Founded by professionals with more than 30 years’ experience in the hairdressing, salon, beauty and furniture sectors, Perfect Beauty Professional offers innovative and high-quality products for the professional hair market. The Spanish company is growing rapidly thanks to foreign markets that are responding well to its approach. They currently sell in more than 40 countries with the prospect of expanding into many more. We interviewed Pedro A. Nicolás Martínez, President of Perfect Beauty. Here are his comments.
How would you introduce your company to people who don’t know it?
“We are committed to offering the best possible service at a competitive price.
Our most important drivers are ‘Excellence’: ‘Exceeding our goals on a daily basis’; and ’Professionalisation’: made possible by our highly trained and dedicated team, composed of experts in their respective areas: customer service, sales, quality control, technical service, R+D+I, marketing and administration.
Then there’s Trust, because our standard of quality and after-sales service is a benchmark in the industry”.
Can you give us more details about your offer to the market?
“Perfect Beauty Professional, a leader brand in R&D of electrical appliances, is divided into four brands that cover different areas: Bifull for accessories, Design Look for hair care, Neozen for beauty and Italor, our latest addition, dedicated to furniture.
This year, our 4-volume catalogue has sections on Hairdressing, Barbering, Beauty, and Furniture, to make it easier to use for our customers. We provide annual updates to remain faithful to our company’s mission of being at the forefront of the industry with innovative products”.
What are the core values for your company?
“We believe in Social Responsibility. We are committed to caring for the planet, promoting integration and having a positive impact on society through positive action.
120+ eco product lines,132 solar panels
48220,63 Kwh/year of green energy, 43%/year of energy savings,132 panels equal to planting 1023 trees/year.
Inclusion and respect for diversity are core values at Perfect Beauty Professional. We believe in the importance of creating a diverse work environment where everyone feels valued, respected and has equal opportunities”.
I understand you are also digitalising the business.
“We are committed to the digital transformation of our company. Through the digital age, we have seen the opportunity to redefine the way we operate, communicate and connect with the world around us. We are no longer limited by physical boundaries, but have created a virtual space where creativity and collaboration can blossom.
We provide an exclusive B2B e-Commerce tool for our distributors. This tool allows them to access all our products and place orders more easily and quickly. It is accessible via our website, as well as through our APP, now available for Android and iOS.
Focusing our best efforts on being active on various social media platforms is a priority for the company”.
Is it accurate to say that Perfect Beauty is a Spanish brand with global reach?
“Yes, it is a Spanish company, but our products are already distributed in more than 40 countries.
We are ready to expand into even more thanks to our facilities that are growing at a rapid pace. We have12000 m2 of facilities,1250 m2 of office space, 600 m2 Showroom with a stage for demos,13500 units of pallets”
What makes Perfect Beauty appealing to hairdressers?
“Products of excellent quality, avant-garde and technology through innovation & dynamism.
In a constantly evolving society, a company’s ability to adapt to changing environments is vital. As a company, we choose the art of finding new ways to feedback and discover opportunities where others only see obstacles.
Innovation and dynamism are the concepts that define us as a brand.
INNOVATION: We live in a process of constant innovation incorporating cutting-edge products that meet the needs professionals.
DYNAMIC: We are constantly providing a better service and solutions to our customers”.
What is the structure of your international and Spanish sales networks?
“Our company is focused on excellence in customer experience from all departments such as logistics, sales, administration and marketing.
We have 43 people dedicated to this objective. Our customer service department has 6 people in the office and 5 in the sales department”.
In which countries do you export? What are your top export destinations?
“Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, France, Germany; Greece, Holland, Hungry, Ireland, Latvia, Lithuania, Malta, Netherlands, Poland, Portugal, Italy, Romania, Slovakia, Sweden, Switzerland, United Kingdom, United Arab Emirates, Morocco, Tunisia, Nicaragua, United States, and the Dominican Republic, with Spain, Portugal, France and Italy being our most important markets”.
In what regions do you intend to increase your exports?
“The Middle East and the American continent”.
What kind of distributors are you looking for?
“Our distribution strategy requires us to have partners capable of developing the brand in their own countries. We work with an exclusive distribution system, providing our partners with tools that support their sales system, whether from a trade marketing, training or other point of view”.
How has our industry been doing lately, in your opinion?
“It is a mature sector, very atomized and increasingly flexible. Today we can see how professional products are breaking into the perfumery channel or hairdressing services offered in specialized stores.
Our obligation is to be attentive to these changes and have the flexibility to adapt to them as quickly as possible”.
What are your best-selling products?
“Electrical devices, hairdryers, hair straighteners, curling irons, hair clippers and beard trimmers”.
Your company is growing quickly, do you think this trend will continue in the future?
“Our growth is based mainly on the internationalization of the company; the rapid opening of markets helps us to maintain a constant pace of growth. We still have a lot to develop”.
Where will you be exhibiting in 2025?
“Bologna, Madrid and Dubai”.
