Our passion for beauty is combined with a tireless search for the most innovative products. This is how MYOM came into being, the brand that aims to become a point of reference for beauty professionals and the modern woman, who is not only conscious of the effectiveness of the products she uses to create her look, but also of how they can reflect her desire to live in a sustainable way, in full respect of everything that surrounds us. my.om embodies “Natural Attitude”.

The creative and sustainable brainchild of Andrea Prestia, CEO and founder of MYOM

No one can tell you about this adventure better than he, this fascinating and intriguing project, that has its roots in the world of professional cosmetics but that focuses with interest and care on the woman as a whole. We are inspired by her, and we work for her.

Natural Attitude editorial team: Can you tell us a little about your background?

Andrea Prestia: I became involved in the professional cosmetics sector thanks to the infectious enthusiasm of my father, founder of Roverhair (RH), a family business; I worked first as sales manager and then as managing director. RH’s beginnings were characterised by a commitment to a local market, in Turin, my home town, with the desire and expectation to grow and become of interest to other markets. Over the years, thanks to our determination, we have succeeded in transforming a local company into an international enterprise with over 26 distribution countries. This hard work has always been accompanied by a keen passion, but above all, it has been bolstered by a single winning criterion: pouring our hearts into it.

Obviously, the nature of the market has changed in recent years, and we have moved from a generalist market to a specific, qualified market, and it is here that I have best expressed my vision of the brand, emphasising the new positioning with determination. Positioning that thrives on a new conceptual identity, but above all on a product capable of becoming a beauty tool for hairdressers and a way for women to express their own identity.

NA editorial team: How did the idea for MYOM come about?

Andrea Prestia: At the end of the RH adventure, I felt the need to expand my vision even further by making an additional change to the concept of BRAND in the professional sector. To do so, I needed to develop a project with a broader vision based on values and actions that would take this message to the next level: comprehensive sustainability, innovation, and technology. The spirit is to embrace the consumer’s desire: to become part of their life.

This effort succeeded and gave rise to my.om, which fully represents my and our professional and personal values. MYOM is the expression of a rebirth of myself and Manuela Morelli – Communication and Advertising Director – , who, with me, gave life to this beautiful project that represents our way of seeing the world, starting from something primordial, intrinsic in each of us: Om, the sound that evokes the origin of life.

NA editorial team: What kind of knowledge do you have to have to start a brand like MYOM today?

Andrea Prestia: I believe that to work in this sector you have to have several specific skills (besides managerial ones) which are in fact the keys to success: knowing what you sell but above all knowing who you are selling to. Awareness of the mindset of professionals in the sector is one of the skills needed to carry out beauty projects, which must always take into account two fundamental factors: meeting a need and fulfilling a desire.

NA editorial team: Who is MYOM for?

Andrea Prestia: MYOM is mainly aimed at a female audience who, in addition to their passion for hair, have a strong interest in CLEAN BEAUTY: a new concept of beauty, capable of fully satisfying their aesthetic desires but with a genuine focus on the ingredients and methods used to create the products they choose.

NA editorial team: What does “Natural Attitude” mean to you?

Andrea Prestia: NATURAL ATTITUDE is our home. NATURAL emerges from the simple, the everyday and the spontaneous and goes hand in hand with the concept of “good” and healthy. This is how we see our beauty projects, a combination of simple but synergistic things, capable of balancing the aesthetic and psychophysical well-being of our clientele.

NA editorial team: Why bio-fermented products? Could you please explain the concept?

Andrea Prestia: As mentioned above, one of the three values on which MYOM is founded is definitely technology, which, combined with research, brings countless advantages and benefits, both to us who develop our products and to our customers who enjoy treating themselves with these products. BIOFERMENTATION is the new scientific frontier that embraces not only HAIR CARE but also SKIN CARE. Beginning with natural ingredients, the microorganisms convert these substances into ferments using the fermenter, a special container.

What is obtained through this process is virtually impossible to produce artificially and has positive effects such as extreme tolerance. Fermented substances develop further positive effects, depending on the raw material used. In addition, many plant ingredients are only made accessible through the fermentation process as their bioavailability is improved, making them more easily absorbed and assimilated by the body, increasing their nutritional powers.

NA editorial team: Objectives and expectations for 2021

Andrea Prestia: We have great expectations for the future of MYOM, based on a determined and precise implementation schedule, calibrated to perfectly match our marketing plan to the real needs of the market, which is what we care about most: the wellbeing of all women.

Our objectives? Carefully considered market positioning through exclusive, professional distribution, with partners able to share a vision, our approach is a real attitude: targeting an ambitious and competitive market segment.