What Herbatint does

Herbatint is an Italian personal care manufacturer specializing in ammonia-free permanent hair coloring and complementary haircare products, operated through its parent entity Antica Erboristeria S.p.A. Founded in 1970 with the invention of the first ammonia-free permanent hair dye, the company has built a 55-year brand heritage centered on gentle formulations tested on sensitive skin. Its core technology combines a proprietary permanent haircolor gel using 8 plant extracts and minimal hydrogen peroxide with a non-drip gel texture; a parallel 100% plant-based Vegetal Color line uses micro-fine powder technology from Ayurvedic herbs and dyeing plants and is certified COSMOS Organic and Fair for Life. Manufacturing, R&D, and distribution are consolidated at a LEED-certified campus north of Rome equipped with 190kW of rooftop solar capacity.

The product portfolio spans four categories: Permanent Haircolour Gel (28 mixable shades at €13.90 per 170ml box), Vegetal Color (8 plant-based shades), Hair Mascara temporary root touch-up (4 shades at €10.99 per 10ml), and a haircare line launched in 2023 encompassing shampoos, conditioners, and masks priced between €10 and €16. Travel sizes and an Application Kit provide ancillary SKUs. The company holds B Corp certification (2016), Benefit Corporation status under Italian law (2017), LEED facility certification (2018), ISO 9001:2015, and IFS cosmetic GMP certification.

Herbatint's commercial model is product-led and multi-channel. Products are sold through health food stores, natural stores, and pharmacies across more than 45 countries via appointed international distributors, supplemented by direct e-commerce on country-specific storefronts in seven languages. Revenue is generated entirely through unit-priced one-time purchases with no subscription model. The brand is positioned in the premium natural cosmetics segment, with sustainability credentials (LEED campus, solar generation, upcycled circular-economy ingredients, reduced-packaging redesigns) functioning as both a marketing differentiator and a structural cost-efficiency lever.

Name

Herbatint

Legal name

Antica Erboristeria S.p.A.

Website

https://herbatint.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Herbatint, the flagship brand of Italian Antica Erboristeria S.p.A., manufactures ammonia-free permanent hair color, plant-based Vegetal Color, and a haircare line distributed across 45+ countries through health food stores, pharmacies, and localized direct e-commerce.

Ownership category

akta.pro rank

Product category

Hair Coloring and Hair Care Products

NAICS

Toilet Preparation Manufacturing (325620), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hair Color & Bleaching (CRABABAD)

akta.pro secondary industry

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

Keywords

• Ammonia-free hair dye
• Natural hair color
• Plant-based haircare
• Vegan shampoo conditioner
• Permanent hair gel

Headquarters

HQ city

Fara In Sabina

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Herbatint generates revenue through the direct sale of hair coloring and hair care products. Products are sold as one-time purchases through multiple retail channels including health food stores, natural stores, pharmacies in over 45 countries, and the company's own e-commerce platform. Product lines include Permanent Haircolour Gel (available in 28 mixable shades), Vegetal Color (8 plant-based shades), Hair Mascara (4 shades), and a full haircare line of shampoos, conditioners, and masks. The Application Kit provides ancillary accessory revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Herbatint manufactures and sells ammonia-free permanent hair coloring gels, 100% plant-based hair dyes (Vegetal Color), temporary root touch-up hair mascaras, and complementary hair care products (shampoos, conditioners, masks) under the Herbatint brand. Products are produced at a LEED-certified facility in Italy and distributed in over 45 countries through retail partners and direct e-commerce, targeting health-conscious and vegan consumers seeking gentle, dermatologically tested alternatives to conventional hair color.

Product overview

Herbatint is a hair care and coloring brand founded in 1970, now present in over 41 countries. The product portfolio centers on four core offerings: Permanent Haircolour Gel (ammonia-free permanent coloring in 28 mixable shades with 8 plant extracts, dermatologically tested), Vegetal Color (100% plant-based henna and Ayurvedic herb coloring certified COSMOS Organic and Fair for Life), Hair Mascara (temporary root touch-up in marker format), and a comprehensive Hair Care line (shampoos, conditioners, and masks including Color Safe, Detox, Hydrate, Repair, Violet, and Curly variants). The company operates as a Benefit Corporation and B Corp certified business focused on natural ingredients, sustainability, and gentle formulations tested on sensitive skin.

Differentiator

Problem solved

Functional benefit

Products and services

• Permanent Haircolour Gel Ammonia-free permanent hair coloring gel available in 28 mixable shades, dermatologically tested on sensitive skin, providing optimal grey coverage and long-lasting color with natural effect via a non-drip gel texture.
• Color Safe Shampoo Vegan shampoo with balanced pH designed to protect and enhance hair color, dermatologically tested on sensitive skin.
• Detox Shampoo Vegan and COSMOS Organic certified shampoo with passion fruit extract from circular economy; detoxifies and revitalizes hair while protecting the scalp from environmental stressors.
• Hydrate Shampoo Vegan and COSMOS Organic certified ultra-hydrating shampoo with beetroot betaine from circular economy, designed for dry hair.
• Repair Shampoo Vegan and COSMOS Organic certified shampoo with olive leaf extract from circular economy that strengthens and repairs damaged hair.
• Violet Shampoo Vegan shampoo that neutralizes yellow tones in white or bleached hair, containing Cassia Alata with anti-aging and antioxidant properties.
• Royal Conditioner Best-selling vegan conditioner with acidic pH that seals the cuticle and enhances color shine for longer-lasting results.
• Hydrate Conditioner Vegan anti-frizz conditioner with organic chestnut extract and plant-based keratin for dry hair.
• Repair Conditioner Vegan conditioner with circular economy olive leaf extract that deeply nourishes and repairs dry and damaged hair.
• Curly Conditioner Vegan conditioner with circular economy avocado oil that nourishes and strengthens curly and wavy hair without weighing it down.
• Rebuild Mask Bio Restorative COSMOS Organic certified vegan restructuring treatment with plant-based keratin and sustainable illipe butter that helps restructure hair, restoring softness and shine.
• Vegetal Color 100% plant-based hair color made from dyeing plants and Ayurvedic herbs, certified COSMOS Organic and Fair for Life, available in 8 ready-to-use shades.
• Hair Mascara (Temporary Hair Touch-Up) Temporary root touch-up product in marker format for quick and precise grey hair coverage, vegan formula available in 4 shades (Black, Dark Chestnut, Light Chestnut, Blonde) providing 5-6 applications per 10ml bottle.
• Application Kit Accessory kit for home hair coloring including brush, measuring cup, and cape, all reusable.
• Travel Size Products Travel-size 50ml versions of Color Safe Shampoo and Royal Conditioner for portability while maintaining color care routines on the go.

Quantifiable outcome

• 55% less paper used in new packaging compared to previous pack
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• B Beauty CoalitionminorStrategic or Co-development Partner · 1 January 2021Alliance of over 70 B Corp companies in the cosmetics sector worldwide. Antica Erboristeria participates in cross-sector working groups to raise sustainability standards and foster positive collaboration among exemplary companies.
• Co2alitionminorStrategic or Co-development Partner · 1 January 2019First platform in Italy to promote climate neutrality within the B Corp network. Antica Erboristeria participates alongside other B Corps to advance climate action initiatives.
• U.S. Green Building Council (LEED)minorStrategic or Co-development Partner · 1 January 2018Organization that awards LEED (Leadership in Energy and Environmental Design) certification for sustainable buildings. Herbatint Campus achieved LEED certification in 2018, demonstrating sustainable facility design and operations.
• B Lab (B Corporation)coreStrategic or Co-development Partner · 1 January 2016Non-profit organization that certifies B Corporations. Herbatint's parent company Antica Erboristeria achieved B Corp certification in April 2016, demonstrating social and environmental performance meeting B Lab's standards.
• ECOCERTminorStrategic or Co-development PartnerOrganic certification body that provides Cosmos Organic certification for Vegetal Color products, certifying organic origin of at least 95% of natural ingredients and compliance with sustainability and traceability standards.
• Fair for LifeminorStrategic or Co-development PartnerFair trade certification body ensuring Vegetal Color production under dignified working conditions with fair purchase prices and environmentally respectful farming practices.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Logona / Lavera (Natural Beauty Group): German natural cosmetics brands (Logona, Lavera) offering plant-based hair color and haircare. Direct competitors in the certified-natural, ammonia-free consumer segment with overlapping specialty retail distribution.
• Christophe Robin: Premium natural-ingredient haircare brand focused on scalp and color-care. Adjacent competitor to Herbatint's Color Safe haircare line in the natural/clean haircare niche with overlapping sensitive-skin positioning.

Direct peers

• Madison Reed: US-based direct-to-consumer ammonia-free permanent hair color brand. Competes with Herbatint on the same 'gentle, salon-quality at-home color' proposition, primarily through DTC and omnichannel retail in North America.
• Naturtint: Spanish ammonia-free and plant-based permanent hair color brand owned by Phergal. Directly competes with Herbatint in natural/gentle permanent hair color across Europe and online channels, with overlapping shade systems and consumer positioning.

Broad incumbents

• Henkel (Schwarzkopf / Schauma): Henkel's consumer brands division includes Schwarzkopf hair color and haircare. A broad incumbent that overlaps with Herbatint in permanent hair color and color-care shampoo/conditioner categories across European and global mass retail.
• Klorane (Pierre Fabre): Plant-based haircare brand under Pierre Fabre. Comparable to Herbatint's haircare line on natural/botanical positioning and dermatological testing credentials, though not focused on permanent color.
• Wella Company (Clairol, Wellaflex): Standalone hair professional and retail brand owner (Clairol, Wella, Wellaflex). Competes with Herbatint in at-home permanent color and color-care haircare, particularly through pharmacy and mass channels.
• L'Oréal (Garnier / L'Oréal Paris hair color): World's largest beauty group offering mass-market permanent and semi-permanent hair color (Garnier, L'Oréal Paris). Competes broadly with Herbatint at retail but with substantially larger scale, marketing budgets, and innovation pipelines.
• Indola (Henkel) / Igora / Bonacure (Schwarzkopf Professional): Schwarzkopf Professional salon brands offering ammonia-free permanent color and color-care treatments. Comparable to Herbatint's Permanent Haircolour Gel in formula positioning but served primarily through professional salon channels.

Regional players

• Sante (cosmondia / Naturwaren): German natural cosmetics brand with plant-based haircare and color lines. Comparable to Herbatint on NaTrue/natural certifications and natural-store distribution, with strongest overlap in German-speaking markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCUoClqq9FdkyRFGxp5aaiwA
• LinkedInit.linkedin.com/company/anticaerboristeriaherbatint
• Instagraminstagram.com/herbatint.italia/?igsh=ZnF4aWFuYzJ4cnQx

Compliance7 records

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 Herbatint