BLONDESISTER

Innovation is a fundamental brand value, reflected across the Blondesister portfolio. The Eyes First 2-in-1 Lash & Brow Serum was named Best Make-up Product at the Cosmoprof Awards 2024, widely regarded as the “Oscars of the beauty industry”, recognising its innovative formula, multifunctional concept and distinctive 3D mini-roller applicator. This innovation-driven approach also extends to the 4IN1 Click&Turn Mascara, featuring a unique rotating mechanism that creates four different brush configurations in one product.

Blondesister products are 100% Made in Italy, supported by a short, fully Italian supply chain spanning from ingredients and formulation to production and packaging. This approach combines Italian manufacturing expertise, quality and attention to detail, while ensuring consistency and close control throughout the entire product development process.

Versatility is at the core of Blondesister’s product development. Many products are designed to answer more than one beauty need, offer multiple uses or create different results within a single format, making everyday makeup more intuitive and efficient. This approach reflects the brand’s “Buy Less, Choose Well” philosophy: fewer products in the beauty case, but smarter, more versatile essentials that can do more.

At the heart of the brand is the development of hybrid makeup-skincare formulas. Blondesister makeup products are enriched with carefully selected skincare active ingredients, allowing makeup and beauty care to coexist within the same daily routine. The result is a new generation of products designed not only to deliver immediate makeup performance, but also to bring skincare benefits into an increasingly simple and intuitive beauty routine.

Blondesister was created around the belief that beauty should be easy, intuitive and enjoyable. Its focused portfolio of approximately 45 SKUs is designed to provide the right essentials for a complete makeup look, without unnecessarily complicating the consumer’s beauty routine. Easy-to-use formats and intuitive application make the collection approachable for different ages and levels of makeup expertise, from everyday consumers to beauty enthusiasts.

The story of Blondesister is closely connected to its founder, Carolina Amirfeiz, the eldest sister of six siblings. Being the “big sister” has always been part of her identity and became, with a touch of irony, the inspiration behind the name Blondesister. Through social media, Carolina has extended this concept beyond her own family, building a strong community around her role as the “big sister next door” — approachable, authentic and always ready to share beauty advice, entrepreneurship and everyday life. This direct relationship allows Blondesister to listen to its consumers, understand their needs and involve the community in the evolution of the brand, creating a connection that goes far beyond the product itself.

Blondesister has developed a growing international footprint across Europe and the Middle East, working with selected distributors and leading beauty players including Boutiqaat and Gold Apple. Its international development is complemented by a growing Travel Retail presence through Lagardère Duty Free at Rome Fiumicino Airport and MSC Cruises, demonstrating the brand’s ability to operate across different retail environments and markets. Blondesister continues to expand its global network through carefully selected distribution and retail partners, with the objective of building sustainable, long-term presence in each market.

For Blondesister, entering a new market does not simply mean shipping products to a distributor. The objective is to build long-term partnerships, working alongside each partner to develop brand awareness, consumer demand and a strong local presence. International partners are supported with digital and social media assets, product training, marketing materials, retail activations, events, community initiatives, content, creator collaborations and GWP activities, adapting the support to the needs of each market. The goal is to provide distributors with much more than a product catalogue: a distinctive and easy-to-understand brand concept, together with the commercial, marketing and educational tools needed to successfully develop Blondesister locally. Because for Blondesister, international growth means growing together with its partners.