Industrias Beter is born in 1936, fruit of work by the enterprising Rojo brothers who start the family business manufacturing metal accessories in Vilafranca del Penedès, Catalonia.

Factory in Vilafranca del Penedès. Image:BETER Mano Negra razor blades, metal razor blade box.

beter 1936

The decade begins and so does the production of the first Beter razor bladesthat will go on to become very popular,especially through original press advertisements.

Original designs of the first blades,press advertisements,blade packaging machine

beter 1940

The company throws itself into the manufacture of razor blades with different brands:KIRA,MANO NEGRA,FLOR DE LIS and their sale in drugstores through a wide network of sales representatives.

Press ads from that decade


beter 1950

Beter supplements the sale of its razor blades withother personal care products,focused primarily on the male sector of the market:razors,knives,scissors, nail clippers,travel kits and other manicure items.

Press ads,full shaving range,different packs of razor blades.

beter 1960

In this decade, the brand focuses on a range of personal care accessoriesfor women:manicure,eyelash curlers,besides the classic shaving items and other household products.

The company acquiresthe first packaging machine for skin-packing which will make the brand more visible at sales points.

Press ads of the decade, image of display units and packaging.

beter 1970

Now a specialist,Beter branches out with the Blue rangeexclusively in pharmacies.

Furthermore, advertising highlights the different ranges for beauty care (pink range),pharmacy(blue range) and industrial(red range).

Press ads and advertising leaflets.

beter 1980

This is the decade when the company expands and consolidatesits product range:as well as manicure and pedicure accessories, it incorporates brushes and hair accessories, makeup accessories,gift boxes and toiletries.The black tweezersbecomeleaderin sales in all distribution channels.

The evolution of the range is accompanied by large investments in logistics,blister packaging machines and display systems that become increasingly important.

Press advertisements, images of the manufacture of tweezers, packaging and factory.

beter 1990

The constant innovation taking place in the company makes us the best specialists in beauty accessories.

The BETER ELITEbrand is born, the first select range of beauty accessories.

The company opens itsexport department.

In 2004 the"BETER hands awards" are created, seeking not only to rewardthe physical beauty of hands, but also the beauty of work well done, creative work and enthusiasm.The awards are given to JoseToledo, Josep Font, Ramón Freixa and Mercedes Salisachs.

Press advertisements,images of the manufacture of tweezers, packaging and factory.

beter 2000

In 2005 the new brand Llongueras by Beter is born.Under the slogan "Beauty with style" a complete range is developed along with an optimistic and innovative advertising campaign.

The Hands Awardsare given for the good work of professionals of different areas who, with their own hands, create beauty: Pastora Vega, Luis Llongueras,Andrés Velencoso, Toton Comella, Luis Doreste, Estrella Moriente, Rosa Clará, Inma Shara, Ailanto and Javier Condewere our winners.

Furthermore, Beter gets involved in fashion at the Gaudí Catwalk, and presents BETER ELITE and its complete range of cosmetic treatments for hands and feet, offering a backstage manicure session.

beter 2005

Our"Pinzette"is a finalist for theVogue Innovation Award.

Our site changes its image and content.New design, more interactive, new sections and a renovated club full of advantages for members:exclusive promotions, contests, giveaways, tips and advice, beauty videos.

We open our profile onFacebook

Launch of themost upbeat and attractive range:VIVA, luxury accessories with a “cheap and chic” spirit.

Our 75th birthday as a company - celebrated with the whole team.

beter 2010

In April 2014, we moved our headquarters to a new more spacious office in Barcelona: C/Aribau 200 - 7ª Planta - 08036 Barcelona (Spain).

Continued success of theDepend GelLack permanent home manicure. Our collaboration withDepend allows us to offer a range of nail polishes that adapts to different needs: Depend O2, polishes that allow the nails to breath and Depend 7 Day, a hybrid system that provides the appearance of a gel manicure for a week without need for a LED lamp.

International presence in 29 countries

beter 2015

New website adapted to all types of devices (tablets, smartphones…), designed to offer clients maximum information about our products and related content, such as tutorials and infographics.

We celebrate our 80th anniversary with a limited edition of the genuine pair of "black" Beter tweezers. We present a video tutorial that gives the keys to eyebrow shaping for women and men, with the help of the makeup artist Olga Pastukhova, with all the professional tips for eyebrow makeup.

We expand the cosmetic range Beter Look Expert with the new Facial Skin Care selection. A success in pharmacies thanks to its innovative features: paraben-free formulas, high hypoallergenic tolerance, comfortable textures and formats and precise applicators.

beter 2016