After Summer Shine

Sublime Cristalli Liquidi, the instant illuminating serum for all hair types is now 20% OFF!!!

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.

Semi di Lino Summer Duos

Choose from shine, hydration or repair. The new summer 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

$5 Minis

Save now on Semi di Lino travel size minis!

Avaible in Diamond Illuminating, Moisture Nutritive and Reconstruction Reparative.

NEW Keratin Therapy Lisse Design

Safe, incredibly high-performing, and entirely flexible. The Lisse Design smoothing system combines safety and excellent performance and is the right solution for all your smoothing needs.

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.

Yellow Professional

Smart professional beauty. Simple happiness.

A professional quality hair care brand that offers smart, simple beauty that's accessible to everyone. Shiny Yellow ahead...

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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