The Beter cosmetics born in 1936 in Vilafranca del Penedés, Catalonia, and were created by the Rojo brothers. It is a recognized and reputable brand of cosmetics, personal care and hygiene which is currently present in 39 countries in
Europe, Asia, America and Oceania.
At first they were dedicated to manufacture metallic trims. In the early '40s they began producing razor blades and in the 50s were distributed in a wide network of drug stores. Ten years later they saw that they could expand their repertoire to more hygiene products and began by masculine accessories: scissors, razors, manicure items...
The most famous line from this brand, women's line, did not emerge until the 70s, when they focused on accessories for their personal care: manicure, pedicure and their emblematic hair tweezers. The marketing actions made by Beter started since the beginning, by providing to the stores their own display systems and by carrying out campaigns in newspapers, until having three sales lines: rose, for perfumeries; blue, for pharmaceuticals and red, industrial.
Back in the 90s, the trajectory of this brand came to a point where they had to invest in logistics since its product line grew more and more. During the 2000s, they created the "BETER Awards to the hands", they launched the brand Llongueras by Beter and presented Beter Elite for hands and feet during the Gaudi runway in Barcelona. In 2013, they expanded the market to
makeup products with the line Look Expert and Beter Minnie Makeup. This Spanish company has 75 years caring for the wellbeing of its consumers with beauty products of the highest quality.
