Fragrance house

Alfaparf Milano

Alfaparf Milano was launched in 1980 from Roberto Franchina’s idea, when a team of about ten collaborators began developing products for hairdressers in northern Italy. Its early milestones included Semi di Lino, introduced in 1989 and described as its first great commercial success, followed by Evolution of the Color in 1990. During the 1990s, Alfaparf expanded beyond Italy through exports to Spain and Latin America and commercial branches in Brazil, Mexico, Argentina and Venezuela. In 2002, Alfa Parf Group was established as an international group with wholly Italian capital; its 2009 acquisition of GTS added professional skincare, body care and aesthetic equipment to a business that had extended beyond haircare. In 2021, the group adopted the name Alfaparf Milano and a new corporate identity. Alfaparf launched Benvoleo in 2022 as its first sustainable professional haircare brand. By 2024, Eugène Perma operated as the group’s French subsidiary following its acquisition.