The Spanish hair-care cosmetics company, founded in Barcelona in 2012, Henna Morena, advances its growth strategy with its arrival in Miami as an entry point into the United States. This milestone marks the first step in an internationalization process aimed at gradually expanding its presence in international markets starting in 2027.
The haircare brand faces this new stage backed by more than 15 years of experience and by double-digit growth. In both 2024 and 2025, Henna Morena posted a 16% increase. During this period, the company has also seen an evolution and diversification of its channels. First, e-commerce—its main sales channel—posted year-over-year growth above 20%. On the other hand, the brand is experiencing strong growth in its B2B sales channel, with a 15% increase.
A step further in hair care that is respectful and natural
This expansion comes at a time of evolution for the haircare brand, as in 2026 they are strengthening their proposition around universal hair health, always from a natural, plant-based, and inclusive approach. A proposition that, while respecting Henna Morena’s philosophy, focuses on empowering women to care for their hair at home.
However, plant-based coloring continues to be one of the brand’s main identities and currently accounts for 38% of product sales. This category grew by 19% in 2025, consolidating as one of the main engines driving catalog turnover.
The company’s offering is mainly structured into five product families: dyes, oils, shampoos, conditioners, and solid shampoos. These account for about 80% of product sales. This specialization allows Henna Morena to build a hair-care proposition centered on natural, plant-based care and tailored to the diverse needs of hair.
The path toward a specialized team to support growth
In 2025, Henna Morena brought on board new profiles in areas such as retail and salon, e-commerce, sales, and general services, in addition to continuing to develop a specialized technical color team. Moreover, the company is betting on creating skilled and specialized jobs in strategic areas for its growth, such as colorimetry, e-commerce, and business development.
With 2027 in sight, Henna Morena sees Miami as the next logical step for its international expansion. “The arrival in the United States represents a very important step in the evolution of Henna Morena. After more than 15 years building a differentiated proposition in Spain, we want to bring our knowledge of scalp health, plant-based coloring, and at-home conscious care to new strategic markets,” says Sandra Vivancos, CEO and founder of Henna Morena.
