Antonio and Margherita Pinto: "All about 2sqm's modular skincare" Interview with the founders of the beauty brand from Naples
Antonio and Margherita Pinto launched 2sqm in Naples in 2021. Combining their expertise in cosmetics and aesthetic medicine, they drew inspiration from the city's multicultural ecosystem and its artistic movements. Since then, 2sqm has built a reputation for effective formulas and an unconventional identity, resonating with a new generation of culturally aware and discerning consumers. Want to know more? We asked them directly.
Interview with 2sqm, the independent Italian beauty brand founded in Naples by Antonio and Margherita Pinto
What are the core principles that define 2sqm’s approach to skincare?
2sqm is a skincare line inspired by the movement and vibrations of the city. Ready-to-use products that don’t require endless steps and go straight to addressing specific needs. 2sqm stands for two square meters, which is the average skin surface of all humans, a universal name that reflects the inclusive essence of our brand.
In a market that often promotes endless routines and excessive products, where does 2sqm stand?
We live in a constantly changing and fast-paced world, so we believe that long beauty routines create unnecessary complications, prescribing ideals of perfection that don’t always exist or can be achieved. Our products are not offered as a complete routine, unlike most emerging brands. We launched with a cleanser, a serum, and patches: three very different products designed to fit into existing routines without forcing people to adopt 2sqm in an all-encompassing way. In this sense, we like to define our skincare as 'modular' compared to classic routines: take what you need and integrate it into your day-to-day.
If you had to define the responsibility of a beauty brand in 2025, where would you start?
Probably the greatest responsibility lies in the formulations and research, rather than in the environmental awareness that most brands claim to care about, when in reality they often do not. Effective products that provide real support for the skin’s needs.
What philosophy guides the choice of ingredients in your products?
The selection of ingredients comes from our ongoing experience in both cosmetics and aesthetic medicine, collaborating with professionals and companies that have been in the industry for decades. Our goal is to bring ingredients that are used effectively in aesthetic medicine to address specific concerns into cosmetics.
What does it mean for you to be an independent beauty brand today?
Being an independent brand today requires a lot of effort and dedication, especially in a world where visibility often dictates success. Being independent also means we can focus carefully on each product without the pressure to reach endless numbers just to keep the brand alive, where updates are made for the sake of quantity rather than real effectiveness.
What goals have you set for the future of 2sqm?
Our goal is to build a solid customer base that allows us to create and sustain all our ideas for future products. At the same time, we want to develop a non-conventional communication approach to skincare, free from toxic positivity and culturally aligned with everything we resonate with.
How do you envision the evolution of skincare in the coming years?
From a scientific and research perspective, we observe sustained growth and evolution in the industry. What is particularly interesting to us is the evolution of the consumer, who is becoming more aware and discerning in their choices.
Who is your ideal customer?
The ideal 2sqm customer is young, aware, and knows what they want. Someone who lives life fast, like us, where the boundaries between day and night are never clear-cut. We speak to an audience that doesn’t want to change their lifestyle to fit into a world of rigid routines, endless steps, and high costs, but instead seeks a flexible approach to skincare—whether they are beginners or already experienced.
