansion into marine cosmetics
In the midst of the pandemic, MAAR decided to incorporate a new product line: marine cosmetics, also natural and vegan. "We weren't going to stop plans we already had," García explains. In this way, the Barcelona-based company has created a body cream and a hand soap based on algae and Mediterranean ingredients, in line with its proposal for perfumes. They can also be recycled and refilled.