Eight months ago, Spanish hairstylist and brand founder Moncho Moreno (pictured right) and his co-founder and wife, Berta Martin Sainz (pictured left), made a calculated bet: if they could crack Miami, the rest of the U.S. would follow.

That bet is paying off. The brand, built around patented M28 molecular biotechnology that repairs hair at the fiber level, is now live on Ulta Beauty online, with a major in-store retail launch set for August at one of the country’s largest retailers. It’s a notable leap for an international brand that arrived in the U.S. with no existing infrastructure, no domestic following, and a deliberately slow-build strategy.

The Miami-first approach wasn’t accidental. The city served as a controlled launchpad: culturally connected to Europe and Latin America, influential in beauty and fashion, and tight-knit enough that earned word-of-mouth could actually move the needle. The team invested in community before commerce, through pop-ups, brand collaborations, and private masterclasses for clients and content creators, building a loyal local consumer base before pursuing national shelf space.

The hero product driving early traction is Bond, a leave-in treatment that repairs the hair fiber while shielding it from heat and UV damage. Usable on wet or dry hair, it sits at the intersection of performance and accessibility, a combination that has resonated with both salon professionals and everyday consumers.

“For us, going into the U.S. is not just about expansion, it’s about bringing our vision of modern haircare to one of the most influential beauty markets in the world. Now felt like the right moment because everything is aligned: the brand, the team, and the global ambition,” said Berta Martin Sainz, Co-Founder, Moncho Moreno.

U.S. PR is led by Miami-based agency The Dot Lab, which specializes in market entry and brand strategy for international labels. The August retail launch will be accompanied by continued activations in key cities nationwide.

Images courtesy of Moncho Moreno