Cosmetica, la bellezza targata “BeWell”

By: Melania Rinaldini


Professional cosmetics and lines designed for salons, spas, hairdressers and cosmetics professionals. In San Marino, Laboratories BeWell is a dynamic and innovative reality. Recently, at the Biofach in Nuremberg, he launched an all-natural line

The cosmetics sector in Italy is still leading and exports increase annually, allowing a good air to breathe, as also stated by Fabio Rossello, president of Cosmetica Italia, the industry’s confindustrial association. This is a sector that has held up unscathed to the crisis and after having closed 2015 beyond expectations (+ 6.6%), it is estimated that it will be able to grow another 5 percent this year. Strong the driving of foreign markets, “where we expect to increase sales by a further 10% (against + 1.5% in Italy), not only in Europe, which remains our reference basin, but also in the Far and Middle East, “says Rossello. And if Italy is strong, even our neighbors of the Republic of San Marino can not complain. In fact, we met a white-blue reality at a famous German fair.

Laboratoires BeWell is a real professional cosmetics laboratory, designed for salons, spas, hairdressers and cosmetics professionals. Leading the San Marino company is Angelita Della Bella: “BeWell Laboratories was founded in 2007. I started working in the sector in 2000, as a manager of a company that produced machines for aesthetics. In 2007, considering the saturated machinery market, I founded the company focusing on the production of natural professional cosmetics “.

He recently participated in the Biofach, the leading international fair in the biological sector that takes place in Nuremberg; how did it go? Do you usually take part in other trade shows?
“I have always participated in both the Cosmoprof in Bologna and the Rimini Wellness in Italy, but since 2012 I have encountered many problems, Italian fairs no longer met my expectations, becoming very confusing in spite of the b2b (business to business, ed.). In Nuremberg I found another professionalism, a business-oriented dimension and above all a true selection of companies. We had a small stand but we returned loads of names from distributors from all over the world! In Italy we will try to participate in the Sana di Bologna, a new fair for us, we will see … ”
At Biofach 2016 the company participated in the cosmetics section, Vivaness. The entire stand area was dedicated to the launch of Veg-up, its bio-vegan makeup line, with products based on active plant and water ingredients, without solvents, synthetic perfumes, silicones and petroleum derivatives.

What is the trend of the sector according to your experience, who are your biggest customers?
“For the time being, 90% of our turnover concerns the Italian market, divided between wellness centers, pharmacies, bio-perfumeries and organic shops. We are approaching the foreign market recently, but it is giving us satisfaction. The sector is growing continuously but we must work hard, being static and without projects would bring, in this historical moment, to a certain closure. ”

How many employees do you have? Have you had or still find it difficult to find specific figures?
“At this moment our workshop is composed of two people who follow the logistics, Guido and Davide; three qualified aesthetic consultants, Alice, Adriana and Jessica; an administrative director, Claudia; a financial director, Gabriele; a sales director, Nevio; one responsible for foreign trade, Paola; a cosmetologist and responsible R & D (Research and Development, or research and development) Federica and I take care of a bit ‘of everything surrounded by my good employees. We are a big family. Last but not least are our salesmen, valid allies for marketing and assistance in the Pos. I had no difficulty in finding these figures, but maybe I’m lucky. ”

Do you also design and develop salons, so you take care of your client’s project?
“Of course, we have a pilot center in the Republic of San Marino designed entirely by surveyor Emanuele Della Bella, who is my brother, we are able to provide turnkey centers with the highest quality standards and above all high functionality.”
In addition to the design of the salon and the supply of products, the company also organizes specific training courses for beauticians and operators, both in-house, in Serravalle, and out of office.

A note: not everyone knows that in the Republic of San Marino animal testing has been banned since 2007; What is your laboratory experience in research with “alternative” methods?
“In reality we have never experimented on animals, even before the publication of the law; it is our personal ethics. ”

Melania Rinaldini

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