We interview Raúl Martínez Ribes, CEO of VMV Cosmetic Group
With over six decades of history, VMV Cosmetic Group is a leading Spanish multinational in the cosmetics and professional hairdressing sector. Under the leadership of Raúl Martínez, the company keeps alive the legacy of its founder, Víctor Martínez Vicario, focusing on innovation, sustainability, and professional service as the core pillars of its strategy.
Present in more than 50 countries and with a portfolio that includes brands such as Salerm Cosmetics, Lendan Cosmetics and Arkhé Cosmetics, VMV Cosmetic Group combines tradition, global vision, and passion for beauty.
Name, position and company
Raúl Martínez Ribes, CEO of VMV Cosmetic Group
Tell us about the company you work for. What is its history?
VMV Cosmetic Group is a Spanish family-owned multinational dedicated to the development, production and distribution of cosmetic products focused on the professional hairdressing sector. Founded by my father, Víctor Martínez Vicario, it is the result of a success story that began in 1961 with a lot of effort, a clear vision and a great passion for the craft. What began as a small dream upon arriving in Barcelona from Mecerreyes (Burgos) is today present in more than 50 countries, with 15 brands such as Salerm, Lendan or Arkhé, and has more than 63 branches and 1,700 professionals committed to beauty and innovation.
What does your day-to-day work in the company involve?
My day-to-day work is very dynamic; we never stop. Now, as CEO, I combine strategic decision-making at executive team level both in the short and long term with the supervision of key areas such as sales, international expansion, sustainability, communication and marketing, or digitalization at all levels. But I also dedicate time to listening to the team, clients, and the sector. I like to be close to the product, to know every detail of our 1,800 references, and to count on everyone’s opinion and expertise. Ultimately, leading a family business means being involved in every detail without losing sight of the long-term vision to continue growing in a sustainable and solid way, following a purpose.
What is your differential value?
Our differential value lies in being a family group with an industrial soul, but with a clear vocation for service towards professionals. Innovation is our driving force, quality and excellence our commitment, and the stylist is at our center, our starting point. Everything we do is designed to accompany them, to provide effective, sustainable and differentiating tools with which they can grow and enhance their talent and their business.
We control the entire value chain: from ideation, research and formulation to manufacturing and distribution, which allows us to respond with agility, personalization and real innovation to the needs of those who are every day behind a hairdressing chair.
We not only develop high-quality products, but also build lasting relationships with professionals, based on continuous training, closeness and a deep understanding of their daily lives.
In addition to our cosmetics lines, we have divisions for furniture, equipment, wigs, extensions, plastics transformation and aerosol manufacturing, which allows us to offer a comprehensive and coherent proposal in more than 50 countries, backed by more than 1,700 workers worldwide.
In 2008, we created the Víctor Martínez Vicario Foundation. A personal commitment of my father to give back to the sector and society everything it had given him. He was proof that dreams, with effort and passion, can be achieved.
My father always said something that defines our purpose very well:
“Hairdressing is an art, it is creating in every hair, in every head, in every person. Every day is different from the previous one. You have very close contact with your clients and you can become very creative. It is one of the most beautiful professions there can be in this world.”
And in this art, we want to be the ally that inspires, accompanies and evolves with the professional. Because for us, the key is to continue growing together.
What challenges do you think you face in the coming years?
One of the biggest challenges is to continue growing sustainably in an increasingly demanding global market. Another is to adapt to new consumer habits, digitalize processes without losing human interaction, and foster more conscious and planet-friendly cosmetics. In parallel, we will continue to strongly support training and professionalization of the sector, which are some of our fundamental pillars.
What does being part of the Beauty Cluster bring to you as an organization and as a professional?
Being part of the Beauty Cluster allows us to stay connected with the sector and with other companies that share our values, challenges and passion for the industry. The Beauty Cluster is a key platform for collaboration, learning and innovation. On a personal level, it is a clear source of inspiration and enriching exchange, both for me and for our team.
Back to you. How did you land in the beauty sector?
I grew up among laboratories, factories, salons and warehouses. The beauty industry has always been in my DNA, both through my father and my mother. Even so, before taking on executive responsibilities, I studied at the University of Barcelona (UB), at IESE and at Garrigues in collaboration with Harvard Law School, while I worked there for almost 3 years. I went through the different areas of the group and branches such as Boston (USA) to thoroughly understand every mechanism both nationally and internationally. It was not an imposition, it was a conscious and passionate decision that has allowed me to follow my father’s legacy alongside my mother and siblings.
Speaking of ‘beauty’, how would you define it?
For me, beauty is authenticity. It is feeling good about yourself, expressing yourself freely and reflecting who you are inside. For us, as an active player in the sector, beauty is global and accessible, with honesty and prioritizing quality.
The professional hairdressing sector was always a fundamental pillar in my father’s life and in the life of the group’s founder, which is why we are so committed to this profession and to this project. He always said that “In hairdressing you create hope in people; they leave a salon with a different face.”
Any hobby, superpower or hidden passion you would like to share?
The little free time I have, I like to dedicate to my family. I believe those are the best moments once you step away from the whirlwind of the day-to-day.
What is the last book you have read or movie you have watched?
The last book I read is a small introduction to artificial intelligence and how to apply it in day-to-day work.
Business is based on…
…people. On effort, passion, commitment and adaptability. If you take care of people and mutual trust exists, business grows solidly, sustainably and durably.
