MY.ORGANICS

What MY.ORGANICS does

MY.ORGANICS, operated by the Italian private limited company SMÀ Srl, is a personal care manufacturer selling certified-organic hair care, scalp care, essential oils, and adjacent beauty categories (skin/face/body, perfumes, supplements, kids' line) under a multi-line portfolio of approximately 16 product lines. The company sells directly to consumers through a multilingual PrestaShop e-commerce site (English, French, Italian, Spanish) and indirectly through professional salons, 25 international distributors across 5 continents, and a domestic Italian sales force of 20 exclusive representatives built in 2023. Its technical differentiators are certification-backed organic formulations (up to 97.5%+ natural ingredients, sourced globally with annual supplier re-verification under AIAB, ECOCERT, ICEA, BDIH, and Cosmos standards) and Braskem I'm Green sugarcane-based packaging (Green PE certified since 2018, 54% renewable per ASTM D6866).

The business model is straightforward product sales — unit-priced SKUs, kits, and travel sets priced in the €0-50 band on the company's own storefront, with parallel B2B supply to salons and distributor wholesale. Pricing is not publicly disclosed beyond filter ranges and the founder-led GTM combines a salon/educator ecosystem (MY.TEAM trainer network, Italian academies) with paid digital acquisition (Google Ads, Meta Pixel), SEO, and email. The company is family-owned and operated, with co-founders Alessandro and Alberto Lievore (whose family salon heritage dates to 1967 in Carrè, Veneto) at the helm; SMÀ Srl has no disclosed external institutional investors.

Operations are anchored at Via Lago di Bolsena 14, Schio (VI), Italy, with a registered office in Carrè. The company is actively expanding internationally, having entered Europe broadly in 2018, China in 2022, and structured its Italian distribution in 2023; the brand also markets a sustainability partnership with Ogyre for ocean plastic removal.

Name

MY.ORGANICS

Legal name

SMÀ Srl

Website

https://myorganics.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

MY.ORGANICS (operated by SMÀ Srl) is an Italian manufacturer of certified-organic hair care, scalp care, and beauty products, selling through its own e-commerce site, professional salons, and 25 distributors across 5 continents.

Ownership category

akta.pro rank

Product category

Professional Organic Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Treatments & Scalp Care (Serums, Oils, Anti-dandruff, Growth) (CRABABAE)

Keywords

• Organic hair care
• Professional salon products
• Certified natural cosmetics
• Botanical hair treatments
• Italian haircare brand

Headquarters

HQ city

Schio

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Product Sales: E-commerce sales of hair care, scalp treatments, styling products, oils, salts, herbs, essential oils, hair muds, skin/face/body products, and perfumes/fragrances to end consumers.
2. Professional Salon B2B Sales: Supply of professional-grade hair care products and treatments to salon partners, supported by MY.TEAM training programs and academy facilities for professional hairstylists.
3. International Distribution: Distribution through 25 international distributors across 5 continents, including regional sales representative networks.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

MY.ORGANICS designs, manufactures, and sells certified organic and natural hair care products across 15+ branded lines (including MY.RESET, MY.RITUALS, MY.SCALP, MY.PURE, MY.CURLING, RESURRECTION, HYDRATING, THICKENING, RESTRUCTURING, PURIFY, PRO-KERATIN, COLOUR PROTECT, MY.FORMULA+, MY.KIDS, and a Color & Technical salon range), together with scalp treatments, essential oils, salts, herbs, hair muds, body and skin care, perfumes, supplements, gift kits, and travel kits. The portfolio is sold through the brand's own DTC e-commerce site, a global network of professional salons and 25 international distributors, supported by the MY.TEAM training program and dedicated MY.ORGANICS Academies.

Product overview

MY.ORGANICS is a comprehensive hair care brand offering a multi-line portfolio of organic and natural hair care products. The company provides 16 distinct product lines (MY.RESET, MY.RITUALS, MY.SCALP, MY.PURE, MY.CURLING, RESURRECTION, HYDRATING, THICKENING, RESTRUCTURING, PURIFY, PRO-KERATIN, COLOUR PROTECT, COLOR & TECHNICAL PRODUCTS, MY.FORMULA+, MY.KIDS, and standalone products) across 12 product categories including Shampoos & Conditioners, Sprays & Leave-in, Pre-Treatments & Vials, Oils, Styling, Salts, Herbs, Essential Oils, Hair Muds, Skin/Face & Body, Perfumes & Fragrances, Supplements, and Powder. The brand also offers bundled gift kits and travel kits. Products target specific hair and scalp needs including damaged, curly, fine, frizzy, colored, blonde, and normal hair types, as well as scalp concerns like sensitivity, dandruff, oiliness, and hair loss. The company is Italian-made with certified organic ingredients and sustainability commitments.

Differentiator

Problem solved

Functional benefit

Brands

• MY.RESET: Product line for hair and scalp reset and purification rituals
• MY.RITUALS
• MY.SCALP
• MY.PURE
• MY.CURLING
• RESURRECTION
• HYDRATING
• THICKENING
• RESTRUCTURING
• PURIFY
• PRO-KERATIN
• COLOUR PROTECT
• MY.FORMULA+
• MY.KIDS
• ORIGINS
• TRUTH

Products and services

• MY.RESET Purifying and rebalancing hair and scalp reset line featuring chelating pre-shampoo spray, scrub, shampoo, and conditioner to remove buildup and restore the scalp. Intended for consumers and salons seeking deep cleansing rituals.
• MY.RITUALS Holistic beauty ritual line combining professional hair care with body–mind–spirit wellness, including botox active concentrate and lip volume active concentrate treatments for modern, essential looks.
• MY.SCALP Dedicated shampoo and conditioner line targeting sensitive, dandruff-prone, oily scalps and hair loss, available in the MY.ORGANICS storefront under category 32.
• MY.PURE Illuminating hair care line with certified natural ingredient content up to 97.5%–98.75%, including MY.PURE Shampoo, MY.PURE Butter (natural pre-shampoo wrap), biphasic spray, and oil for shine and gentle cleansing.
• MY.CURLING Shampoo, conditioner, spray and gel formulated for curl definition on curly and wavy hair, sold through the MY.ORGANICS online store.
• RESURRECTION Deep restructuring line for damaged hair including Supreme Shampoo, Miracle Mask, Angel Potion (reconstructing detangling serum), Revival Leave-in Mist and Sublime Oil.
• HYDRATING Hydrating line for dry and treated hair including shampoo, conditioner, leave-in revitalizing conditioner, glaze, serum, light and strong mousse, and ecological hairspray.
• THICKENING Volumizing range for fine hair featuring thickening shampoo, conditioner, spray, mask, dry shampoo, and deluxe/travel kits to add body and lift.
• RESTRUCTURING Restructuring product range for damaged and frizzy hair including shampoo, deep conditioner, shine spray, fluid potion, smoothing lotion, and restructuring spray potion.
• PURIFY Purifying hair care line including matte paste and styling gel for oily scalps and hair needing detox and light-hold styling.
• PRO-KERATIN Super-hydrating shampoo and conditioner line enriched with keratin, formulated for curly and frizzy hair in the professional and consumer range.
• COLOUR PROTECT Color protection line for colored and bleached hair including shampoo, conditioner, deluxe kit, and travel kit to extend color life and shine.
• COLOR & TECHNICAL PRODUCTS Professional salon color range including Colorganics 2.0 (cream color treatment), My.Colors (oil/gel color treatment), and My.Lumè (henna colorant treatment) for licensed salon use.
• MY.FORMULA+ Customizable professional formula line that allows stylists to personalize hair care solutions for individual client needs inside the salon offering.
• MY.KIDS Dedicated gentle hair and scalp collection for children using delicate plant-based ingredients and tender fragrances, free from harsh chemicals.
• KIT & GIFT IDEAS Curated gift sets and exclusive collections capturing the MY.ORGANICS essence, including restructurant rituals and limited editions.
• TRAVEL KITS Compact travel-sized kits covering hydration, restructuring, purifying, volumizing and color protection for on-the-go use.
• MY.ORGANICS Brand The MY.ORGANICS brand itself, encompassing the full certified organic hair care portfolio and professional lines launched in 2012 from the Lievore family salon.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• OgyrecoreStrategic or Co-development PartnerMY.ORGANICS partnered with Ogyre, Italy's first Fishing for Litter platform, to combat ocean plastic pollution. The partnership enables ordinary fishermen to help clean oceans, collecting plastic piece by piece. First-year goal is to collect 1,000 kg of plastic from Mediterranean, Atlantic, and Indian Oceans.
• Braskem (I'm Green PE)coreTechnology or IntegrationSupplier partnership for sustainable I'm Green bio-based packaging materials. Braskem provides polyethylene derived from Brazilian sugarcane ethanol, a renewable biopolymer not derived from fossil fuels. Certified with Green PE seal since 2018.
• International Distributors (25)coreChannel Partner/ Reseller/ DistributorGlobal distribution network across 5 continents comprising 25 international distributors. The company expanded to European markets in 2018 and Chinese market in 2022.

Scale indicators4 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Rahua: Clean, sustainably sourced hair care brand built around rainforest botanicals and ethical supply chain storytelling. Comparable to MY.ORGANICS in its organic/clean positioning and DTC-plus-salon distribution.
• R+Co: Premium salon-distributed hair care brand combining editorial design with stylist-driven product development. Overlaps with MY.ORGANICS in its dual focus on salon professionals and aspirational consumer positioning.
• Oribe: Premium professional hair care brand founded by a celebrity stylist, distributed through high-end salons and DTC. Comparable to MY.ORGANICS for salon-channel GTM and premium global positioning, though priced at a higher tier.
• Maria Nila: Swedish vegan and sustainability-certified hair care brand sold via salons and DTC globally. Direct overlap with MY.ORGANICS in cruelty-free/clean credibility and segmented product lines (color care, volume, curling).
• PHYTO: French botanical hair care brand with a long-standing salon and pharmacy heritage. Comparable to MY.ORGANICS in its plant-based formulation ethos, scalp-treatment focus, and European premium-salon footprint.
• Davines: Italian family-owned professional hair care brand with a strong B Corp sustainability and certified-natural positioning, selling through salons and DTC. Closest geographic and category comparable to MY.ORGANICS in terms of Italian heritage, salon-channel focus, and organic/eco credentials.

Broad incumbents

• Olaplex: Premium bond-rebuilding and treatment-led hair care brand sold through salons, DTC and Sephora globally. Comparable to MY.ORGANICS for its treatment-forward product positioning and salon-channel focus.
• Aveda (Estée Lauder): Botanical-ingredients professional hair care brand owned by Estée Lauder. Comparable to MY.ORGANICS in its plant-based positioning and salon-distribution heritage, with substantially greater scale and global retail presence.
• Kérastase (L'Oréal): Global premium professional hair care leader owned by L'Oréal, distributed across salons worldwide with extensive treatment, scalp and color lines. Overlaps with MY.ORGANICS in salon-channel prestige and treatment-led innovation, but at significantly larger scale.

Emerging players

• John Masters Organics: Organic and natural ingredient hair care brand with salon and DTC distribution. Niche player with similar natural/organic credentials to MY.ORGANICS but with smaller scale and a US-centric footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/myorganicsofficial

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 MY.ORGANICS