Iroha Nature turns 20 and celebrates by asserting its role as a pioneering skincare brand. Since its inception, the Spanish brand has been known for democratizing beauty trends that seemed distant and transforming them into effective, accessible, and sustainable solutions.
Pioneers in tissue masks and beauty rituals
Two decades ago, talking about tissue masks or exfoliating socks was like anticipating the future of skincare. Today, they're essential products in the beauty routines of millions of people. Iroha Nature was the first to introduce this format in Europe, revolutionizing the sector and marking a turning point in self-care.
Its founder, Puri Martínez , remembers how intuition was key:
"When we launched our first tissue masks 20 years ago, this format was barely discussed in Europe. We were committed to getting ahead of the curve and democratizing this trend."
Two decades of constant innovation
A commitment to innovation has guided the brand's every step of the way. One of the most recent milestones has been the launch of Microdart Pimple Patches , an advanced solution with 175 microdarts that release active ingredients like salicylic acid to treat pimples at the source.
Added to this is the complete Acne-Prone Skin line, designed specifically for acne-prone skin. Its clinical efficacy has been internationally recognized, with nominations at the 2025 Pure Beauty Global Awards and awards at the Beauty Shortlist Awards .
International recognition and sustainable commitment
On its 20th anniversary, Iroha Nature is celebrating not only its history but also its international accolades . Among them are:
- Natural Health Beauty Awards 2025 : Bronze in the facial exfoliating category for the APS Tonic Discs.
- Pure Beauty Global Awards 2025 : Finalist in the Best Exfoliant and Best Serum categories.
- VPC Awards 2025 : Bronze for Best Eco Brand.
These awards validate their ability to transform innovation into trendsetting products, while also reinforcing their commitment to sustainability , thanks to PETA-approved vegan formulas with over 95% naturally sourced ingredients and compostable packaging.
The vision of the future: efficiency, transparency and proximity
Looking to the future, Iroha Nature will continue to respond to an increasingly conscious and demanding consumer with transparent, innovative, and effective formulations . Its greatest learning over these two decades, according to its founder, has been that "the true driving force of everything is the human team."
With a presence in more than 38 countries and over 150 active brands , the company continues to establish itself as a European leader in innovative skincare formats.
20 years creating accessible beauty experiences
Iroha Nature's 20th anniversary is not only a review of its history, but an invitation to look to the future with the same passion it had at its beginning: offering premium, effective, and accessible solutions that complement the real life of each skin.
With each innovation, the brand reaffirms its essence : making skincare a wellness ritual accessible to all, respectful of the skin and the planet .
