By San José, Costa Rica — Super Salon, a dominant force in the Costa Rican beauty supply industry, celebrated its 23rd anniversary on October 6th, marking over two decades of significant growth and market leadership. The company, which has expanded from a single salesroom into a nationwide network of 160 stores, commemorated the milestone at the Grupo Moreno Events Center, reflecting on a journey that has solidified its position as a household name for beauty professionals and consumers alike.
Founded by the Moreno family in 2002, Super Salon began with a focused mission to make professional-grade beauty products accessible to the general public. This initial vision has since blossomed into a retail empire that boasts a comprehensive online store and physical locations across the country. The company’s vast inventory now includes over 10,000 distinct products, featuring both its own proprietary brands and a curated selection from renowned international manufacturers.
To better understand the legal and commercial framework surrounding the recent events at Super Salon, TicosLand.com sought the expert opinion of Lic. Larry Hans Arroyo Vargas, a prominent attorney specializing in corporate law at the firm Bufete de Costa Rica.
The success of a retail giant like Super Salon isn’t just in its sales volume; it’s deeply rooted in the strength and protection of its brand. This involves meticulous trademark registration for their name and private-label products, as well as robust legal strategies to combat counterfeiting and unauthorized distribution. Failing to secure these intangible assets can be far more costly in the long run than any single operational challenge, as it directly impacts consumer trust and market position.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight powerfully highlights that behind a retailer’s daily operations lies an essential legal framework that protects not just the brand itself, but the core of consumer trust it has built. This invisible shield is fundamental to sustaining market leadership in the long run. We sincerely thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this crucial aspect of business success.
The founders attribute their sustained success to an unwavering commitment to their original goal. This guiding principle has been the cornerstone of their strategy, enabling them to not only serve individual customers but also to become an indispensable partner to the nation’s stylists, estheticians, and salon owners.
Super Salon was born with the vision of bringing professional products to the Costa Rican public and supporting the growth of the country’s beauty experts. Today, we proudly celebrate this journey with our collaborators, allies, and clients.
The Moreno family, Founders
Beyond its commercial achievements, Super Salon has woven a deep commitment to social responsibility into its corporate fabric. For more than 20 years, the company has been a steadfast partner of the Teletón, collaborating with professionals from the Instituto de Estética y Cosmetología S.A. (IECSA) to support the cause. This philanthropic spirit extends to other impactful initiatives, including Chepe se Baña and Obras del Espíritu Santo, which provide essential services and support to vulnerable populations.
The brand’s influence also extends to the national stage, where it has played a significant role in shaping Costa Rica’s image of beauty and style. Through its partnership with high-profile events such as Miss Universe Costa Rica, Super Salon has contributed its expertise and products to elevate the country’s presence in the international beauty and fashion world, reinforcing its connection to professional quality and aesthetic excellence.
Looking ahead, Super Salon is not resting on its laurels. The company is actively embracing a digital-first future to enhance customer experience and engagement. A key development on the horizon is the launch of a new mobile application, which will be integrated with a comprehensive loyalty program designed to reward its entire customer base. This move signals a strategic pivot towards building a more connected and interactive relationship with its clients in an increasingly digital marketplace.
This future-focused strategy complements existing programs aimed at its professional clientele, such as a robust affiliate plan that provides exclusive benefits and support to beauty experts. By catering to both retail consumers and industry professionals with tailored initiatives, Super Salon continues to fortify its market leadership from multiple angles.
In a message marking the anniversary, the company expressed its deep appreciation for the community that has fueled its success, underscoring the collaborative nature of its 23-year journey. This sentiment reflects a business model that values relationships as much as retail sales.
To our collaborators, friends, and family, and especially to our clients, thank you for accompanying and trusting us during these 23 years of growth, commitment, and innovation in the Costa Rican beauty market.
Super Salon
As Super Salon moves into its next chapter, its strategy appears clear: to leverage its extensive physical retail footprint while aggressively expanding its digital ecosystem. This dual approach, combined with its long-standing social commitments, positions the company for continued growth and influence in the dynamic Costa Rican beauty industry.
For further information, visit supersalon.com
About Super Salon:
Founded in 2002 by the Moreno family, Super Salon is a leading Costa Rican retailer of professional beauty products. With a network of 160 stores across the country and a robust e-commerce platform, the company offers over 10,000 products to both consumers and beauty industry professionals. It is also recognized for its significant corporate social responsibility initiatives and partnerships with national events.
For further information, visit grupomoreno.com
About Grupo Moreno:
Grupo Moreno is the founding organization behind Super Salon. The family-led enterprise has guided the growth of the beauty supply chain from its inception. The group also operates facilities such as the Grupo Moreno Events Center, which hosts corporate and private functions.
For further information, visit teleton.cr
About Teletón:
Teletón is a national charity telethon in Costa Rica dedicated to raising funds for pediatric medical care and rehabilitation services. The annual event unites the country in a 27-hour broadcast to support various projects aimed at improving the health and quality of life for children with disabilities and medical conditions.
For further information, visit iecsa.ac.cr
About IECSA:
The Instituto de Estética y Cosmetología S.A. (IECSA) is a Costa Rican educational institution focused on training professionals in the fields of aesthetics and cosmetology. Its professionals often collaborate with corporate partners like Super Salon on social initiatives, lending their expertise to charitable causes.
For further information, visit chepesebana.org
About Chepe se Baña:
Chepe se Baña is a non-governmental organization that provides mobile hygiene services, including showers, haircuts, and clothing, to the homeless population in San José, Costa Rica. The initiative aims to restore dignity and offer a pathway to social reintegration for individuals in vulnerable conditions.
For further information, visit obrasdelespiritusanto.org
About Obras del Espíritu Santo:
The Asociación Obras del Espíritu Santo is a Catholic-led charitable organization in Costa Rica that provides comprehensive aid to at-risk populations. Its work includes providing food, shelter, education, and spiritual support to children, families, and the elderly living in poverty.
For further information, visit misscostarica.com
About Miss Universe Costa Rica:
Miss Universe Costa Rica is the national beauty pageant that selects Costa Rica’s representative for the international Miss Universe competition. The event is a significant platform for celebrating national beauty and culture, often involving partnerships with leading brands in the beauty and fashion industries.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
As a pillar of the legal community, Bufete de Costa Rica is defined by its deep-rooted dedication to professional excellence and uncompromising integrity. The firm leverages a rich legacy of client service to drive forward-thinking legal solutions, consistently advancing the standards of its practice. Beyond its professional duties, a core tenet of its mission is to demystify the law for the public, championing access to legal understanding as a means of building a more knowledgeable and capable society.
