What DNG-Group does

DNG-Group Srl is a privately held Italian limited liability company (Srl) headquartered in Sandrigo, province of Vicenza, founded in 2009 as a small local cosmetic distribution company. It operates as a multi-brand portfolio operator in the hair and beard care segment, owning three registered sub-brands: #Barba Italiana (men's grooming with Italian styling traditions), Muràn (premium hair care emphasizing cosmetic excellence), and Mario 1919 (heritage hair and beard care).

The company's underlying technology consists of innovative cosmetic formulations built around an explicit "free-from" positioning: products are formulated without parabens, kerosene, OGM, SLS, SLES, or silicones, and incorporate natural raw materials and essential oils. DNG-Group does not own manufacturing facilities based on the available data; it is positioned as a distribution and brand operator rather than a chemical/formulation innovator in its own right. There is no disclosed R&D infrastructure, patent portfolio, or AI/ML capability.

The business model is a hybrid direct-to-consumer and B2B distribution operation. Revenue is generated through sales of branded cosmetic products (classified under hardware_sales in the source taxonomy) via three dedicated brand e-commerce websites (barbaitaliana.com, muranhaircare.com, mario1919.com) serving individual end consumers globally, alongside a professional B2B channel distributing to hairdressers and salon professionals. Pricing is not publicly disclosed. The company claims a worldwide footprint reached after scaling beyond its initial Italian market, with no disclosed funding rounds, headcount, revenue, or external investors in the available data.

Name

DNG-Group

Legal name

DNG-GROUP SRL

Website

https://dng-group.it

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

DNG-Group Srl is a privately held Italian multi-brand cosmetics distribution company founded in 2009, operating the #Barba Italiana, Muràn, and Mario 1919 hair and beard care sub-brands via D2C websites and B2B channels serving hairdressers worldwide.

Ownership category

akta.pro rank

Product category

Hair Care Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), 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

Beard & Mustache Care (Oils, Balms, Waxes, Wash) (CRABAGAC), Professional/Salon Haircare (Backbar & Retail) (CRABABAK), Men’s Haircare (Beard, 2-in-1, Styling) (CRABABAI)

Keywords

• Cosmetic hair care
• Beard grooming products
• Professional hair care
• Natural cosmetic formulations
• Men's grooming products

Headquarters

HQ city

Sandrigo

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cosmetic Product Sales: DNG-Group generates revenue through the distribution and sale of cosmetic hair and beard care products under its brands #Barba Italiana, Muràn, and Mario 1919. The company sells directly to consumers via brand websites and to professional hairdressers as B2B customers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

DNG-Group Srl formulates and distributes branded cosmetic hair and beard care products through three sub-brands: #Barba Italiana (men's grooming), Muràn (premium hair care), and Mario 1919 (heritage brand). The products feature innovative formulations free of parabens, kerosene, OGM, SLS, SLES, and silicones, leveraging natural raw materials and essential oils, and are sold both directly to consumers via brand websites and to professional hairdressers.

Product overview

DNG-Group Srl is a cosmetic products distribution company founded in 2009 in Vicenza, Italy, that operates as a multi-brand portfolio company offering hair and beard care products through three distinct sub-brands: #Barba Italiana (men's grooming), Muràn (hair care cosmetic excellence), and Mario 1919 (heritage brand). The company positions itself around cosmetic excellence with innovative formulations free of parabens, kerosene, OGM, SLS, SLES, and silicones, emphasizing natural ingredients and essential oils.

Differentiator

Problem solved

Functional benefit

Brands

• #Barba Italiana: Hair and beard care brand focused on Italian styling products
• Muràn
• Mario 1919

Products and services

• #Barba Italiana

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Davines: Italian professional haircare brand with a hybrid B2B salon / B2C e-commerce model and emphasis on natural, sustainable formulations — closely mirrors DNG-Group's Muràn line and Italian heritage positioning.
• Bulldog Skincare for Men: Men's natural-ingredient grooming brand focused on beard and skincare sold via mass retail and DTC — comparable to #Barba Italiana in clean-ingredient men's grooming positioning.
• Klorane: Botanical-based haircare brand emphasizing natural plant-derived ingredients — comparable to Muràn's natural essential-oil positioning within the broader haircare category.
• Proraso (Ludovico Martelli): Italian heritage men's grooming brand specializing in beard care and shaving products, sold through both professional barbers and direct-to-consumer channels — directly comparable in positioning to #Barba Italiana.
• American Crew: Men's professional grooming brand sold through salons/barbers and DTC, covering hair, beard, and styling — overlaps with #Barba Italiana's men-only grooming focus and B2B salon channel.
• Alfaparf Milano: Italian professional haircare manufacturer with global salon and consumer distribution — directly comparable to DNG-Group's professional hairdresser channel and Italian heritage.
• Reuzel: Men's grooming and beard care brand with strong barbershop heritage and global DTC distribution — directly comparable to #Barba Italiana on product mix and channel strategy.

Emerging players

• The Bluebeards Revenge: Independent men's beard and barber-focused grooming brand with strong barbershop channel and DTC presence — comparable to #Barba Italiana's niche beard-care focus, though smaller in scale.

Broad incumbents

• L'Oréal Professionnel: Global leader in professional salon haircare within L'Oréal's portfolio — comparable as the incumbent benchmark competing for the same hairdresser relationships DNG-Group serves.
• Beiersdorf (Nivea Men / Eucerin): Multinational personal-care conglomerate with men's grooming and haircare lines at mass scale — represents the broad incumbent competitive backdrop DNG-Group operates against.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/dng-group

Revenue estimate

Valuation estimate

Number of profiles

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 DNG-Group