Matcha & Co
“I was amazed by the people, their capacity for hard work, their respect for others, and their culture, which is so different from ours.” Japan left a lasting impression on Pepe Cabestany, and from his love for Japanese culture and passion for gastronomy, Matcha & Co was born, based on matcha tea, of course.
The consumption of this iconic tea ceremony beverage has increased in recent years. Countries like the United States, Germany, and France have already integrated it into their daily lives. Seeing the lack of a high-quality European brand at a competitive price, the founders decided to market the product through Matcha & Co. But their initial goal was soon surpassed. Now, along with his partner Víctor Abrines, they aim to incorporate the properties of the best-kept secret of Zen monks into beauty rituals, “to care for oneself both inside and out.”
Interview with Pepe Cabestany:
Can you introduce yourself? What is your background?
I studied Business Administration in Barcelona and have always been drawn to the startup world. In 2012, I moved to Mallorca to work in a venture capital fund investing in seed-stage startups, where I met my partner, Víctor Abrines.
Besides your love for gastronomy and Japanese culture, what else do you and Víctor share? When did you realize you worked well together?
While working in Mallorca, we noticed we were drinking coffee all the time to stay awake and perform longer. However, the crash when the caffeine wore off was getting worse. Personally, I have always been passionate about gastronomy and Japanese culture and thought matcha tea could be a coffee alternative, providing energy without the jitters. In 2018, we saw that there was no high-quality European matcha tea brand at a competitive price, so we founded Matcha & Co.
You’ve traveled to Japan annually since your adolescence. What impact have these trips had? What fascinates you about the country?
My first visit to Japan was in 2002, and I was amazed by the people, their work ethic, their respect for others, and their culture, so different from ours. They were curious to see a foreigner walking down the street and often stopped me for a photo or to greet me. When I needed directions, they went out of their way to help, sometimes even accompanying me to my destination.
Matcha tea is a staple in Japan but is increasingly appearing on café menus in many cities. Do you think it will also conquer Barcelona? Have you given up coffee for matcha?
In Japan, they typically drink green tea instead of water with meals. I discovered matcha on my first trip when friends organized a tea ceremony with a local master. In recent years, matcha lattes have become popular in the US, mixing matcha powder with milk or plant-based milk. The trend has also spread to the UK, Germany, and France, and we’re seeing increasing consumption here in Spain as well.
Besides selling matcha tea, you’ve created a cosmetics line based on this product. Does it offer so many benefits?
Matcha tea has anti-inflammatory properties, neutralizes free radicals (which cause skin aging), protects against UVA damage, and improves skin elasticity. It contains 137 times more antioxidants than regular green tea and 53 times more than spinach, making it the perfect ingredient for skincare and nutricosmetics products. Over the past year, many cosmetic brands have embraced matcha, creating product lines based on its benefits. New cosmetics brands have also emerged, with matcha as the active ingredient.
Despite its benefits, it’s quite different from typical beauty and cosmetics products. How have your regular customers responded? Are you surprised by the media attention on matcha’s properties?
Our regular customers have responded positively. We have spent over a year developing these new products with two of Spain’s top laboratories, using high-quality ingredients.
Currently, you offer a well-curated product range: skin creams and serums, supplements, hair and nail products, and even a book on self-care. Who are these products aimed at?
We target people aged 25 to 65 who care about their health and wellness. We want to convey the full benefits of matcha tea by developing various products and supplements for both internal and external care.
Consumers are increasingly choosing organic products. Why do you think this shift is happening? How has this change in mindset benefited your business?
Maintaining traceability and knowing what foods and ingredients we consume is important. Changing our mindset and recognizing that our consumer choices can drive change is crucial.
Do you think the trend towards organic and natural products is here to stay, or is it just a passing fad?
I am convinced it’s here to stay. If you observe shoppers in the supermarket, you’ll notice many people reading ingredient lists and caring about what’s in their products. With better information, consumers demand less processed and more natural products, and they’re willing to pay more for them because it ultimately affects their health.
Animal testing is another important factor when buying cosmetics. Do you conduct animal testing?
We develop all our products with top-tier laboratories and formulators, and we never test on animals.
On a personal note, can you share your beauty routine? What do you do each morning and/or before bed?
I always use cleansing gels with glycolic or salicylic acid to remove dead skin cells. Then I apply a water-based serum with vitamin C and niacinamide, which brightens the skin and reduces hyperpigmentation. Serums have small molecules that help active ingredients penetrate better. Afterward, I use a moisturizer with sunscreen to protect my skin from UVA rays. I follow this routine both in the morning and before bed (except for the sunscreen at night).
Both founders had previous entrepreneurial experiences, but what main challenges did you face in launching Matcha & Co? What sets this business apart from your other ventures?
Starting a company from scratch takes time, and unexpected problems always arise. It’s crucial to know your target customer and sales channels. We had never created consumer products before, so it’s very rewarding to read positive feedback when people like your product. Complying with organic standards is very demanding, requiring strict control over all products, their labeling, production, and traceability.
Given your current success, what are your future goals for Matcha & Co?
We aim to continue growing in Spain and internationally. In September, we launched our products in the UK, and in the coming months, we plan to expand to France and Germany. We are also developing new nutricosmetic products, which we hope to launch in the spring.