# Lendan ## Facts | | | |---|---| | Origin | Spain | | Headquarters | Lliçà de Vall (Barcelona province) | | Owner | VMV Cosmetic Group | | Status | Acquired | | Distribution | Salon & professional | | Website | https://lendan.com/en/ | Lendan, which trades as Lendan Cosmetics, is a Spanish maker of professional hairdressing and beauty products based in Lliçà de Vall, in the province of Barcelona [5]. Its catalogue is built for salons: hair colour, bleaching and perming products, in-salon treatments and styling ranges for hairdressers, alongside a smaller line of facial and body treatments for beauty therapists. The company says it has more than 50 years of experience in the sector, but it does not publish a founding year or the names of its founders [2]. Lendan is not an independent company. It was acquired in 2010 by VMV Cosmetic Group, the Spanish salon-cosmetics group that also owns Salerm Cosmetics, and has continued since then as a separate brand inside that portfolio [7]. As of September 2026 the brand remains active, releasing new colour shades and care lines and publishing salon-focused news every few weeks. ## History & milestones Little of Lendan's early history is on public record. The brand describes its half-century in professional cosmetics as the source of its standing, calling itself "a consolidated and recognised brand in the sector". It does not say when that history began, who started the business, or under what circumstances. The clearest turning point in the documented record is the change of ownership. In the timeline published by its parent, the entry for 2010 reads that VMV Cosmetic Group acquired "the professional hairdressing and aesthetics brand Lendan", a purchase the group says made it a reference point in the sector [7]. From that year on, Lendan's story runs alongside that of a larger family-run group with its own laboratories and a stable of salon brands. More recent milestones are product launches. In September 2026 the brand introduced Studio Cast, a hair-colour collection that added four shades to its Activia Plant Absolutes colour range. The Spanish professional hairdressing magazine Estetica described the collection as built around the language of a casting session, with the new shades shown through four looks named Claire, Fiona, Margarita and Masha. The palette runs from ash and golden platinum blondes to deeper coppers [9]. The same month, Lendan took a new care line abroad. Terra Repair: Dominican Spirit, a professional hair treatment based on mamajuana, was presented to salon professionals in the Dominican Republic. The Dominican newspaper Listín Diario, which described mamajuana as deeply rooted in local tradition, reported that the event at the Crowne Plaza hotel drew more than 300 professionals and was led by Lendan's global technical director, Fernando Expósito [10]. The director of the group's Dominican branch told the paper that a Spanish brand building a line around the country was a form of recognition for Dominican hairdressers. ## Ownership Lendan's owner, VMV Cosmetic Group, takes its name from its founder, Víctor Martínez Vicario. The group's own history tells his story in some detail. He was born in 1940 in Mecerreyes, a village in the province of Burgos, and began helping his father in the village hairdresser's at the age of eight. In 1961 he travelled to Barcelona by Vespa with 100 pesetas, found salon work on arrival and, two years later, opened his own salon on Calle Urgell. In 1966, during a boom in wigs, he bought a company that exported hairpieces [7]. The group now describes itself as a large, established business that keeps its family character. The group's brand list places Lendan alongside Salerm Cosmetics, Arkhe Cosmetics, Crioxidil, Alea Cosmetics, Cosmetics My Salon, Salon Selección and First Hair. It also names a cosmetics laboratory, Lamarvi Laboratorios Cosméticos, and an aerosol business, Vico Aerosol Ibérica, and it runs a foundation in its founder's name that offers scholarships [7]. On its own website, Lendan presents the relationship openly and devotes a page to the group, where it calls itself "the reference brand in the professional hairdressing sector" [3]. The same page lists group branches and distributors across Europe, North and South America, Asia, Africa and Oceania. Lendan's own site speaks of an extensive network of international delegations. ## Philosophy & positioning Lendan positions itself strictly as a professional brand. Its products are aimed at hairdressers and beauty salons rather than at shoppers directly, and its website steers consumers towards a salon locator instead of a shop. The company says it puts testing and research "above all else" so that it can deliver results for salon professionals, and that its laboratory develops new formulas to keep pace with the industry [1]. The brand's voice mixes that technical message with a more personal one. Its about page opens with a motto addressed to "those who set no limits", whom it describes as creative non-conformists who care about the smallest details. VMV Cosmetic Group's page for the brand uses a shorter line, "Urban Hair and Skin Care", and states a commitment to innovation and sustainability, aiming for products that respect the environment without giving up the efficacy and quality it associates with the brand [8]. The sustainability message is most visible in the Terra family of hair care. According to Listín Diario, the line was conceived as a more conscious approach to cosmetics that seeks to reduce the environmental impact of its processes and products, and its containers incorporate rice husk as an alternative to conventional materials [10]. The company says its delegations let it offer salons tailored solutions, and its website runs in six languages. ## Products & innovation The hairdressing range is the heart of the catalogue. Colour sits at its centre, led by Activia Plant Absolutes. Estetica describes it as a high-coverage, repairing colour designed for hair with a large share of grey and for sensitive scalps, formulated with hyaluronic acid to hydrate the hair fibre. Around the colour line sit dyes, oxidants, bleaching agents and PlexForte, a treatment the brand promotes for repairing hair. For texture and shape, Lendan offers perming and smoothing products such as Permanent Flash and Next Liss Age. Its styling ranges are sold under the Hair to Go and Hair to Go Men names. The treatment shelf is broad, with lines including Ethernal Moringa, Hair ID, Glycolic Seaweed, Pilosome Stimul, CC Hair Cream, Sensocare, Deep Repair, Extra Liss, Peeling Control and Smooth. The Terra family is split into Hydration, Curly, Volume, Colour and Repair. Products featured on the brand's homepage include Smooth and Repair shampoos, masks and treatments, a Recovery highlighting oil with a radiant finish, and a remover for oxidative colour pigments made with fruit acids and soapwort. The brand also runs a training programme for salon professionals. Beyond hair, Lendan sells a professional aesthetics range for facial and body treatments, which it presents under the line "Beauty with its own name". The current lines are Infinitime, Essential Reload, Vitamin Forza C and Beauty Flash, and the brand has promoted seasonal professional skincare for summer. No third-party certifications are documented for the brand as a whole. ## Current status Lendan's status is that of an acquired brand: it has belonged to VMV Cosmetic Group since 2010 and operates as one of the group's distinct salon labels. It remains commercially active. Its news page carries articles every one to three weeks on colour trends, hair loss and care routines, the latest being a piece on on-trend hair colours for autumn 2026, dated 16 September 2026 [4]. Trade-press coverage of the Studio Cast collection followed on 29 September 2026. The brand also maintains accounts on Instagram, TikTok, YouTube and Facebook. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 2010 | The Lendan brand (professional hairdressing and aesthetics products) is acquired by VMV Cosmetic Group. | https://vmvcosmeticgroup.com/nuestra-historia/ | | 2010 | Acquired by VMV Cosmetic Group (Lliçà de Vall, Barcelona) | https://vmvcosmeticgroup.com/nuestra-historia/ | | 2026 | Studio Cast colour collection: new shades of Activia Plant Absolutes (brand news post dated 9 September 2026). | https://lendan.com/en/news-2/ | | 2026 | Terra Repair: Dominican Spirit, a mamajuana-based hair-care line in the Terra family, presented to professionals in the Dominican Republic (reported 23 September 2026). | https://listindiario.com/las-sociales/20260923/lendan-cosmetics-nueva-linea-capilar-inspirada-mamajuana_923379.html | ## Signature products {#belagg-products} - **Activia Plant Absolutes (hair colour)** — Studio Cast presents the new shades of Activia Plant Absolutes — https://lendan.com/en/news-2/ - **PlexForte (Plex Forte)** — Repara tu cabello antes del invierno con Plex Forte — https://lendan.com/en/news-2/ ## Key ingredients {#belagg-ingredients} fruit acids · soapwort Source: https://lendan.com/en/ ## Proprietary technologies & patents {#belagg-tech} - Comfort-Scalp (scalp-protection system in Activia Plant Absolutes colour) — https://www.esteticamagazine.es/2026/09/29/studio-cast-de-lendan-celebrando-el-color-sin-filtro/ ## Mentioned in {#belagg-press} - **Estetica Magazine España (professional hairdressing trade press)** (2026) — Article 'Studio Cast de Lendan, celebrando el color sin filtro' on the Studio Cast colour collection: four new Activia Plant Absolutes shades created by stylists Rachel Da Conceição and Alberto Córdoba. — https://www.esteticamagazine.es/2026/09/29/studio-cast-de-lendan-celebrando-el-color-sin-filtro/ - **Listín Diario (Dominican Republic, society section)** (2026) — Report on the presentation of Terra Repair: Dominican Spirit to more than 300 salon professionals at the Crowne Plaza hotel, led by Lendan's global technical director Fernando Expósito. — https://listindiario.com/las-sociales/20260923/lendan-cosmetics-nueva-linea-capilar-inspirada-mamajuana_923379.html ## Sources 1. (T1) https://lendan.com/en/ 2. (T1) https://lendan.com/en/lendan/ 3. (T2) https://lendan.com/en/vmv-cosmetic-group/ 4. (T2) https://lendan.com/en/news-2/ 5. (T2) https://lendan.com/en/contact/ 7. (T2) https://vmvcosmeticgroup.com/nuestra-historia/ 8. (T2) https://vmvcosmeticgroup.com/lendan-cosmetics/ 9. (T4) https://www.esteticamagazine.es/2026/09/29/studio-cast-de-lendan-celebrando-el-color-sin-filtro/ 10. (T4) https://listindiario.com/las-sociales/20260923/lendan-cosmetics-nueva-linea-capilar-inspirada-mamajuana_923379.html --- Glowpedia · · Published 2026-09-30 Please cite with a link to the article URL.