Sandra Paré Rakosnik and Carmen Rodés were having dinner with their respective partners when, during the conversation, they admitted that they were putting moisturizing cream on their faces. “We talked about how facial care was still taboo among men and this reality was what led us to investigate the market,” recalls Paré Rakosnik, who at that time worked for the cosmetics firm Natura Bissé. After concluding that “the world of cosmetics is basically focused on women,” the friends studied “the case of several brands in the United States that are aimed at the male audience and who do very well,” in the words of Paré Rakosnik.
This is how, from a dinner between couples, the men’s cosmetics brand Jander was born, in May 2022. “We want to be a brand where a man can find any personal care product,” says Carmen Rodés. Jander has three products for sale (a moisturizing cream, an eye contour cream and a cleanser), which will be joined in a few months by a deodorant. The formulations are the work of external laboratories, located in Valencia, while the company’s headquarters are in Barcelona.
Jander sells exclusively through its website, with 80% of national sales. The objective for 2024 is to gain presence in other European markets, with France, the Netherlands and the United Kingdom as the main destinations. To gain strength in sales, entrepreneurs have the help of the Netmentora network of businessmen and entrepreneurs. Last year, the startup had a turnover of more than 60,000 euros and the co-founders plan to close 2024 with a sales figure of 240,000 euros. All thanks to an initial investment of 400,000 euros, contributed by what is known as the three efes (from English friends, family and acquaintances) and private investors.