Plumes was born in 2014 from an intuition of its founder, Claudia Milia, 37 years old, born on a small island south of Sardinia, who during a long backpacking trip to Asia, discovered the incredible care that Arab-Asian culture dedicates to the gaze, deciding to bring it with her to Italy.

In 2015 Claudia was joined by Giorgia, her sister, friend and business partner, and together they developed the idea of ​​transforming Plumes into a global concept.

“What is Beauty for you?” we asked our founders

Claudia: “ Beauty for me is harmony and balance between the parts, it is not identifying with pre-established aesthetic canons, but rather it is the best representation of one's natural beauty”

Giorgia: “Beauty is often the expression of a moment, of how you feel and what you want to tell in that moment of your life”

And it is precisely on these principles that the beauty philosophy of Plumes is based, which today has an Atelier in Milan and one in Rome, as well as a Beauty Bar inside La Rinascente Milano.

Plumes was the first Italian Atelier entirely dedicated to the gaze, with a philosophy that aims not to distort the beauty that is in every woman, but rather to enhance it to help her appear at her best.

Authenticity, naturalness and harmony are in fact the values ​​on which Claudia and Giorgia work every day, after all, "Beauty is in your eyes not in those of the beholder" says the claim.

In 2023, Claudia and Giorgia realized that to prolong the life of eye treatments, specific products were needed, and this is how LENA was born, a line of natural cosmetics entirely Made in Italy and multipurpose, aimed at prolonging and intensifying the treatments carried out on eyelashes and eyebrows, as well as on the entire face.

Find out more about our founders in the Reel section of @plumes_atelierdellosguardo