Interview with José Herrero, PSH Cosmetics

With more than 60 years of experience in the sector, always working with and for animal welfare professionals, PSH has established itself among groomers and veterinarians as a key tool for improving pet hair and skin.

It has a team made up of cosmetics professionals, from the R&D department, led by pharmacists and chemists, to the sales, marketing, and operations team, which comes from human dermocosmetics. All of them aim to transfer all the experience from projects carried out in human cosmetics laboratories to pets. In addition, they have a panel of skin experts (veterinarians specializing in dermatology) who conduct studies that endorse the effectiveness of their products.

Question: How many years have you been attending Iberzoo Propet as a trade visitor? How do you assess the evolution of the event during this time?

A: PSH has been present at every edition, but since 2022, the brand's presence has radically changed, focusing on a stand that represents all the values we want to highlight in the products we manufacture.

Having visited all the world's fairs over the last 15 years in the human dermocosmetics sector, I can assure you that the quality of the projects represented at Iberzoo Propet is at the same level. Innovative proposals, clear and well-defined messages, with premium stands, where the investments that brands are making are clearly visible.

The evolution is also noticeable in that the pavilion where it is held is becoming less and less vacant.

Q: What motivates you to visit Iberzoo Propet each year? Are you primarily looking for networking, discovering new products or services, or strengthening relationships with suppliers?

A: For PSH, Iberzoo Propet is much more than a trade show: it's an essential meeting point with our customers, distributors, and industry professionals. We're especially motivated by being able to hear their needs firsthand, present our new products, and share trends. Human contact is key for us; therefore, each edition represents an opportunity to strengthen relationships, generate new synergies, and continue building trust around our brand.

It has also become a perfect indicator of the sector's health, which, as we saw in 2025, is perfect.

Q: For a brand like PSH, how important is it to visit trade shows like Iberzoo Propet to find innovative products and services to supply its stores?

A: Innovation is one of PSH's pillars. We've been working on the development of professional cosmetics for animals for over 60 years, and being present at trade shows like Iberzoo Propet allows us to stay abreast of technological advances, formulation trends, and consumer demands. It's a source of inspiration and essential benchmarking to continue offering effective, safe, and environmentally friendly products.

Q: In addition to the trade show, are you interested in the professional events and parallel activities held at Iberzoo Propet? What type of content or topics provide the most value to you as a professional?

A: Without a doubt. The professional events are a very important added value. We are particularly interested in content related to sustainability, innovation in cosmetic formulations, business management, and new digital marketing tools applied to the petcare sector. These types of activities provide knowledge and insight, and help the entire sector advance in a cohesive and professional manner.

Year after year, AEDPAC (the association that encompasses the entire sector) works to bring together the most relevant panel of experts in the sector. Thanks to this level of knowledge, we can project innovative proposals that provide solutions to current and future problems in animal care.

Q: In a market as dynamic as petcare, do you consider Iberzoo Propet an essential event to stay up-to-date with the latest developments?

A: Absolutely. Iberzoo Propet has established itself as the benchmark event, and its role is fundamental in connecting manufacturers, distributors, retailers, and pet care professionals. It's the place where trends are detected, innovations are launched, and the sector's strategic directions are defined. For PSH, not attending would mean missing a key learning and visibility opportunity.

Q: How does your visit to the fair influence the assortment, services, or trend strategy that you later incorporate into PSH?

A: The fair forces you to break away from your daily routine and helps us take the pulse of the market globally. Listening to professionals, closely observing the demands, and observing where consumer preferences are moving allows us to adjust our development lines and strengthen our catalog with more up-to-date solutions. Many of the innovations we launch are born from the direct dialogue with the industry that only a fair like Iberzoo Propet can offer.

Q: What do you value most when it comes to networking at the fair: new suppliers, established manufacturers, international distributors, exchanges with other colleagues…?

A: We value this entire ecosystem. PSH works with both established distributors and new international partners, and the fair gives us the opportunity to strengthen ties with both. But if I had to highlight one thing, I would say the most enriching aspect is the exchange with other professionals in the sector: sharing experiences, learning from each other, and identifying potential collaborations that drive the professionalization and quality of animal care.

Q: What other international fairs do you visit besides Iberzoo Propet? What differences do you find between them and the Madrid event?

A: We regularly participate in international fairs such as Interzoo in Nuremberg and Zoomark in Bologna. This year, we will also be participating in the first ICEX pavilion with the Spain brand (Pet Essentials from Spain), where eight pioneering brands will be championing Made in Spain projects in Asia.

PSH is present in 29 countries, making all of its events highly global, allowing us to consolidate our international presence and meet with all of our clients and partners from around the world. These events are also mandatory for other brands, and each year more attend, filling up to more than 10 pavilions. This means that the fair's duration is insufficient to see all of the offerings and attend the talks. However, Iberzoo Propet has something unique: its proximity, warmth, and ability to bring together the entire industry. It's a more collaborative environment, where human contact and professional conversation take center stage.

Q: Looking to the future, what are your expectations for Iberzoo Propet? What would you like to see or enhance in future editions so that it remains an essential event for professionals like yourself?

A: We hope Iberzoo Propet continues to grow by covering all areas related to pet care. It's not easy to have the entire sector represented and top-level speakers in one space, but we see it as key to remaining the most relevant national event.

We must promote the creation of training spaces and networking between brands and professionals. This momentum has led to the creation of an international committee, which, thanks to the trust placed in it by AEDPAC members, I have been leading since last year, and we are already seeing its fruits. I'm sure that continuing along these lines will generate many more.