Until recently, owning a piece of your favorite brand entailed buying one of their products. You could be a loyal user, vocal about their exploits, but at the end of the day, you're just a fan—another regular user. Beself Brands is flipping the script.
How?
With the Spanish National Securities Market Commission’s (CNMV) July 11, 2025, ERIR (Entity Responsible for Registration and Records) registry, Beself Brands has launched BeToken, an innovation that allows loyal customers of the company to move from being mere fans to shareholders. This is not a marketing tactic, it is a legally binding, transparent, and blockchain-backed equity offer designed to make real-world ownership of assets as seamless as possible. Every BeToken is a representation of a unit of shares in Beself Brands, a leading European consumer goods company behind e-commerce and lifestyle brands such as Greencut, FITFIU Fitness, McHaus, etc. Ownership of this token grants you voting rights, dividends, and a seat at the company's decision-making table.
“We want people who use our products to also be part of our story. BeToken is how we connect community and capital,” says the company.
Cutting-edge Technology With Stringent Regulatory Compliance
BeToken signifies a shift away from the old ways of doing things. It combines cutting-edge new technologies with traditional regulatory compliance, delivering a way to own shares of a growing company without all of the complexities. This token is in strict compliance with URSUS-3 Capital, ensuring validity and proper registration.
Beself Brands leveraged Spain’s progressive laws—Law 6/2023 and Law 5/2021—which legitimize the representation of shares via a distributed ledger technology (DLT) and an exemption from filing prospectus requirements for smaller public offerings, respectively. These streamlined BeToken’s launch, making it a more suitable and legal venture
In addition to a solid legal backing filed under number 2025070482 by the CNMV, BeToken’s technical infrastructure is worth mentioning. It is built on the Polygon blockchain network and adheres strictly to the ERC-3643 token standard that ensures on-chain compliance—only verified investors can hold and transfer tokens. It also guarantees embedded identity verifications via the KYC/AML checks, supports token freezing/pausing whenever necessary, and issuer-controlled operations. These features not only provide regulatory oversight but also add new layers of security that are almost unimaginable in a traditional platform. Other security features include ONYZE, Token City, and Unknown Gravity all of which work together to safeguard tokens, offer a sustainable infrastructure, and onboard new investors.
Investing in BeToken has been designed to be as seamless as possible. Potential investors only need to undergo the KYC/AML checks, and once verified, they can simply purchase BTK using Euros. After that, they will receive a real-time portfolio dashboard that allows them to monitor their token balance, review transfers, track values, and stay abreast of all that's happening in the company. This ease-of-use eliminates the existing entry barrier to investing, thus making it more accessible to users.
BeToken investors will gain;
Legal ownership in Beself Brands—an e-commerce operator with a FY turnover of over €21 million and headquartered in Valls, Tarragona
Voting rights
Access to dividends
Regular updates about the company
Real-time portfolio visibility
“This is more than just a token. It’s proof that innovation and regulation can work together—and that anyone can be part of the value they help create,” the company says
A Milestone for Spain and Europe
BeToken’s launch is not a test, it is the real deal—the first regulated tokenized asset in the country registered by the CNMV with URSUS-3 Capital acting as the ERIR. While most countries have discussed real-world assets and the tokenization process over the last half a decade, the Spanish government has taken the bold step with BeToken, showing the continent that it is possible for cutting-edge technologies to work under strict regulatory compliance.
With a maximum token supply of over 17 million BTKs, the team has reserved 2,971,200 tokens for the upcoming July 24th, 2025, phase 1 sale. Spain's existing laws made this possible, and Beself Brands is pioneering a new era of equity transfer.
