Semiannual Jumbo Sale

It's that time of year again!

For a limited time, save 20% on all backbar sizes of Semi di Lino, Benvoleo, and Yellow.

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.

Semi di Lino Moisture Bundle

Bundle up and save 25%

For a limited time, get the shampoo, conditioner, and mask for $64.50!!!


Take a walk around Milano with the Semi di Lino Gift Sets!

Receive over $240 value for a fraction of the price when you Buy 2, Get 1 FREE.

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