My Lamination was founded in 2017 and is now distributed in over 58 countries: what were the strategic levers that allowed you to become an international reference brand in lamination so quickly?
We grew fast because we had a very clear direction from the start. In 2017, we didn't just found a brand, we gave shape to a precise idea of how the lamination industry should evolve.
We focused on real innovation and training that could make a tangible difference in the field. But above all, we built an international model from day one, choosing partners who shared our vision.
The real key, however, was something else: not simply selling a product, but a system capable of becoming a point of reference. Being present, reliable, close to partners, collaborators and colleagues in every market.
In a sector that is often static, we brought speed, clarity and ambition. And this, more than anything else, allowed us to turn a company into a brand present in over 58 countries in just a few years.
Because our ambition was never to participate in the market, but to help define its direction.
Your founder, Corina Maleca, has built a strong connection between research, training and product: how important is training (the Academy) today in the brand's development and in building loyalty among beauty professionals?
Training today is not an accessory element: it is one of the pillars on which we have built our brand. From the very beginning, our founder Corina Maleca understood that innovation and product alone are not enough without a genuine transfer of skills and knowledge.
Her track record speaks for itself: a qualified aesthetician, LamiMaker, graduate in economic law, and the recipient of 36 international awards in the lamination sector, including Person of the Year, Best Speaker and Best Trainer across the editions of 2016, 2017, 2018, 2019, 2021, 2022, 2023, 2024 and 2025. An international judge across 118 championships, speaker at 73 conferences, and active trainer in 39 countries. In 2016, she organised the Lamination European Championship in Italy, one of the sector's key events at a continental level.
Our Academy has become a true engine of growth, not only for beauty professionals, but for us as a company. It is the place where the product comes to life, is fully understood, and is transformed into concrete value for the end client.
This approach creates a far deeper connection than a simple commercial relationship. Professionals don't just purchase a product: they enter a system built around continuous learning, support and the sharing of expertise.
And it is precisely here that loyalty is built through trust, competence, and the confidence of having a partner who genuinely invests in their growth.
In an increasingly competitive market, the difference is made not only by what you offer, but by what you transfer. And we have chosen to transfer value and build expertise every single day.
The lamination market is increasingly competitive: how do your protocols and formulations concretely differ from other players, both in terms of performance and safety?
The lamination market is extremely competitive today, but the real difference is not played out on the quantity of offerings, but on the quality of research and the consistency of results.
Our protocols and formulations stand out first and foremost for their scientific approach to performance: every product is born from a structured research phase and rigorous testing, with the goal of guaranteeing predictable, stable and replicable results over time. We don't work for trends, we work to lasting standards, consistent with our values and our commitment to environmental responsibility, which we consider non-negotiable.
Another fundamental element is safety. We have chosen to invest in highly selective formulations, developed to be effective while remaining gentle on the structure of the lash and the skin, minimising the stress placed on the treated area. This is a balance we don't just claim, we prove it with scientific data.
Studies on the efficacy of lash treatments were conducted at the Research and Development laboratories of the University of Medicine of Padua, Italy, assessing volumising action. The results showed a significant increase in individual lash diameter: +95.09% with My Lamination Classic Lash Lamination and +104.7% with My Lamination Korean Lash Lamination.
Finally, our protocols are never separate from the product: they are an integral part of the system. Every stage of the treatment is designed to maximise the final result and ensure consistency, regardless of the setting or the operator.
What sets us apart is not only what we do, but how we do it: with rigour, consistency and a constant focus on the technical evolution of the sector.
Many beauty professionals today are looking for profitable treatments that are also easy to introduce into their salon: what business opportunities does lamination offer aesthetic centres, and how do you support them concretely?
Today the aesthetics market has changed profoundly: beauty professionals are no longer simply looking for new treatments, but for concrete growth tools that are effective, sustainable and easily integrated into the day-to-day running of their salon.
In this context, lamination represents one of the most interesting and strategic opportunities available. It is not simply a trend-driven service, but a high-perceived-value treatment with contained operational times and particularly attractive profitability. To this is added the ability to generate loyalty, including through home-care products: the visible result and the need for maintenance over time create a continuous flow of returning clients, transforming the service into a stable and lasting business lever.
What truly makes the difference, however, is not the individual treatment, but the system that supports it. This is why our approach never stops at product supply, but extends to a complete support ecosystem.
Training, through our Academy, is the first pillar: we don't just teach a technique, but a structured working method designed to guarantee consistent and replicable results. Alongside this, we provide strategic support in terms of marketing and communication, essential for turning a good treatment into a real business service. We help aesthetic centres to showcase it, position it correctly and communicate it effectively to their clients.
Our support doesn't end with initial training: we build an ongoing relationship, because we believe that real value emerges over time, in our ability to accompany professionals through the growth and evolution of their business.
Lamination is not an add-on treatment, but a genuine strategic lever. Our goal is to turn it into a concrete and sustainable opportunity for every professional we work with.
You have expanded the brand beyond lamination into cosmetics and new segments: how do you see your role in the professional market evolving over the coming years?
In recent years, our brand has undergone a natural yet deeply strategic evolution from a reality focused on lamination to a true professional beauty ecosystem.
Today we are no longer just a treatment company, but a complete system that integrates training, product and operational support. On one side, we continue to develop the full technical range connected to lamination, professional tools such as brushes, rods and palettes because we believe that excellence always begins with the quality of execution. On the other, we have built a transversal cosmetic line designed to accompany and amplify the treatment experience in everyday life: professional and retail serums, facial skincare, hand cream, body cream, SPF, mascara, nude cream and fragrances. A system that goes beyond the salon and extends the value of the brand into the client's real life.
This model is also reflected in our international reach: today we are present in 58 countries, with a network of over 350 trainers worldwide and 50 trainers covering every region of Italy. Added to this are over 400 awards won by our students, and 57 national and international recognitions earned by the brand itself, including Brand of the Year, 100 Italian Excellences and Top Lami Academy all of which speak to the strength and depth of our training ecosystem.
Looking ahead, we see our role evolving towards an ever clearer direction: becoming a global point of reference in the professional beauty sector, not only through products, but through a model. A model in which training, innovation and cosmetics are not separate elements, but parts of a single vision to raise the standard of the market and offer professionals the concrete tools to grow, differentiate themselves and build solid, lasting businesses.
Our goal is not simply to expand, but to consolidate and strengthen a system already recognised internationally and to continue evolving it with consistency, quality and ambition.
We believe that the true value of a company lies in its people: who you are, more than what you own, is the lever that generates authentic and lasting growth.
Rising is visibility. Staying at the top is identity. We chose the second: every day, for over ten years.
