Henkel Iberia drives 34% revenue growth for Indola on VTEX as it builds on digital B2B transformation

[Barcelona, 24 March, 2026] — VTEX (NYSE: VTEX), the backbone for connected commerce, today highlighted the continued evolution of Henkel Iberia's digital B2B transformation for its professional haircare brand Indola. Building on the marketplace model introduced in Spain and Portugal in 2023, Henkel Iberia has continued to modernise its distributor-led commerce operations with VTEX, creating a more connected and scalable digital model for professional salon sales in Iberia. Last year, the Indola marketplace delivered 34% revenue growth on VTEX compared to 2024 results, showing the business impact of modernising a traditionally manual, relationship-led sales structure without disrupting the distributor model behind it.

As the partnership has matured, Henkel Iberia has used VTEX to strengthen its support for distributors and salons without changing the fundamentals of its indirect route to market. Today, the platform supports the streamlined coordination across Spain and Portugal through a multi-seller architecture tailored to the realities of the professional haircare category.

"At Henkel Iberia, the objective was never digitalisation for its own sake, but modernisation that would respect the way the business already works," said Paula Llanet, Ecommerce Manager Iberia at Indola. "With VTEX, we have been able to strengthen our distributor-led model, improve coordination across the ecosystem, and create a more scalable foundation for Indola in Iberia. Over the past three years, this has helped us support our growth and manage a more efficient commercial operation without losing the human relationships that matter in this category."

Henkel, which has nearly 150 years of history globally and more than 60 years of presence in Spain and Portugal, operates in a market where distributor relationships remain central to commercial success. Henkel's public brand materials describe Indola as an international, salon-exclusive professional haircare brand, while its earlier VTEX announcement described the project as a way to digitalise Indola's B2B transactions in Iberia.

Built on VTEX, the marketplace enables distributors to operate within dedicated seller environments while preserving ownership of customer relationships and commercial execution. Geographic routing logic helps align orders with the right distributor based on coverage areas, and the architecture supports more structured management of assortments, promotions, stock, and multilingual content across the Iberian market.

"Too often, digital transformation is measured by launch milestones rather than business impact," said Santiago Naranjo, CRO at VTEX. "What makes this story compelling is that Henkel Iberia has continued to build on an existing distributor-led model and turn it into a stronger digital operation over time. A 34% revenue growth over the last year shows that B2B modernisation can deliver measurable growth while preserving the partner relationships and commercial structure that are critical to success in markets like professional haircare."

Rather than bypassing distributors, the model was designed to strengthen their role by reducing administrative friction and improving visibility across the commercial ecosystem. The result is a more scalable operating structure for indirect B2B commerce, with clearer opportunities for future automation in areas such as order validation, promotions, and content management.

"This is a strong example of digital commerce creating value in a complex B2B environment," added Prakash Gurumoorthy, General Manager EMEA-APAC at VTEX. "What stands out is not simply that a marketplace was introduced, but that the model has continued to evolve and prove its relevance over time. Henkel Iberia has built a stronger foundation for distributor-led growth across Spain and Portugal, while improving coordination, visibility, and day-to-day efficiency across the ecosystem."

About VTEX VTEX (NYSE: VTEX) is the backbone for connected commerce that delivers more efficiency and less maintenance to organizations seeking to make smarter IT investments and modernize their tech stack. VTEX's platform is designed to be the AI-native operating system for the commerce ecosystem, enabling enterprise brands and retailers to orchestrate their complex network of consumers, business partners, suppliers, and fulfillment providers in one place. VTEX puts its customers' business on a fast path to growth with a complete Commerce, Marketplace, and OMS solution. VTEX helps global companies build, manage and deliver native and advanced B2B, B2C, and Marketplace commerce experiences, as well as Retail Media solutions, with competitive time-to-market and without complexity, so they can stay relevant for the modern, convenience-driven consumer.

Trusted by 2,200 global B2C and B2B customers, including Carrefour, Colgate, Sony, Stanley Black & Decker, and Whirlpool, VTEX supports 3,100 active online stores across 44 countries (FY ended December 31, 2025). For more information, visit www.vtex.com.