Anke Menkhorst: "The true differentiation is in uniting advanced science and professional experience"

With a solid and recognized career in large international groups, Anke Menkhorst assumes a new stage at the helm of Germaine de Capuccini, a Spanish brand with more than six decades of history in professional aesthetics. In this interview, she analyzes the challenges of global growth, the importance of the scientific legacy, and how longevity, technology, and expert criteria are redefining the future of professional skincare. He comes from leading key projects at Douglas, a German company with enormous international muscle. What learnings does he bring to Germaine de Capuccini and how will they influence the brand's global roadmap? My last professional stage has allowed me to understand in depth what it means to compete in the red sea of skincare: an extremely saturated environment where only brands with an authentic and clearly differentiated proposal manage to stand out.One of the great learnings I bring to Germaine de Capuccini is the strategic value of brands with a true professional salon legacy, which today represent a clear competitive advantage over many prestigious brands that do not have that original credibility.During my time at Douglas I delved into the omnichannel approach and the construction of customer journeys fluid, coherently connecting the offline and online worlds. This learning will be key to continue developing consistent, relevant brand experiences aligned with consumer expectations in all markets.Furthermore, my experience in international groups such as Kao Corporation has reinforced my global strategic vision and my ability to lead brand transformation processes in multicultural and highly competitive environments. What is the essence of Germaine de Capuccini and what captivated you about the company to accept your position? Germaine de Capuccini is built upon four fundamental pillars: innovation, education, partnership, and a legacy closely linked to female empowerment and its Spanish roots. It is a brand that deeply believes in science, knowledge, and the constant pursuit of excellence as drivers to offer real and differentiating results.At a strategic level, I was especially captivated by its strong leadership in Spain as the number one brand, as well as the enormous opportunity to scale that success at a global level without losing the coherence of its professional DNA.Its history is deeply linked to the relationship with the client and with the skin experts, whom we accompany so that they grow at all levels. Not only do we offer them product innovation, but also continuous education, inspiration, and constant support to strengthen their business.All of this is sustained by a fundamental human value: the passion of the people who are part of the brand. That energy is what drives our ambition, our purpose, and a clear and shared vision for the future. How do you approach the challenge of leading a historic brand and what will you contribute to continue its evolution? This project involves finding the balance between respecting a very solid legacy and continuing to drive its evolution. With more than 60 years of history and strong professional recognition, the challenge is to grow without losing the essence.My objective is to strengthen the Group's transformation by developing an even stronger and more relevant global brand, with a clear positioning that highlights our unique legacy, our Spanish origin, and the emotional connection it generates. All of this supported by a coherent omnichannel strategy, aligned with the professional channel, and a long-term vision based on talent and excellence. Germaine de Capuccini already operates in more than 70 countries. In which markets will it invest more and how will it measure the success of that expansion? We focus on markets where our experience allows us to build a relevant and sustainable position, always anchored in the professional beauty and spa channel. Demanding, dynamic environments deeply connected with innovation, excellence, and the value of experience, which are part of the brand's DNA.Success will not be measured solely in figures, but in the capacity to generate trust, consolidate solid relationships, and position Germaine de Capuccini as a reference brand that provides real value in each market in which it operates. How to balance global growth without losing the "made in Alcoy" identity? Our Spanish origin is an essential part of our excellence. In Alcoy, a visionary and brave woman, Carmen Vidal, dreamed from her small salon of creating a cosmetic brand that would bring professional beauty closer to all women.A beauty that is born from self-respect and the expert care of professional hands. That connection is born in Spain, but today it extends through our subsidiaries and distributors worldwide. Thanks to that network and the active listening of the final client, we maintain a universal value that allows us to be global without losing authenticity. The border between professional cosmetics and aesthetic medicine is increasingly blurred. How does the brand respond to this demand? We are prepared for this transition thanks to a strategic combination of high-performance cosmetics and advanced technical equipment. The launch of Expert Jet has been a great success, becoming a key tool for professionals who seek to respond to the high expectations of today's consumer.Its Dermafusion system acts in three sequential phases: preparation, deep cleansing, and advanced treatment, optimizing skin regeneration, firmness, and overall quality.This innovation is joined by Dermatech Smart Pro, a device that combines microneedling, microcurrents and LED light for rapid, precise and adaptable biostimulation. Both technologies are integrated into the EXPERT LAB line, designed to complement and maximize the results of medical-aesthetic treatments, both in-clinic and in post-care.Our latest breakthrough, the Integral Regenerative System TEC·EXOSOME SYSTEM, based on the TECXOSOME™ patent, stands at the forefront of cellular longevity. Thanks to plant biomimetic exosomes and highly clinically effective actives such as PDRN and hyaluronic acid, it reactivates cellular communication and stimulates regeneration from within.Also noteworthy is the scientific basis of Timexpert, our premium anti-aging line, which accompanies the skin at every stage of life combining high efficacy, sensoriality, and professional protocols. Our latest innovation, Timexpert Wrink·Less, offers a non-invasive anti-wrinkle solution with visible results from the first application thanks to the biotechnological complex CELASPEP·4™. What emerging technologies are most aligned with the evolution of the brand? Those that reinforce our scientific and professional DNA: cosmetic biotechnology, new generation active ingredients and advanced delivery systems. Also artificial intelligence applied to diagnosis and treatment personalization, always as a complement to the professional's expert judgment. What trends will redefine professional aesthetics in the coming years? Professional aesthetics moves towards a model where science, technology, and data analysis integrate with the beauty experience. Personalization, holistic well-being, and longevity are consolidated as key pillars.At Germaine de Capuccini, we have been anticipating this approach for years, combining a solid scientific basis with expert, human, and continuous care. We understand longevity not only as skin care, but as a way of living, inspired by our Mediterranean essence, where ritual, sensoriality, and emotional well-being are part of a lasting and transformative beauty experience.