Speaking with Berta Martín is like stepping into the world of Moncho Moreno at its most authentic core. Together with her partner and co-founder, renowned stylist Moncho Moreno, she has built a haircare brand that has become a benchmark in the industry, thanks to its honest, effective, and deeply aesthetic approach. From their laboratory in Madrid to the shelves of Harrods, the brand has continued to grow, always driven by innovation, quality, and an exceptional attention to detail.
Berta represents the most strategic and emotional side of the project: the long-term vision, the consistency of the message, and the passion for creating something truly distinctive. We spoke with her about brand philosophy, new launches, challenges, and what it means to build—and stand out—in the competitive world of high-end beauty.
Berta, how did the idea of creating your own haircare brand come about? Was there a defining moment that marked the beginning?
The brand was born out of a real need that I witnessed every day as a client in the salon. Moncho had spent years working with celebrities, models, and real women… and I had just closed a chapter with my own clothing brand, so I knew the industry well and understood how hard it was to find products that truly worked. It was during the lockdown, in the midst of the pandemic, that everything started to take shape. We realised there was a need for a haircare line that was honest, effective, and innovative. So in 2020, we got to work.
We wanted to create products that cared for hair from the root — not just to make it look beautiful on the outside, but to genuinely improve its health from within.
Your role at Moncho Moreno goes far beyond the title of co-founder. How would you describe your day-to-day involvement in the project?
The truth is, I’m involved in every aspect of the company. I take part in everything related to product development, brand image, communication… and I’m also present in the day-to-day with the team. I’m not someone who sticks only to strategy or numbers. I need everything we do to make sense, to be aligned with who we are and what we believe in.
Ultimately, what matters most to me is that the brand remains consistent, approachable, and true to its essence.
The brand has a very clear identity. What would you say is its core philosophy — the one thing that’s never up for debate?
For me, the brand’s philosophy can be summed up in one word: honesty. From the very beginning, I was certain we would never promise something we couldn’t deliver. If a product doesn’t work, we don’t launch it. I deeply believe in a kind of luxury that makes sense — conscious, considered, and well-crafted, from the formula to the packaging.
Taking care of your hair is also a way of taking care of yourself — a way of showing yourself a little more love.
What role has innovation played — both in your formulas and in your brand approach — in your development?
Innovation has been one of our foundations from day one. We knew we didn’t want to do what had already been done. We wanted to offer something truly new, something that would genuinely make a difference. That’s why we work with trusted laboratories and invest in haircare biotechnology.
This led us to develop active ingredients like M28, our own patented complex, which we created from scratch to treat hair in a holistic way — from the scalp to the ends.
We also use technologies such as B21, featured in our RapunHair serum, which combines ingredients like biotin and taurine to stimulate the hair follicle, reduce inflammation, and help prevent hair loss.
You’ve developed your own active ingredient, M28. What makes it different, and why was it important to create something from scratch?
At Moncho Moreno, we developed M28 because I couldn’t find anything on the market that truly delivered what I was looking for. After years of experiencing the most common hair concerns firsthand — lack of strength, scalp sensitivity, loss of shine — I felt we needed a solution that went beyond the purely aesthetic.
I wanted an active ingredient that treated the hair in a truly holistic way, from root to tip — one that didn’t just repair, but also strengthened and rebalanced from the foundation upwards.
Design and sensorial experience are also part of Moncho Moreno’s DNA. How do you balance efficacy with aesthetics and the pleasure of use?
For me, efficacy and pleasure go completely hand in hand. I’m not interested in a product that works if you don’t feel like using it — nor in one that smells lovely but doesn’t actually do anything. I’ve always believed that self-care should feel like a beautiful moment, almost a ritual.
That’s why I care deeply about every texture, every scent, every detail of the packaging… but always with a clear goal in mind: that it truly works.
What has been the biggest challenge you’ve faced since starting this business journey?
Without a doubt, the biggest challenge has been continuing to create new products in such a competitive and fast-moving industry. There are moments when everything moves very quickly, but I always try to come back to the purpose we started with. I often remind myself not to “lose our way,” because in the end, what I really want is for everything we do to make sense.
It’s also been a personal challenge, because building a business with your partner is no small thing. Blending the personal with the professional means you have to really work on communication, trust, and mutual respect… but at the same time, it gives the project a very special kind of strength. We’re both deeply committed to this, and I think that comes through in every detail.
The brand has reached iconic retailers like Harrods. How do you experience this international expansion?
Seeing our products in places like Harrods or Liberty is a mix of excitement, pride, and deep humility. The first time I saw them on display, I felt this beautiful kind of vertigo — like when something you’ve dreamed of starts becoming real.
For me, it’s confirmation that what we’re doing makes sense, that our way of understanding haircare resonates beyond Spain. But at the same time, I experience it with my feet firmly on the ground. This international expansion is a natural step, yes — but also a reminder that we must never lose our essence.
And finally, what does luxury mean to you today?
For me, luxury today is about being able to pause for five minutes and give that time to yourself — without rushing. It’s about surrounding yourself with things that care for you, that are made with thoughtfulness and intention, and that genuinely make you feel good.
Luxury is authenticity. It’s being connected with yourself. To me, that’s real luxury: something that brings you true value, without the noise.
