The magic of doing it well since 1956
Foundation and Early Years
Group Hada, originally known as Jabonerías Hada, was founded in 1956 in Manizales, Colombia, by Don Mauricio Trujillo Correa and wife Gloria Posada de Trujillo. Mauricio, who had grown up surrounded by his family’s soap manufacturing business in Cali, “Jabón Trujillo,” decided to continue the family tradition, driven by his entrepreneurial spirit and desire to innovate within the industry. In its early days, the company focused on the artisanal production of laundry soaps, serving the regional market with high-quality products. Despite facing major challenges—including a devastating fire during its first year of operation—the Trujillo family did not give up, continuing with determination and a strong ethical commitment.
Expansion and Modernization
In 1962, Jabonerías Hada became a corporation, allowing it to access fresh resources for the importation of modern European machinery. This step marked the beginning of a new growth phase for the company, which began modernizing its plant and introducing innovations in the soap-making process. In 1965, they diversified their product line with the launch of the Cristalino cosmetic soap, which solidified their position in the national market.
During the 1970s, Hada expanded its operations nationwide, managing to distribute its products to nearly the entire country. Simultaneously, they began developing techniques for producing personal care soaps, a significant achievement that allowed them to manufacture for renowned international brands. By 1984, the company decided to focus exclusively on the production of cosmetic soaps, leaving behind laundry soaps, and establishing itself as a leader in the Colombian market.
Innovation and International Growth
Over the years, Grupo Hada has maintained a constant focus on technological updates and improving the quality of its processes. In 2004, they adopted the exclusive use of vegetable oils in their soap manufacturing, reaffirming their commitment to sustainability and environmental care. The incorporation of new technologies has been crucial in positioning the company as a strategic partner for national and international companies, including hotel chains and large corporations.
Grupo Hada's international expansion gained momentum in 2015, with the expansion of its operations to Barranquilla, Colombia, and later to Mexico. This move was part of their strategy to increase production capacity and reach new markets in Latin America.
A Legacy of Resilience, Values, and Transcendence
Throughout its more than 65-year history, Grupo Hada has demonstrated remarkable resilience in the face of adversity, overcoming fires, economic crises, and natural disasters. This ability to reinvent itself has been key to maintaining its relevance in a highly competitive sector. The company has remained true to its core values of ethics, transparency, and social responsibility.
Today, Grupo Hada is a shining example of business success in Colombia and around the world, standing out for its commitment to quality, innovation, and sustainability. Its legacy of family tradition and expansive spirit continues to drive its growth and expansion to new frontiers, taking business as a transformative force for society and the world.
Today, Grupo Hada makes history and transcends through time and space, as it has a global mission to contribute to individual and collective evolution, moving from the transactional to the transcendent, understanding our interdependence as a fundamental part of the evolution of the whole, grounded in love and the boundless potential of co-creation.
“More than 65 years contributing to building a better world: driving industry, innovation, technology, human talent and the development of more inclusive, equitable and regenerative societies.”