LENDAN

What LENDAN does

Lendan Cosmetics is a Spanish professional cosmetics brand operating as a subsidiary of VMV Cosmetic Group, a privately-held Barcelona-based conglomerate. The company reports more than 50 years of experience in the professional hairdressing and aesthetics sector, with its operating history anchored around a 1970 founding date per the company's detailed history. Lendan's product portfolio is divided into two professional divisions: hairdressing (Peluquería) and aesthetics (Estética). The hairdressing line spans coloration (PlexForte, dyes, oxidants, bleaches), styling and perming (Flash Permanente, Next Liss Age, Hair to Go), and an extensive treatments range (Ethernal Moringa, Hair ID, CC Hair Cream, Sensocare, Deep Repair, Recovery, and the Terra sub-line targeting Hydration, Curly, Volume, Color, Repair, and Smooth concerns). The aesthetics line includes Infinitime, Essential Reload, Vitamin Forza C, and Beauty Flash for facial and body treatments.

Product technology centers on formulation-based domain specialization rather than software or platform innovation, with proprietary lines built around ingredients such as moringa extract, algae and marine minerals, rice derivatives, vitamin C/E complexes, and pigment-removal chemistries (Hair Color Remover with fruit acids and saponaria). Multiple new SKUs were launched in 2025-2026, including Terra Smooth, Terra Repair, Recovery Radiant Finish (a glow-effect spray with UV filter), Aceite Iluminador (an illuminating face-and-body oil), and the Terra Hydration Pack positioned around summer sun-protection routines.

The business model is a B2B2C professional channel play: products are sold exclusively through a network of professional hairdressing and aesthetics salons, with end consumers locating salons via a website-based finder tool. Pricing is not publicly disclosed. The company supports its channel with training programs, industry events, and multilingual website content in Spanish, English, Italian, French, Russian, and Portuguese, evidencing distribution into multiple European markets beyond Spain. As a brand-level subsidiary within VMV Cosmetic Group, Lendan shares group-level services (data protection, quality, ethics) while contributing to a broader multi-brand professional beauty portfolio that includes Salerm, Alea Cosmetics, and Azalea. Headcount is reported in the 11-50 employee band, and no public listing or external funding is disclosed.

Name

LENDAN

Legal name

VMV GROUP DE SERVICIOS Y GESTION S.L.

Website

https://lendan.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Lendan is a Spanish professional cosmetics brand under VMV Cosmetic Group, manufacturing hairdressing and aesthetics products for distribution exclusively through professional salons in Spain and across additional European markets.

Ownership category

akta.pro rank

Product category

Professional Hair and Aesthetics Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Styling Products (Gels, Sprays, Mousses, Creams) (CRABABAC), Conditioners & Hair Masks (CRABABAB)

Keywords

• Professional hair cosmetics
• Aesthetics skincare products
• Hair coloring formulations
• Salon hair treatments
• Professional hair styling

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Distribution channels1 record

Marketing channels4 records

Core offering

LENDAN develops, manufactures and sells professional cosmetic products for hairdressing and aesthetics salons, organized into a Peluquería (Hairdressing) division covering coloration, perming/straightening, styling and treatments, and an Estética (Aesthetics) division covering facial and body skincare. Its portfolio includes proprietary technologies such as PlexForte bond protection, the Terra marine-mineral UV-care range, and multifunctional treatments like CC Hair Cream and Recovery Radiant Finish. Products are distributed through professional salon networks in Spain and international markets.

Product overview

Lendan Cosmetics is a professional hairdressing and aesthetics brand with over 50 years of experience, operating under VMV Cosmetic Group. The company offers a comprehensive portfolio of professional cosmetic products organized into two main divisions: Peluquería (Hairdressing) and Estética (Aesthetics). The hairdressing line includes Coloración (coloring products like PlexForte, dyes, oxidants, bleaches), Forma (styling and perm products including Flash Permanente and Next Liss Age), Hair to Go (styling/finishing products), and an extensive Tratamientos (treatments) line with products like Ethernal Moringa, Hair ID, Algas Glycolic, CC Hair Cream, Sensocare, Deep Repair, Recovery, and specialized sub-lines such as Terra (offering Hydration, Curly, Volume, Color, Repair, and Smooth solutions). The aesthetics division features Infinitime, Essential Reload, Vitamin Forza C (with Illuminating Oil), and Beauty Flash for facial and body treatments. The company recently launched summer-specific products including Recovery Radiant Finish (glow-effect spray) and Terra Hydration Pack with UV protection.

Differentiator

Problem solved

Functional benefit

Brands

• PlexForte: Bond repair treatment for colored hair
• Ethernal Moringa
• Hair ID
• Terra
• Infinitime
• Essential Reload
• Vitamin Forza C
• Beauty Flash

Products and services

• PlexForte A bond-protecting treatment used in professional hair coloring processes to protect hair bonds during coloration, sold to professional hairdressing salons.
• Coloración (Colouring) Line Professional hair coloring products including PlexForte, dyes (Tintes), oxidants, bleaching agents (Decolorantes), Charge, and color accessories for professional hairdressing salons.
• Forma (Form) Line Professional hair perming and straightening products, including Flash Permanente and Next Liss Age, sold for in-salon hair shaping, straightening and waving services.
• Hair to Go Styling Line Professional hair styling and finishing products, including the Hair to Go and Hair to Go Men lines, for in-salon finishing services.
• Tratamientos (Treatments) Line Comprehensive professional hair treatment portfolio including Ethernal Moringa, Hair ID, Algas Glycolic, Pilosome Stimul, CC Hair Cream, Sensocare, Deep Repair, Extra Liss, Peeling Control, Rich Nutrition, Color Addict, Full Volume, Recovery and Oil Control for in-salon hair treatments.
• Terra Professional Hair Treatment Sub-Brand A professional hair care sub-brand offering targeted treatment ranges for hydration, curly hair, volume, color protection, repair, and smoothing, sold to professional hairdressing salons.
• CC Hair Cream A multifunctional leave-in treatment cream that protects, hydrates and repairs hair, offering heat protection, split-end prevention, and frizz control in humid conditions, for professional salon use.
• Recovery Hair Treatment Line Professional hair recovery and restoration treatment line for damaged or stressed hair, sold to salons.
• Recovery Radiant Finish An ultra-light hair finishing spray with glow effect, combining vitamin E, argan oil and blackcurrant oil with UV filter protection, designed for professional salon finishing services.
• Hair Color Remover An oxidative pigment remover formulated with fruit acids and saponaria for professional color correction in hairdressing salons.
• Infinitime Aesthetics Line A professional facial and body aesthetics treatment product line, used by professional aesthetics and beauty clinics for in-clinic treatments.
• Essential Reload Aesthetics Line A facial aesthetics treatment line focused on skin renewal and revitalization, sold for use by professional aesthetics clinics.
• Vitamin Forza C Skincare Line A vitamin-C-based facial aesthetics skincare line providing antioxidant protection, hydration and skin luminosity enhancement, used in professional aesthetics clinics.
• Aceite Iluminador (Illuminating Oil) A dry illuminating oil for face and body that provides natural golden glow, combining vitamins C and E with plant-based emollients for hydration, revitalization, luminosity improvement and photoaging prevention, for professional aesthetics clinic use.
• Beauty Flash Facial Treatment An instant facial aesthetics treatment product for skin brightening and revitalization, sold for use in professional aesthetics clinics.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• VMV Cosmetic GroupcoreStrategic or Co-development PartnerLendan is a brand within the VMV Cosmetic Group portfolio of professional cosmetics companies. The group includes multiple beauty brands and manages shared services including data protection, quality policies, and corporate ethics. VMV Cosmetic Group is composed of companies including VMV GROUP DE SERVICIOS Y GESTION S.L. headquartered in Llissá de Vall, Barcelona, Spain.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Schwarzkopf Professional (Henkel): Henkel-owned professional hair brand with deep salon distribution across Europe. Directly overlaps Lendan's coloration, treatment and styling portfolio and competes for the same independent stylists.
• Revlon Professional: Professional haircare arm of Revlon with coloration and treatment lines sold through salons. Comparable product architecture to Lendan's Coloración and Tratamientos divisions.
• Wella Company: Major professional haircare brand portfolio (Wella Professionals, Sebastian, Nioxin, Clairol). Competes head-to-head with Lendan in salons across color, care and styling; meaningfully larger incumbent.
• L'Oréal Professionnel: Global leader in professional hairdressing products across coloration, treatment and styling. Same professional-salon GTM and overlapping SKUs (color protection, bond repair), but at vastly greater scale and geographic reach.
• Kérastase (L'Oréal): Premium professional haircare brand owned by L'Oréal, with strong bond-repair and treatment franchises. Competes in the same high-end salon segment Lendan targets with PlexForte, CC Hair Cream and Terra.
• Goldwell (Kao Corporation): German-Japanese professional haircare brand (Kao) with strong coloration and styling presence in European salons. Overlaps directly with Lendan's core professional offerings.

Emerging players

• Olaplex: Bond-repair category creator that defined the professional bond-protection segment in which Lendan's PlexForte competes. Public listing (NASDAQ: OLPX) provides a market-implied valuation benchmark for a bond-repair peer.

Direct peers

• Davines: Italian professional haircare brand with similar size, salon-channel focus and positioning around natural/ingredient-led formulations. Closest like-for-like European mid-size comparable to Lendan.
• Salerm Cosmetics: Spanish professional haircare manufacturer and direct sister brand within VMV Cosmetic Group. Almost identical product categories (coloration, treatments, styling) and the same Spanish salon distribution model — the closest possible comparable.
• Alea Cosmetics: Another sister brand inside VMV Cosmetic Group focused on professional aesthetics. Same parent, overlapping aesthetics division, helpful for assessing intra-group positioning and cannibalization dynamics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lendancosmetics
• YouTubeyoutube.com/channel/UCiTa8x0UlhXACkJtQS1vA5g?view_as=subscriber
• Facebookfacebook.com/115186988519375
• LinkedInlinkedin.com/company/lendan-cosmetics
• Instagraminstagram.com/lendan_cosmetics
• TikToktiktok.com/@lendan_cosmetics

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 LENDAN