The MartiDerm group, specialized in anti-aging and skin cosmetic products, faces a new stage of growth after having expanded its export base with ten new markets in the last year. The firm owned by the Martí family already sells its products in more than 50 countries and is preparing to take another leap this year, says its CEO, Enric Sallés.
50% of income comes from sales abroad, with Mexico as one of the main international markets. In the American country they have a subsidiary and 50 workers, who add to the 250 at the Cervelló plant (Baix Llobregat). “In Mexico we have tripled our business volume in three years and after having entered countries like Peru or Chile, we are preparing to enter Colombia, among others,” Sallés continues.
Southeast Asia and Europe are also within its strategy. With half of sales in Spain, it has a presence in Portugal, France, Italy and the United Kingdom. “The next step will be to sell in Germany, which will position us in the large markets of the continent,” explains the manager.
This greater expansion will help it grow “double digits” in 2024, Sallés predicts. In 2023 MartiDerm has already increased its turnover by 10%, up to 45 million euros. The recent expansion of Cervelló’s laboratories and equipment (10,000 square meters in total), with an investment of one million euros, will allow us to undertake the new growth plan.
Another lever focuses on the diversification of your portfolio. The company is especially known for its popular facial ampoules (it sells about 180,000 units a day), but in recent years it has launched other products (more than 20 since 2022) to expand its customer base and sales. “We have not introduced highly concentrated sunscreens and serums into the sector,” comments the CEO.
The company has its origins in the small Martí Tor pharmacy, founded in 1952 in the center of Barcelona. In 1989, together with a team of dermatologists, they began selling the proteoglycan ampoules that later became their star product. In the hands of the second generation of the family, it has recently undertaken a process of professionalization of the management team. Among their growth objectives they do not rule out purchases, which, however, are not yet on the table.
