Maria Pia Priore: "Being an indie beauty brand in Italy means innovating"

Maria Pia Priore has comunication and scientific dissemination in her blood. It becomes clear when, entering the beautiful location in the heart of Milan chosen to organize a Skin First masterclass - her skincare brand that recently turned 5 years old - we find her surrounded by people, explaining her mission and goals. It’s impossible not to be drawn in by her cheerfulness and expertise, and that’s where our conversation starts. And so continues our journey into the world of independent beauty brands.

Skin First Cosmetics: Interview with Maria Pia Priore

How important is it that you, as the founder, studied pharmacy? Do you think this is something some brands lack?

This training has given me a solid scientific foundation and a deep understanding of cosmetic ingredients, their properties, and their interactions with the skin. Thanks to this background, I have comprehensive and in-depth knowledge to formulate and create functional and effective cosmetic products, ensuring transparency and quality for my clients. I believe this scientific expertise is a great added value for our brand and a distinctive element. My education also allows me to understand and explain scientifically how products work, helping to debunk myths and correct misinformation in the cosmetics industry. This approach not only distinguishes Skin First in the market but also creates a trust relationship with consumers, who know they can rely on formulations based on rigorous scientific research. In a landscape where transparency and safety are increasingly important, I believe that having a pharmacy education makes a difference and allows us to offer truly valid and reliable products to customers.

What do you think of the advice that pops up on TikTok? Should we trust it? Who should we turn to when we have doubts?

The advice on TikTok can be very variable in terms of reliability. Some creators share useful and accurate information, while others might spread myths or advice not supported by scientific evidence. It's important to be critical and evaluate the source of the information. My advice is not to take everything you see on social media as gospel. When in doubt, it is always better to turn to reliable sources. Consulting a dermatologist, a specialized pharmacist, or a cosmetologist can make a difference. Industry professionals have the training and experience necessary to provide advice based on scientific evidence and personalized for specific skin needs. Unfortunately, in Italy, anyone is allowed - without any limit as long as it doesn't encroach on medicine/dermatology - to give advice and discuss topics related to the world of cosmetology, which can often be particularly complex. Essentially, this dissemination activity is not reserved, as it is in other disciplines, for industry professionals only. I think that if someone has studied and has experience in a field, they have greater authority.

What does it mean to be an independent beauty brand in Italy? What are the biggest challenges and rewards?

Being an independent beauty brand in Italy means having the freedom to innovate and create products that fully reflect our philosophy and values. One of the main challenges is competing with well-established big brands, which have much larger resources for marketing and distribution. However, this challenge motivates us to be creative, authentic, and to build a direct and sincere relationship with our customers.

The greatest rewards come from seeing the positive impact our products have on people. Every positive feedback, every testimonial from satisfied customers who have solved skin problems thanks to our products, confirms the value of our work. Additionally, being able to educate and inform consumers, helping to debunk myths and spread correct knowledge about skincare, is one of the most gratifying aspects of our journey. It is extremely satisfying to see the growth of the brand, which started from scratch and now has a loyal and continually expanding community. This growth journey is the result of a lot of effort, passion, and dedication, and it is wonderful to share this success with our team and our customers.

Do small beauty brands have more freedom to maneuver?

Maria Pia Priore, sharing her personal experience, makes us reflect on two things. Firstly, being an independent beauty brand, with all its challenges and difficulties, also means having a greater freedom to experiment, try, and change what isn't working. It naturally leads one to wonder: is it precisely because of their "smallness" that they can build a direct relationship with consumers that larger brands struggle to maintain? Skin First decided yes, and worked in that direction. Secondly, this case history highlights the importance of putting yourself out there, both on personal profiles (where it all started) and on company profiles. Without ever crossing into the personal and pernicious, but dancing on the fine line (which is very thin) between personal charm, competence, and trust. It's a big gamble that seems to have paid off.