BeautyNova

What BeautyNova does

Beautynova S.p.A. is a Milan-headquartered professional haircare platform that consolidates and develops independent brands serving both professional salons and end consumers. The company was formed approximately 10 years ago from the acquisition of Pool Service (now BEAUTYNOVA SPA) and the 1963-founded MEDAVITA in 2015, expanded with the 2020 acquisition of z.one concept, and today operates 10 brands (milk_shake, Medavita, DEPOT, Simply Zen, NO INHIBITION, Urban Tribe, Hair Company Professional, ING, Beautynova Elite, z.one concept) with a combined 150-year heritage drawn from 24 legacy companies. Operations span 15 offices, warehouses, and factories in Italy (6), the United States (3), China (2), Spain, and Switzerland, supported by 380 fully committed employees, 3 R&D centres, 15 dedicated chemists, and an 18,000-formula library with 600+ new launches per year. Distribution reaches 70,000+ professional salons across 138 countries via direct sales teams, subsidiaries, and distributor partnerships, with brand-specific DTC e-commerce sites and selected physical retail (DEPOT concept stores such as MR. FOX BARBER'S in Milan).

Core technology is built around patented bond-repair chemistry shared by group brands: the Biomolecular Bond Complex™ and NutriBond Complex™ (covered by IT patent n. 102024000002476) deliver, per ex vivo testing, +72% bonds instantly repaired and up to +94% bonds repaired after five treatments, plus quantifiable outcomes including up to 93.5% bonds repaired, +74% easier detangling, 100% grey coverage (ammonia- and PPD-free color), 100% split-end elimination with 3% hyaluronic acid, and 230°C heat protection. Products combine natural-origin ingredients (milk proteins, fruit extracts, hyaluronic acid, amino acids) with biotech delivery systems, spanning shampoos, conditioners, masks, leave-ins, color, styling, scalp care, sun care, men's grooming, and wellness ranges across categories such as bond repair, anti-frizz, curls, sun, and scalp.

Revenue is generated primarily through B2B sales of professional haircare products to 70,000+ salons via a global direct-sales and distributor network, with a secondary DTC channel through 10 brand-specific e-commerce sites. Customer engagement is reinforced by professional education programs — brand academies, a global artistic team, ambassadors such as Andrew Smith (milk_shake Global Ambassador, HJ British Hairdressing Awards Hall of Fame 2025), and events such as HAIRTOPIA 2025 (Ibiza, 1,200+ attendees). The group has expanded its commercial surface area beyond products into a multi-party innovation platform, launching Beauty Hub in Shanghai's Jing'an district in March 2026 with WWD China, Shanghai Pharmaceutical Group, Daning Group, and Vivacy, supporting global brand entry services and hosting the inaugural Global Beauty CEO Summit.

Name

BeautyNova

Legal name

Beautynova S.p.A.

Website

https://beautynova.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Beautynova S.p.A. is a Milan-based professional haircare consolidation platform operating 10 brands (milk_shake, Medavita, DEPOT, Simply Zen, and others) across 70,000+ salons in 138 countries. It serves professional hairdressers and consumers via B2B salon distribution, DTC e-commerce, and education programs built on patented bond-repair chemistry.

Ownership category

akta.pro rank

Product category

Professional Haircare Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

akta.pro secondary industries

Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM)

Keywords

• Professional haircare products
• Salon hair care brands
• Bond repair treatments
• Hair color systems
• Men's grooming products

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Professional haircare product sales: Beautynova generates revenue through the manufacture and sale of professional haircare products under 10 brands (milk_shake, Medavita, DEPOT, Simply Zen, NO INHIBITION, Urban Tribe, Hair Company Professional, ING, Beautynova Elite, z.one concept) to professional salons and hairdressers worldwide. Products are sold through direct sales teams, distributor networks, and brand-specific e-commerce platforms. The company also serves consumers through brand e-commerce sites.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

BeautyNova manufactures and sells professional haircare products through a multi-brand portfolio of 10 brands serving salons, hairdressers, and end consumers worldwide. Core products span shampoos, conditioners, treatments, bond-repair systems, color systems, scalp care, styling, men's grooming, and sun care, sold primarily through professional salon channels and supplemented by direct-to-consumer e-commerce.

Product overview

Beautynova Group is the first independent platform for consolidating and developing selected successful companies in the professional haircare industry. The company operates a multi-brand portfolio of 10 professional haircare brands serving both professionals and consumers worldwide. The portfolio includes parent/holding brands (Beautynova Group, Beautynova Elite), acquired heritage brands (Medavita since 1963, Hair Company Professional, ING Products, z.one concept), and product lines (milk_shake, Simply Zen, DEPOT, NO INHIBITION, Urban Tribe). Brands are sold in more than 70,000 salons worldwide. The product range encompasses professional hair care (shampoos, conditioners, treatments, styling products), scalp care, color protection, sun care, men's grooming, and wellness products. The group also provides education and training through academies and hosts events like HAIRTOPIA and the Global Beauty CEO Summit.

Differentiator

Problem solved

Functional benefit

Brands

• Beautynova Elite: WW number one partner for Independent Professional and Consumer Hair Care Brands, focused on inspirational innovation, shortest time to market, reliable quality, and customer service.
• Medavita
• z.one concept
• milk_shake
• Simply Zen
• DEPOT
• NO INHIBITION
• Urban Tribe
• Hair Company Professional
• ING Products

Products and services

• Beautynova Elite Brand serving Independent Professional and Consumer Hair Care Brands with inspirational innovation, shortest time to market, reliable quality, and customer service.
• Medavita Professional haircare brand (since 1963) offering pharmaceutical-inspired cosmetic formulas with natural beauty products, clinically and dermatologically tested for healthy hair and scalp.
• z.one concept Reference brand group for the professional hair care industry with academy and national/international education teams training salon professionals across the milk_shake, Simply Zen, DEPOT, NO INHIBITION, and Urban Tribe brands.
• milk_shake Complete range of professional hair care products featuring natural origin ingredients like milk proteins and fruit extracts for all hair types, focused on simple, joyful, spontaneous beauty.
• Simply Zen Wellness brand offering high-performance skin, hair, and body products combining natural active ingredients with latest generation technologies for beauty and wellness results.
• DEPOT Products for hair, shaving, beard care, body care, and personal/home fragrances for men, featuring refined ingredients, exclusive treatments, and unique rituals designed for barbers and demanding customers.
• NO INHIBITION Complete range of professional hair care products for styling, colour, and treatments combining advanced cosmetic technologies with botanical active ingredients.
• Urban Tribe Professional hair products developed in collaboration with international hair fashion professionals, offering complete ranges for recreating and reinterpreting desired looks with knowledge, emotion, and enthusiasm.
• Hair Company Professional Professional salon partner offering cutting-edge products, international training, modern technologies, image consulting, and unique electronic tools for hair analysis and treatment.
• ING Products User-friendly, multifunction hair products with self-explanatory packaging using graphic symbols for simplicity and clarity.
• Medavita Elisièr Instant Bond Repair Professional haircare line using Biomolecular Bond Complex technology to repair damaged hair and redefine standards of effectiveness in hair fiber care, including Pre-Shampoo Treatment, Shampoo, Conditioner and a home care routine.
• milk_shake Everlasting Bonds Professional hair repair system using NutriBond Complex technology combining rice proteins, amino acids, hyaluronic acid and milk proteins in a four-step salon service (Pre-shampoo, Shampoo, Mask, Leave-in) plus home care for repairing damaged hair.
• DEPOT No. 212 Invigorating Scalp Serum Clinically tested scalp serum that is detoxifying, hydrating, and revitalizing, designed to help reduce thinning and hair loss with visible results in four weeks.
• milk_shake Honey Infused Leave-in Conditioner Limited edition conditioning spray that nourishes, brightens, and conditions hair as a leave-in treatment.
• Simply Zen Restructure In Treatment line for repairing damaged hair, fighting brittleness and dryness, protecting hair color, and restoring shine, formulated with quinoa proteins and argan oil.
• milk_shake Integrity & Strength Nourishing and strengthening products for weak, damaged hair with split ends, containing proteins and nutrients to restore natural vitality.
• milk_shake No Frizz Allowed Anti-frizz treatment line designed to keep hair soft, silky, and controlled even in humid conditions.
• DEPOT Curl Line Product line for enhancing natural curls with definition, softness, and body, addressing dryness, fragility, and frizz for natural curl enhancement.
• Medavita Keratin Miracle Phytokeratin supplement and professional straightening programme with eight in-salon products plus home maintenance line, designed to ensure hair integrity, strength and resistance to frizz for smooth, shiny results lasting up to three months.
• Medavita Glossynation First lamination treatment for ultra-lustrous mirror-effect 'glass hair', perfecting, polishing and smoothing the hair fiber for instant smoothness and super shine.
• Medavita Solarich Sun care hair line that protects and counteracts damage caused by atmospheric and chemical aggressors, using Manuka honey, Avocado, Aloe Vera, and Coconut for summer hair protection.
• Medavita Lotion Concentrée 100% naturally derived hair treatment with botanical essences to prevent and treat hair loss by countering free radicals, stimulating microcirculation, and strengthening the hair bulb.
• milk_shake Icy Blond & Cold Brunette Color-specific shampoo and conditioner lines using pigmented formulations (Icy Blond with black pigment for platinum blond hair; Cold Brunette with blue pigment for brown hair) to neutralize unwanted tonalities.

Quantifiable outcome

• Up to 93.5% bonds repaired after 5 applications (milk_shake Everlasting Bonds with NutriBond Complex)
• +6 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• WWD ChinacoreStrategic or Co-development Partner · 3 March 2026Beautynova Tech Hub (Beautynova's innovation arm) and WWD China jointly initiated Beauty Hub, a global beauty innovation platform launched in Shanghai's Jing'an district. The platform supports international collaboration through market-entry guidance, industry forums, and brand showcases. The inaugural Global Beauty CEO Summit is scheduled for June 5.
• Vivacy (France)minorStrategic or Co-development Partner · 3 March 2026French medical aesthetics brand Vivacy is an early partner of the Beauty Hub platform, introducing its Stylage L product line through the platform. Represents a cross-border brand entry partnership in the medical aesthetics and professional haircare convergence space.
• Daning GroupcoreStrategic or Co-development Partner · 3 March 2026Daning Group signed a strategic agreement with Shanghai Pharmaceutical Group for global logistics services as part of the Beauty Hub platform initiative, enabling international brands to access logistics infrastructure through the platform.
• Shanghai Pharmaceutical GroupminorOthersShanghai Pharmaceutical Group provides global logistics services as part of the Beauty Hub strategic agreement facilitated by Daning Group. Supports international brand market entry through supply chain infrastructure.
• SOS Villaggi dei BambiniminorOthersmilk_shake love children limited edition series supports SOS Villaggi dei Bambini charity (SOS Children's Villages), active in 138 countries, helping children without family care or at risk of losing care to build a better future.
• Save the ChildrenminorOthersBeautynova made a donation to Save the Children to provide safe water and food to people fleeing the Ukraine conflict, both in Ukraine and neighboring countries.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• L'Oréal Professionnel: Global professional haircare division of L'Oréal Group, the largest professional haircare company worldwide. Directly comparable because Beautynova serves the same professional salon channel with shampoo, conditioner, bond repair, color, and styling lines (e.g., competing head-to-head with L'Oréal Professionnel's Série Expert and Metal Detox).
• Wella Professional: Professional haircare division of Wella Company (KKR-owned), serving salons globally with color, care, and styling lines. Operates in the same B2B salon channel with comparable product categories (bond repair, color protection, treatments) and competes for the same salon partner base as Beautynova.
• Kérastase: L'Oréal-owned luxury professional haircare brand with strong salon channel presence and, increasingly, DTC distribution. Comparable to Beautynova's premium brands (Medavita, Beautynova Elite) targeting bond repair, color, and scalp care at premium price points.
• Schwarzkopf Professional: Professional haircare arm of Henkel, one of the longest-standing global salon brands. Competes with Beautynova across haircare, color (Igora Royal), and styling, with comparable global salon distribution and educational programs.
• Goldwell: Kao-owned professional salon haircare brand focused on color, care, and styling. Comparable because it operates in the same B2B salon channel with similar product mix (color protection, bond-building treatments, scalp care) targeting independent salons globally.
• Redken: L'Oréal-owned professional salon brand with broad haircare, color, and styling portfolio. Competes with Beautynova across multiple sub-brands (milk_shake, NO INHIBITION, Hair Company Professional) for salon shelf space and stylist training programs.

Direct peers

• Davines: Italian-headquartered independent professional haircare company with a similar multi-brand structure, sustainability positioning, and B-Corp trajectory. Most directly comparable independent peer — same country of origin, salon-only distribution heritage, similar brand-portfolio approach and premium natural-ingredient positioning as Beautynova's z.one concept and Medavita brands.
• Olaplex: Bond-repair category creator built around patented bond-repair chemistry, sold through both professional and prestige retail channels. Directly comparable because Beautynova's Biomolecular Bond Complex and NutriBond Complex (IT patent n. 102024000002476) target the same bond-repair sub-category with similar ex-vivo efficacy claims (90%+ bond repair).
• Moroccanoil: Israel-origin professional haircare brand built around argan-oil-infused treatments, sold both through professional salons and DTC. Comparable to Beautynova's milk_shake and Medavita given similar hero-ingredient formulation approach, dual B2B/B2C distribution, and global salon penetration.
• Pureology: L'Oréal-owned professional color-care brand specializing in sulfate-free, vegan formulas for color-treated hair. Directly comparable because Beautynova's Medavita Solarich and milk_shake color-protection lines address the same color-treated-hair concern within the same professional channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BeautyNova