Pettenon Cosmetics S.p.A. S.B. was among the key players at the 56th edition of Cosmoprof Worldwide Bologna 2025, the leading event for the global cosmetics industry. The event welcomed over 250,000 industry professionals, with more than 3,000 companies from 65 countries, representing over 10,000 brands, and a 35% growth in exhibitors compared to previous editions. A record-breaking edition that reaffirms the strategic role of Cosmoprof as an international showcase and highlights how the cosmetics sector is becoming an increasingly driving force for the Made in Italy economy.
In this high-visibility context, we presented our multi-brand offering and Private Label services, combining innovation, quality, and sustainability. As ambassadors of Made in Italy for professional cosmetics, we are driven by a vision of authentic and conscious beauty, and for over 75 years, we have upheld a corporate culture that blends tradition and innovation, ethics, and quality. With a tailor-made, accessible, and entirely Made in Italy professional offering, we sensibly interpret market evolutions, maintaining a constant focus on the consumer, promoting a sustainable and inclusive approach capable of inspiring individuals, communities, and the environment.
During Cosmoprof, our brands stood out with unique initiatives, showcasing their individuality and commitment to innovation.
Alama Professional participated again this year with a dedicated space, standing out with engaging activities throughout the Fair. In addition to tailor-made sessions with hairstylists and a haircare expert offering personalized consultations for scalp and hair care, the brand hosted a special guest: the illustrator Momusso, who also created the event graphics for Alama’s September show. On this occasion, the artist brought her creativity to the stand, telling the brand’s story and engaging the audience to highlight the hero lines: Curl, Repair, and SOS Color & Go.
Fanola celebrated its 20th anniversary and presented at Cosmoprof the new campaign and exclusive collaboration with illustrator and art director Antonio Colomboni, who created a limited edition with special design to honor Fanola’s history.
The core of this special edition was the Anniversary Kit, which includes the famous Wonder No Yellow Shampoo with new vibrant packaging and introduces Wonder Hair Mist, a protective spray for blonde hair.
Color is not just a technique but a language, an expression, an evolution, a concept that came to life at the exclusive party the brand hosted at DUMBO in Bologna for its clients and partners to celebrate this important anniversary. A unique and exclusive evening that told the DNA of Fanola, emphasizing "Sharing Creativity" in a special, glamorous, and engaging celebration.
Alter Ego Italy presented exclusive looks inspired by the creations of the brand’s hairstylists during Milan Fashion Week and confirmed its role as a leader in hair care on the prestigious Cosmoprof On Hair stage, presenting an authentic and innovative concept of beauty. The Zoih, Alter Ego Italy’s artistic direction team, transformed the stage into a real style laboratory, creating spectacular live hair looks on 7 models, revealing the infinite shades of female beauty, highlighting the brand’s products, techniques, and essence.
At Cosmoprof, Nevitaly chose to communicate its distinctive approach to well-being by offering participants unique experiences designed for their psycho-physical balance. Thanks to the collaboration with mindfulness expert Ilaria Tarallo, group sessions were organized with stand visitors to encourage greater awareness and self-care. Additionally, a trichologist offered her expertise, providing targeted consultations on the health and care of hair and scalp, for a comprehensive and holistic well-being experience.
Inebrya presented the new Up to You product range, a professional treatment line created to care for and enhance every hair type, curly or straight, with versatile and innovative products. A complete, 100% vegan range with high natural and biodegradable content, capable of nourishing, defining, and transforming hair from curly to straight and vice versa, enhancing its shape and natural beauty.
Sens.ùs brought the new Giulietta professional product line to Cosmoprof, a permanent cream color that, thanks to the ULTIMATE BRIGHT SYSTEM, offers extraordinary brightness and enhances every detail. Its innovative formula, enriched with verbascum and rice extracts, intensifies shine and strengthens the hair fiber, while black cumin provides a soothing and protective action. A unique color experience for flawless results.
Echosline presented the new The Travellers collection. Inspired by simplicity and connection with nature, this line tells the story of a journey to discover authentic beauty, made of simple gestures and ethical choices that intertwine self-care with care for the planet. The The Travellers collection offers vibrant, harmonious, and versatile looks, ideal even for those embarking on long journeys to explore the world.
This year’s edition of Cosmoprof confirmed our commitment to innovation and quality, strengthening our position as a leader in the professional cosmetics sector. We are proud to have presented our advanced solutions, always in line with the values of Made in Italy.
We thank everyone who contributed to the success of this edition.
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