“I have always believed that beauty is an art that comes from care and attention to detail. When I envisioned Bellanova Beauty Lab, I wanted to create a space that was more than just a beauty center: a place where people could feel welcomed, pampered and valued. For me, each treatment is a personalized journey, combining cutting-edge techniques and the warmth of the human approach. Seeing the satisfaction in my clients’ eyes is what inspires me every day.”
Magda Bellanova, is a young entrepreneur from Veneto who has had a very strong passion for aesthetics since childhood. After five years of experience in holistic skincare techniques in Italy, at the age of 24 she decided to turn her life around by moving to New York. In the Big Apple, she trained by attending the prestigious Christine Valmy International School of Aesthetics, quickly obtaining the necessary certifications in the specialization in facials and skincare. This new challenge, led Magda to experiment with the new aesthetic techniques acquired at luxurious boutique skincare spas and major dermatological practices, leading her to get to know better the demanding American clientele until she reached her dream: to open her own beauty center in New York. We interviewed Magda for TheNewyorker.
Hi Magda, how did your passion for aesthetics come about and how did it guide you in making the decision to move to New York?
“I was born and raised in the province of Vicenza, Italy, where I worked as an esthetician for about five years. Aesthetics has always been my greatest passion. Later, thanks to a professional opportunity my husband received, we moved to New York. In Italy I had already completed aesthetics school and was working as a professional, so initially I was hoping to convert my license to start working right away. I later found out that my license was only valid in the European Union, so I had to enroll in an aesthetic school in New York. Actually what seemed like a difficulty on my path turned out to be an incredible opportunity. The school was excellent; during the six months of training to get a new license, I was able to get up to speed with many new techniques, better understand the American approach, and compare myself with many female professionals. It prepared me thoroughly to face the industry in the United States.”
Facing a new life, with different work rules and a completely new clientele will not have been easy, how did you handle this change and what were the biggest difficulties you had to overcome?
“Once I acquired my New York State license, I began by working in several spas and beauty centers. My field of specialization is skin care with a focus on facials, skin rejuvenation, semi-permanent makeup and lasers. Definitely the way of working here is very different from the Italian way. Everything here is highly specialized and sectoral, which is good, but at first I found it a bit limiting compared to the more creative, all-around approach I had in Italy. I changed several jobs in the early years to find my place, trying experiences in smaller beauty centers, hotels, and even a dermatology practice. When I arrived in New York, the first years were very hard. I had to learn a new language, adapt to a new culture, and build everything from scratch. In the meantime, I was carefully observing, trying to understand the mechanics of the work. This allowed me to broaden my skills and also learn more about the American clientele. It was definitely not an easy period but undoubtedly very formative. It was a phase of exploration and study, during which I defined my target clientele and matured the idea of how I wanted my salon to be.”
And then came the fateful moment when you decided to open your Bellanova Beauty Lab center, what was the biggest challenge you faced?
“Opening my own salon was a real challenge. An intense journey made of determination. After years of experience, I realized it was time to take a risk and make something of my own. It took time and resources to choose the right place, buy the equipment and get all the necessary permits. This decision was my way of saying, “That’s it, I’m going to play it all out.” I didn’t know I was going to do it in New York, but it has always been a desire of mine. I always wanted to be an entrepreneur and offer my services. After six years, in 2018, I finally opened my own beauty center. I would say that one of the most difficult things was finding the ideal location. The choice of the neighborhood was crucial: I wanted a place that represented the perfect balance between authenticity and sophistication. So, after a thorough search, I chose Cobble Hill, a hidden gem beneath the Brooklyn Heights neighborhood. I chose this area because Cobble Hill is a combination of the picturesque beauty typical of a neighborhood and the classic New York atmosphere that is hard to find elsewhere. The neighborhood is inhabited by longtime residents, new families, professionals and creatives looking for a place to plant their roots, which also basically represented my story.”
Did the Italian community present in New York, especially of women, play a role in your career development?
“In the beginning, working as an employee in beauty salons in New York, I relied mainly on the American clientele, which was already established in the places where I worked. However, when I decided to open my own salon, the Italian community played a key role in my journey. One of the most important steps was joiningItalian Women USA, an extraordinary group of Italian women living in the United States. This network has proven to be an invaluable resource in making myself known and making authentic connections. Thanks to them, I was able to organize targeted promotions and attract many Italian clients, who responded enthusiastically to my project. The experience was incredibly positive: I found support, solidarity, and a sense of belonging that gave me an incredible boost. The Italian community was not only a starting point, but also a confirmation of how powerful mutual support is when it comes to building something new in a foreign country. Thanks to them, I was able to build a network of people that made me feel welcomed and less alone. It was like finding a family away from home, a support that made this city, at first so distant and chaotic, a more familiar and livable place. Slowly, that initial sense of foreignness began to dissolve. Feeling part of a community gave me security and roots, helping me to see New York not just as a job opportunity, but as a place I could finally call home.”
When did you realize you really realized your dream and what advice would you give to those who want to follow the same path as you?
“The moment I really felt accomplished was last year, after five years of hard work, when I hired my first employees. It was a really significant step: expanding my business, training a team of female professionals, teaching my techniques and seeing my clientele grow was the real moment when I thought ‘I’ve done it, I’m building something big.’ Although I have female employees, for the most part the business remains family-owned, an aspect that makes it even more special to me. For those who dream of opening a business like mine, I would say that it is crucial to do thorough market research, to indentify opportunities, especially in a city like New York, where the competition is very high. You have to be prepared to invest time and resources to understand the business and the needs of customers. Another important thing is to have patience and determination: the path is not easy, but with the right preparation it is possible to realize your dream in a city that offers so many opportunities.”
Speaking precisely about the factors that set your business apart, what do you think are the main differentiators that make your beauty center unique?
“I would say that the sense of community in the neighborhood plays a key role. Clients enthusiastically support the salon, creating an atmosphere of well-being and trust. Added to this is our Italian touch, made up of customer attention, personalized care and a high level of professionalism. Another strength is the combination of tradition and innovation in treatments. Last year I went to Japan to learn ancient facial massage techniques, while in Eastern Europe I studied myofascial massage maneuvers. This mix of new and ancient approaches makes our offerings truly unique. I noticed cultural differences: Americans are very focused on facial care and do not hesitate to invest in advanced treatments, such as anti-aging and aesthetic injections. Italians, on the other hand, have a more holistic approach to beauty, giving equal importance to face, body, manicure and hair removal. Here in New York, there is a perceived greater emphasis on natural beauty, with a strong focus on skincare and overall wellness. This balance between aesthetics and health is what really sets our salon apart.”
What are your plans for the future?
“I would like to expand Bellanova Beauty Lab by opening a new location and develop my own skincare line, reflecting the philosophy of care and authenticity that I pursue every day. One aspect I care a lot about is the training of my female collaborators, sharing skills is crucial for the growth of the team and therefore of the whole business making it more solid and innovative. The beauty industry is growing very fast, new scientific and technological discoveries are revolutionizing opportunities, making this world more and more dynamic and exciting. The role of the beautician has changed a lot; before it was a role delegated to personal care. To be an esthetician here is to have marketing skills, to be able to use advanced management, to take care of communication, and to pay great attention to detail; it is to be an entrepreneur. This entrepreneurial mindset enhances our industry and brings out its potential, transforming it into a profession that doesn’t just take care of people, but builds a complete and memorable experience. I love this perspective: it pushes me to innovate and believe even more in what I do. Bellanova Beauty Lab aims to create a space where everyone could feel free to find their own beauty.”
The article Bellanova Beauty Lab: the art of Italian beauty conquers New York comes from TheNewyorker.
