Oway
- Company typePrivate
- Founded2010
- HeadquartersCastel Guelfo Di Bologna, Italy
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Oway firmographics
Firmographics- Name
- Oway
- Legal name
- Rolland srl
- Website
- https://oway.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Oway industry classification
Industry- Product category
- Organic Personal Care & Cosmetics
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE), Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB)
Keywords
Where Oway is headquartered
LocationHeadquarters
- HQ city
- Castel Guelfo Di Bologna
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Oway business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: Oway generates revenue through direct-to-consumer sales of hair care, skincare, and lifestyle products via its e-commerce website oway.com. Products are sold at various price points in EUR (€13-€170), with both full-size and travel formats available.
- Professional Salon Distribution: Distribution to professional hairstylists and salons, with products designed for both salon use and retail takeaway by clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Travel/Mini Sizes |
| Unit Pricing | Pay-as-you-go | Standard Full Sizes |
| Unit Pricing | Pay-as-you-go | Premium Products |
| Unit Pricing | Pay-as-you-go | Kit/Bundles |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Oway product offering
Product offeringCore offering
Oway produces and sells organic, vegan, and biodynamic hair care, skincare, body care, and lifestyle products formulated with botanical ingredients cultivated at its own Ortofficina biodynamic farm near Bologna. The company offers more than fifteen specialized hair and skin lines (including dailyAct, moisturizing, fortifying, Twist'n Curl, blondeway, colorUp, men haircare, and Iconico fragrances), sold primarily direct-to-consumer via oway.com and through professional salons across 35+ European countries.
Product overview
Oway (Organic Way) is an Italian agricosmetics company offering a comprehensive portfolio of vegan, biodynamic hair care, skincare, body care, and lifestyle products. The product ecosystem centers on the Agricosmetica® philosophy—formulations created with ingredients cultivated at the company's own Ortofficina biodynamic farm in Bologna. Core offerings include multiple specialized hair care lines (dailyAct, smooth'n glow, sunway, fortifying, Twist'n Curl, xVolume, moisturizing, blondeway, colorUp, rebuildM+, rebalancing, purifying, soothing, botanical, and men haircare), a complete skincare range (nurture, pure, glow, age better, calm, cleanse sub-lines), body and hand products, the Ortofficina lifestyle/home collection (personal fragrances, home fragrances, hand care, home care), and Artigiano handcrafted terracotta accessories. Tools include the Volcanic Comb, Relaxing Face Roller, Metal Dispensers, and safety razors. Products are sold as individual items and curated kits (DailyAct Kit, Moisturizing Kit), with occasional limited edition collaborations like Blue Tit x Oway.
Differentiator
Problem solved
Functional benefit
Brands
- Iconico: Collection of 8 100% botanical fragrances in distinctive colored bottles with terracotta caps, part of the Ortofficina lifestyle line.
- Twist'n Curl
- Sunway
- Blondeway
- colorUp
- rebuildM+
- Smooth'n Glow
- DailyAct
- xVolume
- moisturizing
- Fortifying
- rebalancing
- purifying
- soothing
- botanical
- men haircare
- Artigiano
Products and services
- Haircare Products Sulfate-free shampoos, conditioners, masks, oils, serums, sprays, and styling products formulated with biodynamic and organic botanical ingredients for all hair types and concerns. Organized into more than fifteen specialized lines including dailyAct, smooth'n glow, sunway, fortifying, Twist'n Curl, xVolume, moisturizing, blondeway, colorUp, rebuildM+, rebalancing, purifying, soothing, botanical, and men haircare.
- Skincare Products Organic and vegan skincare line including cleansers, make-up removers, toners, scrubs, face masks, serums, boosters, face creams, and eye treatments organized into nurture, pure, glow, age better, calm, cleanse, and men face & beard sub-lines for complete skin routines.
- Body & Hand Products Body washes, lotions, oils, hand creams, hand cleansers, foot creams, body sprays, and scrubs enriched with botanical actives for daily body care, addressing cleansing, hydration, firming, draining, and exfoliation needs.
- Ortofficina Lifestyle & Home Collection Personal fragrances including the Iconico collection of eight 100% botanical scents, home fragrances, hand soaps and lotions, lip balms, dishwashing liquid, and vegetable purifiers derived from the Ortofficina farm biodynamic ingredients.
- Artigiano Handcrafted Home Accessories Handcrafted terracotta home objects including diffusers, containers, plant irrigators, pet bowls, and candles made from recycled and natural materials by local artisans at the Artigiano workshop.
- DailyAct Kit Complete daily ritual kit containing frequent use hair and scalp bath 50ml, frequent use conditioner 50ml, and limited edition Glossy Nectar 30ml, starting from approximately €47.50.
- Moisturizing Kit Treatment kit for restoring elasticity and softness to sensitized, dull, or dehydrated hair.
- Iconico Botanical Fragrance Collection Eight 100% botanical fragrances (Citrus Bouquet, Deep Amber, Iris Antique, Lush Vanilla, Mediterranean Garden, Velvet Blossom, Warm Spice, OWN WAY) presented in distinctive colored bottles with customizable terracotta caps, priced at approximately €170.
- Volcanic Comb Black obsidian comb that stimulates scalp oxygenation and reshapes facial contours, designed for use with the Fortifying line.
- Relaxing Face Roller Jade roller for refreshing and relaxing facial and eye contour massage, sold within the anti-age skincare range.
- Linea Safety Razor 100% precious metal double-edge safety razor with stainless steel and aluminum construction, designed for conscious shaving within the men face & beard line.
- Refillable Metal Dispenser Reusable metal dispensers for agricosmetic formula dispensing, replacing plastic packaging components as part of Oway's post-plastic world initiative.
Quantifiable outcome
- 200% annual growth in eco-friendly hair care products category
Companies that use Oway
Customer profileSegments7 records
Ideal customer profiles3 records
Oway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Oway partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Blue TitminorCollaboration between the London creative group Blue Tit and Oway's Agricosmetica® resulted in a special edition collection featuring two products: a conditioning fluid for daily hair care and a texturizing cream for spontaneous, conscious styling. The partnership represents a meeting of aesthetic research and expressive authenticity.
- QuidminorSocial enterprise dedicated to recovery and upcycling that partnered with Oway to create the Furoshiki accessory. Inspired by Japanese tradition, this upcycled textile product reduces textile surplus and extends the fashion supply chain lifecycle, reflecting Oway's sustainability values.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Oway competitors and assessment
Company assessmentDirect peers
- Moroccanoil: Professional haircare brand anchored by argan-oil-based signature treatment with strong salon distribution and premium pricing—comparable in distribution mechanics and pricing tier.
- Rahua: Vegan, sustainably-sourced haircare brand built around rainforest botanicals from Amazonian communities; competes for the same premium organic-conscious consumer in salon and DTC channels.
- Davines: Italian Parma-based professional haircare brand built around sustainability (B Corp certified) and natural ingredients, distributed through salons globally. The closest direct peer given shared Italian heritage, salon-channel GTM, and eco-positioning.
- Klorane: Pierre Fabre-owned botanical haircare brand (shampoos, conditioners, treatments) marketed on plant-based actives from its own agricultural estates—closely mirroring Oway's farm-to-formula Agricosmetica® philosophy.
- Innersense Organic Beauty: US-based certified organic, non-toxic salon haircare brand with clean beauty positioning and growing salon channel—comparable niche and consumer target despite different geography.
- Ouai: Procter & Gamble-owned premium haircare brand with strong DTC and salon-channel presence, celebrity-driven branding—comparable premium positioning and channel mix.
- Kevin Murphy: Australian professional salon haircare brand with premium pricing, weightless formulas, and a performance-focused yet naturally derived positioning—directly comparable in channel and price architecture.
- Briogeo: Clean haircare brand targeting consumers seeking natural, sulfate-free, color-safe formulations across multiple hair concerns—directly comparable consumer segment and product breadth.
Broad incumbents
- Aveda: Estée Lauder-owned plant-derived professional haircare brand with extensive salon distribution and a long-standing sustainability narrative. A larger incumbent that competes for the same conscious-consumer salon customer.
- Weleda: Established natural and biodynamic personal care brand (skincare, body care, some haircare) with anthroposophic/NATrue certifications—broader incumbent that overlaps Oway's organic/biodynamic positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Oway social profiles
Digital presenceOway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oway leadership team
Management profileNumber of profiles
Oway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oway M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Oway
What does Oway do?
Oway produces and sells organic, vegan, and biodynamic hair care, skincare, body care, and lifestyle products formulated with botanical ingredients cultivated at its own Ortofficina biodynamic farm near Bologna. The company offers more than fifteen specialized hair and skin lines (including dailyAct, moisturizing, fortifying, Twist'n Curl, blondeway, colorUp, men haircare, and Iconico fragrances), sold primarily direct-to-consumer via oway.com and through professional salons across 35+ European countries.
Is Oway a public or private company?
Oway is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Oway founded?
Oway was founded in 2010. It employs 51 to 100 people.
Where is Oway based?
Oway is headquartered in Castel Guelfo Di Bologna, Italy, in the Europe region.
How does Oway make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are professional Salon Distribution.
Who are Oway's main competitors?
Direct peers on record are Moroccanoil, Rahua, Davines, Klorane, Innersense Organic Beauty, Ouai, Kevin Murphy and Briogeo. Broad incumbents are Aveda and Weleda.
Does Oway have an API?
No public API is recorded for Oway.
What industry is Oway in?
Oway's product category is Organic Personal Care & Cosmetics. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRABABAE, Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth). Its NAICS code is 32561 and its SIC code is 2844.