This is why you want to return to the local beauty product

This issue was published in the July 2021 number of Vogue Spain.

The trend is very clear: the proximity beauty product triumphs.This current, sponsored by the Locavore movement, born for the sustainability of the food industry, local brands were relegated to the overwhelming power of international labels.But the pandemic has changed (or accelerated) some parameters of how to take care and what to take care of ourselves."He has valued everything close, human, real, with a feeling of belonging and sustainable," explains Miquel Antolín, CEO and co -founder of Freshly Cosmetics, a Spanish firm created in 2016.

At the same time, the border closure and the limitation of goods between countries during the COVID-19 has favored interest, which was already coming from before, by local brands, points Coral Márquez Dorsch, CEO of the Farma Dorsch dermocosmetic firm (1983)."Once the beauty product here is considered equal or better than importing, the fact of promoting local production has many added advantages, both economic and quality.But now, in addition, we are also aware of the importance of sustainability.On the one hand, it benefits the environment by avoiding increasing pollution and expenditure of resources and energies involved in long -distance transport.On the other, it promotes local employment and production, which finally reverts to the improvement of the national economy, "summarizes Márquez.

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"Leaving behind the 'poor' label that we have had to get rid of, in Spain we do many things well and in the cosmetic sector, in addition, we have great natural resources for it," says Sara Werner, CEO and co -founder ofCocunat, Catalan company created in 2017 whose billing increased 800% in 2020.A reflection of user feelings.To the greatest social sensitivity with care, health and sustainability, an increasing interest in supporting native cosmetics has joined.Spanish brands are on a streak, and that is why, according to Werner, they are revolutionizing and contributing excellence and a transgressive vision to a market that was traditional.

Social networks, explains Antolin, are also behind this change.“They have allowed climbing the feeling of belonging generating digital metropolis around the brands.Thanks to language, cultural winks or the way of communicating, a local brand has an advantage with local customers;generates a more difficult connection to get for an international project ”.