Page 60 - EXPORT MAGAZINE

C OMP ANY

ESLA ITALY,

A JOURNEY

TOWARDS A

“NEW HEDONISM”

In an increasingly saturated and noisy beauty landscape, ESLA
ITALY, the brand conceived, produced and distribuited by H.S.A.
Cosmetics, chooses a different path: intention. Not excess.
Not superficial promises. But a precise idea of conscious pleasure.
As stated in the Brand Manifesto, “Beauty is Pleasure with Purpose”
From this vision emerges the concept of New Hedonism:
a modern reinterpretation of classical hedonism,
inspired by Epicurus, where pleasure is not ostentation
but balance, depth, and inner wellbeing.
“When we speak about New Hedonism,” explains Paolo
Delle Piane, Strategic Marketing Director of H.S.A. Cosmetics,
“we are not referring to loud or self-indulgent luxury. We are
talking about a refined, conscious pleasure rooted in quality,
science, and respect. It is a way of living beauty with intention.”

A PHILOSOPHY WHERE
SOUL MEETS SCIENCE
The brand’s very name encapsulates
its essence: “ES LAETITIA ANIMAE –
You are the joy of life”
ESLA is not simply a professional haircare
line; it is an experience that celebrates
individuality and authentic joy.
As expressed in the Manifesto (page 2),
New Hedonism is not a destination to
reach but a rhythm to live by. This is the
key: beauty as a daily journey shaped
by balance, elegance, and awareness.
“We wanted to build a brand that is
coherent in every detail,” continues
Delle Piane. “From formulation to
texture, from design to sustainability.
ESLA is the synthesis of scientific rigor
and Italian aesthetic sensitivity.”

HAIRCEUTICALS:
PRECISION IN SCALP These are not simple cosmetics, biotechnological derivatives,
AND HAIR HEALTH but intelligent systems that vegan proteins, and fermented
One of ESLA’s founding pillars work deeply on both scalp and phytocomplexes are designed to deliver
is the concept of Hairceuticals: hair fiber with an almost medical-grade visible, measurable, and long-lasting
high-precision formulas that approach, while maintaining results, with a high percentage of
merge advanced trichological a refined multisensory experience. naturally derived ingredients and
science with sensorial wellbeing. Carefully selected actives, a strong sustainability commitment.

54 www.exportmagazine.net