Medavita

What Medavita does

Medavita is an Italian professional hair care brand founded in 1963 and operated by BeautyNova S.p.A., an Italian S.p.A. (P.IVA 10932140964) headquartered in Milan. The company manufactures and distributes a comprehensive portfolio spanning anti-hair loss treatments, bond repair, hair color and bleaching, scalp care, styling, men's grooming, and luxury/anti-aging lines, organized into 30+ product families (Lotion Concentrée, Elisièr, Choice, Blondie, Luxviva, β-refibre, Prodige, Huile d'Étoile, Idol, Curladdict, Cutis Pura, Puroxine, Requilibre, Velour, Oxygen, Nutrisubstance, Keratin Miracle, Solarich, Glossynation). Core technology rests on two patented franchises: the Lotion Concentrée anti-hair loss lotion (international patent WO 99/20232), produced through an 8-month process including a 55-day secret maceration of 10 plant extracts (Arnica, Rosemary, Aloe, Calamus, Myrrh, Cinnamon, Ginger, Galbanum, Nutmeg, Camphor), and the Elisièr Instant Bond Repair line (Italian patent n.102024000002476), built on a Biomolecular Bond Complex of amino acids, rice polypeptides, hyaluronic acid, and glycosaminoglycans, with ex vivo validated claims of +72% instant bond repair and +94% after 5 treatments.

The business model combines three revenue streams: (1) B2C e-commerce through medavita.com selling to individual consumers across global markets; (2) B2B sales via a dedicated professional portal (professional.medavita.com) serving registered salons and stylists with professional-only SKUs and larger sizes; and (3) co-branded Elchim Medavita professional hardware (hair dryers, straighteners, diffusers) distributed through the salon channel. The company runs a Medavita Salon Friends loyalty program across both channels and supports brand pull-through with seasonal Medavita Magazine content, email marketing, Instagram and Facebook organic social, and SEO. Primary customer segments are hair salons and beauty professionals (the commercial core) and individual consumers using Home-tier SKUs, with secondary segments in men's grooming and color-treated hair.

Growth signals include the January 2026 launch of the Elisièr Instant Bond Repair line, continued patent filings, and an explicit global shipping footprint with multi-language (English, French, Spanish) e-commerce. The company operates with 11-50 employees, no disclosed external funding, and no public listing, indicating a privately held SME structure under the BeautyNova corporate umbrella.

Name

Medavita

Legal name

BeautyNova S.p.A.

Website

https://medavita.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Medavita is an Italian professional hair care brand, founded 1963 and owned by BeautyNova S.p.A., manufacturing patented anti-hair loss and bond repair products through dual B2C e-commerce and B2B professional salon channels globally.

Ownership category

akta.pro rank

Product category

Professional Hair Care Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

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

akta.pro primary industry

Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

akta.pro secondary industries

Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Texturizers & Chemical Services (Relaxers, Perms, Keratin) (CRABABAF), Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

Keywords

• Professional hair care
• Anti-hair loss treatments
• Salon hair products
• Hair bond repair
• Hair color formulations

Headquarters

HQ city

Opera

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer E-commerce: Online retail sales through own e-commerce platform (medavita.com) offering full product catalog to individual consumers. B2C model with one-time purchases.
2. Professional/Salon Channel: B2B sales through professional portal (professional.medavita.com) to registered salons and hairstylists. Dedicated product lines for professional use with larger sizes and exclusive formulations.
3. Elchim Medavita Tools: Co-branded professional hair tools including hair dryers, straighteners, and accessories under Elchim Medavita line.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Medavita designs, manufactures, and distributes a comprehensive portfolio of professional hair and scalp care products covering anti-hair loss treatments, bond repair, scalp care, hair coloring, bleaching, perming, styling, luxury hair care, and professional tools. The portfolio is split into 'Home' (consumer) and 'Salon' (professional) sizes and sold through two distinct channels: a consumer e-commerce site (medavita.com) and a dedicated professional portal (professional.medavita.com) for registered salons and hairstylists. Flagship offerings include the patented Lotion Concentrée anti-hair loss lotion (WO 99/20232) and the Elisièr Instant Bond Repair line built on patented Biomolecular Bond Complex technology.

Product overview

Medavita is a professional hair product company manufacturing and distributing a comprehensive portfolio of hair and scalp treatments, color products, styling solutions, and professional tools through both B2B salon channels and B2C consumer channels. The product ecosystem consists of multiple specialized lines organized by function: (1) Lotion Concentrée anti-hair loss line featuring patented natural extract formulations, (2) Elisièr Instant Bond Repair featuring proprietary Biomolecular Bond Complex technology for hair bond repair, (3) Color lines (Choice Color, Choice Elite, Luxviva Il Colore, Blondie Technics) for professional hair coloring and bleaching, (4) Scalp care lines (Cutis Pura, Puroxine, Requilibre, Velour, Oxygen) addressing dandruff, sebum balance, and scalp health, (5) Styling lines (Idol Creative, Idol Curly, Idol Smooth, Idol Shine, Idol Volume, Idol Texture) for creative styling, (6) Elchim Medavita professional tools partnership, and (7) Lengths lines (Nutrisubstance, β-refibre, Huile d'Étoile, Prodige, Blondie, Luxviva Color Care, Keratin Miracle, Solarich) for nourishment, repair, and color care. Products are available in Home (consumer) and Salon (professional) formats. The company also publishes Medavita Magazine as a fashion and beauty content platform.

Differentiator

Problem solved

Functional benefit

Brands

• Lotion Concentrée: Iconic anti-hair loss treatment lotion with patented formula featuring plant extracts (Arnica, Rosemary, Aloe, Calamus, Myrrh, Cinnamon, Ginger, Galbanum, Nutmeg, Camphor).
• Elisièr

Products and services

• Lotion Concentrée anti-hair loss line An iconic 100% natural anti-hair loss lotion and full ritual line (shampoos, intensive ampoules, scalp creams) featuring a proprietary blend of 10 plant extracts including Arnica, Rosemary, Aloe, Calamus, Myrrh, Cinnamon, Ginger, Galbanum, Nutmeg and Camphor. Targeted at consumers and salons treating hair thinning through six mechanisms including antioxidant action, sebum regulation, microcirculation stimulation, and Anagen phase extension.
• Elisièr Instant Bond Repair line Professional hair bond repair line built on patented Biomolecular Bond Complex technology combining amino acids, rice polypeptides, hyaluronic acid and glycosaminoglycans to repair hair's disulfide bonds from the first application, with documented +72% bond repair after one treatment and +94% after 5 treatments (ex vivo). Includes Pre-Shampoo Treatment, Shampoo, Conditioner, Leave-In Cream, Fortifying & Bodyfying Hair Foam, and Fortifying and Regenerating Hair Serum in Home and Salon sizes.
• Choice Color / Choice Elite / Luxviva Il Colore / Choice Color non Color (professional color lines) Professional salon color lines including Choice Color (delicate demi-permanent), Choice Elite (ammonia-free permanent cream color), Luxviva Il Colore (self-protective permanent color cream) and Choice Color non Color (non-color illuminating gel color treatment with acid pH). These are sold through the professional portal for in-salon coloring services.
• Blondie Technics bleaching and highlighting line Professional blonde highlighting and bleaching products including Absolute Ice Blonde Black Bleaching Cream, Never Ending Blonde powder and paste variants (Advanced, Creative, Creative Plus, Powerful), Everblonde highlighting products (Regular, Twist, Expert), and Show Blonde Gel Color and Pastel Toning products.
• Curladdict perming and curl styling line Professional curling hair care line including Modulating Hair Filter, Perming Hair Fluid, and Neutralizing Hair Lotion for professional curl styling and perming services.
• Idol Man men's grooming line Men's styling and grooming line including Idol Man Him styling, Idol Man Styling, and Idol Man Shave & Care products targeted at male consumers and barbers.
• Idol Creative / Curly / Smooth / Shine / Volume / Texture styling lines Creative styling portfolio including Idol Creative (clay pomades and structuring gel), Idol Curly (curl definition), Idol Smooth (Liss defence thermo protector), Idol Shine (gloss finishing), Idol Volume (volume and body), and Idol Texture (Ego hair sprays, Messy Flow Hair Fluid).
• Elchim Medavita professional tools line Co-branded Elchim Medavita professional hair styling tools distributed to salons, including 3900 Hair Dryer, 8th Sense Hair Dryer (Black & Silver), Cocoon Diffuser, and Hair Straighteners.
• Cutis Pura scalp care line Scalp care line focused on purifying and cleansing the scalp for professional and home use.
• Puroxine anti-dandruff scalp line Anti-dandruff scalp treatment line including Anti-Dandruff Lotion 6ml and Purity Hair & Scalp Cream for dandruff control and scalp care.
• Requilibre scalp balancing line Scalp balancing line including Sebum-Balancing Scalp Lotion 6ml and Hair & Scalp Balancing Conditioner for oily scalp and sebum regulation.
• Velour soothing scalp line Scalp care line including Relaxing Scalp Lotion 6ml and Instant Relief Hair & Scalp Cream for sensitive or irritated scalp soothing.
• Oxygen detox scalp line Detox scalp treatment line including Detox Mask in 150ml and 500ml sizes for scalp detoxification.
• Nutrisubstance nutritive hair line Nutritive hair care line including Nutritive Hair Mask (150ml, 500ml) and Shining Hair Serum 50ml for deep nourishment and shine.
• β-refibre reconstructive hair line Reconstructive hair care line including Reconstructive Hair Fluid 500ml and Reconstructive Hair Mask (150ml, 500ml) for damaged hair rebuilding.
• Huile d'Étoile luxury hair and body line Luxury hair and body care line including Multi-Active Youth Hair Serum 12x7ml ampoules, Velvet Body Cream 150ml, Silk Bath-Shower Gel 250ml, and Shining Oils Hair Mask 500ml.
• Prodige anti-aging hair line Rejuvenating anti-aging hair care line including Rejuvenating Lotion 12x10ml, Ultimate Deep Recovering Mask (50ml, 250ml), Sealing Protein Butter 500ml, and Fortifying Protein Cream 500ml.
• Blondie blonde hair care line Blonde hair care and color enhancement line including Sunset Blonde Enhancing Deep Mask, Ice Blonde Enhancing Deep Mask, All Blondes Bonding Deep Mask, All Blondes Bonding Light Conditioner, and color-enhancing mousses.
• Luxviva Color Care line Color protection and care line including Post Color Acidifying Mask (50ml, 150ml, 500ml), Post Color Conditioner 150ml, and Color Fixative Structuring Filler 12x7ml ampoules for maintaining vibrant color on color-treated hair.
• Choice and Choice Glowing color care lines Color care lines including Color Enhancing Nourishing Hair Mask 200ml, Color Glowing Hair Mask 150ml, Choice Glowing Color Glowing Hair Mask 50ml, and Colour masks for vibrant color maintenance and luminosity.
• Keratin Miracle smoothing line Keratin smoothing treatment line including Miacle Smoothing Fluid 500ml and Sleek Hair Mask (150ml, 500ml) for smooth, frizz-free hair.
• Solarich sun care line Sun protection and after-sun hair care line including Intensive Restructuring After-Sun Hair Mask 150ml for post-sun hair recovery and protection.
• Glossynation hair gloss treatment line Hair gloss treatment line for high-shine finishes.
• Colour Tools (professional color application tools) Professional color application tools including Choice Color Chart, Black Cotton Towel, Medavita Unimix, Color Whisk, Color Brush, Mixing Bowl, Electronic Scale, Disposable Cape, Technical Gown, and Technical Doser.
• Cut & Style Tools (professional cutting and styling tools) Professional cutting and styling tools including Pinin Thinning Scissors 6.0, Pinin Cutting Scissors (5.5 and 6.0 sizes), and Cutting Cape.
• Accessories (professional salon accessories) Professional salon accessories for hair care services.

Quantifiable outcome

• +72% bonds instantly repaired after one treatment with Elisièr Instant Bond Repair Pre-Shampoo Treatment, Shampoo and Conditioner
• +4 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• ElchimminorOEM/ Whitelabel/ Licensing PartnerCo-branded partnership for professional hair tools. Medavita offers Elchim Medavita branded hair dryers, straighteners, and accessories through its professional channel. Elchim provides professional-grade styling tools while Medavita handles distribution to its salon network.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Kérastase: L'Oréal's premium salon brand, particularly strong in scalp care and luxury treatments. Closest large incumbent peer to Medavita's anti-hair-loss and scalp franchise.
• Wella Professionals: Global professional haircare brand under Coty covering shampoo, color and styling through salons worldwide. Competes for the same professional channel as Medavita but at substantially larger scale and breadth.
• L'Oréal Professionnel: L'Oréal's flagship professional division serving salons globally with haircare, color and treatments. Sets the competitive baseline Medavita must outperform in technical efficacy and salon relationships.
• Schwarzkopf Professional: Henkel-owned professional haircare brand with strong European salon presence across color, care and styling. Competes with Medavita on salon shelf and backbar assortment.

Direct peers

• Davines: Italian family-owned professional haircare brand founded in Parma, with parallel B2B salon and DTC channels, similarly strong emphasis on natural ingredients and a global distributor network. Closest like-for-like on heritage, geography and dual-channel GTM.
• Kemon: Italian family-owned professional haircare manufacturer based in Umbria offering color, care and styling lines through salon distribution. Comparable family-owned heritage brand with similar product architecture and salon focus.
• Olaplex: US-listed specialty haircare company that built a multi-billion-dollar brand on patented bond-repair chemistry. Directly comparable to Medavita's Elisièr Instant Bond Repair line on category, technology type and claims.
• Insight Cosmetics: Italian professional haircare company offering natural-based formulations to salons, with overlapping value proposition on natural actives, scalp care and an international salon footprint.
• Alfaparf Milano: Italian professional haircare company serving salons worldwide with shampoo, color, treatment and styling lines. Directly comparable in product breadth (color + treatments + styling) and salon-first distribution.

Others

• Elchim: Italian manufacturer of professional hair dryers and styling tools, already partnered with Medavita under the Elchim Medavita co-brand. Comparable because it serves the same salon customers and validates the broader professional channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Medavita
• Instagraminstagram.com/medavitaofficial
• Xx.com/medavitaspa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Medavita