When Andrea Mandel-Mantello, an investment banker, decided to step into the world of entrepreneurship by acquiring a bankrupt hair restoration company, many would have called it a reckless move. But for Andrea, the challenge was an opportunity to apply the principles he had advised on for years and present a new business to the market that would see it become an international success.
"We were [helping] a lot of distressed companies. So I felt we were in the right space for trying to deal with distressed companies ourselves," he explained.
The company he purchased was Cesare Ragazzi, an Italian hair restoration brand with a once-iconic name that had fallen into disrepute due to poor management and outdated business practices. Its founder, known for an aggressive marketing approach, had alienated potential markets and the medical community, and the business failed to evolve with changing consumer behaviors.
Andrea saw an opportunity to restore not just a brand, but the confidence and dignity of those experiencing hair loss.
Repositioning with confidence for growth
CRLAB was born from a belief that “Hair is part of us, of our emotions. It helps us feel like our unique selves—safe, accepted, loved.” More than just a cosmetic fix, hair restoration is about identity, self-assurance, and reclaiming the ability to face the world with confidence.
Andrea saw an opportunity to restore not just a brand, but the confidence and dignity of those experiencing hair loss.
This guiding principle has shaped every decision in the company’s transformation.
"We needed a fresh perspective,” explains Andrea. “We changed the approach of the company by saying we are no longer just [serving] the male market, which is basically what the company was focused on—we want to dedicate ourselves more to the women’s market,” he says.
CRLAB's new positioning focuses on confidence, well-being and trust, showing the connection between hair and how it has the power to transform lives. This shift in positioning was particularly effective in appealing to women experiencing hair loss, a segment previously underserved by the company. By speaking in a more empathetic way and reflecting the emotional reality of hair loss, the CRLAB brand better embodies its purpose and, in turn, opens the door to new market opportunities.
Winning back trust
By changing its positioning to go beyond the purely aesthetic benefits of hair solutions, CRLAB was able to mend its relationship with the medical community—who started to see its solutions as complementary—rather than competing—when medical treatments fall short.
"We invited doctors to our production facility, showed them what we did, and emphasized that we wanted to be their allies rather than their enemies," says Andrea.
The CRLAB brand started to regain respect and trust in the medical community. Its solutions began to be offered to treat medical conditions, such as alopecia and chemotherapy-induced hair loss; the company seen as a vital partner in restoring not only hair but also dignity and emotional well-being.
We needed a fresh perspective. We changed the approach of the company by saying we are no longer just [serving] the male market—we want to dedicate ourselves more to the women’s market.Andrea Mandel-Mantello
Chairman, CRLAB
Purpose: the key to survival
Although the journey was far from smooth, CRLAB is now present in 26 countries, reaching people who had once felt hopeless about their hair loss.
Andrea and his team found motivation in the profound impact of their work. Every success story reinforced their purpose: to restore confidence and dignity to individuals experiencing hair loss by providing high-quality, medically backed hair restoration solutions.
"We weren’t just selling a product; we were restoring confidence and dignity. That kept us going," reflects Andrea.
Many employees, too, saw first-hand how their work had a positive impact, fostering a sense of pride in the business, which allowed them to continue to grow and expand despite hardship.
“[Our] workers realized how much good we were doing [for] so many people, and they started being very proud, because they were at the forefront of a very positively designed company.”
We weren’t just selling a product; we were restoring confidence and dignity. That kept us going.Andrea Mandel-Mantello
Chairman, CRLAB
The power of resilience
Today, CRLAB is thriving, its revenue having quadrupled since Andrea took over. More than just a business success story, it’s a testament to living by your business purpose, resilience, and the ability to turn crisis into opportunity. "I think we’ve proved that with the right vision, even the most distressed companies can be transformed," Andrea concluded.
Listen to Andrea’s full story and how he brought a household name back from the brink of bankruptcy on episode eight of the Pivot Points podcast—out now.
Listen to our Pivot Points podcast
Tune in here
