Alma Secret

Alma Secret is a Spanish natural-cosmetics brand founded in 2016 [1] and based in Librilla, in the Murcia region of southern Spain [6]. It develops skincare, haircare and body products that combine plant ingredients with laboratory-developed active compounds, a positioning the company sums up as "intelligent dermocosmetics" [5]. The brand is owned by Bliss Nature, which runs its own laboratory and manufacturing facility in Murcia and controls production from raw materials through to the finished product [8].

The company remains active, with most recent recorded milestones including a 2025 sustainability e-commerce award and continuing product launches across its retinal and exosome lines.

Alma Secret was started by two women with sensitive skin who, according to the company, could not find cosmetics that were both gentle and genuinely effective [5]. One of the founders, Rocío, holds a doctorate in pharmacology and had a background in skin-regeneration research; the other, Cristina, came from marketing and cosmetology. Editorial and business-database sources give their full names as Rocío Lajarín and Cristina Sánchez [6]; the company's own history page refers to them only by first name. Rocío is also cited in press coverage as Rocío L. Cuesta in her role as chief executive [7].

The brand traces its beginnings to a domestic, improvised setup. The founders say they made their first creams with a kitchen blender and prepared plant extracts in small glass bottles, inspired by Rocío's father, a pharmacist with a longstanding interest in plants and natural ingredients. From that starting point the company built its own laboratory and factory.

The name reflects the brand's positioning: "Alma," meaning soul, is meant to stand for plant power and traditional medicine, while "Secret" refers to combining that botanical base with potent actives and newer science.

Alma Secret describes its aim as turning natural cosmetics into "intelligent dermocosmetics" by fusing traditional phytotherapy — the use of plants for treatment — with biotechnology. In editorial coverage the brand frames this as a contemporary take on natural cosmetics, pairing botanical ingredients with what it calls latest-generation actives [6]. Its stated values are products that are natural, effective, respectful and responsible, and its marketing tagline emphasises natural dermocosmetics, clinical results, and formulation by pharmacists.

The range spans facial skincare, body care and haircare, alongside makeup, children's products and nutricosmetics. Among the brand's most-reviewed products on its own store are an anti-ageing avocado eye cream, a solid shikakai shampoo aimed at hair loss, a dewy milk essence toner, and a retinal eye treatment.

The company highlights a roster of active ingredients including bakuchiol, retinal, niacinamide, peptides, ceramides and exosomes, as well as mineral-rich thermal water sourced from Salies-de-Béarn in southern France. It also markets a proprietary cold-extraction process under the name INFINITY BOOSTER, which it says uses high concentrations of plant material [3]. The brand positions this as merging advanced dermatology with traditional plant therapy rather than taking a purely natural stance.

Sustainability is central to how Alma Secret presents itself. Its products carry ECOCERT COSMOS NATURAL or COSMOS ORGANIC certification, which the company describes as among the world's most demanding natural and organic standards. The certification requires products to be free of GMOs, parabens, phenoxyethanol, nanoparticles, silicone, PEG, and synthetic fragrances or colourants [2]. The brand reports that roughly 90% of its products are vegan, with exceptions such as Manuka honey and donkey milk, and that it is certified cruelty-free by PETA [3].

On the operational side, the company says it uses 100% recyclable PET or glass containers with 20–40% recycled content, FSC-certified paper packaging, and on-site solar generation — 222 panels that it states prevent about 32 tonnes of carbon dioxide a year. It also pledges 1% of profits to social and environmental causes, naming partners including REFORESTA, the Ronald McDonald foundation and the Spanish cancer association AECC [1].

At the 2023 VPC Green Beauty Awards in Barcelona, Alma Secret won a silver medal for Best Young Eco Company and a bronze for Best Eco-Niche Innovation for its Botanical Rescue Hair Serum, which also received a special public mention [7]. In 2025 the company was named Best Sustainable E-commerce [1]. It has been profiled by Grazia España, which covered its founding story and INFINITY BOOSTER technology [6], and interviewed by Marie Claire España and the outlet Muy Segura.

Alma Secret is an active, primarily Spain-based indie brand, with its products also reaching Nordic and other export markets through wholesale channels. Its laboratory and factory in Murcia operate under the parent company Bliss Nature. The most recent documented activity includes the 2025 e-commerce award and ongoing launches, and the brand maintains an active direct-to-consumer store and social media presence.