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Forbes interviews Jorge Rubín

When you open the door to I.C.O.N., you will find 8 logos: EcoTECH (the brand’s trademark): Color-Safe, Anti-Agers, Anti-Oxidants, Sulfate-Free, Paraben-Free, ACE of Vitamins and Vegan. Their 8 symbols are The Commitment; the core values and philosophy of this small family business that has been able to excel and thrive in a world that is dominated by big corporations.

“In order to avoid losing your place in this competitive world, you need to have a very solid foundation and be loyal to your principles and values”

Reveals Rubín, CEO of this hair care company who spends his days between Vigo (his home town and HQ for Europe and Asia) and Los Angeles (where the labs and offices are located for North America, South America and Australia).

In 2017 the company celebrated its 15th anniversary. Fifteen years in the front line of a sector that is achieving large growth, according to recent reports. What is the secret?

“The integrity of everything that we do, from the development of our products to education. Education is the future. Being in the frontline of innovation developing products with new and more advanced ingredients: organic, vegan, with antioxidants, and using sustainable resources”

Rubín is very clear that passion and discipline go hand in hand for true success.

“Success is the result of implementing everything that is necessary to achieve the goal you set for yourself. And once you arrive, you set new goals, as the race is never complete”.

Take action and don’t lose focus is the strategy that seems to have worked well for this brand, who is present in 4 out of the 5 continents (with an on-going development plan with Asia). A company that has grown in the last 5 years at a rate of 10% globally (15% in Spain) with continued projection for the upcoming years.

“Reaching the top of the mountain is a great feat but staying at the top; that’s the hard part. Stay the course, the path is there. You just need to walk the road. This is the key to continuous improvement in your business, Create Your Own Path”