The professional beauty industry demands creativity, resilience, and a constant drive for innovation. Daniela Colleoni, Export Manager at Vitalfarco, exemplifies these qualities and more. Over 13 years, she has played a pivotal role in transforming Vitalfarco into a global powerhouse. In this exclusive interview, she shares her story, the evolution of Vitalfarco, and her vision for the future.
Renowned for producing high-quality professional haircare products, especially colour products, bleaching powders, and creams, the company leverages its “Made in Italy” legacy to set benchmarks in global markets. Beyond her professional achievements, Daniela’s journey is one of breaking barriers as a woman in a male-dominated industry.
To start, could you introduce Vitalfarco to our readers and share its history and mission?
Vitalfarco has a rich history rooted in the foresight of the Messinese family, who acquired the company and transformed it into a manufacturing leader. When I joined 13 years ago, we generated around €2 million in revenue. Today, we’re at €13 million, with over 70% of our business coming from exports.
Our focus on manufacturing is what sets us apart. Products like colours, bleaching powders and creams, vital for professional hair care, are at the core of our business. Only a handful of companies in Italy produce these products, which gives us a significant edge. Also, “Made in Italy” remains a global benchmark for quality, and by keeping production in-house, we’ve maintained that standard while staying competitive in pricing and innovation. This allows us to win customers and establish credibility.
Over the years, we’ve built a strong presence in markets across five continents, which has been a challenging but rewarding journey.
Vitalfarco is known for its focus on quality and innovation. How do you ensure your products meet the high standards of professional markets?
Technical perfection is the cornerstone of our work. Professional products like ours must perform flawlessly when used correctly—there’s no room for error. For instance, we’ve invested heavily in state-of-the-art production facilities, including a closed-circuit system that ensures exceptional quality control and minimizes errors. We are also certified by ISO standards.
Innovation is equally important. Our Maxima line is our flagship brand and one we’ve continuously refined. Packaging matters, too, as aesthetics can influence purchasing decisions in different markets. We also remain adaptable, using client feedback and market insights to evolve our product offerings.
What role do trade fairs play in Vitalfarco’s growth and strategy?
Trade fairs are essential, but they’re also evolving. Large fairs, like Bologna, bring incredible exposure but require significant investment in money and manpower. At these events, you can’t afford to be invisible, which means that bigger stands and teams are necessary to make an impact. Smaller fairs, like in Turkey or Miami, offer a more focused audience, and the costs are often more manageable. We also see a trend toward smaller, targeted events where you can invite select clients for a more personal and impactful experience. For Vitalfarco, fairs are not just about sales—they’re a platform to reinforce relationships, showcase innovation, and connect with distributors globally.
What are the main markets where Vitalfarco operates, and where do you see growth opportunities?
Our most substantial presence is in the Arab world, where we’ve established trusted relationships with distributors in Libya, Egypt, and Iraq. Central and South America have also become important regions for us in recent years, thanks to their growing demand for professional haircare products.
Our premium line, Roverhair, is opening new doors in markets with a higher purchasing power, like Europe and North Africa. It’s a more luxurious offering with a higher price point and increased marketing investment. While these products don’t fit every market, being a manufacturing company allows us to test and adapt strategies as needed.
What does Vitalfarco look for in its distributor partnerships, and how do you approach these collaborations?
Choosing the right distributor is critical for us, especially in international markets. We look for partners who align with our values and can commit to growing our brand effectively. In many countries, exclusivity is not just a strategy but a necessity due to regulatory requirements. For example, in some regions, the product packaging must include specific importer codes, which requires significant time and financial investment on both sides.
We also assess a distributor’s ability to handle our products’ marketing and technical aspects. Some lines, like Maxima, require substantial investment in marketing and training, so we need partners willing to go the extra mile.
Ultimately, it’s about building long-term relationships. We support our distributors with technical documentation, training, and promotional materials, but we also expect dedication and strategic planning from their side. It’s a mutual effort to ensure success in every market.
How does Vitalfarco approach private label production, and what makes it a successful part of your business?
Private label production is a growing part of our business. Initially, private labels were viewed with scepticism, as they were considered lower-quality alternatives to branded products. But once we started, there was no turning back. Today, we work with clients of all sizes, offering high-quality products they can market under their brands.
Our success lies in flexibility and efficiency. We offer minimal customization while maintaining the same technical quality as our branded lines. Many distributors begin by selling our branded products to build trust, then move to private labels to target other market segments.
Private labels also save clients on marketing costs, allowing them to focus on local strategies. We support them with technical expertise and documentation to meet regulatory requirements. This mix of quality, customization, and support has made private labels a key part of Vitalfarco’s growth.
How does Vitalfarco manage its brands, like Maxima and Vitael, to cater to different market needs?
Our branded lines—Maxima, Vitael, and Roverhair—address diverse market demands while maintaining high technical quality. Maxima is our flagship brand, offering a wide range of technical products. It sets the standard for our reputation, with ongoing updates to packaging and formulas to stay competitive globally.
Vitael was developed as a streamlined, lower-cost alternative for price-sensitive markets. It delivers the same professional quality but requires less marketing investment, making it more accessible.
Roverhair, our premium line, targets clients who value luxury and exclusivity. Its refined packaging and higher marketing support position it for markets with higher purchasing power, mainly in Europe. This tiered approach ensures we meet varying market needs while maintaining consistent excellence.
As a woman in a male-dominated industry, what challenges have you faced?
Working in this industry as a woman has been triply stimulating for me, especially since I’m speaking to you as a staunch feminist. I firmly believe that women bring unique strengths to the table. We’re great multitaskers and very adaptable—qualities that are critical for success in international markets.
That said, navigating male-dominated spaces, particularly in patriarchal cultures, can be challenging. I remember one client who initially refused to work with me simply because I was a woman. My response was simple: “Either you deal with me or lose this opportunity.” Moments like these require a mix of firmness and sensitivity, which I believe women excel at.
What advice would you give to women aspiring to leadership roles in this industry?
First, embrace the work fully—there’s no room for half-measures. This field requires dedication, resilience, and a willingness to learn. Second, language skills are vital; speaking at least two or three languages is necessary to open doors and break down barriers.
Organization is also key, whether through a supportive partner, family members, or hiring help. From the day my daughter was born, I’ve been travelling for work. When she was 17 days old, I brought her to an event with me. Some might find this approach unconventional, but it works for my family.
This job demands total dedication, but it also offers incredible rewards. Travelling, building international relationships, and seeing our work succeed globally brings immense satisfaction. I’m also raising my daughter with the same mindset. At just five years old, she’s already travelled 43 times. I want her to see the world and understand that there’s so much beyond her immediate surroundings.
What’s the most rewarding aspect of managing international relationships?
Seeing clients grow alongside us is incredibly fulfilling. For example, one private label client started with just €50,000 in sales and now generates €700,000 annually. Their success is ours, reminding me why I love what I do.
Working internationally also broadens your perspective. Every market, culture, and client offers something unique, creating a constant exchange of ideas and experiences. It’s a priceless aspect of this job.
Sustainability has become a key focus in the beauty industry. How does Vitalfarco approach environmental and social responsibility?
Innovation in colour and bleaching products remains our core business, and we’re constantly exploring ways to make these products more sustainable. We’ve implemented solar panels, water recycling systems, and eco-friendly packaging to minimize environmental impact. For instance, we recently launched acidic toners, gaining market traction. Additionally, we’re proud to contribute to ocean cleanup initiatives starting in 2025.
Finally, what’s next for Vitalfarco? Are there any exciting plans or product launches?
The future of Vitalfarco is full of possibilities. We’re testing new markets for Roverhair and expanding our reach in North Africa and Central America. These regions present exciting opportunities for growth, and our ability to adapt pricing and strategies as a manufacturer gives us a competitive edge. Exciting developments are on the horizon, and we’re ready to embrace the challenges and opportunities ahead.
