{"id":440,"date":"2020-04-27T11:55:14","date_gmt":"2020-04-27T11:55:14","guid":{"rendered":"https:\/\/www.farmec.ro\/compania\/istoria-brandului\/"},"modified":"2026-01-30T07:33:09","modified_gmt":"2026-01-30T07:33:09","slug":"the-farmec-story","status":"publish","type":"page","link":"https:\/\/www.farmec.ro\/compania\/en\/the-farmec-story\/","title":{"rendered":"The Farmec story"},"content":{"rendered":"\n

Farmec has been present on the local market for over 130 years – over a century of tradition and excellence in the Romanian cosmetics industry.<\/p>\n\n\n\n

1889<\/div><\/div><\/div>
<\/div>

The successful story of Farmec Company begins<\/h3>

The story starts in Budapest, at the Molnar Moser laboratories.<\/p><\/div><\/div><\/div><\/div>

<\/div>

The Molnar Moser network opened the Mol-Mos laboratory in Cluj-Napoca<\/h3>

The year marking the start of Farmec’s history in Romania – the Molnar Moser network opened the Mol-Mos laboratory in Cluj-Napoca.<\/p><\/div><\/div>

1943<\/div><\/div><\/div><\/div><\/div>
1949<\/div><\/div><\/div>
<\/div>

Mol-Mos Laboratory becomes the Cosmetics Factory<\/h3>

In the nationalization process, the Mol-Mos laboratory became the No. 21 Cosmetics Factory in Cluj, under the Ministry of Health.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Doina milk is produced for the first time<\/h3>

Start of production for the Doina milk, one of the most appreciated and sold products for skin cleansing.<\/p><\/div><\/div>

1965<\/div><\/div><\/div><\/div><\/div>
1967<\/div><\/div><\/div>
<\/div>

Manufacture of the first Gerovital creams<\/h3>

A landmark for the company, that launched a new stage: Liviu Turdean becomes the Manager and Prof. Dr. Ana Aslan assigned over to Farmec the production rights for the Gerovital H3 anti-wrinkle creams and emulsions.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Production of the first spray in Romania<\/h3>

A national premiere \u2013 the start of manufacturing spray type products. The first products were the Triumf deodorant and the Adam shaving cream. Later on, the product line was developed to include the Perla, Zefir, Cristal, Farmec deodorants.<\/p><\/div><\/div>

1969<\/div><\/div><\/div><\/div><\/div>
1972<\/div><\/div><\/div>
<\/div>

Renaming the factory to Farmec<\/h3>

The „Flac\u0103ra” State Industrial Enterprise became the „Farmec” Cosmetic Products Factory.<\/p><\/div><\/div><\/div><\/div>

<\/div>

90% of the local consumption needs are provided by Farmec<\/h3>

Farmec production ensured approx. 90% of the local consumption requirement at the time.<\/p><\/div><\/div>

1989<\/div><\/div><\/div><\/div><\/div>
1995<\/div><\/div><\/div>
<\/div>

Privatization through the MEBO method<\/h3>

The company was fully privatized using the MEBO method, and Farmec S.A. continued to have a 100% Romanian share capital. Ec. Liviu Turdean became the CEO, elected by the General Meeting of Shareholders.<\/p><\/div><\/div><\/div><\/div>

<\/div>

The Dezmir platform is launched<\/h3>

The Dezmir platform was launched, being the largest in South-East Europe at the time and the first Romanian propane butane-based deodorants started to be manufactured at an industrial level.<\/p><\/div><\/div>

1997<\/div><\/div><\/div><\/div><\/div>
2000<\/div><\/div><\/div>
<\/div>

Opening of representative offices in the most important cities<\/h3>

The start of our own national distribution network, by opening agencies in the largest cities of the country.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Farmec becomes the unique owner of the Gerovital brand<\/h3>

Farmec was assigned all rights of use over the Gerovital brand, which had been shared, up to that time, with Gerovital Cosmetics (Miraj).<\/p><\/div><\/div>

2008<\/div><\/div><\/div><\/div><\/div>
2010<\/div><\/div><\/div>
<\/div>

Launch of the Gerovital H3 Evolution range<\/h3>

Launch of the Gerovital H3 Evolution line, a top line in the Romanian anti-wrinkle market segment.<\/p><\/div><\/div><\/div><\/div>

\"\"\/<\/div>

\u201eLiviu Turdean, Charm and Legend\u201d<\/h3>

In 2012, the volume \u201cLiviu Turdean, Charm and Legend\u201d<\/em> was published by Scriptor Publishing House in Cluj-Napoca. The book brings together a series of captivating stories about the history of the Farmec company. It stands as a tribute to all those who contributed to building and strengthening this legacy.<\/p><\/div><\/div>

2012<\/div><\/div><\/div><\/div><\/div>
2013<\/div><\/div><\/div>
<\/div>

Opening of the first Beauty Workshop in the country, in Cluj Napoca<\/h3>

Opening of the first Beauty Parlour in the country, at Cluj-Napoca, that offers facial and body treatments using Gerovital H3 Equilibrium products.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Launch of the first range of dermatocosmetics and products for men<\/h3>

Launch of Gerovital H3 Men – the first product line for men – and of Gerovital H3 Derma+ – the first
dermo-cosmetics line in the portfolio.<\/p><\/div><\/div>

2014<\/div><\/div><\/div><\/div><\/div>
2016<\/div><\/div><\/div>
<\/div>

Launch of the first Gerovital store in the country, in Cluj-Napoca<\/h3>

Opening of the first Gerovital store in the country, at Cluj-Napoca. Gerovital stores are based on the „Beauty Doctor” unique concept, created in full harmony with the brand’s attributes: innovation, trust and efficiency. Gerovital stores offer all Gerovital and Aslavital brands.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Launch of the Gerovital Luxury range<\/h3>

Launch of Gerovital Luxury – the first deluxe cosmetics line.<\/p><\/div><\/div>

2017<\/div><\/div><\/div><\/div><\/div>
2017<\/div><\/div><\/div>
<\/div>

50 years of excellence – Gerovital<\/h3>

Gerovital anniversary – 50 years of Romanian excellence in cosmetics.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Launch of the Gerovital Beauty range<\/h3>

Launch of Gerovital Beauty – the first decorative cosmetics line.<\/p><\/div><\/div>

2018<\/div><\/div><\/div><\/div><\/div>
2018<\/div><\/div><\/div>
<\/div>

Launch of the Women’s Union<\/em> campaign<\/h3>

Launch of the Women’s Union<\/em> campaign – to celebrate our Centennial – the Gerovital manifesto encouraging Romanian women to support women in varied vulnerable groups.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Launch of Gerovital magazine<\/h3>

Launch of the quarterly Gerovital magazine, available in all brand stores and online.<\/p><\/div><\/div>

2019<\/div><\/div><\/div><\/div><\/div>
2019<\/div><\/div><\/div>
<\/div>

Store no. 20<\/h3>

Opening of the 20th Gerovital brand store in Sibiu.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Launch of the franchise system for Gerovital<\/h3>

Launch of the franchise system for Gerovital stores; opening the first store in Bac\u0103u.<\/p><\/div><\/div>

2019<\/div><\/div><\/div><\/div><\/div>
2020<\/div><\/div><\/div>
<\/div>

Launch of the „Take care of nature as you take care of yourself” campaign<\/h3>

Launch of the „Take care of nature as nature takes care of you” campaign, a social responsibility endeavour to recycle the packagings of products in our own portfolio.<\/p><\/div><\/div><\/div><\/div>

\"\"\/<\/div>

Launch of the First Disinfectant Line<\/h3>

The Farmec Disinfectants<\/strong> range for personal use and the Dermofarm<\/strong> range for medical and professional use, alcohol-based, are launched.<\/p><\/div><\/div>

2020<\/div><\/div><\/div><\/div><\/div>
2022<\/div><\/div><\/div>
\"\"\/<\/div>

Modernization of the Farmec Range<\/h3>

Farmec relaunched the namesake brand in its portfolio following an investment of over \u20ac500,000<\/strong>.<\/p><\/div><\/div><\/div><\/div>

\"\"\/<\/div>

Launch of the Gerovital Must Have Range<\/strong><\/h3>

The launch of Gerovital Must Have<\/strong>, the first cosmetic product range dedicated to Generation Z. The investment amounts to \u20ac500,000<\/strong>. The brand ambassador of the range is Tania Turdean<\/strong>.<\/p><\/div><\/div>

2022<\/div><\/div><\/div><\/div><\/div>
2023<\/div><\/div><\/div>
<\/div>

Relaunch of the Gerovital H3 Derma+ Range<\/strong><\/h3>

The relaunch of the Gerovital H3 Derma+<\/strong> dermato-cosmetic product range, featuring a new visual identity and complex treatment regimens designed to address a wide variety of skin conditions.<\/p><\/div><\/div><\/div><\/div>

\"\"\/<\/div>

Launch of the First Gerovital Kids Range<\/strong><\/h3>

The launch of Gerovital Kids<\/strong>, the first range of care products dedicated to babies and children.<\/p><\/div><\/div>

2023<\/div><\/div><\/div><\/div><\/div>
2023<\/div><\/div><\/div>
\"\"\/<\/div>

Gerovital Tratament Expert<\/strong><\/h3>

The expansion of the Gerovital Tratament Expert<\/strong> range with densifying products, along with the appointment of Anne-Marie Bontea<\/strong>, multiple national equestrian champion, as the brand ambassador of the range.<\/p><\/div><\/div><\/div><\/div>

<\/div>

Gerovital Men<\/strong><\/h3>

Ionu\u021b Rada<\/strong>, former professional footballer, becomes the brand ambassador of the Gerovital Men<\/strong> range. This partnership marks a significant milestone in Gerovital Men\u2019s mission to promote a lifestyle built on performance, health, and excellence.<\/p><\/div><\/div>

2024<\/div><\/div><\/div><\/div><\/div>
2025<\/div><\/div><\/div>
<\/div>

Relaunch of the Aslavital Mineralactiv Range<\/strong><\/h3>

The Aslavital Mineralactiv<\/strong> range is relaunched with new ingredients suitable for sensitive skin. The new products feature a modern, updated design. Renowned actress Olimpia Melinte<\/strong> becomes the face of the range.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

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