“In the current context, there are two new trends regarding consumer behavior. Anxiety and the increased concern for health changes the way in which we choose the products we use. Consumers prefer to buy safe pharmaceutical products tested for efficacy and safety. Also, there is a new tendency to return to products that use local resources, which is also the case of our products”, stated Rucsandra Hurezeanu, founder and CEO of Ivatherm.
Against the backdrop of the COVID-19 pandemic, Ivatherm launched hand disinfectant gels and biocides.
Ivatherm is the largest Romanian dermato-cosmetics company, holding a 10% share of the local pharma cosmetics market and operating in 12 countries. All Ivatherm products contain thermal water from Herculane. The business that entrepreneur Rucsandra Hurezeanu started din 2005 sells its products only through pharmacies.
Ivatherm exports its products to 12-13 markets, but is in talks with new partners. In 2020, the company’s portfolio will include several new countries, such as India.
In Romania, the EUR50 million dermato-cosmetics market is dominated by brands such as Vichy (L’Oréal – France), Avene (Pierre Fabre – France), La Roche Posay (L’Oréal – France), Bioderma (Bioderma Laboratories – France), Ivatherm (Rucsandra Hurezeanu – Romania), per ZF’s latest data.