We interview Mª Eugenia Claveria, Founder & CEO of Beauty Manifest
A project born to support beauty companies throughout the entire brand cycle: from formula and concept to narrative and visual identity, bringing together strategy, aesthetic sensitivity and results.
Name, position and company
Mª Eugenia Claveria Gabarre, proud Founder & CEO of Beauty Manifest.
Tell us about the company you work for. What is its story?
Beauty Manifest was created with a clear purpose: to help cosmetic brands become true benchmarks — not only in terms of product, but also in branding and strategy.
It is the culmination of more than 14 years of experience in the cosmetics sector, working with both national and international brands and manufacturers of different sizes and market positions. Along this journey, I identified that companies often needed more than a good product or an advertising campaign: they needed a strategic partner who could combine product development, marketing and branding with a global vision and translate it coherently into the market reality.
What does your day-to-day work involve?
My day-to-day work is a constant mix of analysis, creation and decision-making. No two days are the same — and that’s exactly what I enjoy the most. Each project requires me to combine the rational side of the business — strategy, profitability and planning — with the emotional and creative side: the essence of each brand, its visual language, its storytelling and the sensory development of a new product.
One day I might be reviewing formulations or defining the creative concept of a brand, and the next, working on launch strategies or fine-tuning pricing and positioning details. I like to think of my role as connecting these two worlds — creativity and strategy — so that ideas become strong, purpose-driven brands.
What differentiating value do you offer?
Beauty Manifest’s differentiating value lies in the holistic approach we take to every project. We integrate technical knowledge, strategic thinking and aesthetic sensitivity to accompany brands throughout the process: from the creation of the formula to the construction of the concept, narrative and visual identity.
We believe that a beauty brand cannot be built solely from the product or solely from communication; there must be a real balance between the two. That’s why every decision — from development to branding — responds to a clear strategy aligned with the brand’s purpose.
We don’t just create cosmetics; we create brand universes with soul — solid, coherent projects that connect emotionally with people.
What challenges do you think you will face in the coming years?
The main challenge we face in the beauty sector is the speed of change. We live in a time when trends emerge, evolve and fade within months (sometimes even weeks), demanding from brands an unprecedented capacity for anticipation and adaptability.
Today’s consumer is no longer defined by a single style or need but by their constant ability to reinvent themselves, influenced by new cultural, technological and social references. In this context, the challenge is not just to keep up with the pace but to anticipate where the market is heading and prepare brands for that scenario before it happens.
Sustainability, transparency and digitalisation will remain essential pillars, but what will truly make the difference is strategic agility — the ability to transform data, trends and consumer insights into real, fast, viable and coherent decisions.
At Beauty Manifest, we have a highly flexible and multidisciplinary structure that allows us to adapt quickly to each client and context. Our way of working is agile, collaborative and results-oriented, giving us the ability to react — and above all anticipate — market changes without losing the essence and authenticity of the brands we accompany.
In short, the challenge for the coming years will not only be to innovate but to do so with speed, purpose and coherence, always maintaining the balance between market evolution and each brand’s identity.
What does being part of the Beauty Cluster bring to your company and to you as a professional?
Being part of the Beauty Cluster is undoubtedly an invaluable opportunity — both for Beauty Manifest and for me personally. The Cluster represents a living network of knowledge, innovation and collaboration, where companies, laboratories and professionals converge with a shared purpose: to drive growth and excellence in the beauty sector.
For Beauty Manifest, belonging to this ecosystem means staying connected to the latest trends, technological advances and market dynamics, allowing us to offer our clients an updated and strategic vision. It also gives us the chance to collaborate on joint projects, participate in reflection spaces about the future of the sector and actively contribute to the evolution of the cosmetics industry in Spain.
On a personal level, the Beauty Cluster gives me inspiration, continuous learning and human connection. It is an environment where ideas flow and are enriched thanks to the diversity of profiles and experiences. Being surrounded by professionals with such passion for beauty is a constant source of motivation — and a reminder that, although each company has its own path, we all share the same purpose: to make the beauty sector more innovative, sustainable and connected to people.
Let’s go back to you. How did you get into the beauty sector?
I always say that I didn’t “land” in the beauty sector because, in reality, I was never anywhere else. It was a vocational decision from the very beginning. I can’t imagine my professional life outside this universe because it’s what fulfils me, inspires me and makes me happy.
My career began after completing the only master’s degree in cosmetology available at the time, where the marketing director — who was also the master’s director — offered me a position in the company where she worked, specifically in the marketing and product development area. It was one of the most enriching periods of my career: five years working side by side with her and with the technical director, a great “old-school” formulator specialising in facial care, who opened the door for me to the fascinating world of active ingredients from a technical and scientific perspective.
Since then, I’ve had the opportunity to create and launch over a thousand cosmetic products, collaborating with a wide range of brands — from start-ups taking their first steps to large, established international companies — and delving into different categories, methodologies and brand approaches. Over the years, I’ve complemented my training in marketing, market research and dermopharmacy, while also exploring more creative experiences such as training with a professional Russian makeup artist, which allowed me to understand the product through the artist’s eyes.
That combination of technical vision, strategic thinking and aesthetic sensitivity has been the common thread of my career. Today, all of that is reflected in Beauty Manifest — a project that represents not only my professional path but also my way of understanding beauty: with purpose, coherence and soul.
Speaking of “beauty”, how would you define it?
For me, beauty is expression and authenticity. It’s not about conforming to an aesthetic standard or following a trend, but about finding what makes us unique and feeling good about it. True beauty appears when there is coherence between who we are, what we feel and what we show to the world.
For brands, it’s exactly the same. A brand is beautiful when it conveys truth — when it is honest with its purpose, its values and the experience it offers to consumers. Having an attractive package or an innovative product is not enough; what matters is having a story and an essence that genuinely connect with the target audience.
Beauty, ultimately, is not in the superficial but in the ability to inspire, move and create real connections. And that is the vision that guides our work at Beauty Manifest: helping brands to be not only aesthetically appealing but also deep, coherent, different and relevant in people’s lives.
Any hobby, superpower or hidden passion you’d like to share?
Art is my great passion and also my refuge — the place I turn to when I need inspiration and calm. I paint and draw, especially with graphite or charcoal, and that artistic side helps me see the world through different eyes. I deeply value detail and admire beauty even in its most subtle forms.
That connection with art naturally translates into my work: it allows me to bring a different vision — more sensitive and attentive to aesthetics, yet without losing strategic rigour. I believe that’s my true “superpower”: always seeking balance between the rational and the emotional, between what can be measured and what can be felt.
What is the last book you read or movie you watched?
I must confess that I usually have several books on the go at once. I’m very interested in everything related to business, strategy and marketing, although when I want to disconnect, I prefer more introspective readings. “Quantum Mind” is one of my go-to books — I always find new ways in it to connect mind, energy and inspiration.
Business is based on…
…people, trust and purpose.
People are the starting point: the teams who create and make business growth possible, the partners who accompany the journey and the consumers who connect with the brand and choose its products or services. But these relationships can only last if there is trust — the link that binds all interactions and allows the building of stable and meaningful relationships.
When people and trust align, the third pillar appears: purpose. It’s what gives direction and meaning, what inspires both inside and outside the company, and what allows us to go beyond a product or a number.
In my view, profit should not be an isolated goal but the natural consequence of putting people at the centre, building trust and acting with purpose. When these three pillars align, the result is a solid, profitable and sustainable business over time.
