We interview Gonzalo Salvador Longarela, International Sales Director at New Flag
Name, position and company
My name is Gonzalo Salvador Longarela. I am the International Sales Director at New Flag GmbH and responsible for the Spanish subsidiary (New Flag Spain S.L.).
Tell us about the company you work for. What is its history?
New Flag GmbH was founded in Munich on October 18, 2010, by two students, Niki and Daniel, with a very simple yet ambitious idea: to introduce a blanket called Knuffy to the German market. What started as a small university project quickly evolved into something much bigger. After this first success, the company expanded its focus, began collaborating with Tangle Teezer, and transformed into a leader in beauty brand distribution and the creation of its own brands.
Today, New Flag is present in more than 80 countries, has over 200 employees, and offices across Europe and the United States. Its philosophy remains the same as on day one: creating euphoria in everyday life and transforming the beauty industry through innovation, creativity, and new ways of connecting with consumers.
Over time, the group has launched and developed iconic brands such as Invisibobble, Foamie, Urban Alchemy, and Wild Stripes, and collaborates with international brands that share its innovative DNA, such as COLOR WOW, OLAPLEX, and Living Proof. In Spain, New Flag operates as a strategic subsidiary, managing both distribution and local brand development.
What does your day-to-day work involve?
My daily work combines strategy and operations. On one hand, I focus on defining and executing the growth plan for Spain: brand development, commercial expansion, strategic partnerships, and opportunity analysis.
On the other hand, I work closely with teams across marketing and sales. I enjoy working cross-functionally to ensure all areas move forward in alignment. I also dedicate time to working with international group partners, bringing a global vision to the local market.
In short, my role is to ensure our brands grow in a sustainable, relevant, and differentiated way within the Spanish market.
What is your key differentiating value?
Our main differentiating value is our ability to identify trends and bring them to market ahead of others.
New Flag does not just distribute brands: it creates, scales, and transforms them. We focus on products that are not only innovative but also emotionally connect with consumers. We like our brands to have personality, be accessible, and contribute something new to the beauty conversation.
I would also highlight our international mindset: we work with multidisciplinary teams across multiple countries, allowing us to have a global market perspective while acting locally with precision.
What challenges do you foresee in the coming years?
The beauty sector is constantly evolving, and our challenges are closely linked to this transformation.
On one hand, there is the challenge of maintaining innovation in an increasingly competitive and fast-paced environment. On the other, sustainability: consumers are demanding responsible products, from formulas to packaging and processes.
Another major challenge is consumer digitalization: understanding how habits evolve and how we can connect authentically without losing the human touch. Ultimately, it is about continuing to grow without losing our creative essence.
What does being part of the Beauty Cluster bring to you as an organization?
Being part of the Beauty Cluster is an opportunity to collaborate, share knowledge, and create synergies with other companies that aim to strengthen the beauty sector in Spain.
And for you as a professional?
On a personal level, the Beauty Cluster gives me the opportunity to learn from other leaders, better understand market needs and trends, and open collaborations that enrich our way of working. It allows me to maintain a broad and strategic view of the sector.
Back to you. How did you enter the beauty sector?
I entered the beauty sector quite naturally. I have always been drawn to working with brands that generate emotions and are part of people’s everyday lives. After working in other FMCG industries, I discovered in beauty a space where creativity, innovation, market dynamics, and consumer connection come together in a very special way. And from then on, I was hooked.
Speaking of ‘beauty’, how would you define it?
For me, beauty is expression and authenticity. It is each person’s ability to show who they are, enhance what makes them feel good, and find their own version of confidence. The industry’s responsibility is to enable that expression, not impose it.
Any hobby, superpower, or hidden passion you would like to share?
I enjoy doing sports. It helps me maintain balance and mental clarity.
If I had a “superpower,” it would be the ability to connect teams and create a working environment where people feel motivated and creative.
What is the last book you read or movie you watched?
The last movie I watched was “Frankenstein” by Guillermo del Toro. I particularly liked its underlying message and final reflection, offering a deep and human perspective on identity, creation, and responsibility.
Business is based on…
For me, business is based on people. On trust, collaboration, and the ability to build long-term relationships. Without these, any strategy falls short.
