The first stone in the foundation of Martinex was laid in 1992: a private cosmetologist’s office that opened at one of the municipal clinics of Ekaterinburg. This was one of the first places to introduce cosmeceuticals onto the Russian market, where such products were previously unknown. It became quite successful, and the desire to remain at the helm of innovation lead to our partnership with the French laboratory Gernetic Synthese. At this time, in 1996, Martinex was formally registered under its current name and became the first and exclusive distributor of Gernetic cosmeceuticals in Russia. Shortly after, Martinex has outgrown its operations within a single city and began expanding its network of distributors. The office in Moscow was opened around this time. Our goals were “innovation, efficiency and safety” which proved to be an effective business model. In the following few years, during a period of fast economic growth in Russian Federation, Martinex acquired a reputation of