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INTER VIEW

FABY

CONSTANT EXPANSION ON

INTERNATIONAL MARKETS

Interviews with Fabiana Viale, Faby’s founder,

and Alberto Viale, Export Director

for self expression, not just decoration. EM: FABY chose to be an international
INTERVIEW WITH Pair that with reliable salon performance brand from the outset.
ALBERTO VIALE, and consistent education for Are you satisfied with having
EXPORT DIRECTOR technicians, and you have a brand opted for this long term strategy?
that is both emotionally engaging AV: Very. Building early with
and technically trustworthy. international partners gave us a
diversified footprint and exposure
EM: Has your choice to operate in the to fashion weeks and top salons
professional nails segment proved worldwide, without losing our Italian
successful and if so, why? identity. It required patience and
AV: Yes. Professionals value products consistency, but today the brand
they can trust, service after sales, is recognized for Italian quality
and training. We focused on that and colour expertise in many
ecosystem from the start: innovative markets validating that long term call.
systems like Jenius in a Bottle and Ultimately, this global perspective,
Microfiber Gel, proven treatments such together with our clean, high
as Lacquering gel, and a portfolio that performance formulations and
performs consistently under salon education first approach is designed to
conditions. We also invest in education, deliver to salons the added value they
workshops, protocols, and technical need to stand out from the mass market:
support so results are professional and superior results, richer storytelling
reproducible. That trust has translated and programmes that enable
into strong loyalty from salons and premium, differentiated services.
Alberto Viale and Hamad Nazih growth across international markets.
EM: Are you currently focused
EXPORT MAGAZINE: Since its creation, EM: How important is it for you on any specific projects?
FABY has stood out for a set to develop products that are as AV: In recent months we’ve focused
of core values in the nail world. sustainable as possible, without heavily on expanding our international
In your view, what characteristics compromising performance? presence. We have just opened the
make your brand compelling? AV: It’s essential and compatible markets of Croatia, Cyprus, and New
ALBERTO VIALE: From day one, with high performance. Zealand, and we are in advanced
we have built FABY on a few non Our formulations are cruelty free, negotiations on several additional
negotiables: Italian craftsmanship, vegan, and 10 Free, and we’ve projects, there will be news soon.
professional performance and an ethical expanded ranges with high natural That said, the biggest highlight will be
approach to beauty. That translates into origin content (like our Natural line) at Beautyworld Middle East, where we
richly curated colour (over 300 shades), while maintaining durability, will be present with a major partner.
thoughtful design down to the brush coverage, and gloss. We are very proud and excited about
and bottle, and clean formulations that We constantly balance safer ingredient this partnership, and we are prepared
are vegan, cruelty free and 10 Free. choices with rigorous lab testing so to invest significant efforts to support
Each shade is conceived as a small professionals never have to choose the brand development of FABY
story, so colour becomes a tool between sustainability and results. alongside such an important partner.

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