A CONVERSATION BETWEEN VIS MOLINA AND PAULA OROZCO

Discover the philosophy inspiring Labeau’s new chapter.

“When Labeau came into my hands, I felt incredibly fortunate. I have always been very interested in cosmetics, and I see them as one more part of the holistic care we need to feel comfortable in our own skin, alongside a healthy diet, physical exercise and good sleep hygiene. It is part of the lifestyle philosophy I believe in.”
PAULA OROZCO, DIRECTOR OF LABEAU ORGANIC

 

A LITTLE HISTORY

Executive Olga Puig-Lacalle, who had previously held various positions at Henkel, Myrurgia and Puig, founded Labeau Organic in 2019 after conducting an in-depth analysis of cosmetic trends in the United States and Central Europe and identifying a gap in the Spanish market for natural and organic cosmetics. With the backing of a group of investors and her extensive know-how as her main asset, Olga Puig-Lacalle set to work and launched the brand.
Following its initial years of consolidation and its increased focus on the online market as a result of the coronavirus crisis, the partners decided to ask Paula Orozco, one of the brand’s founding partners and someone with a strong personal connection to it, to take over the management of Labeau Organic. In July 2025, Orozco, who holds a degree in History from the University of Navarra, has a background in cultural management and is currently the owner and director of a GYROTONIC® centre in Barcelona, formally took over the management of the company.

 

HOW DID THIS NEW CHAPTER FOR LABEAU COME ABOUT?

After formally taking over the management of the brand, I spent several months studying the market in depth and analysing the product portfolio. I have been closely involved in its development and journey since the very beginning, both out of personal interest and because of my professional affinity with the world of wellbeing. In 2010, following a back injury, I discovered the GYROTONIC® method, which proved to be a turning point in every area of my life. From then on, I shifted my professional focus towards wellbeing, trained in the method and opened a centre in Barcelona dedicated to this discipline, physiotherapy and holistic wellbeing.
When Labeau Organic came into my hands, it seemed like the perfect culmination of my professional journey in the field of self-care and wellbeing, approaching care from a holistic and comprehensive perspective that encompasses every area of life.

 

HOW WOULD YOU DEFINE THE NEW LABEAU?

The first thing I told myself was that the narrative had to change, because trying to fight the ageing process is ultimately pointless. It is a battle you cannot win. We need to embrace concepts that speak about accompanying ourselves through the passage of time, rather than fighting against it.
We have to accept that ageing is an inevitable reality and therefore learn to care for ourselves properly so that we can live well alongside it. Adopting these new concepts and this new narrative also requires a change in language: we need to talk less about aggressive or invasive treatments and more about care.
We should encourage and embrace healthy, active, positive, creative and dynamic ageing. And all of this requires a holistic vision that works from the inside out: taking care of yourself spiritually, professionally, personally and physically.
The language that accompanies this new approach should therefore speak of well-ageing and wellbeing, while leaving anti-ageing behind. The new Labeau should be understood as a brand centred on holistic care and wellbeing.

 

WHO IS THE BRAND AIMED AT ON THIS NEW JOURNEY?

Women aged 35 and over. She is an active woman who exercises, eats well and looks after both her body and her soul. She is a professional, well-read and culturally aware, keeps up with current affairs, has her own criteria and thinks critically.
For all these reasons, she is not swayed by trends and approaches cosmetics from a health perspective. She believes that healthy, well-cared-for skin must, by definition, look beautiful and attractive. Therefore, she does not expect cosmetics to cover, conceal, hide, correct or camouflage; she wants them to care for, enhance, boost, support and illuminate her skin.
And there is also an important new consumer: men of all ages. They have discovered Labeau through their partners and have been drawn to its philosophy, its approach and the results they experience when using healthy, natural and uncomplicated products.

 

WHAT IS LABEAU’S CURRENT PHILOSOPHY?

To help our users understand that a good skincare routine, combined with discipline, good-quality products, a healthy diet and good sleep hygiene, will give them healthy, well-cared-for and beautiful skin, whatever their age.
In other words, we need to align three key elements: body, mind and soul.
The new Labeau’s motto is wellbeing cosmetics — cosmetics for wellbeing. It is about striving for excellence and recognising that caring for yourself both inside and out will make you feel better. But it is always about going beyond the external and looking for something deeper.

 

HOW DOES PAULA OROZCO APPROACH THE USE OF COSMETICS?

As I mentioned earlier, practising the GYROTONIC® method was a turning point in my life. That is where my approach to cosmetics comes from.
With GYROTONIC®, we are not looking for a flat stomach or firm buttocks, but for optimal physical condition from a holistic perspective. You train your body by first developing an understanding of it as a whole, and from there you reach a state of harmony and balance that manifests itself both physically — a cared-for, beautiful, healthy body with more harmonious movement — and emotionally, through a more centred, energetic and calm state of mind.
The process with cosmetics is exactly the same: a good skincare routine, applied consistently and with the right products, will result in balanced, healthy and beautiful skin.

 

AND HOW IS THIS APPROACH REFLECTED IN LABEAU’S PRODUCTS?

The product is at the heart of the company; that is what really matters. The first step was to study the market situation exhaustively and analyse the product portfolio in depth.
From there, I brought Angela Cunill onto the team. She is an entrepreneur and founder of Instituto Angela, where she has been diagnosing and treating clients for more than 40 years.
Together, we conducted a detailed analysis of every Labeau product. Working with Marta Estebanell, a chemist and formulator with extensive experience in natural cosmetics, we reformulated many of the products to optimise their results and discontinued others.

 

AND YOU ARE LAUNCHING NEW PRODUCTS. WHICH ONES?

Yes. Angela and I work closely together in our pursuit of excellence. The first cream we created and launched is the WellBeing Cream, which has become one of our best-sellers since its launch. The WellBeing Cream is based on the idea that the better cared for and prepared your skin is, the less make-up you will need, because your skin will look cared for, nourished and dewy. Our philosophy is that make-up should never be about covering the skin. We want to showcase exceptionally well-cared-for skin, so it should never need to be hidden or covered. To create the WellBeing Cream, we first defined what we were looking for: a tinted treatment cream based on natural pigment that adds colour to the skin without covering it. It is neither a BB cream nor a CC cream, but when you apply it, the “good-skin” effect is instant. It enhances and boosts the skin, giving it a beautiful tone that adapts to the texture and complexion of each individual.

 

WITH FOUR PRODUCT LINES — FACIAL, BODY, INTIMATE AND HAIR — YOU COULD SAY LABEAU IS UNIQUE IN…

Cleansing and preparing the skin. We are unbeatable in this area, and it is one of our brand’s greatest strengths, because only clean, properly prepared skin can fully benefit from treatment products. To begin with, there is Gel to Milk, a bi-phase product based on almond oil, lavender and witch hazel water, whose texture changes as it is massaged over the face and eyes. It becomes oily and lifts away impurities and all the dirt caused by make-up and environmental impurities. It provides a deep double cleanse, soothes the skin, hydrates it and is incredibly comfortable to use, avoiding any feeling of dryness or tightness. It has a very subtle green tea fragrance, which runs throughout the cleansing range. Our cleansing protocols also include two new masks that work particularly well together: the Deep Cleansing Mask, with a creamy texture, which exfoliates and leaves the skin impeccably clean without drying it out; and The Special Mask, with a mousse texture, formulated with natural glycolic acid and a glow effect that leaves the skin radiant.

BETWEEN THE LINES

What is your idea of perfect happiness? When I think of happy moments, the first thing that comes to mind is my children and my family.

What does a perfect Sunday look like? Mass, lunch, reading, a film — all with the family. And, of course, some time for self-care.

What is always in your fridge? Fresh fish and seafood, which Marcos Rabina sends me from A Coruña. And plenty of fruit and vegetables, which I buy every day at the market.

What is the main trait of your character? Strength.

And what do you value most in your friends? Loyalty.

Your favourite composers are: The other day, I was travelling by car with my daughter and she told me that whenever she hears Alejandro Sanz, she thinks of me. His music defines her childhood. I listen to a very wide range of music. Lately, I have been listening to a lot of James Blake.

And your favourite artists? Any form of artistic expression moves me. Recently, I have become fascinated by anything handcrafted or involving manual work. Perhaps because I am Galician and craftsmanship has always been part of my life. I love plant fibres, clay, plaster, wood… We need moments of pause, reflection and contemplation!

How do you engage with the art world? I am a member of the Board of Trustees of the University of Navarra Museum because I believe that we will save the world through art and beauty. We have a fantastic Performing Arts programme with our own productions. I am passionate about dance, both classical and contemporary, and I escape to Paris whenever I can to see a ballet. I like living surrounded by works of art. My most recent acquisitions have been a piece by Álvaro Negro and another by Amparo de la Sota. My husband has instilled in me a passion for collecting, and I am just starting a collection of Lalique vases.

Is there a skill or talent you would like to have? To be able to sing.

Which flaws do you find easiest to forgive? Over the years I have become more forgiving; I was not at all like that before. And I am particularly forgiving of weaknesses that stem from a lack of affection.

Always before going to bed: Giving thanks to God.

The Labeau product you could not live without, and how you use it: I am addicted to Gel to Milk. I use it every day to cleanse my face and neck, morning and evening, and whenever else I feel I need to cleanse my skin. I love the comfortable feeling of cleanliness it gives me. I apply it to dry skin and massage it all over my face until its texture transforms into an oil. The way it lifts away impurities while remaining so gentle is unique.

The Labeau product you always carry in your handbag: The Balm. I use it to touch up my make-up or add colour to my cheekbones, to groom my eyebrows, moisturise my lips and cuticles, and to seal the masks I apply to my face.

The products and/or skincare routine you try to instil in your children: I am always on at them to cleanse their skin properly morning and evening with Labeau’s Gel to Milk, and to use our Deep Cleansing Mask once a week. Cleansing the skin is the essential routine, and it is something you should instil as early as possible.

TELL ME YOUR TIPS AND RECOMMENDATIONS FOR:

A wedding:
The day before a special occasion, I apply the Special Mask after thoroughly cleansing my face. Before going to bed, I apply three pumps of the Repairing Balm all over my face to seal in the mask.
The following morning, I remove the excess with a cotton pad soaked in water, and my skin looks genuinely radiant and dewy. If the wedding is during the day, I do not wear make-up — just a little concealer, mascara and blusher. I also carry the Illuminating Serum in my handbag, in a spray dispenser, and use it several times throughout the day to keep my face feeling fresh and hydrated. If the wedding is in the evening, I follow the same process but wear a little more make-up.

A country lunch:
I prepare my skin as usual and then apply an extra layer of WellAging Cream, as it contains two active ingredients that help protect against solar radiation. I carry a spray SPF 50 from Coola in my handbag, a sun-care brand I love, so I can reapply throughout the day. It is the one I use until we launch our own.

A day by the sea:
Before leaving home, I apply facial and body sun protection and reapply it throughout the day. At the end of the day, I dream of a shower and a thorough facial cleanse with Gel to Milk, followed by our Serum, Eye Contour and treatment cream. For the body, I apply a generous amount of our Firming Oil to damp skin, which enhances the tan and evens out the skin’s texture and tone.

Before and after a long-haul flight:
Before and during the flight, I heavily hydrate my skin because it becomes very dry. Afterwards, I apply the Deep Cleansing Mask to give my skin a thorough cleanse.

A routine I never skip:
I use an LED mask on my face a couple of times a week, and I see Angela Cunill every twenty days. She gives me a comprehensive in-clinic treatment, and I then follow all her recommendations at home.