The actress and face of the new campaign, María Castro, stars in an exclusive press encounter in Madrid with Salerm Cosmetics to share her hair care secrets and pay tribute to one of professional hairdressing's most iconic ranges.
Salerm Cosmetics has celebrated the 30th anniversary of Salerm 21, one of professional hairdressing's most iconic and well-known ranges, at an exclusive event starring the actress María Castro, new face of the campaign of the company.
Salerm 21: A true international icon
Since its launch en 1996, almost three decades ago, Salerm 21 has consolidated itself as one of the most recognised hair hydration, repair and protection treatments in the professional sector. And over the years, it has evolved into a truly Global leader in professional hair treatment, currently present in over 500,000 beauty salons and over 54 countries, reaffirming its international leadership. Its success is also reflected in figures that endorse its track record: over 35 million units sold throughout the world and an average of More than 7 units sold every minute.
What started as an iconic product has evolved into an entire family. capable of meeting all hair needs: cleansing, nourishment, repair, frizz control, heat protection, sun protection and a final shine.
Ana Ribas, president of the Víctor Martínez Vicario Foundation and vice-president of VMV Cosmetic Group, has shared what this product has meant for the company and the sector: “Salerm 21 was born from the My husband, Víctor Martínez Vicario's constant restlessness to innovate and advance new technologies applied to hair care. He sought to develop a leave-in mask that would make the work of professionals easier, optimising time without sacrificing effectiveness. Thus, a Revolutionary product what, moreover, could be applied to both wet and dry hair. Over the years we have always been very careful to keep its essence intact, because Salerm 21 has become an iconic product for generations of professionals and consumers. Its formula, its scent and its results are part of the brand's identity and reflect our constant commitment to innovation, quality and hair care..”
A formula with 21 benefits
With a track record marked by innovation and effectiveness, Salerm 21 keeps the DNA intact which has made it a benchmark in the professional sector. Its Advanced formula, developed in the Salerm Cosmetics laboratories and based on Proteins from natural silk and encapsulated provitamins, has proven to be highly effective on all hair types, becoming a staple for both professionals and consumers.
Ramón Martínez, Director of Laboratory, R&D+i and Operations at VMV Cosmetic Group has explained: “One of the One of Salerm 21's keys to success has been its ability to combine innovation and effectiveness for over 30 years. The formula has incorporated technology from its inception Provitamin B5 encapsulation, something very innovative at the time, which allowed protect the asset and maintain all its properties intact over time. Furthermore, this system manages to distribute provitamin homogeneously over the hair fibre, improving softness and care. Over the years, we have continued to perfect the formula and manufacturing processes with proprietary technology developed in our laboratories, keeping the DNA of Salerm 21 intact and adapting the product family to new consumer needs, as is happening now with the launch of Salerm 21 Thermal Protector.”
Maria Castro stars in the new campaign «Your Best Kept Treasure»
In a relaxed and friendly atmosphere, María Castro has expressed gratitude for being part of the Salerm family and has shared what it has been like to be the star of the campaign under the Claim “Your best-kept treasure”and the filming, highlighting the professionalism, approachability and complicity of the Salerm Cosmetics team throughout the process.
The choice of the actress as the face of Salerm 21 reflects her understanding of hair care and the values she conveys both on and off-screen. María embodies care, protection, and the importance of hair as an essential part of personal identity. With this collaboration, Salerm Cosmetics reinforces the campaign's message, highlighting the importance of protecting and caring for hair with high-quality products and ingredients, while also connecting with consumers seeking effective, professional products backed by over 30 years of technical and scientific expertise.
The actress has also spoken about her hair care routine and her experience using Salerm 21, a product that has become a an essential ally for keeping hair hydrated, protected, and with movement.
During the meeting, Maria highlighted the importance of constant hair care through good hydration, thermal protection, and a suitable daily routine, especially in a profession where image is part of personal and professional identity. The actress has explained that Hair is a fundamental aspect of their public image. And keeping it healthy, shiny, and cared for allows her to feel confident, comfortable, and true to herself both on and off the spotlight.
“I'm happy because Salerm 21 has been in my wash bag for years, since the time of Without breasts there is no paradise. For me, hair care isn't just about aesthetics; it's about feeling good and making time for yourself. Salerm 21 is part of my routine because it hydrates, protects, and leaves hair incredibly beautiful. From the first moment I noticed silkiness, strength, and that my hair wasn't left weighed down. It's a product that works particularly well for frizz and also protects my hair.
In fact, when I go to the beach I put my hair up in a bun and apply it so that it's protected without frizzing or clumping, even with humidity or seawater. Also, for me this collaboration has felt particularly natural because I never promote products I don't genuinely believe in, and Salerm 21 has been part of my routine for many, many years.”, comment María Castro.
Ana Ribas for his part he added: “We believe that María perfectly represents the importance of protecting and caring for hair as a mark of identity.
Coinciding with the anniversary, the firm has also presented Salerm 21 Thermal Protector, an innovator Spray Dry heat protector that combines nutrition, repair and advanced thermal defence. Designed to protect hair from the daily use of heat tools, this new launch addresses one of the current consumer's main concerns: thermal damage caused by hairdryers, straighteners and tools. Styling.
With this release and the celebration of its 30th anniversary, Salerm 21 reaffirms its legacy, leadership, and ability to adapt to new market needs, consolidating itself as one of the most emblematic and cherished ranges in professional hairdressing.