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Key Personnel

•  Rayner Urdaneta, CEO and co-founders

•  Lu Urdaneta, chief culture officer

•  Jim Singer, VP of research ,innovation, microbiology, B&R products, Inc.

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New Products

Monat Bond IQ

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Monat Global this year announced that it would expand its proprietary social commerce model across Meta’s ecosystem, including Facebook and Instagram. Monat said it was an early adopter of TikTok Shop. It says it quickly became a top haircare brand on the popular platform in the US, UK and in Mexico.

With its new integration across Meta platforms, Monat sales reps (who are called market partners) in the US and Canada can share a seamless link, which officials say marks a major leap forward in social-first selling.

“While others are choosing between affiliate and direct sales, we’ve built a Monat exclusive model that does both,” said CEO and co-founder Ray Urdaneta.

Doral, FL
www.monatglobal.com
Sales: $388 million

Monat branched out into skin care successfully last year. In September, the company said that its new skin care line sold $4 million in the first 36 hours. The lineup of clinically-proven, dermatologist-approved, naturally-based anti-aging products are said to harness the power of revitalizing botanical oils, and nutrient-rich exotic fruits like mango, banana and caja. The formulas also feature plant-based stem cells and a rejuvenating peptide. Designed for busy lifestyles, the eight-piece line is divided into two simple, four-step routines based on skin type, Be Gentle (for dry and sensitive) and Be Balanced (for normal and combination), as well as two targeted special treatments.

The company will expand into Ireland and Poland this fall. Monat Global made its foray into Europe when it entered the UK in 2018.

Monat Gratitude, the company’s philanthropic endeavor, raised $248,000 through sales of its Helping Hand Gift Set which were sold in January and February of this year. The company said all net profits from the limited-edition sets were donated to non-profit organizations around the world that empower at-risk youth through education, scholarships and mentoring programs.

“Gratitude is part of who we are, so we wanted to start the year off by giving a helping hand,” said Lu Urdaneta, chief culture officer, Monat Global. “Right now, it’s more important than ever that we come together and help those who need it most. All of the benefiting organizations are fully supporting their communities, and we are proud to make these donations, which were made possible by our Market Partners and customers.”

The kit featured products that were designed with giving back in mind, including More Than a Glow, More Than a Hand Cream and a branded cosmetic bag that includes a nail file and nail buffer, for a set price of $28 each. The set benefits Big Brothers Big Sisters of America, Horizons for Youth, Chance UK, SOS Wioski Dzieciece and the Irish Society for the Prevention of Cruelty to Children (ISPCC).

Doral, FL
www.monatglobal.com

Sales: $314 million (estimated).

Monat is new to The Top 50. Founded in 2014, Monat is a fast-growing direct seller of hair care, and was recently honored with the 2018 DSN Bravo Growth Award, which recognizes extraordinary annual sales growth.

Based in the Miami, FL area, the company is taking steps to keep its upward trajectory. For example, over the past year, Monat says it has improved and expanded customer care call center and enhanced training of customer care representatives.  It has been busy in development too, rolling out 21 new products last year, including a men’s line called Monat Black as well as Rejuvabeads, which are designed to selectively target and temporarily mend split ends and other damaged or stressed areas along the hair shaft, eliminating breakage and frizz, decreasing friction, increasing shine and helping improve color.

The firm also made its foray into the European market by entering the UK.

As of May 2018, Monat said it 625,000 “VIP” customers and 200,000 so-called  “Market Partners.”

But the company has faced some issues, too. According to reports, the US Food and Drug Administration has received adverse event reports and there are have been some lawsuits and complaints filed against the firm with the Better Business Bureau in South Florida, too. Monat has been actively protecting its reputation, including launching a specific website called truthaboutmonat.com. In April, a federal judge ruled in favor of Monat in a decision that would have limited the company’s right to free speech during a class-action lawsuit.

In June, the Association of Marketing and Communications Professionals presented Monat with the Communitas Award for Community Service and corporate social responsibility (CSR) for its Monat Gratitude program. Monat Gratitude’s mission is to generate a positive impact and inspire change in the areas of education, children and families by working with visionary organizations that are improving the world.