Salerm Cosmetics
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.
- Company typePrivate
- Founded1958
- HeadquartersBarcelona, Spain
- Headcount501–1,000
- GTM typeB2B
- OfferingHardware or Manufacturing
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.
Salerm Cosmetics firmographics
Firmographics- 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
Salerm Cosmetics industry classification
Industry- 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
Where Salerm Cosmetics is headquartered
LocationHeadquarters
- HQ city
- Barcelona
- HQ country
- Spain
- HQ region
- Europe
Offices2 records
Markets served
Salerm Cosmetics business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- 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.
- 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.
- Beauty Line Consumer Products: Beauty Line makeup and beauty products sold to both professionals and consumers through salons and online channels.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for consumer products |
| Unit Pricing | Pay-as-you-go | Regional free shipping thresholds |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Salerm Cosmetics product offering
Product offeringCore 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
Companies that use Salerm Cosmetics
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Salerm Cosmetics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Salerm Cosmetics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- VMV Cosmetic GroupcoreSalerm 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
Salerm Cosmetics competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Salerm Cosmetics social profiles
Digital presenceSalerm Cosmetics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Salerm Cosmetics leadership team
Management profileNumber of profiles
Salerm Cosmetics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Salerm Cosmetics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Salerm Cosmetics
What does Salerm Cosmetics do?
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.
Is Salerm Cosmetics a public or private company?
Salerm Cosmetics is a private company. It is classified as family owned and is currently operating.
When was Salerm Cosmetics founded?
Salerm Cosmetics was founded in 1958. It employs 501 to 1,000 people.
Where is Salerm Cosmetics based?
Salerm Cosmetics is headquartered in Barcelona, Spain, in the Europe region.
How does Salerm Cosmetics make money?
Three revenue lines are on record. Professional Hair Salon B2B Sales are the primary driver. The others are direct-to-Consumer Online Sales and beauty Line Consumer Products.
Does Salerm Cosmetics have an API?
No public API is recorded for Salerm Cosmetics.
What industry is Salerm Cosmetics in?
Salerm Cosmetics's product category is Professional Hair Care Cosmetics. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABALAB, Professional Hair Care (Shampoo, Conditioner, Treatments). Its NAICS code is 32561 and its SIC code is 2844.