Have you ever wondered what's behind a brand?
On the surface, everything may seem simple and shiny, that from one day to the next, an idea can turn into a full-fledged company.
The reality of the facts is much more complex. It always starts from a person who with study, commitment and many sacrifices becomes an entrepreneur, taking into account that this adventure involves significant and sometimes unpredictable risks.

And this is the story of Plumes , an entirely Italian company made up exclusively of women.

Plumes was born in 2014 thanks to the intuition of its founder Claudia Milia who, during a long backpacking trip to Asia, was inspired by their avant-garde care and design of eyelashes and eyebrows.

Back in Italy, Claudia realizes the lack of these services in our country, but what to do?

It all starts with the involvement of a Russian Master Beauty Artist, who agrees to help Claudia in organizing a training course aimed at all interested parties who wanted to discover and learn the techniques of the sector.

The course was a success, Claudia was convinced to take the plunge and found the first Italian company dedicated entirely to eyelash and eyebrow care, with a philosophy that aims to enhance the natural beauty of every face.

Simplicity and naturalness are in fact the founding values ​​of Plumes, which after ten years maintains its position among the top players in eye care and eyelash and eyebrow treatments.

An aesthetic with a delicate and elegant touch that is expressed through treatments that aim to provide aesthetic and at the same time healing benefits.

“Less is more” says Claudia in reference to the Brand’s philosophy, which aims to train successful Lash & Brow Artists, to guarantee a dedicated and tailor-made service for every face.

The Plumes staff is in fact subjected to careful theoretical, technical, practical and aesthetic psychology training before officially becoming part of the family.

Today Plumes has an Atelier in Milan and one in Rome, a Beauty Bar inside La Rinascente in Milan and an online shop dedicated to its line of natural cosmetics: LENA

LENA was in fact born from a need of customers to rely on products that were perfectly compatible with all eyelash and eyebrow treatments, strengthening, prolonging and enhancing their performance.