Born in 1936 in Milan, Layla Cosmetics is one of the longest-lived Italian nail polish brands. The brand was born from an idea of the Commendatore Emmanuel Rossetti which he had discovered and imported from the United States the know how initial for the production of glazes.
Since then Layla Cosmetics has been associated with the beauty and elegance of nails which over time have been declined in a variety of vibrant colors and long lasting formulas from a wide range of finishes including metallic, holographic and matte.
Today the brand has completely renewed its narrative with the new CEO, Spanish Babila, nephew of the founder and creative soul who has been able to update his portfolio of proposals, even with strategic collaborations, think of the launch of Fedez’s charity line of nail polishes in 2021 or social conversations with the king of porn, Rocco Siffredi, in collaboration with the brand. Layla Cosmetics has come to offer lipsticks, eyeliners and other beauty products, and is constantly evolving to adapt to the large audience that today is the consumer of manicure products.
Babila Spagnolo also entered the Top 100 in 2022 of Italian managers selected by the Forbes magazine who stood out for their managerial skills, attention to sustainability and gaze towards the future, and she told us about the family business and about what you think will come of the nail sector.
How has the nail world changed since the launch of the Layla Cosmetics brand?
«We are talking about 87 years of history. The change, in the nail sector as in all the others, has inevitably been epochal. A long time has passed since some far-sighted adventurer imported the initial manufacturing techniques from the States improvising a first, small, factory in his own basement. This is what my grandfather, Commendatore Rossetti, did back in 1936, who had had a brilliant intuition, when compared to the current exceptional production and technology. Since then the nail world has never stopped evolving and Layla Cosmetics, for its part, has always tried to follow trends, requests and needs of the public with the ambition not only to satisfy them but, hopefully, to dictate and anticipate them».
«An approach that has led to the success of the classics red lacquered enamels of the first half of the last century, at most modern pearlescent, holographic, magnetic, graffiti and even the very recent trichrome, all nail polishes of which Layla Cosmetics was the first promoter and producer. The more traditional nail polish still today they fully maintain the charm of tradition, while the following ones semi-permanent, builder gels and acrylics, are more practical, long-lasting and suited to the frenzy of contemporary life rhythms. Layla Cosmetics has also been a pioneer in proposing solutions for reconstruction, with formulas such as i Gum Effect and of Laylacrygel, swithout forgetting products that fall within the curative field, such as serums, creams and nail polishes that strengthen and treat damaged nails ».
What was the most revolutionary change in the nail universe?
«Surely that from the simple manicures practiced by our grandmothers a costume has exploded that has captured all ages and all genders. Today nail polish is no longer the exclusive female prerogative and is increasingly used by the male public it has in fact restored an indisputable and almost ancestral historical truth. Nails are an art form and a way of individual expression».
Layla has had celebrities in the past associated with the brand and new stars are using it today…
«The Layla world has always been surrounded by imported celebrities. In the first years of the company’s life, the whole star business was involved with my grandfather. Between friends and agencies we find Walter Chiari, Johnny Dorelli and even boxers even if he was the advertising face par excellence Edy Campagnoliprotagonist of numerous campaigns. Among the best known contemporary stars we remember with sympathy and affection all the artists and all the influencers who have collaborated with us, among others Tommaso Zorzi, Mara Maionchi, Rocco Siffredi, Cristina d’Avena and Valeria Marini. There are also characters from the show, Barbara D’Urso for example, with whom we have not had the pleasure of collaborating but who we know are users of Layla Cosmetics products in the make-up rooms and dressing rooms before the airing or the clapperboard».
What are your predictions of the trends to come?
«The first that comes to mind is actually a non-trend, in the sense that the desire to be recognizable and not easily homogenized is paving the way for ever more marked personalisation. Nail design based on individual taste could soon conquer the limelight. We will also witness a growing attention to quality and the need for safety will push the public more and more to look for enamels free from harmful chemical substances. Increased consumer awareness will favor quality over quantity. Technology will continue on its relentless and unstoppable path by proposing increasingly advanced and safe solutions».
What do nails represent in a person’s identity?
«Hands are said to be a person’s business card and perhaps it is no coincidence that nails are diametrically opposed to fingerprints. We can consider them somewhat the other side of the coin. Footprints are what we are born with, in their immutability they reflect the absence of choice, nails instead represent the field of action to experiment, to evolve, to show us for what we are or want. The choices made on our nails tell everything about us by reflecting taste, personality and even cultural background.
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Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
