{"id":3812,"date":"2025-06-19T07:23:22","date_gmt":"2025-06-19T07:23:22","guid":{"rendered":"https:\/\/woodexpert.mowilex.com\/?page_id=3812"},"modified":"2025-09-29T03:28:08","modified_gmt":"2025-09-29T03:28:08","slug":"philosophy","status":"publish","type":"page","link":"https:\/\/woodmasterproducts.com\/pro\/philosophy\/","title":{"rendered":"Philosophy"},"content":{"rendered":"

[vc_row full_width=”stretch_row” css=”.vc_custom_1757564614973{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/philosopi.webp?id=4861) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”300px”][vc_column_text]The Story Behind<\/span><\/strong><\/em><\/p>\n

Mowilex<\/span> Woodmaster<\/span><\/strong><\/em><\/p>\n

by Giovanni Milesi<\/span>[\/vc_column_text][vc_empty_space height=”300px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1757564999521{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/pilosopi-2.webp?id=4864) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”300px”][vc_column_text]<\/p>\n

The Journey Started in Italy<\/span><\/strong><\/em><\/p>\n

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Since 1948, Egidio Milesi<\/strong>\u2018s formula has helped shape the reputation Italian furniture manufacturers hold to this day, turning fashionable objects into unique statements everybody loves to own.<\/span><\/p>\n

They aimed to create high quality products, committed to unparalleled craftmanship.<\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”300px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1757665050201{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/Rev_Same-1.webp?id=4950) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column width=”1\/2″][vc_empty_space height=”150px”][vc_column_text]<\/p>\n

A Legacy of Excellence<\/strong><\/em><\/span><\/p>\n

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Giovanni Milesi<\/span><\/strong> would then expand their product portfolio, spanning UV-cured finishes for speed, water-based options for sustainability, and advanced lacquers for long-term protection.<\/span><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”100px”][vc_single_image image=”4868″ img_size=”large” style=”vc_box_shadow”][vc_empty_space height=”150px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”150px”][vc_single_image image=”4867″ img_size=”large” style=”vc_box_shadow”][vc_empty_space height=”135px”][vc_column_text]<\/p>\n

From its Italian roots, <\/span>Giovanni Milesi<\/span><\/strong> introduced the products worldwide, gaining trust across North America, Europe, and Asia, forming close collaborations with designers and manufacturers, and leaving behind a legacy filled with excellence.<\/span><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”150px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” disable_element=”yes” css=”.vc_custom_1757565874466{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/Comprehensive-Effect-Range.webp?id=4702) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”132px”][vc_column_text]<\/p>\n

And The Rest Is History.<\/span><\/strong><\/em><\/p>\n

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Milesi has built its reputation by combining aesthetics with durability, pioneering eco-friendly coatings that meet global standards while adapting to market needs. Its product portfolio spans UV-cured finishes for speed, water-based options for sustainability, and advanced lacquers for long-term protection.<\/span><\/p>\n

From its Italian roots, Milesi expanded worldwide, gaining trust across North America, Europe, and Asia. By collaborating closely with designers and manufacturers, the brand ensures its coatings deliver tailored solutions and maintain industry leadership.<\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”132px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1757664652042{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/Rev_Same.webp?id=4945) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_row_inner][vc_column_inner width=”2\/3″][vc_empty_space height=”100px”][vc_column_text]<\/p>\n

The same vision is also shared in Indonesia<\/span><\/strong><\/em><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column_inner][vc_column_inner width=”1\/3″][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=”1\/3″][vc_gallery type=”image_grid” images=”4801,4799,4798,4808″ img_size=”medium”][\/vc_column_inner][vc_column_inner width=”2\/3″ css=”.vc_custom_1757566080814{padding-right: 50px !important;}”][vc_column_text]Ever since its founding, Woodstain had become an important part in Mowilex Indonesia\u2019s journey.<\/span><\/p>\n

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Being a certified water-based wood coating since 1980s, Woodstain is the market\u2019s definition of quality, exported directly to Europe and becoming a testament to Mowilex\u2019s commitment in preserving the natural beauty of wood.<\/span><\/p>\n

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Yet, as Indonesia\u2019s furniture industry and architecture style grows, the challenge of providing a world-class wood coating and finish becomes more apparent.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner][vc_empty_space height=”100px”][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” gap=”35″ css=”.vc_custom_1757566523889{background-color: #000000 !important;}”][vc_column width=”1\/2″][vc_empty_space height=”200px”][vc_column_text]<\/p>\n

To answer the rising demands…<\/span><\/em><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”100px”][vc_column_text]Mowilex partnered with dr. Giovanni Milesi<\/strong>, a distinguished wood expert from Italy. Under his personal guidance and strict quality control, Mowilex has improved upon the original Egidio Milesi<\/strong> formula.<\/span>[\/vc_column_text][vc_empty_space height=”200px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”200px”][vc_single_image image=”4123″ img_size=”large”][vc_empty_space height=”100px”][vc_column_text]These improvements are translated into top of the line wood care<\/strong> and finishing products<\/strong>, developed with different technologies, including polyurethane, acrylic, polyester, water-based 2K, and stain.<\/span>[\/vc_column_text][vc_empty_space height=”200px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” gap=”35″ css=”.vc_custom_1757566665317{background-color: #fcfbf1 !important;}”][vc_column width=”1\/2″][vc_empty_space height=”100px”][vc_column_text]<\/p>\n

An updated line of Mowilex products<\/span><\/strong><\/em><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=”50px”][vc_row_inner][vc_column_inner width=”1\/3″][vc_single_image image=”4123″ img_size=”large”][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text]WoodMaster<\/span><\/strong><\/p>\n

Mowilex\u2019s collaboration with G. Milesi. A one-stop solution for wood care and finishing designed for various uses, from complex home renovation to furniture coating projects that caters to international standards.<\/span>[\/vc_column_text][vc_empty_space height=”50px”][\/vc_column_inner][\/vc_row_inner][vc_row_inner][vc_column_inner width=”1\/3″][vc_single_image image=”4040″ img_size=”large”][\/vc_column_inner][vc_column_inner width=”2\/3″][vc_column_text]Woodstain<\/span><\/strong><\/p>\n

An environmentally friendly, water-based finishing paint that keeps the natural beauty of wood texture. A perfect solution for small, everyday needs.<\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=”100px”][\/vc_column][vc_column width=”1\/2″][vc_empty_space height=”100px”][vc_empty_space height=”50px”][vc_column_text css=”.vc_custom_1757586195306{padding-right: 100px !important;}”]To fulfill the different needs of our customers, we have splitted our products into two major lines:<\/span>[\/vc_column_text][vc_empty_space height=”50px”][vc_single_image image=”4884″ img_size=”large”][vc_empty_space height=”100px”][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1757567084015{background-image: url(https:\/\/woodmasterproducts.com\/pro\/wp-content\/uploads\/2025\/09\/pilosopi-4.webp?id=4886) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}”][vc_column][vc_empty_space height=”300px”][vc_column_text]<\/p>\n

Bringing Ita<\/span>lian<\/span> Quality to<\/span><\/em><\/strong><\/p>\n

Indonesia<\/span><\/em><\/strong><\/p>\n

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In line with the original principle of Mowilex<\/strong> and dr. Giovanni Milesi<\/strong>, <\/span><\/p>\n

every WoodMaster products deliver these promises<\/strong>:<\/span><\/p>\n

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<\/p>\n\t\t\t\n\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\nThe sole purpose of our paints are to give wood maximum protection without sacrificing its aesthetics, making sure that the natural beauty within can be showcased properly. \n\t\t\t\t\t\t\t<\/rs-layer>Transparency \n\t\t\t\t\t\t\t<\/rs-layer>\t\t\t\t\t\t<\/rs-slide>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\nAmongst the five senses, touch is without a doubt the most important sense. Humans might be blind or deaf, yet they still feel and touch.
\n
\nWhen people touches a surface covered with our paints, they will immediately feel a subtle, soft sensation akin to caressing a baby; something we aptly named baby-skin effect. \n\t\t\t\t\t\t\t<\/rs-layer>Touch Smoothness \n\t\t\t\t\t\t\t<\/rs-layer>\t\t\t\t\t\t<\/rs-slide>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\nAmongst the five senses, touch is without a doubt the most important sense. Humans might be blind or deaf, yet they still feel and touch.
\n
\nWhen people touches a surface covered with our paints, they will immediately feel a subtle, soft sensation akin to caressing a baby; something we aptly named baby-skin effect. \n\t\t\t\t\t\t\t<\/rs-layer>Protection \n\t\t\t\t\t\t\t<\/rs-layer>\t\t\t\t\t\t<\/rs-slide>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"\"\nHigh quality paints can easily be identified by how easy it is to use.
\n
\nOur paints can be easily used by anyone, offering longer pot life, flexible application conditions, fast drying time and easy sanding without trading off in quality. \n\t\t\t\t\t\t\t<\/rs-layer>Easy Application \n\t\t\t\t\t\t\t<\/rs-layer>\t\t\t\t\t\t<\/rs-slide>\n\t\t\t\t\t<\/rs-slides>\n\t\t\t\t\t<\/rs-static-layers>\n\t\t\t\t<\/rs-module>\n\t\t\t\t