Swedish beauty technology company Foreo has announced a major leadership change, highlighting its commitment to promoting international talent. The brand has appointed Marta Panera, a Spanish marketing expert, as its Global Director of Marketing and Communications.
Foreo, known for its innovative beauty devices that combine technology and skincare, is experiencing a phase of rapid global growth. The company believes that having leaders who understand both global strategy and local market dynamics is key to continuing its expansion. Marta Panera’s promotion is seen as a significant step in that direction.
A Journey of Dedication and Innovation
With over 15 years of experience, including eight years at Foreo, Marta Panera brings deep industry knowledge and a clear vision for the brand’s future. Before joining Foreo, she worked with Showroomprive.com, one of Europe’s leading online shopping platforms. She also founded PR4eCommerce, a communications agency focused on helping digital businesses build strong, recognizable brands.
In addition to her professional experience, Panera is actively involved in several organizations that promote women in leadership, including Women in Retail, Women in Tech, and the Consejo General Madrid Capital del Lujo. Her involvement in these groups reflects her passion for supporting diversity and empowerment in the workplace.
A New Era for Foreo’s Global Marketing
As she steps into her new role, Panera faces both opportunities and challenges. Foreo currently operates in over 80 countries, each with its own digital habits, regulations, and media environments. Speaking about her new position, Panera said her main goal will be to create “a model where owned content, professional activations, and technology are integrated to increase brand authority.”
She emphasized the importance of achieving “true harmonisation between the brand’s global vision and the local realities of each market.” This approach aims to ensure that while Foreo maintains a consistent global image, it also connects meaningfully with customers in every region.
Foreo’s Expanding Footprint
Founded in 2013, Foreo has quickly grown into a major player in the beauty tech industry. The company’s mission has always been to combine innovation, design, and science to make skincare more effective and enjoyable. Since its launch, Foreo claims to have sold over 20 million devices worldwide — a remarkable achievement in just over a decade.
Spain remains one of Foreo’s most important markets. In addition to its official online store, the brand is available through well-known retailers such as Sephora, Douglas, and WOW, as well as major online marketplaces like Amazon. It also has a strong presence in El Corte Inglés, with around 20 in-store concessions nationwide.
Looking Ahead
According to Panera, Foreo’s strategy for the coming year will focus on three key goals:
- Strengthening its position in LED devices, one of the fastest-growing categories in beauty technology.
- Expanding into high-potential growth markets to reach more consumers worldwide.
- Launching new complementary products that integrate emerging technologies to enhance the skincare experience.
The company describes this moment as one of “accelerated expansion,” and Panera’s appointment is seen as crucial in ensuring that Foreo’s marketing keeps pace with its global ambitions.
