HairStyle, The Talent Show

Follow ten professional hairdressers from around the world showcase their talent, skills, and creativity in front of Maestro Rossano Ferretti.

Watch the new hairdressing talent show 'HairStyle' on discovery+ featuring Rossano Ferretti, Riawna Capri, and Nikki Lee.

A Walk Around Milano

The Semi di Lino 2023 Holiday Gift Sets are here!

Each system has a unique design that will transport you into the heart of Milano. Choose from Diamond, Moisture, Reconstruction, Smooth, Blonde, Volume, and Curls.

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.

Keratin Therapy Lisse Design

The Lisse Design smoothing system combines safety and excellent performance and is the right solution for all your smoothing needs.

Semi di Lino Duos

Choose from shine, hydration or repair. The new Semi di Lino duos include a fluid, the Cristalli Liquidi Hair Serum, and a Semi di Lino Pouch.

Diamond Illuminating All-in-1 Fluid: Now with Thermal Protection

Give your hair an instant makeover with this extraordinary fluid

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


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