Be+

Be+ is a Spanish dermocosmetics brand created in 2010 by Laboratorios Cinfa, a pharmaceutical company based in the Navarra region of northern Spain [5]. Sold mainly through Spanish pharmacies, the line applies the testing and formulation standards of medicines to skincare, and is built around what the company calls "cellular energy" — the idea that the skin's own energy supply can be supported by specific active ingredients. The brand name, written Be+, is pronounced "Bimás" in Spanish, a play on the phrase "be more" [6].

The brand was Cinfa's first move into dermofarmacia, the Spanish tradition of pharmacy-led skincare. It remained active as of 2026, having added new product families across the 2010s and 2020s while staying closely tied to its parent company, under whose name it is presented as "Be+ by cinfa."

Be+ was developed inside Laboratorios Cinfa, a wholly Spanish-owned pharmaceutical company founded in 1969 that had until then concentrated on generic medicines, over-the-counter products and orthopaedics. The skincare line became the company's fourth area of business, and Cinfa describes it as the firm's entry into dermofarmacia — cosmetics developed and sold with the discipline of pharmacy products. The decision reflected a broader Spanish pattern in which the pharmacist, rather than a department-store counter, is the trusted source of skincare advice. Cinfa framed the opportunity in those terms, citing figures from the General Council of Pharmacists' Colleges that Spanish pharmacies field some 40 million queries a year about self-care and 10 million specifically about skin [6].

No single individual is credited as the founder of Be+; it emerged from Cinfa's own research teams rather than from an outside entrepreneur. The scientific framing came from the Instituto Dermae, an independent body of dermatologists and pharmacologists assembled to support the project. According to Cinfa, its members included Aurora Guerra of the Complutense University of Madrid, Francisco Zaragozá of the University of Alcalá, and Carmen Corpas of Madrid's College of Pharmacists [6]. The wider development drew on dozens of academic specialists across Spanish universities.

The line's intellectual core was a concept the company called cellular energy. The reasoning, as set out by Aurora Guerra in Cinfa's launch materials, was that the energy produced in skin cells declines slowly with age, and that certain active ingredients can create favourable conditions for restoring it — substances that act on biological targets to influence the skin's structure and slow visible ageing. Whether or not the framing was novel, it gave the range a single organising idea rather than a list of unrelated actives.

Cinfa announced the new business line to the pharmacy trade on 4 February 2010 and presented Be+ as a consumer launch in December of the same year [6][5]. Both dates fall within 2010, which every source gives as the founding year; the gap reflects the move from a trade announcement to the public rollout rather than any dispute over when the brand began. The opening range comprised 19 products across five families: hydration for face and body, anti-ageing, intolerant and atopic skin, acne-prone skin, and a dedicated men's line.

The investment behind the launch is reported in two ways. Cinfa's own press materials describe a planned commitment of more than 25 million euros over the five years to 2015 [5]. The Spanish beauty publication BellezaPura, covering the launch, cited a figure of 13 million euros attached to the three-year research phase that preceded it [11]. The two appear to measure different things — total commercial investment as against pre-launch research — rather than to contradict one another.

Be+ presents itself as a pharmaceutical laboratory making cosmetics, a framing the company uses to explain its emphasis on safety, regulatory compliance and clinical testing. Its stated starting point is that healthy skin is part of general health, and that the pharmacy is the right place to learn to care for it. The company describes its mission as becoming the dermocosmetic line that pharmacists recommend, summarised on its site as "innovative, sensorial, effective and safe."

The brand sets out four pillars: continuous innovation, galenic development with a particular focus on the sensory feel of its formulas, efficacy grounded in studies, and the backing of Cinfa as a pharmaceutical manufacturer. A recurring theme is the rejection of single-ingredient marketing. Rather than building products around one headline active, the company says it tests the overall efficacy of each finished product, stating that "behind every product benefit there is a study that supports it" [2]. At launch the line was positioned as high-quality dermocosmetics at a mid-range pharmacy price, captured in the tagline "Be+ = capricho inteligente," roughly "intelligent indulgence."

The original 2010 range centred on facial and body care for sensitive, intolerant, atopic, acne-prone and ageing skin, and included a men's line among its five founding families. An anti-ageing serum marketed for its immediate effect was singled out as the hero product in early reviews; BellezaPura, testing the line at launch, described its texture as comparable to far more expensive creams [11]. Reported ingredients across the early line included vitamin E, aloe vera and green tea extract, with hyaluronic acid and vitamin C featuring in later launches. From the start the products were described as hypoallergenic, paraben-free and dermatologically tested, a set of claims that stayed consistent as the range grew. The company also points to galenic development — the feel and texture of a formula — as a deliberate priority alongside its active ingredients.

By the mid-2020s the brand was organised into three main families. Be+ Energifique addresses the signs of ageing, with treatments for wrinkles, sagging, hydration, luminosity and pigmentation, as well as a men's care segment. Be+ Skinprotect covers sun protection across face, body and children's products. Be+ Med treats damaged or compromised skin and a range of specific conditions — acne-prone, atopic, seborrhoeic, reddened and very dry skin — and extends into adjacent areas such as hair, lip, baby and intimate care.

The brand's most distinctive technical claim is an active complex it calls Be+ Skin Barrier Protection, introduced with the Be+ Piel Atópica (atopic skin) range in 2016. According to the Spanish pharmacy trade publication IM Farmacias, the company stated that the complex — combining selective prebiotics with hyaluronic acid — promotes skin recovery up to three times faster, reduces the growth of Staphylococcus aureus by 40 percent, and cuts acne-related pathogens by up to 60 percent within 48 hours [10]. The same coverage reported a claim that the atopic range improved patients' night-time rest by 98 percent, and noted the size of the target group: around seven million people in the market report atopic dermatitis, with most cases beginning in childhood. Be+ also states that it holds patents across all of its ranges, though these are described in general terms rather than identified individually.

Be+ is owned by Laboratorios Cinfa S.A., part of the Cinfa group under the Infarco holding company [6]. Cinfa itself was established in 1969, while the parent group Infarco dates to 1964 [9]. The company is wholly Spanish-owned and headquartered in Navarra, with manufacturing at Huarte and a second, specialised plant at Olloki built for higher-complexity medicines. Cinfa became the leading supplier of medicines dispensed in Spanish pharmacies in 2011, a position it has reported holding since [7]. At the time of the Be+ launch the company said it reinvested the large majority of its profits back into the business and its research, the financial base from which the skincare line was funded. Be+ has remained a Cinfa sub-brand throughout, and the company has continued to expand the line rather than spin it off.

As of 2026 the brand was active. Its current website was rebuilt in 2023 with a new logo and visual identity, and was last updated on 5 May 2026, with several product images added that month. The range continued to gain new products, including a vitamin C luminosity line introduced in 2025 [12]. Distribution and marketing remain centred on pharmacies in Spain. Cinfa's stated international activity focuses on the Middle East, Central America, Southeast Asia, France and Italy, with no official mention of Nordic distribution; any availability of Be+ in northern Europe is not documented in the company's own sources.