What Selita srl does

Selita srl is an Italian private limited company (S.R.L.) that manufactures and distributes professional cosmetic products for eyelash and eyebrow lamination under the InLei® brand. Founded in 2013 by Tatiana and Sergio Shcherbyna in Bergamo and incorporated as Selita SRL in 2017, the company serves licensed beauty professionals — lash stylists and brow artists — across more than 25 countries, with formal reach into 28 markets via 153 authorized resellers. The product portfolio centers on two proprietary treatment systems: Lash Filler for eyelash lamination (the first product in the world with clinically validated 24% eyelash diameter increase after three sessions) and Brow Bomber for eyebrow lamination, supported by treatment-specific accessories (Forma and Forma Up silicone shields, STOPPER tool), dyes, aftercare products, and skincare items. The company operates the wholly-owned Light Lashes Academy in Bergamo for certified professional training.

All formulations are developed through collaboration with seven reference laboratories (each with 30-40 years of cosmetic experience) and validated at five independent testing facilities, manufactured at a 3,000+ sqm GMP-certified facility in Ranica (Bergamo) following European Cosmetic Regulation 1223/2009, with annual output of approximately 533,677 units and 13,381 kg. The company monetizes through one-time product sales via exclusive country-level representatives, a 153-reseller network, and the lashINbrow.com e-commerce platform, supplemented by certified training courses through Light Lashes Academy and event-driven brand activation (Lash Summit Australia, Lash Creators Congress). VeganOK certification was achieved in 2024 alongside a full formulation refresh, and the 2025 Italian Style line extends the offering into Korean lamination methodology.

Name

Selita srl

Legal name

SELITA S.R.L.

Website

https://inlei.it

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Selita srl (InLei®) is an Italian private company that manufactures professional eyelash and eyebrow lamination cosmetic products, serving licensed lash stylists and brow artists across 28 countries through an exclusive representative and reseller network, supplemented by its Light Lashes Academy training arm.

Ownership category

akta.pro rank

Product category

Professional Cosmetic Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Eyebrow Lamination & Brow Lift Services (HSALAIAE)

akta.pro secondary industries

Eyelash Lift / Lash Perm Services (HSALAIAI), Eyebrow & Eyelash Training (Brow Design/Lash Extensions/Lifts) (HSALANAG), Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Eyelash Tools (Curlers, Applicators) & False Lashes (CRABAKAC)

Keywords

• Professional eyelash lamination
• Eyebrow lamination products
• Professional beauty cosmetics
• Lash lift formulations
• Beauty professional training

Headquarters

HQ city

Ranica

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Revenue model

1. Professional Cosmetic Products: Sale of InLei® branded professional eyelash and eyebrow lamination products (solutions, dyes, tools, accessories) to lash stylists and brow artists through official country representatives, resellers, and direct e-commerce.
2. Professional Training Courses: Certified professional courses for lash and brow lamination offered through the Light Lashes Academy (founded 2013 in Bergamo), with original programs developed in-house, available throughout Italy and internationally through the trainer network.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Selita srl manufactures and sells the InLei® line of professional cosmetic products for eyelash and eyebrow lamination, including lash filler systems, brow lamination kits, tints, and complementary accessories. The company also operates the Light Lashes Academy, providing structured training and certification for lash stylists and brow artists worldwide.

Product overview

InLei® is a professional cosmetic products brand for eyelash and eyebrow treatments, owned by Selita srl. The portfolio centers on two core treatment systems: (1) Lash Filler - eyelash lamination with scientifically proven 24% hair thickening, and (2) Brow Bomber - eyebrow lamination comprising perm, fixing, and nourishing products. Supporting products include silicone shields (Forma, Forma Up), STOPPER tool, tints, developer cream, and aftercare items (Fashion Lash, Lady Shield, Sensitive Wax, Soft Peeling). The company also operates Light Lashes Academy for professional training. All products are 100% Made in Italy, certified GMP, and distributed in over 25 countries.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 24% average increase in eyelash diameter after 3 Lash Filler treatment sessions (clinically proven, statistically significant)

Segments1 record

Ideal customer profiles1 record

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core.

• Seven Reference Laboratories for Cosmetic Product CreationcoreTechnology or IntegrationInLei® works with seven reference laboratories (each with 30–40 years of experience) for the creation of cosmetic products. These labs collaborate with InLei® chemists to develop and refine formulations based on feedback from professional lash and brow technicians.
• Five Independent Testing LaboratoriescoreTechnology or IntegrationFive independent laboratories run all analyses required by law to ensure total product safety, including in vitro, clinical, scientific, dermatological, and efficacy tests. Combined, over 108 scientific tests have been conducted on InLei® products.
• Italian Brush FactorycoreTechnology or IntegrationA historic Italian brush factory with more than 40 years of experience produces InLei® brushes and application tools to the company's specifications.
• Silicone Products Factory (Europe's Leading Experts)coreTechnology or IntegrationFactory with almost 60 years of experience in silicone products and a 120,000 square meter manufacturing unit. InLei® collaborated with them to create specific molds for shields (bigodini) and professional tools.
• Official Country Representatives (28 countries)coreChannel Partner/ Reseller/ DistributorEach of the 28 countries in the InLei® Family has a single official representative with exclusive rights to sell throughout their territory. Representatives manage their network of resellers and professional trainers. Countries include Italy, France, Germany, UK, USA, Canada, Australia, Russia, and 20 others.

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Lash Perfect: UK-based professional brand offering lash extensions, lash lifts, brow lamination, and tinting products distributed globally via professional wholesalers. Sells to trained lash and brow technicians, overlapping significantly with InLei's professional customer base.
• Elleebana: Australian-founded brand (2014) that pioneered the lash lift/lash lamination category globally with its Elleeplex Profusion system. Sells professional-only lash and brow lamination kits, dyes, and tools to trained beauticians through a global distributor network — directly competing with InLei's Lash Filler and Brow Bomber.
• London Brow Company: UK professional brow brand offering brow lamination, henna, tinting, and shaping products sold to trained brow artists. Competes head-to-head with InLei's Brow Bomber line in the European brow-services market and runs its own professional training.
• Brow Code: Australian professional brow lamination brand offering the Brow Lamination System, dyes, and aftercare sold through certified brow artists. Operates its own training academy (Brow Code Academy), mirroring InLei's products-plus-education model in the brow category.
• iBrow London: UK-based professional eyebrow and eyelash brand offering lamination kits, lamination accessories, and aftercare sold through beauty wholesalers and certified technicians. Overlaps with InLei's professional brow and lash lamination portfolio.
• Thuya Professional: Spanish manufacturer of professional eyelash and eyebrow lamination, perming, and tinting products. Sells through beauty wholesalers and academies in Europe and Latin America, directly overlapping with InLei's product range and B2B salon-channel GTM.

Others

• Starpil: Spanish-origin global professional wax and depilation brand serving estheticians. Adjacent rather than direct: serves the same professional beautician channel and distributes through beauty wholesalers, but its core category (waxing) is complementary to InLei's lamination offerings rather than substitutional.

Broad incumbents

• Refectocil: Austrian/German heritage brand (since 1930) and global market leader in professional eyelash and eyebrow tints, with a broader color-cosmetics range. Serves the same professional beautician channel as InLei but is more focused on tinting rather than lamination chemistry.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@inlei_germany
• Facebookfacebook.com/InLei.Italy
• Instagraminstagram.com/inlei_italy
• LinkedInlinkedin.com/company/selita-srl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selita srl