The New Pinalli Makeup Brushes Are Here: When Beauty Meets Italian Expertise.

Interview with Silvia Bergamo and Giovanna Baratello from Pinalli

A Fast-Growing Reality, A Brand That Dares.

Pinalli’s rebranding represents a bold and strategic evolution. The opening of the first experiential beauty store in Milan, the definition of a new brand identity centered on authenticity, personal expression, and innovation, and the ambitious goal of reaching 100 stores by 2026 are just a few signs of a clear and dynamic vision. Pinalli is increasingly positioning itself as a leading independent player in Italian beauty retail, capable of blending aesthetics, expertise, and attentiveness to people. The launch of the new Private Label accessories line - and in particular, the new brush line - is a perfect piece of this transformation: a product that speaks the same language as the new Pinalli, closer than ever to its customers.

On the occasion of the launch of the new brush line, we interviewed Silvia Bergamo, Category Manager, and Giovanna Baratello, Head of Marketing & Communication at Pinalli, to talk about how this collaboration with Pennelli Faro came to life and what it means today to create a brush collection that combines quality, design, and accessibility.

PF: How did the idea of renewing your brush line come about?

Giovanna Baratello: The need became very clear when we started Pinalli’s rebranding journey. We wanted our personalized brush line to reflect the brand’s new values: authenticity, expressiveness, spontaneity. We felt the urge for a turning point that would focus on perceived quality, professional aesthetics, and a strong Made in Italy foundation.

PF: Why did you choose Pennelli Faro as a partner for this project?

Giovanna Baratello: Choosing Pennelli Faro was a natural decision. We were looking for a partner who was not just a supplier, but a true companion on the journey. The opportunity to develop the project with an Italian manufacturer convinced us right away. In Pennelli Faro, we found not only excellence in the sector but also an extraordinary ability to listen and customize. From the selection of the patented DERMOCURA® fiber to the design of shapes and materials, and even the graphic and packaging support — every detail was carefully crafted together.

PF: How was the development process of the brush line?

Silvia Bergamo: It was a true co-creation effort. We had in mind an agile, intuitive line, accessible to a wide audience yet with a professional aesthetic. The Pennelli Faro team helped us find the right balance between technical expertise and inclusivity, also suggesting exclusive shapes such as Origami® Prisma and Infinito, Pennelli Faro patents, which gave the range a strong identity. We didn’t want too many brushes, but we also wanted to avoid a minimal selection: the result is a line of 13 face and eye references, user-friendly and well balanced.

PF: The name “Make-Uppy,” which identifies the entire line of makeup accessories, has a very playful tone. What does it represent for you?

Giovanna Baratello: is a name that perfectly embodies our new tone of voice: fresh, international, easy. It’s a play on the word “makeup” and “happy,” and it represents a feeling of joy and lightheartedness associated with the makeup moment. It’s a direct and spontaneous naming choice, close to people, making the beauty routine simple and fun - without compromising on quality.

PF: Was there also support during the launch and communication phase?

Silvia Bergamo: Absolutely. Pennelli Faro also supported us in creating store kits, brush belts for makeup artists, and developing the display layouts. It was a 360° service, where the craftsmanship and industrial components came together with creativity and marketing. The flexibility in managing volumes and the speed of response made all the difference.

PF: What do you take away from this collaboration?

Giovanna Baratello: A product we are proud of, but also a method. Pennelli Faro was able to serve our vision, never imposing, but enhancing every idea we had. The result is a range consistent with our DNA — modern, elegant yet accessible. A wonderful example of how the expertise of a contract manufacturer can truly make a difference.

PF: And now?

Silvia Bergamo: The MakeUppy line is just the beginning. We already have new launches in the pipeline. The collaboration continues, and we couldn’t be happier to keep walking this path with Pennelli Faro by our side. For Pennelli Faro, contributing to the birth of the Pinalli Brush Line was much more than a production project: it was a shared growth journey with a visionary brand like Pinalli. Collaborating with such an attentive, ambitious partner — so deeply connected to consumer needs — was a real pleasure and a valuable opportunity.

The result is a line that puts into people’s hands not only the best of Made in Italy and our patented DERMOCURA® fiber but also the energy and identity of a retailer that is redefining the beauty experience in Italy.