At Mapex, we closely track industrial sectors undergoing deep transformation, and the beauty industry stands out as one of the most dynamic.
After speaking with leaders in plastics, packaging, and agri-food, this interview explores the current landscape and key challenges in perfumery, cosmetics, and personal care with Adrià Martínez, General Manager of the Beauty Cluster.
We discuss how digitalization, regulatory pressure, sustainability, and scientific innovation are reshaping production models in a highly competitive sector with strong global reach.
Interview with Adrià Martínez, General Manager of the Beauty Cluster
How would you describe the current situation of the perfumery, cosmetics, and personal care industry in Spain, especially from an industrial and production perspective?
We kicked off the year with a very strong beauty industry—key to Spain’s manufacturing ecosystem and a benchmark internationally.
According to the latest official data for the end of 2024, the Iberian market surpassed €8.1 billion in sales. Spain alone accounted for €6.8 billion, up 7.7% from the previous year—double the growth of national GDP.
From an industrial standpoint, Spain is the world’s second-largest perfume exporter, with €4.4 billion in exports and a presence in markets like the U.S., Mexico, UAE, and Asia.
It’s not just about numbers: R&D and technology investment are almost prerequisites to stay competitive, especially against emerging markets like South Korea.
What would you say are the sector’s main strengths and weaknesses?
A major strength is having the full value chain in Spain—from ingredients and manufacturing to packaging, industrial technology, and marketing. This allows us to create products from scratch without leaving the country. We also have highly skilled talent and strong female leadership representation.
On the downside, we are exposed to energy and raw material price volatility and key imports, which rose 13% in 2024, making us sensitive to geopolitical and tariff risks.
We also need to manage faster innovation cycles: today’s consumers are informed and demand constant new products, which increases operational complexity.
What level of digital maturity do production plants in the sector currently have to manage this complexity?
We’re in a clear acceleration phase, though digital maturity varies by company size. Large corporations are leveraging data analytics and advanced automation, while many SMEs are still in early stages of data capture or basic digitalization.
Regulatory pressure slows adoption—compliance consumes resources that could otherwise go into digital transformation.
Another challenge is the shortage of hybrid talent: professionals who bridge cosmetic chemistry and data science are scarce and hard to retain.
Sustainability has become a major transformation driver. How are Spanish companies tackling it?
We see two main challenges. First, regulatory: European sustainability legislation is increasingly strict, requiring fast adaptation.
Second, economic: sustainable practices raise costs. Consumers demand transparency and responsibility, but aren’t always willing to pay extra for it.
Packaging is another critical issue. It drives sales but is a leading source of waste. Companies are redesigning materials and processes to align with evolving European regulations.
We’ve just entered 2026. What are the Beauty Cluster’s strategic objectives this year regarding digitalization?
Our strategic plan focuses on competitiveness, innovation, and global industry connectivity, with digitalization integrated into all three pillars.
We aim to help companies identify which technological solutions genuinely fit their needs, particularly in AI, where practical understanding is still limited.
We’re also seeing a shift toward mass personalization, driven by consumers seeking more effective, transparent, and tailored products.
Sector cohesion and strategic alliances remain key, exemplified by our partnership with the Spanish Association of Cosmetic Ingredients, which supports regulatory guidance and technical knowledge transfer.
What role do partnerships with technology companies like Mapex play in accelerating this transformation?
They are essential. We represent the entire value chain—manufacturers, tech providers, packaging specialists, regulatory and marketing experts.
Solutions like Mapex’s MES system provide the digital infrastructure to transform production. For our cluster members, having partners who understand the industry and participate in the collaborative ecosystem is critical.
Finally, how do you envision the evolution of the beauty sector in Spain over the next decade?
Digitalization, sustainability, and science will shape growth. Spain’s industry is well-positioned to continue innovating and leading globally.
AI will optimize production and co-create new ingredients and formulations, though it will also raise concerns around data sovereignty and confidentiality.
The industry is likely to shift from a product-centric model to one focused on personalized experiences and well-being. New intersections will emerge between beauty, health, and technology, with interconnected devices and smart solutions.
Founded in 2014, Beauty Cluster is Spain’s largest private association for cosmetics, perfumery, and personal care, with over 240 companies spanning the value chain. Its mission is to drive collaboration, innovation, and transformation while supporting sustainability, digitalization, internationalization, and workforce development.
