We are a large and solid project, the result of shared effort and work, but we maintain our family essence.
OUR HISTORY
The origin of a brand built with soul and commitment
1940
Don Víctor Martínez Vicario, founder of VMV Cosmetic Group, is born.
Víctor Martínez Vicario was born in the town of Mecerreyes, in the province of Burgos, on 1 April 1940. When he was only eight years old, he entered the exciting world of hairdressing by helping his father, Victoriano, in the village hairdressing salon. That first experience, mixing soap powder and a little water in a basin, would become a long history of passion for the hairdressing sector, with great success along the way.
1961
Trip to Barcelona
Don Víctor decided, with great enthusiasm, to move to Barcelona with the desire to start a career in the hairdressing sector. He did so on a Vespa and with only 100 pesetas. It took him two days, but as soon as he arrived, he found work in a hairdressing salon. After two years, and after training, he opened his own hairdressing salon in Urgell street thanks to the money his parents left him to start paying the transfer.
1966
Beginnings with wigs
It was the golden age of wigs, thanks to the popularity of Hollywood stars, and Don Victor took his career a step further. He buys an export company of hairpieces and begins to sell them in Spain. He even travelled to Hong Kong to negotiate the purchase of material and machinery to be able to manufacture them directly in Spain. Two years later, at the age of 28, he opens his own hairdressing academy.
1974
Acquisition of the Salherm brand
In 1974, an event took place that would mark the birth of the VMV Cosmetic Group. Don Víctor acquired the Salherm cosmetics brand, a small colouring company owned by the Sala brothers. The Sala family, customers of the colour charts manufactured by Don Víctor, offered him the company as they were experiencing financial difficulties. What at first appeared to be a quick sale of stocks represented the continuity and growth of the company.
1979
Brand take-off
Salerm Cosmetics moves to the Barcelona town of Lliçà de Vall, which marks a turning point for the company, as the brand begins to take off with the launch of its own distribution network in Spain, which today continues to grow across the five continents. Iconic products such as Salermvison (leader in hair colouring) and Salerm 21 (the most loved conditioner by salons) were launched and Laboratorios Cosméticos Lamarvi was created as the group's R+D+I centre to support the development of new products.
1997
International openness
The international opening begins! This year sees the opening of the first Salerm Cosmetics branch outside Spain. New York is the city chosen to begin the company's internationalisation process.
1999
Salerm Latina in Venezuela and the Mexico delegation
1999 was also a key year for the company's development, as Salerm Latina was founded in Venezuela and a branch office was set up in Mexico. From this point onwards, its worldwide growth was unstoppable.
2006
Salermvison is born
Salermvison is born with its 1+1,5. The colouring that has conquered the hearts of thousands of professionals and clients all over the world.
2008
Increases production capacity
A complete renovation of the cosmetics plant next to the headquarters takes place in order to increase production capacity.
2008
VMV Cosmetic Group Foundation is created
Don Víctor and his wife Ana Ribes created the VMV Cosmetic Group Foundation to help future hairdressers in their training and to promote their talent, as well as to help workers and other organisations such as Caritas, the Red Cross and the AECC.
2010
Acquisition of Lendan
VMV Cosmetic Group acquires the Lendan brand of professional hairdressing and beauty products, positioning the Group as a benchmark in the sector.
2015
First Pink Edition
The first Pink Edition product is created, a special edition of Salerm 21, to raise funds for the fight against breast cancer. More than 50,000 euros were raised worldwide in this campaign aimed at researching this disease. The same year also saw the publication of books for professionals: «Technical Manual of Visage» and «Stylist's Guide to Hairdressing».
2017
Launch of the organic colouring Biokera Vegan
The launch of Biokera Vegan, a 100% vegetable hair colour, underlines the Group's commitment to sustainability and organic formulas. Another book entitled «Fashion Color» is published that year.
2018
Generational change
The generational handover took place in 2018 following the sudden death of Don Víctor. It was then that Ana and three of her sons Ramón, Raúl and David took over the management of the Group.
2019-2020
The Foundation donates 170,000 bottles of hydroalcoholic gel
The VMV Cosmetic Group Foundation makes an outstanding donation of hydroalcoholic gel to different organisations throughout Spain of more than 170,000 bottles of 200 ml for hand hygiene with the aim of halting the spread of COVID 19: Spanish Red Cross, Banco de Productos no Alimentarios - La Nau Barcelona, Cáritas Diocesana de Terrassa and AECC.
2021
25th Anniversary of Salerm 21
The essential for all hair, Salerm 21, celebrates its 25th anniversary. To celebrate, it is launching an exclusive limited edition and involving all its clients in the celebration.
In the same year, a new book is published under the title «Calves del corte de cabello».
2023
Arkhé Cosmetics is born
The ultimate dream of the Group's founder was to create a premium brand of professional hairdressing products. After 5 years of joint research with the University of Barcelona, this dream has come true.
2024
Creation of First Hair
First Hair emerges and positions itself as a reference in the wholesale of virgin and processed hair, combining European excellence with exceptional service, high quality and a global vision. It offers premium hair for the best wig manufacturers worldwide.
2024
Stanpa's Dana Aid Scheme for the sector
Salerm Cosmetics and Salon Selección are collaborating in Stanpa's DANA aid plan, aimed at hairdressers affected by the DANA catastrophe. This initiative aims to support the recovery of hairdressing salons in the most affected municipalities.
2025
The colour revolution with Arkhé Cosmetics
May saw the launch of Color Pure, a professional hair colouring product of natural origin that marks a turning point in the sector thanks to Arkhé Cosmetics. The presentation event held at the Real Fábrica de Tapices in Madrid brought together more than 200 professionals from the sector to discover the new era of colour: more effective, innovative and natural.
2025
Support for breast cancer patients
The Víctor Martínez Vicario Foundation together with Beauty Studio Center activate aids for breast cancer patients to have a breast support placement with co-payment of CATSALUT assuming the corresponding part of the users.
2025
Best Solidarity Action Award
The Víctor Martínez Vicario Foundation received the award for Best Solidarity Action at the 11th edition of the Salón Look 2025 Awards. This recognition is a boost to the social work that the Foundation has been carrying out since 2008, focused on supporting professionals in the sector, encouraging education, promoting sustainability and actively collaborating in the fight against cancer.
News
A legacy in the world of hairdressing
At present, the different companies created or bought by Víctor Martínez Vicario are included in the VMV Cosmetic Group. The Group has two production plants; one in Lliçà de Vall (Barcelona) and the other in the Venezuelan town of Valencia. The more than 1,800 references manufactured by the Group are sold in the 5 continents and the company has branches in the 17 autonomous communities of Spain and in different countries such as Mexico, United States, Canada, Costa Rica, Dominican Republic, Chile, Russia, Italy or Colombia among others.
Through hard work and personal effort, Mr. Víctor Martínez Vicario managed, with the help of many collaborators and friends, as well as the work and company of his wife Ana, to make a place for himself among the first in the world of professional hairdressing products. A legacy in the world of hairdressing that his wife and children will not only maintain, but also increase.