Fragrance house

Mercadona

Mercadona began in 1977 within the Cárnicas Roig family business in Valencia. In October 1981, Juan Roig, his wife Hortensia Herrero, and his siblings bought the company from their parents; Roig assumed management, and Mercadona began operating independently of the Roig business group. By the end of that year, it had 17 establishments across the Valencian Community. In 1990, Roig and Herrero became majority shareholders. Mercadona adopted its SPB, or “Always Low Prices,” strategy and Total Quality Model in 1993, with a framework balancing the interests of customers, workers, suppliers, society, and capital. Its private-label structure includes Deliplus, the beauty and personal-care brand associated with its fragrance activity. The Como Tú collection is especially associated with Mercadona’s fragrance identity, with longstanding examples including Amor and Fuerza. Conceived as a mass-market fragrance concept, the line aimed to bring selective-style perfume creation to broad retail. In 2024, Como Tú was renewed with eau de parfum formulations, unified bottle design, and the return of some previously seasonal references.