Alama Professional _ Pettenon Cosmetics

Pettenon Cosmetics SpA is a leading group in the international professional hair care market, that for over 80 years has been transforming Italian craftsmanship into authentic professional beauty, blending creativity, attention to detail and expertise.  

Sustainability, both social and environmental, is not just a goal for us, but a daily commitment that guides our decisions and generates value for both the company and the communities we serve. We believe in conscious innovation, responsibly integrating research, technology, and continuous improvement into every process.  

Our vision of beauty is inclusive and evolving: a beauty that welcomes differences, adapts to people and their needs, and remains accessible, positive, and meaningful for everyone. 

Alama Professional is the only brand within Pettenon Cosmetics to operate in the mass market channel, specifically within the shelf segment dedicated to the masstige brands. 

Founded in 2017, the name of the brand comes from the Hawaiian word “Malama”, which embodies Alama's deepest essence: protection, respect and care for ourselves, and the world around us.  

The brand positioning of Alama is Happy Caring: we want to bring positivity, gentleness, and well-being back into the everyday haircare ritual. 

Alama’s mission is to take back the joy of selfcare in haircare through professional quality products accessible to everyone, naturally effective and attentive to environmental needs, thanks to formulas with high percentages of natural and biodegradable ingredients, and packaging made with recycled and recyclable materials. 

Moreover, the brand actively supports projects dedicated to mental and physical well-being, sport, and female empowerment.  

Alongside the growth of proprietary brands, the company has continued to place its industrial expertise at the service of creating new haircare lines and projects as a Contract Manufacturer, collaborating with partners and entrepreneurs in the development of products and brand identities. 

In recent years, this activity has undergone a process of evolution and strategic enhancement, with the aim of making its role within the Group’s growth model even clearer. 

This is where Pettenon Cosmetics Studio takes shape — the platform through which Pettenon Cosmetics has chosen to organically structure and develop its experience in haircare brand development. Today, Pettenon Cosmetics Studio represents the most advanced expression of this expertise: an industrial and design hub where manufacturing know-how, formulation research, and market knowledge come together to support the creation and growth of new brands in the professional beauty sector. 

We offer PRODUCTS as Hair Tech, Hair Care and Styling, together with SERVICES which are key in business success: Project Management, Education, Design, Regulatory. 

This is how we co-create Stories Beyond Beauty. 

Since becoming a Benefit Company in 2021, we have acted with transparency and ethics, guiding our processes and shared decisions to create a positive and lasting impact. We believe in a responsible beauty that generates shared value — one that inspires people, empowers communities, and safeguards the planet.