{"id":17783,"date":"2025-07-11T11:58:00","date_gmt":"2025-07-11T10:58:00","guid":{"rendered":"https:\/\/looktheluxury.com\/berta-martin-el-lujo-es-autenticidad-y-es-estar-conectada-contigo-misma\/"},"modified":"2025-07-11T12:09:57","modified_gmt":"2025-07-11T11:09:57","slug":"berta-martin-el-lujo-es-autenticidad-y-es-estar-conectada-contigo-misma","status":"publish","type":"post","link":"https:\/\/looktheluxury.com\/en\/berta-martin-el-lujo-es-autenticidad-y-es-estar-conectada-contigo-misma\/","title":{"rendered":"Berta Mart\u00edn: “Luxury is about authenticity and being in tune with oneself.”"},"content":{"rendered":"\n

Speaking with Berta Mart\u00edn 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.<\/p>\n\n\n\n

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\u2014and stand out\u2014in 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?<\/strong><\/p>\n\n\n\n

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\u2026 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.<\/p>\n\n\n\n

We wanted to create products that cared for hair from the root \u2014 not just to make it look beautiful on the outside, but to genuinely improve its health from within.<\/p>\n\n\n\n

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?<\/strong><\/p>\n\n\n\n

The truth is, I\u2019m involved in every aspect of the company. I take part in everything related to product development, brand image, communication\u2026 and I\u2019m also present in the day-to-day with the team. I\u2019m 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.<\/p>\n\n\n\n

Ultimately, what matters most to me is that the brand remains consistent, approachable, and true to its essence.<\/p>\n\n\n\n

The brand has a very clear identity. What would you say is its core philosophy \u2014 the one thing that\u2019s never up for debate?<\/strong><\/p>\n\n\n\n

For me, the brand\u2019s philosophy can be summed up in one word: honesty. From the very beginning, I was certain we would never promise something we couldn\u2019t deliver. If a product doesn\u2019t work, we don\u2019t launch it. I deeply believe in a kind of luxury that makes sense \u2014 conscious, considered, and well-crafted, from the formula to the packaging.<\/p>\n\n\n\n

Taking care of your hair is also a way of taking care of yourself \u2014 a way of showing yourself a little more love.<\/p>\n\n\n\n

What role has innovation played \u2014 both in your formulas and in your brand approach \u2014 in your development?<\/strong><\/p>\n\n\n\n

Innovation has been one of our foundations from day one. We knew we didn\u2019t want to do what had already been done. We wanted to offer something truly new, something that would genuinely make a difference. That\u2019s why we work with trusted laboratories and invest in haircare biotechnology.<\/p>\n\n\n\n

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 \u2014 from the scalp to the ends.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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