We want to be healthier, live longer and, furthermore, live better. This is current society and what it demands. And, at the moment we are in, one of the main enemies that prevent us from reaching this goal and that ends up undermining our energy during the day is cortisol, generated by stress. In a study prepared by the AXA group, some of the main conclusions pointed directly to stress: almost 60% of Spaniards suffer from stress, and especially, young people aged 18 to 24, are the most affected segment: 70% say they suffer from stress.
Superlativa, the brand founded by Teresa Pueyo more than 5 years ago, detected that stress was being a problem of considerable magnitude, and at Next in Beauty, together with Marta Hernández, Innovation Director of Superlativa, they explain to us how their products help control stress levels and how cortisol influences our body.
How is the project born and what void does it come to fill in the Spanish market?
- Teresa Pueyo: The project is born from my own experience transforming my well-being through phytotherapy to manage stress. In Spain, nutritional supplements were seen as something alien to conventional medicine, relegated to the herbalist. Superlativa arises to offer a holistic and integrative vision that seeks the root of the problem (such as acne or insomnia) instead of just patching up the symptom. Although I am the driving force, the heart of the project is science, led by my colleague Marta.
What exactly is phytotherapy and how does it differ from traditional medicine?
- Marta Hernández: It is an ancient pharmacological science that uses molecules from plant extracts to help the body recover its balance and reduce inflammation. It is not "alternative" in the pejorative sense; pharmacists study how these plants act in the body just like a medicine. While large-scale chemical medicine focuses on the immediate symptom (painkillers for pain), phytotherapy and integrative medicine treat the human being as a whole (360 degrees) to prevent and treat imbalances in a more physiological way.
How does sustained stress affect the body and what is true about social media trends like the "cortisol face"?
- M.H.: Stress is a real pathology that unbalances the neuroendocrine system, hormones, and neurotransmitters. The term "cortisol face" has a medical basis: chronic stress elevates cortisol, which can lead to inflammation and physical changes (physiology similar to Addison's disease). 90% of current diseases are related to stress. Our products use adaptogens to naturally regulate this cortisol.
What are adaptogens and why does Ashwagandha stand out in your products?
- M. H.: Adaptogens are plant extracts that help the body cope with daily stressors. Ashwagandha is our star ingredient; although five years ago it was unknown in the West, it is a very fast regulator that provides energy and calm. It is a normal plant that has incredible activity at the regulation level, and that acts on all these systems that are affected by stress and has a very fast effect. We complement our formulas with B vitamins and magnesium to enhance cognitive function and rest. In our formulas we introduce other ingredients such as B vitamins, which are fundamental for energy and for cognitive function.
Do you think we are living a paradigm shift where the nervous system is starting to be the new “beauty organ”?
- Both: Absolutely. For years we have approached beauty from the superficial, but today we understand that chronic stress and cortisol dysregulation directly impact the skin, rest, energy, and how we age.
The nervous system is the axis of integral well-being. When you regulate stress, you improve sleep; when you improve sleep, you improve cell regeneration; when you regulate cortisol, you reduce inflammation. Everything is connected.
In that sense, the future of well-being involves understanding the organism as an integrated system. At Superlativa we don't just treat symptoms: we act on the physiological root of stress to restore balance.
Since its founding in 2020, how has the consumer profile changed?
- T.P.: There has been a massive boom in investment in mental health, especially in Generation Z and Millennials. Wellness is one of the biggest trends in the world of mental health and many people are increasing their consumption and it is expected to continue to increase.
The consumption of supplements has gone from being sporadic to regular.
The current client is much more demanding: reads labels, seeks scientific evidence and is not satisfied with the "hype". Companies that already start with that message, that have claimed those claims, start with an advantage because it is part of our thesis and our pillars.
The future of the sector will be more specific and sophisticated, based on rigor and not just on marketing.
Are your products specifically directed at women?
- M.H.: Physiologically, stress affects both sexes, although it manifests differently: women activate emotional areas and men action areas (prefrontal). We only have one specific product for female hormonal balance; the rest are unisex. Regardless of how the organs feel it, the affected systems are the same in men and women, so less.
- T.P.: However, at a marketing level we target women more because it is she who usually makes the health purchase decision at home, regardless of who finally consumes the product.
Where can they be acquired and how long do they take to take effect?
- T.P.: We are present in the online channel and in more than 1,400 pharmacies between Spain and Andorra.
- M.H.: Although we are not a medicine and do not conduct clinical pharmacokinetic studies, the experience with our clients shows that 99% notice effects in the first week. The speed depends on each person's metabolic sensitivity, but the organic balance begins from the first doses.
What are the company's next steps?
- T.P.: We have a very clear objective: to consolidate ourselves as the reference brand in natural stress management in Spain.
In the coming months, we will continue expanding our catalog with solutions that respond to the different manifestations of stress, always from an integral and scientifically based approach.
We will also continue strengthening our presence in the pharmacy channel, accompanying pharmacists with training, tools, and continuous support, so that they can recommend effective and safe solutions for one of the great invisible public health problems of our time: chronic stress.
What objectives does the company set for itself for the next two years? Is one of them to enter new markets?
- T.P.: Our main objective is to consolidate leadership in Spain within the natural stress management segment, reinforcing our presence in pharmacies and increasing our investment in R&D.
Economically, we come from very solid growth and we want to maintain that pace sustainably, strengthening structure, team, and scientific capacity.
We are also exploring new European markets where the pharmacy culture and sensitivity towards scientifically-based supplementation fit with our positioning. But we want to do it with the same rigor with which we formulate: strategically, sustainably, and with a long-term vision.
Our purpose is not to grow fast, it is to grow well. And to become the benchmark in natural stress management within and beyond our borders.