The first Latin American skincare brand with dual EcoCert Cosmos Organic and MyMicrobiome certification enters Uruguay through 50 Farmashop locations and beauty flagship Häven, less than two years after its Argentina debut.
Montevideo, Uruguay
HELENA, The Spirit of Beauty, the premium biotech skincare brand founded by Ibana Almada Vera, today announced its official launch in Uruguay, the country where the brand’s own GMP-certified manufacturing facility, Waskul S.A., is located inside the Costa Oriental Free Trade Zone. The Uruguay launch marks the beginning of HELENA’s international expansion beyond Argentina, with the United States and Brazil to follow.
Since its 2025 debut in Argentina, HELENA has built rapid and consistent momentum across the country’s most demanding beauty and dermatology channels. The brand is now present in more than 100 premium pharmacies, including the leading national chain Farmacity, and operates two flagship experiential stores at Alto Palermo (Buenos Aires) and Alto Rosario Shopping, two of Argentina’s most important premium retail destinations. HELENA has also established itself as one of the new leading recommended brands among Argentine dermatologists, backed by clinical hydration data, biotech-driven formulations, and a minimalist ingredient philosophy that respects the skin’s microbiome.
Uruguay launch: 50 Farmashop pharmacies and Häven flagship
HELENA’s Uruguay launch will be anchored by two strategic retail partnerships:
- Farmashop, Uruguay’s leading pharmacy chain, will introduce HELENA across an initial network of 50 stores, offering the brand’s core skincare line nationwide from the first day of launch.
- Häven, one of Uruguay’s premier beauty flagship stores, will carry the full HELENA collection with dedicated brand experience space, curated consultations, and the signature HELENA sensorial ritual.
“Launching in Uruguay is a homecoming for HELENA,” said Ibana Almada Vera, Founder & CEO. “Our formulations are conceived and produced here, at our own Waskul factory, in one of the most advanced free-trade zones in the region. Being able to bring HELENA to Uruguayan consumers, in partnership with Farmashop and Häven, is a source of enormous pride for the entire team.”
A Latin American first, recognized internationally
HELENA is the first skincare brand in Latin America to hold dual certification as both EcoCert Cosmos Organic & Natural (France) and Microbiome Friendly (Germany), a distinction highlighted in international press coverage including Cosmetics Business (UK), which noted that “HELENA sets a new standard in Latin America with dual certification from MyMicrobiome and EcoCert.” Local press coverage includes a feature in Forbes Argentina, describing HELENA’s strategy as “biotechnology and accessible ‘new luxury’ to disrupt the skincare business,” and features in L’Officiel Argentina alongside global brands including Kiehl’s and Chanel.
The brand is anchored by the proprietary STLONGSense7™ biomimetic molecule, developed in-house at Waskul, with clinically-tested 120-hour hydration performance. The full HELENA line comprises six core skincare formulations and three signature ampoule references, all vegan-formulated and free of parabens, sulfates, silicones, and synthetic fragrance.
Regional expansion continues
Following the Uruguay launch, HELENA has planned market entries into Brazil (Q2 2027) and the United States, with active pipeline conversations across premium beauty retailers, dermatology chains, and specialty distributors.
About HELENA, The Spirit of Beauty
HELENA, The Spirit of Beauty is a premium biotech skincare brand founded in Argentina by Ibana Almada Vera, CEO of Laboratorios Abies. The brand combines biotechnology, botanical stem cells, and biomimetic molecules to deliver clinically validated, microbiome-respectful skincare. HELENA is manufactured at its own GMP-certified Waskul S.A. facility inside the Uruguay Free Trade Zone and is the first Latin American skincare brand to hold dual EcoCert Cosmos Organic and MyMicrobiome certification. Learn more at helenaspiritofbeauty.com.
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Rafaela Castagnino
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