VMV Cosmetic Group

INNOVATION AND HIGHEST QUALITY FOR the HAIR

AT A GLANCE

Company name

VMV Cosmetic Group

Company Address

Plaza de Víctor Martínez. Pol. Lliçà de Vall, 08185 Barcelona - Spain
Tel: +34 938608111
info@vmvgroup.com
raul@vmvcg.com

Established

1979

Number of employees

Over 1,000

Main Brands

Companies in group:Salerm Cosmetics, Lendan, Crioxidil, Salón Selección, Marvi

COMPANY PRESENTATION

OVERVIEW

VMV Cosmetic Group is a Spanish family business leader in the creation, production and distribution of cosmetics. The company also has divisions focused on furniture and hairdressing appliances, wigs and extensions, plastic injection molding and aerosols. The company sells its products on 5 continents through its own branch network and employs over 1500 people. Salerm Cosmetics is a benchmark brand within the professional hairdressing sector; Salón Selección designs and builds furniture and appliances for hairdressing salons; Lendan manufactures and markets professional hairdressing products; Marvi deals in extensions and wigs; VICO is the company manufacturing plastic packaging; Aerosol Ibérica manufactures aerosols and Laboratorios Cosméticos Lamarvi is the Group’s brain center. VMV Cosmetic Group goes back to the seventies, when Salerm was purchased by hairdresser and entrepreneur Víctor Martínez Vicario. In 1997 the first branch of Salerm was opened on foreign soil. The chosen city was New York. Here the first seeds of the Group’s internationalization were planted. 1999 was key to the company’s development when Salerm Latina in Venezuela was born and the Mexico branch of the company was formed.

Salerm Cosmetics

After more than 60 years of history, today Salerm Cosmetics is one of the most important Spanish brands in the hairdressing sector. Hair color is a specialty and Salem was the first company to put hair color on the market in a cream format with conditioning properties. Now the firm is committed to the new Biokera Natura hair color, formulated with essential oils of organic origin and free from sulfates and parabens. Salerm Cosmetics boasts a wide range of products from hair care to styling, more than enough to satisfy the needs, not only of the professional stylist, but also of the final customer.

Lendan

Acquired by VMV Cosmetics Group in 2012, Lendan has more than 55 years’ experience in the world of professional cosmetics and a distinguished history of investigation, development, manufacture and marketing of high-end professional hairdressing and beauty cosmetics. The company is currently focusing on its beauty segment with the aim of recuperating one of the brand’s distinguishing features.

Crioxidil

The brand came into being in the early 90s to offer professional hairdressers top quality products at a competitive price. CRIOXIDIL benefits from the Group’s high standards of quality, cutting-edge technology and advanced formulations created in its own R&D laboratories.

THE VMV COSMETIC GROUP BUSINESS MODEL

VMV Cosmetic Group boasts a business model which has allowed it to become a leader in its field and handle large figures without losing sight of the quality or price of the products and gaining a profound insight into the market. Maximum quality at the best possible price. An automated process with cutting-edge machinery, high purchase quantities and little or no financial cost, are just some of the things which allow VMV Cosmetic Group to offer excellent products at the best possible price. Innovation is everything: a sector like cosmetics is shaped by the constant demand for new products which follow current trends, such as technical improvements that offer natural results. VMV Cosmetic Group puts a lot of energy into the development of new products at Laboratorios Cosméticos Lamarvi, the Group’s R&D center where new products for its brands are created. International presence: Manufacturing is localized in Spain and shipped globally, although there is a second 10,000 square meter production plant in Venezuela which produces exclusively for the region. The company is present on 5 continents, with branches in the following countries: Italy, Russia, Venezuela, Colombia, Costa Rica, Mexico, the United States (New Jersey, Miami, Texas, Chicago, Massachusetts, San Francisco, Los Angeles), Canada, the Dominican Republic, the Czech Republic, Paraguay, Morocco, Chile, Brazil (Campo Grande and Sao Paolo), Puerto Rico, El Salvador, Peru, Ecuador, Honduras and Nicaragua. Foreseen for the near future are new branch openings in Guatemala and the Brazilian city of Belo Horizonte. Corporate Social Responsibility: the philosophy of the Group is not only the care and comfort of the customer, but also respect for the environment through maximum optimization of production processes and commitment to sustainable and environmentally-friendly growth. In 2008 the VMV Cosmetic Group Foundation was formed, with the aim of offering economic support to future hairdressing professionals through a program of grants, as well financial assistance for employees of the Group and their families. Education: the company boasts a series of training centers, the Salerm Academy & Technical Center, located in Barcelona, Costa Rica, Venezuela, the Dominican Republic and Mexico, where professional hairdressers take part in training and refresher courses. On top of this, every week hundreds of professionals receive hands-on training from our specialist team all over the world.

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KEY PEOPLE

President and Founder

Víctor Martínez Vicario

STRENGTHS & OPPORTUNITIES

  • Salerm is one of the most important Spanish brands, with more than 60 years of history

  • VMV has divisions focused on cosmetics, furniture and hairdressing appliances, wigs and extensions, plastic injection molding and aerosols.

  • VMV Cosmetic Group offers excellent products at the best possible price.

  • The company is present on 5 continents, with branches all around the world

  • VMV Cosmetic Group Foundation offers economic support to future hairdressing professionals

  • The Group is committed to sustainability and has never experimented on animals

  • The Salerm Academy & Technical Center has centers in Barcelona, Costa Rica, Venezuela, the Dominican Republic and Mexico

PRODUCTS

STAR PRODUCTS

Hair ID Lendan

The first product made just for your hair. 1 Smart Base + 8 Active Concentrates + 5 Essences in more than 140 combinations of different masks. A pioneering and personalized treatment that, with the assessment of the professional stylist, adapts to the particular needs of each client's hair and scalp in a totally individualized way.

Biokera by Salerm Cosmetics

With two lines: Biokera Natura Color and Biokera Treatments. Biokera Natura Color forms part of the brand’s most natural range and is free from parabens, silicones, PPD and resorcinol and contains certified organic vegetable oils. A hair color with a natural focus with two main purposes: great hair care and perfect results. Biokera Treatments mix the best ingredients with the maximum technology for the care and health of the hair and scalp: hydration, daily use, fall, dandruff, grease, treated hair...

ProLine

Fixing, volume, curls, smooth, textures, these new line offers you a wide range of products to make those hairstyles come true. Revolutionizes the world of styling with a highly handy line, create your styles while you care for repair and protect your hair. Few hair products are as long in contact with the hair as the finishing, Proline and its state-of-the-art active formulation is designed to treat hair intensely from the time it is applied until it is removed.

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