Manuele Mameli Beauty was born from the creative vision and expertise of Manuele Mameli, a renowned Italian makeup artist celebrated for his work with global personalities like Chiara Ferragni, Laura Pausini, Vittoria Puccini, Francesca Michielin and many others.

Driven by his deep understanding of product performance and artistry, Manuele set out to create premium, made-in-Italy makeup brushes after being unable to find tools on the market that met his professional standards. Each brush reflected his hands-on experience and passion for elevating beauty rituals with quality, innovation, and authenticity.

While the brand launched with strong creative credibility and product excellence, it needed a professional commercial structure to scale.

At Vivaio Ventures, we joined the project roughly one year after the brand’s inception, at a critical turning point between creative momentum and commercial execution.

Our mission is to establish a commercial infrastructure, encompassing e-commerce, pricing, and portfolio strategy, necessary to scale the brand sustainably.

Developed a state-of-the-art digital infrastructure for Manuele Mameli Beauty, integrating e-commerce, CRM, and customer service solutions. All touchpoints were optimised to maximise conversions, enhance the customer journey, and support scalable growth.

Broadened the brand’s portfolio beyond brushes, strategically introducing consumable makeup products aimed at driving repeat purchases and establishing a foundation for lasting growth.

Used targeted market research to align pricing and positioning with consumer perception, boosting brand competitiveness, while optimising promotions and free-shipping thresholds to increase conversions and cart value.

Developed a three-year business plan and built the infrastructure needed for performance analytics and reporting. These initiatives were designed to maximise profitability and ensure the long-term sustainability of the business.

In the early stages of partnership, Manuele Mameli Beauty achieved key milestones that signaled both commercial and strategic progress:

Through strategic structure, portfolio diversification, and precise positioning, Vivaio helped transform Manuele Mameli’s creative vision into a performance-driven beauty brand built on authenticity, quality, and sustainable growth.

As the brand continues to evolve, it stands ready to expand its reach and reinforce its reputation as a new force in Italian beauty excellence.

Vivaio Ventures offers end-to-end support for content creators and entrepreneurs ready to launch and grow their own brands. From business and financial planning to product development, eCommerce, and distribution, we provide hands-on expertise and access to a trusted supplier network—so founders can focus on building their vision and engaging their audience.