Pennelli Faro: mastery through foresight!

The past two years have been a whirlwind for Pennelli Faro, the Italian firm specializing in the manufacture of cosmetic brushes and applicators for the beauty industry. It has not only strengthened its structure and increased its operational efficiency by reorganizing its sales department and expanding the production capacity of its factory in Casalmaggiore, but also by creating a new business unit dedicated to applicators for cosmetic packaging. For 2026, its CEO, Sara Zanafredi, announces a further increase in production and innovation capacity but, she insists, “while maintaining the flexibility needed to respond to an increasingly complex and unpredictable market.” Explanations from the CEO herself.

What are your strengths?

Sara Zanafredi: To put things in context, I’d like to point out that we operate as a private-label and contract manufacturer. As such, we support brands worldwide in developing high-quality, custom-made tools. We focus on a wide range of products, including makeup brushes for the face, eyes, and lips, as well as custom applicators designed for specific formulations and usage needs. Our production is entirely based in Italy, which ensures total control over quality and manufacturing processes. We are committed to employing a skilled workforce and pride ourselves on combining artisanal craftsmanship with industrial efficiency. Our production capacity is approximately 7 million units per year, and we operate in over 65 countries worldwide. We employ 47 people, with a predominantly female workforce (73%), reflecting a strong presence of women within the organization. Innovation plays a key role, as evidenced by our 28 patents and 8 beauty awards. Sustainability is also a central pillar, with 100% green production and exports accounting for 70% of total revenue, underscoring our commitment to responsible manufacturing.

The environment and energy represent a major challenge for global industry. Is this true for you as well?

Sara Zanafredi: For us as well, of course! Overall, although the current situation remains complex and difficult to predict, our strategy is based on flexibility, operational efficiency, and long-term investments that help mitigate external risks. The current global context, marked by rising costs and geopolitical uncertainty, is obviously putting pressure on the entire supply chain. For us, the impact is tangible, particularly in terms of rising costs for raw materials, logistics, and global sourcing. However, thanks to our flexible structure and solid manufacturing expertise, we have been able to adapt and maintain the continuity of our operations. The energy crisis is also a critical factor, especially for a manufacturing company like ours. But here too, we have anticipated the problem through concrete investments. Our production site is entirely powered by renewable and clean energy that we generate ourselves using photovoltaic and geothermal systems, which significantly reduces our dependence on external energy sources. We have also implemented energy-efficient solutions, notably through a waterless manufacturing system. This not only helps limit the impact of rising energy costs but also strengthens a more resilient and better-controlled production model. Material selection is another critical area of focus. We prioritize sustainable raw materials with a low environmental footprint, including recycled, recyclable, regenerated, and non-toxic options, while maintaining the high performance standards required by the beauty industry. We place a strong emphasis on recycling, responsible production policies, and continuous improvement aimed at minimizing environmental impact. The goal is clear! To offer customers reliable, scalable, and truly sustainable solutions that are fully integrated into industrial production.

Since we’re talking about materials and therefore packaging, what are you actually doing?

Sara Zanafredi: When it comes to packaging, I see it not just as a constraint but as an opportunity to thoroughly rethink product design. Our approach is based on reducing materials, simplifying structures, and implementing circular solutions. This translates into innovations such as SOLO®, our single-material brushes, which eliminate the need to separate components and facilitate recycling, as well as solutions made entirely from post-consumer recycled materials. Our ECOSOPHY® range includes brushes made from recycled packaging waste, giving a second life to materials that would otherwise have been discarded, while maintaining high performance standards. At the same time, we have developed innovations such as interchangeable systems that allow multiple applicators to be used with a single handle, significantly reducing material consumption and extending the product’s lifespan. We are also committed to eliminating unnecessary components by avoiding the use of metals, adhesives, and inks wherever possible, and by developing products that are fully recyclable without disassembly. The goal is not simply to replace plastic, but to use it more intelligently by reducing its quantity, improving its lifecycle, and integrating it into a circular production model that meets both market expectations and environmental responsibility.

Any new products this year?

Sara Zanafredi: Always, of course!
Overall, current developments aim to combine technical performance, ergonomics, and design to help brands adapt to new textures, more sophisticated application techniques, and an increasingly competitive market landscape. At the same time, we continue to invest in innovation, evolving our custom approach and introducing new concepts in collaboration with industry professionals, while expanding into fast-growing segments such as hair care and brushes. In terms of the market, the United States remains a priority, particularly thanks to partnerships with emerging brands that require short time-to-market and a high level of customization.
But to get back more specifically to your question, this year we decided to focus on redefining the role of the applicator, positioning the brush as an integral part of the formula and the overall product experience. Thus, at the latest Cosmopack Bologna 2026 trade show, we presented a whole new series of developments centered around four key concepts. These include “DUO,” a range of dual-ended applicators designed for multi-functional use, as well as “SOFT TECH,” a new generation of ultra-soft yet highly technical brushes developed for constantly evolving foundation formulas. Also worth noting is “CONCEALER STUDIO,” a series of precision tools dedicated to concealer and micro-sculpting techniques, “Origami® ARCO – Face & Eye,” an evolution of the patented Origami® technology, specially designed to adapt to baked formulas and facial contours.
At the same time, we have expanded our BRUSH CARE segment with new cleaning solutions, including solid, liquid, refillable, and portable antibacterial formats, thereby addressing the growing focus on hygiene and product longevity.
But that’s not all! When it comes to trends, we’re focusing on two main areas. With “BOLD MELANGE,” we’re exploring new aesthetic and technical possibilities for synthetic filaments, combining performance with refined visual effects. With “FUTURA SCULPTURE,” we’re leveraging advanced manufacturing technologies to create highly customizable applicators with a strong design identity.