Semi di Lino Cellula Madre

Bundle up and save!

Treatment of your choice + Beauty Genesis vials for $100

New Summer Duos

Just in time for Summer!

The NEW Semi di Lino Summer Duos are here.

Choose from Diamond, Moisture, Reconstruction, and Smooth.

NEW! Semi di Lino Density

For Fine and Thinning Hair

Semi di Lino is expanding its offering with a highly technological range that is a precise response to the need for greater hair thickness.

Get the Silk Effect

Keratin Therapy Lisse Design Hair Oil- An amazing elixir that helps maintain and prolong the cosmetic results obtained with a professional keratin treatment.

Now 50% OFF with the purchase of any Lisse Design product.

Introducing Benvoleo

Discover a new range of clean, vegan and sustainable products.

Benvoleo is the professional brand that wants to bring a transparent, responsible and participative idea of beauty, proudly Made in
Italy, to the world of haircare.

Alfaparf Milano Professional

Here for YOU and Your Hair.

Salon quality, professional hair care products made to fit all your hair needs. Italian luxury. Beauty for all.

Our Values

United by Beauty

Professional experience, Italian luxury, universal beauty

An Italian company with a beautiful story, and over forty years of innovation, quality and excellence in the hair and skincare industry to deliver only the highest quality products to all beauty lovers.


Being a global company allows us to share ideas and knowledge from clients and partners of different cultures and walks of life.

Italian Dynamism

Creativity and practicality, industriousness and style, enthusiasm, and professionalism. From Milan, the beating heart of Europe, we can give a fresh perspective on tomorrow’s trends.


Continuously researching products and services capable of improving what we offer for our customers.


To us, inclusivity is not only a value, but something we work into everything we do.


Understanding our customers needs, and helping them to express their unique beauty.


Premium products made with only the best ingredients to keep you hair and skin healthy.

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Your Italian House of Beauty