What CIDESCO Members Can Expect: A Founder’s Real Numbers, Not Theory
What CIDESCO Members Can Expect: A Founder’s Real Numbers, Not Theory
Mariela Marcantetti shares the practical, tested strategies behind that growth with the CIDESCO community. Many beauty professionals and beauty business owners reach a ceiling after opening their first successful location. Scaling to multiple sites, and eventually across borders, raises questions that a single-location playbook cannot answer: how to protect quality and culture at distance, how to fund growth responsibly, and how to keep a brand recognisable while adapting it to new markets. Mariela's experience building Furless from one chair to a multi-brand, multi-country group speaks directly to this gap, and does so from inside the CIDESCO community's own discipline: beauty and aesthetics. Speaker: Mariela Marcantetti, CEO Mariela is the CEO of The Furless Group. Furless Permanent was set up in 2016 while still working full time in finance, self-funding the business from her own savings with a single therapist in a single shop. Today the group employs close to 100 people across its three brands and multiple cities, including Dubai, Abu Dhabi, and the KSA market.
Mariela has since founded Furless Beauty Institute, an accredited beauty school teaching Beauty and Spa Management, Beauty Therapy, permanent hair removal, and business management to hundreds of students, and The Trading Corner, a specialist distributor supplying electrolysis equipment across the region.
Learn about the following topics:
• How Furless grew from 1 shop and 1 employee to close to 100 employees and multiple locations across three countries, with the actual milestones and timeline behind that growth.
• Honest detail on self-funding a beauty business, including how spending decisions in the early years protected the runway for expansion. A practical scaling framework
• The role of education and internal training as the foundation for consistent quality across every location.
• Building clear, repeatable standard operating procedures so that excellence does not depend on any one person being in the room.
• Compliance and licensing as a growth enabler rather than a blocker, based on operating across multiple regulatory environments.
• Why specialisation, rather than doing everything, has been core to the group's reputation and revenue.
• Positioning quality over discounting as a long-term growth strategy, backed by word-of-mouth results. Lessons from scaling through market uncertainty
• How the group sustained growth over the past 12 months despite broader market headwinds, including the decisions that protected momentum.
• What changed operationally when moving from a single-city business to a multi-country group. A candid Q&A with the CEO
• Live audience questions on funding, hiring, culture, and international expansion, answered directly by Mariela rather than through a prepared script.
This webinar is an opportunity for the CIDESCO community to hear, first-hand, how one member of that community took a single treatment room to a multi-brand, multi-country group, and to leave with a framework they can apply to their own path to growth.
$0.00
October 28, 2026
14:00 (CET) Registration closes October 23, 2026
What CIDESCO Members Can Expect: A Founder’s Real Numbers, Not Theory
Mariela Marcantetti shares the practical, tested strategies behind that growth with the CIDESCO community. Many beauty professionals and beauty business owners reach a ceiling after opening their first successful location. Scaling to multiple sites, and eventually across borders, raises questions that a single-location playbook cannot answer: how to protect quality and culture at distance, how to fund growth responsibly, and how to keep a brand recognisable while adapting it to new markets. Mariela's experience building Furless from one chair to a multi-brand, multi-country group speaks directly to this gap, and does so from inside the CIDESCO community's own discipline: beauty and aesthetics. Speaker: Mariela Marcantetti, CEO Mariela is the CEO of The Furless Group. Furless Permanent was set up in 2016 while still working full time in finance, self-funding the business from her own savings with a single therapist in a single shop. Today the group employs close to 100 people across its three brands and multiple cities, including Dubai, Abu Dhabi, and the KSA market.
Mariela has since founded Furless Beauty Institute, an accredited beauty school teaching Beauty and Spa Management, Beauty Therapy, permanent hair removal, and business management to hundreds of students, and The Trading Corner, a specialist distributor supplying electrolysis equipment across the region.
Learn about the following topics:
• How Furless grew from 1 shop and 1 employee to close to 100 employees and multiple locations across three countries, with the actual milestones and timeline behind that growth.
• Honest detail on self-funding a beauty business, including how spending decisions in the early years protected the runway for expansion. A practical scaling framework
• The role of education and internal training as the foundation for consistent quality across every location.
• Building clear, repeatable standard operating procedures so that excellence does not depend on any one person being in the room.
• Compliance and licensing as a growth enabler rather than a blocker, based on operating across multiple regulatory environments.
• Why specialisation, rather than doing everything, has been core to the group's reputation and revenue.
• Positioning quality over discounting as a long-term growth strategy, backed by word-of-mouth results. Lessons from scaling through market uncertainty
• How the group sustained growth over the past 12 months despite broader market headwinds, including the decisions that protected momentum.
• What changed operationally when moving from a single-city business to a multi-country group. A candid Q&A with the CEO
• Live audience questions on funding, hiring, culture, and international expansion, answered directly by Mariela rather than through a prepared script.
This webinar is an opportunity for the CIDESCO community to hear, first-hand, how one member of that community took a single treatment room to a multi-brand, multi-country group, and to leave with a framework they can apply to their own path to growth.
$0.00
October 28, 2026
14:00 (CET) Registration closes October 23, 2026