Q & A WITH Founder & Creator of MAY11, Romina Manenti

Tell us a little bit about your background.

I was born in a small town in North Italy called Bergamo, near Milan. When I was 20, I started working in a local hair salon, and soon realized small town life didn’t fit my dreams. So, I moved to Milan. It was the late 90’s and the city was flamboyant. Walking the streets was like being in a fashion show. Peoples’ expressions were inspired, aesthetic, and the quality was off the charts.

The hair industry soon caught up with this powerful movement. Hair looks become more minimal and sophisticated. We deflated volumes, and put aside perms, and instead focused on haircuts, styling, and color, pushing the individual hair texture to create unique, personal signatures. The way hairstylists began to use tools and techniques was a revolutionary modernization. We had to start working with our eyes, merging aesthetic impact and practicality. It was amazing. Kinetic. Everything was moving in the same direction. Looking back, I’m amazed I was there. What a privilege to have had the opportunity to assist in the fashion shows, and work with brands like Versace, Prada Gucci, Valentino etc.

After three years in Milan, I was ready to challenge myself and experience life and my career in another country. I choose the epicenter of fashion and elegance: Paris. Everything about being there was next level. Having to learn and think in a new language thrilled me, and it was there that my career began to take off. Every day was new and unexpected, working with international publications like Vogue, Bazaar, Elle, and clients like L’Oreal, Dior etc. Fashion was distinct. Aspirational. It had its own life and breath, and every day was a unique experience in that unique world.

In 2011, the Paris economy was struggling. On the other side of the ocean in New York, businesses were on the forefront of innovation, and people were experimenting with how to make new ideas happen. So I packed up, and moved to the West Village, New York.

As soon I arrived, my career took off. It expanded in every direction. I started working for amazing brands and magazines – Estee Lauder, Bergdorf Goodman, Neiman Marcus , Vogue , Allure, etc.

By 2016, I wanted my own business. Driven by my expertise with products and my passion for healthy hair, I launched my company, MAY11, with my first product, MAY11 Revitalizing Hair Oil; an organic, vegan, treatment. A couple of years later, I received the Patent for the formula and method.

Why did you decide to start your own company?

The decision unfolded at many levels. After so many years of working for other people, I wanted to be my own boss. To be in control of my present, and my future. I also knew I could succeed. Hair products – how they worked and the results they created – had become my signature niche in the industry, and I couldn’t wait to use my skills to develop products that were sustainable and effective.

What makes your brand different from other beauty brands?

My formulas are unique. I source only the best organic, vegan ingredients. And the products are specifically designed to support healthy hair growth at any stage, from the follicle to the tip. Using MAY11 is like taking your hair to the gym where it builds its own strength and elasticity from the inside out. There’s nothing like MAY11 on the market.

Describe your brand in three words.

Universal. Transforming. Sustainable.

Without giving away too many of your secrets, what do you anticipate your growth to be next year and what is your direction for the future of the brand?

MAY11 is always growing. I’m always researching, always developing. Right now, two new products are in the incubator. As for the future, MAY11 has an incredible foundation from which to grow. The more people who hear about the products and how transformative they are, the more MAY11 expands. It speaks for itself.

What is the best piece of advice someone gave you? What advice would you give a budding entrepreneur?

My answer is the same for both questions. Pay attention to your intuition. It might not always lead you where you think you want to go, but it won’t lead you astray.

What did your Cosmoprof North America experience mean to you?

It’s simple. Cosmoprof is a potent opportunity to expand my brand.

Finally, what’s an interesting fact about you people would be surprised to hear?

Most people are surprised when they learn I started my career opening doors for clients at a local hair salon and taking their coats. Now I’m a recognized name, with signature style in the fashion industry.

About MAY11

After twenty years of delivering her skills to others, Romina recognized it was time to center her energy and develop her own brand. The beauty industry was expanding into wellness and sustainability, the clean beauty movement resonated with her, and she was excited to be a part of it. Romina’s mission was clear: create organic products to support healthy hair growth for everyone. Already living in America, and embracing the modernization of the fashion industry in the digital world, she was in the best place possible to succeed. In 2017 she launched MAY11 Revitalizing Hair Oil, and in December of 2019, she received the U.S. Patent for her unique formula. Romina continues to research and perfect her groundbreaking formulas, establishing MAY11’s products as a game changer in the industry.

To find out more about MAY11, click here.