RESEARCH AND ANALYSIS: We began with in-depth interviews with stylists, technologists, and salon owners. Our research showed that the market is ready for a local brand, but the key expectations are genuine effectiveness and respect for the stylist. We simultaneously analyzed the strategy and visual language of leading brands—from L'Oréal and Wella to Davines—to identify open niches and new meanings for the category.

INSIGHTS: Professionals are tired of impersonal brands. They need a partner, not a manufacturer—a brand that understands the specifics of their work and speaks the same language.
The emotional driver is pride in their profession and the beauty they create.

STRATEGY: We formulated a positioning: "A New History of the Beauty Industry." This is a brand that unites science, aesthetics, and human connection. Its philosophy is to reveal natural beauty, not impose standards. The platform is built on the values of expertise, development, and respect for artisans.

NAMING. The name FANE comes from the English word fane, meaning "temple." It is a metaphor for a space of strength and creativity where beauty is born. Big Idea is a new story of professional cosmetics, created in Russia.

DESIGN. The brand identity embodies purity, light, and confidence. The logo is subtle and balanced, the color palette combines white, beige, and gold—shades of trust, light, and premium minimalism. When developing the packaging, we were inspired by the architecture of Icelandic temples—soaring, futuristic, distinctive, and timeless.

FANE became the first Russian premium professional cosmetics brand trusted by stylists. We created a strategy, name, visual language, and brand philosophy that sets a new tone in the beauty industry.

RESULT. Industry recognition: FANE named one of Beauty Insider's 2024 Best Products. In 2024, Beauty Insider's independent editorial team included several FANE products in its ranking of the best hair products. For a brand focused on professional results and thoughtful formulas, this recognition is an important endorsement of our commitment.

The following were recognized in the categories:
– Best Hair Masks of 2024: Hydro Protect: a shine mask that deeply hydrates, improves elasticity, and restores natural shine.
– Best Shampoos and Conditioners of 2024: Hair Energy: a treatment shampoo and cream conditioner that create body and volume; Blonde Rehab: a shampoo that neutralizes unwanted brassiness and preserves color purity; Chroma Shield: a treatment shampoo and cream conditioner that protects color, prolonging its richness and radiance.

FANE's presence on the list of the year's best products underscores the brand's core message: professional formulas, clear objectives, and verifiable results.