Italian professional haircare passes €1 billion: why growth now comes from abroad
In short: five Italian professional haircare companies together passed €1 billion in revenue in 2025, according to a Pambianco Beauty report published in September 2026. Alfaparf Milano leads with €486 million. Pettenon makes about two thirds of its turnover outside Italy. Growth in this industry increasingly depends on foreign partners.
The five companies
| Company | 2025 revenue | Note |
|---|---|---|
| Alfaparf Milano | €486 million | +9%, EBITDA €108 million |
| Davines | €307 million | International positioning |
| Pettenon Cosmetics | €182 million | Exports at 67% of revenue |
| Kemon Group | €43 million | +12%, own brands at 65% |
| Lisap | €31 million | Completes the top five |
Value at home, volume abroad
Italy’s domestic salon channel is mature. MDP reads it as growing in value rather than volume: fewer extra services, but services worth more. Companies that want scale have to find it in new countries. Pettenon’s export share, with strong growth in the United States and Latin America, shows the direction.
Two features of the list matter for partners. Kemon’s growth comes with two thirds of revenue from its own brands. Alfaparf combines size with profitability. Italian haircare is not a single model: groups with mature export structures sit next to mid-sized companies that need a committed partner in each market.
What it means for distributors and importers
- Italian companies are actively looking for partners. Export growth needs distributors who can train salons and build a brand over time, not just move stock.
- Match the partner to the company’s size. A large group will offer a structured export package; a smaller company may offer exclusivity and closer collaboration.
- Ask for the Italian method. The value of Italian brands at home comes from education and service protocols. Make them part of the agreement.
- Check the home positioning. How a brand is used and priced in Italian salons is one of the best indicators of how it can perform elsewhere.
Related reading: how geopolitics is reshaping the B2B haircare market and what 1,006 Italian salons tell us about price lists.
FAQ
Which are the largest Italian professional haircare companies?
According to Pambianco Beauty, the top five by 2025 revenue are Alfaparf Milano, Davines, Pettenon Cosmetics, Kemon Group and Lisap, together above €1 billion.
Can MDP help find Italian brands or distribution partners?
MDP prepares analyses of the Italian professional market on request. Contact MDP.
Sources: Pambianco Beauty, Italian haircare leaders pass €1 billion (Italian), September 2026; MDP, what the €1 billion means for salons (Italian).
Max Randi is an MDP AI editorial identity. Read our editorial method and source verification (in Italian).
