Salerm Cosmetics

What Salerm Cosmetics does

Salerm Cosmetics is a Spanish professional hair care and color cosmetics manufacturer founded in 1958 in Barcelona. The company develops and produces hair coloration (permanent, semi-permanent, ammonia-free, vegan), chemical and botanical straightening treatments including the proprietary Bioplastia line built on AHA molecular technology, finishing and styling products, men's grooming, and a Beauty Line of professional makeup. Manufacturing, R&D, and quality certification occur at a 68,000 m2 facility in Barcelona owned by parent VMV Cosmetic Group, with annual production capacity of 50 million units and roughly 70% of production powered by solar energy.

Revenue is generated primarily through B2B sales to a global network of professional hair salons, which both use Salerm products in services and resell them to consumers. The company operates a complementary direct-to-consumer e-commerce channel with localized country storefronts. Distribution is supported by own delegations in 25 countries and partner distributors reaching more than 50 countries across five continents, with strong penetration in LATAM and Southern Europe.

The company remains private and is wholly owned by VMV Cosmetic Group, a family-controlled Spanish conglomerate that also manufactures furniture, wigs, bottle/cap injection, and aerosol products. Salerm's iconic consumer-facing brand is the Salerm 21 multi-benefit hair treatment line, with broader portfolio depth in professional color (Salermvison, Biokera Color, Biokera Vegan, Zero, HD Colors), treatments (Keratin Shot, Kaps Filler, Wheat Germ), men's care (Homme line), and Beauty Line color cosmetics.

Name

Salerm Cosmetics

Legal name

VMV GROUP DE SERVICIOS Y GESTION SL

Website

https://salerm.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Salerm Cosmetics is a Spain-based, family-owned (VMV Cosmetic Group) professional hair care and color cosmetics manufacturer founded in 1958, serving a global salon network across 50+ countries via own delegations in 25 markets, with flagship lines Salerm 21, Biokera, Salermvison, Bioplastia, Homme, and Beauty Line.

Ownership category

akta.pro rank

Product category

Professional Hair Care Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Men’s Grooming (Shaving, Beard Care, Aftershave) (CRADANAF), Men’s Hair Styling & Grooming (Pomades, Gels, Sprays, Hair Tonics) (CRABAGAE)

Keywords

• Professional hair colorants
• Hair treatment products
• Hair straightening treatments
• Professional salon supplies
• Men's grooming products

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Professional Hair Salon B2B Sales: Primary revenue stream through B2B sales of professional hair care products to licensed hair salons. Salons purchase products for use in treatments and retail to end consumers. The company recruits new salons through their 'Quiero ser un salón Salerm Cosmetics' program.
2. Direct-to-Consumer Online Sales: E-commerce sales through the company website where consumers can purchase products, particularly for treatments and maintenance products. Free shipping available from certain thresholds.
3. Beauty Line Consumer Products: Beauty Line makeup and beauty products sold to both professionals and consumers through salons and online channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Salerm Cosmetics manufactures and distributes professional hair care, hair coloration, hair treatment, hair styling, men's grooming, and professional makeup products under multiple sub-brands (Salermvison, Biokera, Bioplastia, Pro·Line, Salerm 21, Salerm Homme, Beauty Line). Products are sold primarily through a global network of authorized professional hair salons and supplemented by direct consumer e-commerce. Manufacturing and R&D are centralized in a 68,000 m² facility in Barcelona, Spain, with an annual production capacity of 50 million units.

Product overview

Salerm Cosmetics is a Spanish professional hair cosmetics company with over 65 years of experience, offering a comprehensive portfolio organized into distinct product lines. The core offerings include: Coloración (coloring) with brands like Salermvison, Biokera Color, Biokera Vegan, Zero, and HD Colors Fantasía for permanent, semi-permanent, and organic hair coloration; Forma (styling) featuring Bioplastia, Keratin Shot, and Kaps Filler for straightening and frizz control treatments; Acabados (finishes) with the Pro·Line professional styling line including hairsprays, gels, and waxes; Tratamientos (treatments) headlined by the iconic Salerm 21 multi-benefit line with 21 benefits including thermal protection, plus Flash Mask color masks and wheat germ treatments; Salerm Homme for men's grooming including shampoos, anti-hair loss lotions, and beard care; and Beauty Line makeup including primers, foundations, blushes, and lipsticks. The company manufactures in Spain with its own R&D+I laboratory in Barcelona, producing 50 million units annually and operating in more than 50 countries through its VMV Cosmetic Group parent company.

Differentiator

Problem solved

Functional benefit

Brands

• Salerm 21: Iconic hair care line offering leave-in conditioners, moisturising masks, and thermal protectors — described as the number 1 best-selling hair product line.
• Biokera Color
• Biokera Vegan
• Salermvison
• Salermix
• Zero
• HD Colors
• Keratin Shot
• Kaps Filler
• Bioplastia
• Pro·Line
• Hair Lab
• Volulip Gloss
• Salerm Homme
• Beauty Line

Products and services

• Salermvison permanent hair color Permanent oxidation hair color line with treating properties, available in a wide shade range, designed for professional salon application.
• Biokera Color (Biokera Natura Color) Professional oxidation hair color formulated with organic plant oils, free of parabens, silicones, PPD, and resorcinol, providing maximum coverage and long-lasting shine.
• Biokera Vegan Organic and vegetable-based permanent hair coloration with 100% vegan formulation for professional salon use.
• Zero ammonia-free coloration Ammonia-free hair coloration range offering versatile, gentler permanent and demi-permanent color options for salons seeking reduced odor and milder formulations.
• HD Colors Fantasía Ammonia-free direct coloration with HD full-color dyes for extreme color sharpness and resolution in fantasy and fashion shades for salon use.
• Bioplastia botanical alignment treatment Professional botanical hair alignment treatment using proprietary AHA molecular technology, 100% vegan, sulfate-free, paraben-free and silicone-free, for all types of frizz.
• Keratin Shot Keratin-based professional treatment line for semi-permanent hair straightening, smoothing, and frizz reduction in salons.
• Kaps Filler Professional hair filler and repair treatment products designed to strengthen hair structure in salon settings.
• Absolut Evolution 3.0 treatment line Professional hair treatment line for advanced in-salon hair care and styling services.
• Pro·Line finishing range Professional finishing line including hairsprays, gels, waxes, and styling products for all fixation levels and finishes used by salons.
• Salerm 21 multi-benefit treatment line Iconic leave-in conditioner and treatment range offering 21 benefits per product (hydration, nutrition, repair, thermal protection), sold via salons and direct e-commerce.
• Flash Mask color treatment mask Direct-application color mask that strengthens hair while delivering intense color, shine, and vitality, available in multiple shades for professional or at-home use.
• Salerm Homme men's grooming line Professional men's grooming line covering hair, face, and beard care with shampoos, anti-hair-loss treatments, styling waxes, and beard products sold through salons and online.
• Beauty Line professional makeup Professional makeup and beauty line including primers, foundations, blushes, lipsticks, eyeshadows, and mascaras with natural ingredients and long-lasting formulas sold through salons and online.
• Hair Lab solar protection line Professional hair care sub-line including solar protection mist, UV-detangling bifacial spray, protective shampoo, and waterproofing spray for sun-exposed hair.
• 'Quiero ser un salón Salerm Cosmetics' partner program Partnership program for professional hair salons to join the Salerm distribution network, with commercial support, training, and exclusive access to the professional product range.

Quantifiable outcome

• 100+ color options available across hair coloring lines
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• VMV Cosmetic GroupcoreOthersSalerm Cosmetics is a brand within VMV Cosmetic Group, a Spanish leader in the creation, production, and distribution of cosmetic products. The Group also has divisions in furniture and hairdressing equipment, wigs and extensions, mold manufacturing, bottle and cap injection, and aerosol division. The Group sells across 5 continents with more than 1,500 workers.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/revistadiezminutos
• Xx.com/salerm_es
• Facebookfacebook.com/salermcosmetics

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salerm Cosmetics