We interview Virginia Martínez, Founder and CEO of MOODRA.
MOODRA is the result of understanding beauty as an experience that goes beyond the product. Born in the digital world and transformed into a perfumery brand with its own identity, its proposal connects emotion, ritual and sensoriality. We speak with its founder to discover how a simple idea can become a brand with soul and purpose.
Name, position and company
My name is Virginia Martínez Rosauro, I am Founder and CEO of MOODRA, a company dedicated to the online distribution of beauty and hair care products, as well as the creation of exclusive fragrances with its own philosophy. We currently manage several online platforms such as www.icontiendaonlined2.es, www.productosdepeluqueriaicon.es and our perfume brand at www.moodra.com.
Tell us about the company you work for. What is its history?
MOODRA was born from a very personal passion for beauty, care and the connection between the sensory and the emotional. Its origins date back more than ten years, when we started in the online distribution of professional hairdressing and beauty products, especially working with the ICON brand through our specialized stores.
With the aim of offering a unique experience, we began scenting each order with a fragrance created exclusively to accompany the moment of receiving the package. What started as a simple gesture —and was extraordinarily well received by our customers— became the seed of something much bigger.
That perfume, created to turn each delivery into a memorable experience, marked the birth of a proprietary brand with a differentiated proposal: fragrances conceived as sensory rituals that connect with emotions and memories.
Over time, our vision evolved toward creating products that truly connect with people. This is how MOODRA was born, a high-perfumery brand inspired by the five elements of Japanese philosophy —Earth, Water, Fire, Wind and Void—, designing each fragrance as a channel of personal expression.
What does your day-to-day work involve?
My day-to-day is very varied and dynamic. It involves a combination of:
- Team management and internal coordination
- Relationship with suppliers and partners
- Direct customer attention and understanding their needs
- Supervision of operations across the three online stores
- Growth strategy, product innovation and brand expansion
I love direct contact with the team, because I believe each person adds value to the project, and it is essential to cultivate a work culture where everyone is committed to shared goals.
What is your differential value?
MOODRA’s differential value lies in the fact that we do not create fragrances just to smell good, but to generate an emotional and personal connection. Each perfume is inspired by an element of nature —Earth, Water, Fire, Wind or Void—, and each represents different human characteristics.
Choosing an element is a way of recognizing yourself: understanding which traits are part of you and consciously enhancing them. Just as in nature all elements must coexist in balance, the same applies to people. All our qualities, in their right measure, are positive.
With MOODRA we seek to inspire those who use our perfumes to listen to themselves more, become more self-aware and find that inner balance through scent.
What challenges do you think you will face in the coming years?
Our main challenges for the coming years focus on growing without losing our essence. One of them is expanding our presence in physical points of sale, so people can discover and experience MOODRA directly beyond the online environment.
We are currently incorporating a new line of home fragrances —ambient perfumes, reed diffusers and candles— with which we aim to bring the MOODRA experience into the spaces we inhabit, helping to create more conscious environments.
All this growth aims to scale the project while maintaining the values that have brought us here —authenticity, closeness and attention to detail.
What does being part of the Beauty Cluster bring to the company and to you as a professional?
Being part of the Beauty Cluster provides us with:
- Access to continuous training, helping us stay up to date with trends in the world of perfumery and cosmetics.
- Connection with other professionals and brands in the sector, enriching our development.
- Opportunities to collaborate, grow and add value to the beauty ecosystem.
On a personal level, it is an association that drives continuous improvement and opens doors to new opportunities.
Back to you. How did you enter the beauty sector?
My journey in the sector began with training in hairdressing and beauty, when I opened a small salon that over time evolved into a larger, more professionalized one, with a focus on quality and customer experience.
That direct contact with the world of aesthetic care and personalized attention led me to develop a holistic vision: not only offering services, but products that enhance that connection with the customer. This path eventually gave rise to our specialized online stores and finally to MOODRA as a high-perfumery brand.
Speaking of ‘beauty’, how would you define it?
For me, beauty is the expression of authenticity and inner balance; it is what makes us feel good about ourselves and in harmony with our surroundings. Beauty goes beyond the superficial and connects with emotions, identity and well-being.
Any hobby, superpower or hidden passion you would like to share?
My greatest passion is contact with nature. The sea and the mountains are spaces where I recharge; I greatly enjoy hiking and walking routes, as they help me reconnect with myself and maintain balance between mind and body.
Music plays a very important role in my life. It is a deep channel of connection with my emotions and my body. I love dancing as a form of free and authentic expression, and I also take drum lessons, a discipline that gives me focus, rhythm and great inner strength.
I believe all of this is reflected in MOODRA as well: connection with nature, energy, movement and emotion.
What is the last book you read or movie you watched?
I am currently reading books related to leadership and personal development, as I firmly believe that professional growth always goes hand in hand with personal evolution. At the same time, I confess I am very romantic and love stories about love, passion and intrigue, both in books and movies, because they connect with emotions and the most human side of people.
Business is based on…
…trust, purpose and human relationships. A business thrives when there is clarity.
