Beter

Beter is a Spanish beauty-accessories company based in Barcelona, specialising in personal-care tools such as manicure and pedicure implements, tweezers, eyelash curlers, brushes and combs, alongside a range of cosmetics. It traces its origins to 1936 and remains a family-owned business, run today by the third generation of the founding family [1].

The company is part of the wider Industrias Beter group and continues to operate actively, selling through beauty, pharmacy, mass-market and travel-retail channels. By its own account it is present in more than 50 countries [1].

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

Beter was founded on 18 June 1936 by the Rojo brothers, who traded as Hijos de Rogelio Rojo and ran a family business making metal accessories in Vilafranca del Penedès, Catalonia [2]. Its first product was a line of razor blades sold under the name "Beter Mano Negra", manufactured at the family's Vilafranca del Penedès factory [2]. According to the company's own history, the early razor blades became widely popular and established the Beter name.

The brand's own materials and an anniversary campaign place the founding firmly in 1936; an earlier internal research note had speculated a date of around 1933, but this is not supported by the company's records and the 1936 date is used throughout its own communications [2].

During the 1970s the company shifted its focus toward personal care for women, introducing manicure tools, tweezers and eyelash curlers [2] — the product areas for which it is now best known. Over the following decades it expanded into a broad catalogue of beauty accessories for the hands, feet, face, hair and body.

In 2021 the company marked its 85th anniversary, publishing a campaign that revisited its history and corroborated the 1936 founding date [9].

Beter is owned by Industrias Beter, the family-held company that traces back to the original 1936 business. It has remained in family hands across three generations and describes itself as family-owned [1]. No acquisitions or external ownership changes are recorded in the available sources.

Beter presents itself as a partner in the consumer's everyday beauty routine. The company says it works "to be present in the daily ritual of the consumers and be accomplices of their beauty," pairing accessories and cosmetics with what it describes as continuous innovation adapted to market trends. It uses the tagline "Your Beauty Partner".

The company frames its work around four stated values: sustainability, innovation, what it calls "360º Projects" (end-to-end support across the value chain), and differentiation through channel-tailored design and packaging. On sustainability it states an ethical commitment to environmental and social welfare, saying environmental protection is prioritised across its internal activities and processes.

Beter's catalogue centres on beauty tools and implements: manicure and pedicure sets, scissors, nail clippers, files and buffers, tweezers, mirrors, hairbrushes, combs and makeup brushes, together with bath and body products. The original 1936 "Beter Mano Negra" razor blades remain its founding product.

The company organises its range into channel-specific collections, including Beter Elite for perfumery and selective retail, Beter Beauty Care for mass-market and department stores, and Beter Pharmacy for the pharmacy channel, with packaging and design tailored to each.

Beter is an active company. It maintains live e-commerce sites and an Instagram presence, and continues to be distributed internationally. The geographic reach is described differently across sources: the company and most third-party descriptions cite more than 50 countries [1], while a Crunchbase listing gives a lower figure of 34 countries [7]. The difference appears to reflect figures recorded at different dates.