Consumer culture is an aspect that is constantly evolving, changing according to new trends and needs. This evolution has led in recent years to create a consumer culture focused on sustainability and ecology. Thus directed with the new lines of thought of millennials and generation Z, which increasingly focus on the conservation and recovery of the environment.
In this way, adjusting to the aforementioned, new business models have been emerging in the different sectors of the economy. An example of this can be the rise in the automotive sector of electric cars and sustainable charging solutions. On the other hand, we find brands like in the fashion sector, or Cocunat in the cosmetics market. The latter ensures care for the environment and health, while redefining the market with its products toxic-free
What is Cocunat?
This company founded in 2013 was born from a personal experience of its CEO, Sarah Werner, who experienced first-hand the problems and inconveniences that can be generated by the different chemicals found in everyday products. This is because her mother was diagnosed with multiple chemical sensitivity, a condition that makes her more sensitive to chemical agents and allergens present in the environment, food, medications, cosmetics and even clothing.
This situation led Werner to relate to conventional cosmetics while searching for new and healthier solutions for his mother. With this in mind and the idea of creating toxic-free cosmetics, Sara began Cocunat’s journey hand in hand with her partner and co-founder Ignasi Faus.
Cocunat’s proposal proposes a new healthier and more sustainable cosmetic, where more than 9,000 substances such as parabens, sulphates or petroleum derivatives have been eliminated. These eliminated agents are determined through studies where work is done taking into account the cocktail effect, cumulative effect Y time effect. Thus, they ensure to guarantee a 100% healthy and toxic-free production under their values: vegans, cruelty-free, ecological, sustainable Y toxic-free.
Cocunat, a story of global disruption
Cocunat began as a multi-brand platform where you can buy cosmetic products aligned with the ideals that we have already mentioned. To do this, the company team searched for the brands, studied and selected them, always ensuring that they were 100% toxic-free products. In this way, it amassed a good number of both national and international brands, even having the exclusivity of sale for Spain of some of them.
Its model of sustainability and awareness led it to quickly consolidate itself in a society where these values are becoming more and more present. For this reason, within a framework of 3 years, after long investigations, they opted for diversification in the form of their own line of products, Cocunat Natural & Toxic Free. With which they came to complete their first milestone of creating more than 30 products in a single year.
Around this time, 2016, Enisa entered the scene by providing the company with financing of 200,000 euros, which helped to strengthen its national expansion. Likewise, it was a key boost for its product development, with the launch of Daurico Mousse, her first cosmetic; the estimated production of this was 400 units, falling short of the 800 orders placed after its launch campaign.
From then on, Cocunat’s growth was on the rise. In 2018 they closed the marketplace to launch fully as their own brandwith which they have managed to become an international brand, promoting their values and producing a change in the industry from within.
In addition, to promote its Cocunat brand, it has been very active in , collaborating with massive reach such as Paula Echevarria. These actions have allowed him, for example, your Instagram channel has more than 400,000 followersinterested in your beauty and body care advice
Cocunat, from a turnover of €1 million in 2018 to a forecast of €100M in 2023
In its first year as its own brand, the company achieved a turnover of almost 1 million euros, this being the starting point of its activity. This first achievement stems from the change in its business model, from a marketplace to a store, which was achieved with a capital of 300,000 euros from the profits of its previous years. In addition, it also had an investment of two million euros, led by Cabiedes&Partners.
For his next year, 2019, turnover rose to four million euros, denoting good growth for the company. And in 2020, despite being affected by the pandemic, the company had exponential growth, reaching a turnover of 32 million euros. This was an 8-fold increase in your earnings from the previous year. For 2021 it is estimated that the figure is around 30 million euros, although the company’s accounts have not yet been fully consolidated. Likewise, Werner has announced that by 2023 it hopes to reach a historical turnover of 100 million eurosmarking accelerated growth for your business.
As part of their strategy to achieve this goal, they have opened their first physical establishment with pop up format in Barcelona. This will be followed this year by the opening of an establishment in the US market located in New York. Its inauguration is estimated for the third quarter of this year.
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