Iles Formula Hair Talk with Mel Hancer of BeautyLivery

Mel Hancer, founder of BeautyLivery — Capri, Italy

Mel is the founder of BeautyLivery, an on-demand luxury hair and makeup agency established in Capri in 2016, with a team of 20 skilled artists delivering services across Italy.

We are thrilled to partner with the talented BeautyLivery hairstylists for the 2026 season as their exclusive haircare partner, and share a warm welcome to Mel to our Iles Formula family.

To learn more about Mel and her team, visit the website. You can also follow on Instagram @beautylivery.

1. Can you introduce yourself and the vision behind your brand?

I’m Mel, founder of BeautyLivery, an agency established in Capri, Italy in 2016. Today, we have a team of 20 skilled, vetted artists delivering professional hair and makeup services across Italy. Our mission is to bring beauty services directly to our clients — anytime, anywhere — eliminating the stress of scheduling and travel. Whether for an event, wedding, or everyday confidence, we create personalized looks tailored to each client. We are committed to inclusivity, serving an international clientele where, ultimately, we’re not just offering hair and makeup — we’re creating an experience.

2. What inspired you to create a luxury beauty service in Italy?

After living on the island of Capri for several years while working in the beauty industry, I recognized a gap in the market across Capri and the Amalfi Coast. This led me to develop a tailored business model, bringing together talented artists and a professional team to offer on-demand beauty services previously limited to salons. My vision was to merge Italian elegance with modern convenience, creating an experience where international clients can enjoy contemporary beauty services delivered by highly skilled Italian artists.

3. What sets your service apart from a traditional salon experience?

On-demand beauty services and traditional salons offer completely different experiences. Salons have fixed locations, set hours, and waiting times, while on-demand services come to you — at home, in a hotel, at a venue, or even on a yacht — removing stress, especially for important events like weddings.

The experience is more personal, with one-on-one attention instead of a busy salon environment, and far more flexible, accommodating last-minute bookings, early mornings, group services, and destination events. Beyond convenience, it adds a sense of luxury — combining professional expertise with comfort, privacy, and exclusivity — turning getting ready into a calm, seamless, and indulgent moment.

4. How do Italian culture and lifestyle influence your approach to beauty?

A very interesting question, as I was born in Turkey, raised in Sweden, and have lived in Italy for the past 16 years — giving me a unique perspective on different cultures and lifestyles.

Italian culture taught me that beauty isn’t about excess, but about confidence and effortless sophistication. Italian women tend to avoid extreme trends like exaggerated fillers or heavy cosmetic procedures, instead embracing naturally sun-kissed skin and natural textured hair.

There’s also a strong appreciation for a stress-free way of living — Italians naturally find simpler, more relaxed solutions to everyday situations. This calm, unhurried, and detail-oriented mindset is at the heart of our service. For international brides, especially those coming from fast-paced cities like New York, we create a moment to slow down — bringing the Italian dolce vita atmosphere and turning the preparation into a relaxed and enjoyable experience.

5. What is your philosophy when it comes to hair care and client experience?

When it comes to hair care, we believe healthy hair is the foundation of any great look. That means we don’t just style — we assess. The goal is never to force a trend, but to create something that works with your natural hair, not against it. We prioritize techniques and products that protect, nourish, and enhance, so the result looks beautiful not just for the moment, but also has a long-lasting effect. Equally important is how the client feels throughout the process. From the initial consultation to the final touch, the focus is on listening, adapting, and delivering something that feels personal rather than routine.

6. What can a client expect the moment they step into the BeautyLivery world?

From the moment a client enters the BeautyLivery world, everything is designed to feel effortless, calm, and centered around them. It begins with a seamless back-office process — simple booking, clear communication, and detailed client information — eliminating stress and uncertainty. From there, our artists deliver the service on-site, fully prepared with all client preferences and details. They take the time to understand not just how the client wants to look, but how they want to feel. With the entire team aligned, the process becomes collaborative — stepping into BeautyLivery means stepping into a seamless experience where you are the center of it all.

7. What has been the most defining moment in your journey with BeautyLivery so far?

BeautyLivery has felt like a newborn I’ve nurtured with all my time, energy, and dedication over the past ten years. Watching it grow — from just myself and two other artists, born from an idea in Capri, into a trusted name both across Italy and internationally — has been incredibly defining. Building a team of 20 talented artists who share the same vision and standards is something I’m truly proud of.

8. What are you seeing clients prioritise most in their hair right now?

There’s a clear shift in what clients value: less focus on perfect styling, more on long-term hair health and ease. They want shine, strength, and softness with a natural, glossy, effortless finish. Treatments and nourishing routines are now as important as styling. Personalization is key — clients expect tailored products and techniques for their specific hair and lifestyle. At the same time, they prioritize value over volume, investing in fewer products that deliver real quality and results.

9. How should clients adapt their haircare routines for sun, sea, and heat?

Hydration and protection are key. We recommend using nourishing masks regularly, limiting excessive heat styling, and applying protective products before sun exposure. Hair should be treated almost like skin during summer — shielded, nourished, and replenished.

10. Your personal hair ritual you never skip?

The island of Capri is a dream destination, but unfortunately, the tap water can be quite harsh on both hair and skin due to its high limestone content. To keep my hair healthy, I apply a deeply nourishing mask at least once a week. It’s a simple ritual, but it helps maintain strength, shine, and makes styling much easier. And last but not least, I always use a leave-in conditioner — especially when I’m out on a boat ride or relaxing at a beach club.

11. How do you incorporate Iles Formula into your treatments or client rituals?

Working mainly with brides and destination weddings — where we often don’t meet the bride beforehand — it’s essential to share our top recommendations in advance on how to prepare the hair for the big day. Educating each bride is key to achieving the best results. Iles Formula allows us to instantly enhance texture, leaving the hair manageable and naturally radiant without weighing it down — ensuring a long-lasting finish, which is essential for bridal hair.

12. Which Iles Formula product do you consider indispensable, and why?

The Finishing Serum is absolutely indispensable for us. It’s a true backstage essential — it transforms the hair instantly, adding shine, softness, and control without ever feeling heavy. Whether we’re working in the humidity of the Amalfi Coast or the intensity of a fashion set, it gives that polished, effortless finish that defines the BeautyLivery look.