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Miriam Quevedo: “Having beauty treatments is not frivolous; “The frivolous thing is not to take care of yourself.”

Miriam Quevedo (Barcelona, ​​1974) is a few days away from presenting to the specialized beauty press in Madrid your new line of hair cosmetics and confesses that she feels very nervous. “I take everything as if it were the first time,” she explains.

Perhaps taking nothing for granted is part of the secret of his success, because at this point he could relax, if we take into account everything he has achieved: the company that bears his name. has achieved double digit growth in the last three years, sells its products in 40 countries and is present in some of the most emblematic stores in the world, such as Neiman Marcus, the American shopping center where you can buy brands such as Saint Laurent, La Mer or Dior. “And those from Saks have come looking for us,” she notes proudly, referring to another of the temples of luxury.

This Catalan woman completed a degree in Business and Economics, as well as a master’s degree from ESADE and countless training courses in chiromassage, aesthetics, trichology… It has been 20 years since created her facial, body and hair cosmetics company. His greatest contribution has been believe that the hair and scalp deserved the same care as the skin.

Miriam Quevedo founder of her own brand.

Cesar Segarra

How it all started?

I am the oldest of four siblings. Many afternoons, when I left school, my brothers were left in the care of my grandmother, and I went to my mother’s herbal shop. I had a great time there. We had a vademecum of plants and my mother told me: “Read this one, tell so-and-so what it’s for.” This is how I started to get to know raw materials.

And how did you make the leap to create your own brand, as an adult?

Before I worked in other companies. My mother pushed me to dedicate myself to nutrition or aesthetics, but I enrolled in Economics, which I finished with very good grades, and at the same time I studied English. I wanted to be like the women I saw in the movies of that time, who wore suits and were so sure of themselves…

That is, you believed the myth of women’s weapons.

Yeah (series). I started in a very small company, as an intern. And then I entered Mango. At that time there wasn’t much camaraderie among young women and I didn’t like that. In the end I returned with my mother, to the herbal shop. She had five stores. We did care rituals with the raw materials of herbalism. I was going to open my own space to do aesthetic treatments, but in the end I never got around to it.

What happened?

Well, the one who is my husband today, who had previously been my boyfriend in high school, appeared. He is the owner of one of the oldest third-party cosmetics manufacturing laboratories in Barcelona. When he told him my plan, synergy arose: he suggested that I create my own products. I didn’t know what to call the brand and he said to me: “Why don’t you name it your name? “You are the one who is going to take her.” This is how the project began, with facial and body products aimed at spa professionals. The process took me a couple of years.

That was two decades ago. What balance do you make as you reach this anniversary?

This chapter of my life has passed me by very quickly. I’m proud; I started by myself and now there are almost 30 of us. Being an entrepreneur is very difficult. You have to invest a lot of energy and have things very clear, because there will be more people who tell you that it is not going to work than there will be people who encourage you. The thing is that I felt something inside me that told me that I was on the right path and that it was others who were wrong. I remember the first time I went to present my skincare to a fair: I dropped my stand on! We pick it up and pull it forward. People loved the formulation, so it already included ingredients like caviar.

The businesswoman Miriam Quevedo.

Cesar Segarra

You were the first to introduce luxury hair cosmetics in Spain…

I would tell you the first in the world! Now I see that other brands are passing me by and… oh my, I can’t believe it. When I was at the herbalist’s shop I saw that there were many people who came to us telling us about scalp problems. You will never have pretty hair if you don’t have a good scalp.

But how do you justify that your shampoos cost around 40 euros when they are available in the supermarket for three euros?

This is like cooking gourmet. In my brand I always try to have the best ingredients. Women see their wrinkles in the mirror and that is why they are willing to spend money on a good cream. On the scalp we should use the same molecules to reverse aging so that in 10 years you will have hair as beautiful as now.

What ages faster: skin or hair?

Man, think that we subject our hair to more external aggressions. The dyes, the dryer… We are very clear about how we should take care of our skin at 20, 30, 40, etc., but the same does not happen with our hair.

Is that why you’ve even launched a scalp scrub?

It’s a great product! If we analyze the head with a microcamera we see how waste and sebum accumulate there… I recommend exfoliating the scalp once a week at home or in a salon. hair spa.

You have precisely opened a ‘hair spa’ in the luxurious Mandarin Oriental hotel in Barcelona. Surely, there are not many people who are used to that concept. What does it consist of?

He hair spa It is a new concept, it is like going to get a personalized anti-aging facial, but for the scalp. We use chiromassage techniques, kobido (Japanese massage)…Each treatment can last from 60 minutes to two and a half hours. In addition to the Mandarin, we are working on opening other locations, but I can’t tell you yet.

Is getting beauty treatments of this style frivolous?

Absolutely. The frivolous thing is not taking care of yourself, because that means you don’t love yourself. Another thing is to fall into extremism.

Actress Isabella Rosellini once lamented that no one told us about the good part of getting older. Do you think there is a good part?

You gain security and living life the way you want. Now that I’m approaching 50, I take things differently. Furthermore, beauty standards have changed, now there is nothing wrong with going gray.

Where do you think beauty is heading, what are the new trends?

In Europe we are moving towards a very clean beauty, towards slower aging. I have even stopped on the street to look at girls – I’m going to call them that – who are 60 or 70 years old, because of how pretty they seemed to me. We are reinventing style and gaining awareness of the here and now.

How much time do you spend daily in front of the mirror?

Looking at myself or putting on makeup, very little. But I do invest a lot of time in my beauty steps.

What are those steps?

In the morning I wash my face with some enzymatic powders. I activate them with a toner, instead of water, I let them sit and then rinse. Then I apply an eye cream, a moisturizer and an oil with 30% vitamin C.

And at night?

I always invest time in a good three-step cleansing ritual. First, with an oil cleanser, which removes dirt without damaging the skin; In addition, this way I take the opportunity to give myself a mini-massage and warm up the skin. Then I apply the enzyme powder and at the end a toner or two. Next I apply an eye contour with a spatula. In the rest of my face I wear different boosters and a moisturizing cream with a more lipid base. I let my skin rest and after a while I apply different oils that I massage with a gua-sha stone. I also put vitamins on my scalp and exfoliate it once a week.

“Beautiful is what makes your eyes sparkle. The most beautiful woman does not have to be the most beautiful”

Umberto Eco wrote how beautiful ‘it is that which, if it were ours, would make us happy, but that remains beautiful even if it belongs to another person.’ What would be your definition of beauty?

I don’t have a definition as good as that! I would say that beautiful is that which makes your eyes sparkle. The most beautiful woman does not have to be the most beautiful.

Let’s go back to the business part. What has been your greatest success and your greatest failure in these 20 years of experience?

I don’t like the word ‘failure’. He who doesn’t make a mistake is because he doesn’t do anything. As for successes… I remember when I managed to go from having three points of sale in the United States to almost 50, I couldn’t believe that a small company from Barcelona could achieve something like that. We are currently out of stock at Neiman Marcus. But for me the greatest success is when a client buys my product again.

A businesswoman whose career inspires you.

My mother. I learned from her the passion for ingredients, their benefits and how to combine them with each other to create the best synergies and enhance them. But I also learned values ​​such as honesty, commitment and excellence when working, acting and seeing life. I have inherited from her perseverance, curiosity to learn, optimism, respect and a deep sense of family.

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