milk_shake

What milk_shake does

milk_shake is a professional haircare brand operated by BeautyNova S.p.A., an Italian public limited company headquartered at Via Trebazio, 3, 20145 Milano, Italy, with registered paid-in capital of €660,118. The company offers a product range spanning shampoos, conditioners, styling products, and hair treatments positioned for both salon professional and consumer use, with the publicly surfaced product positioning emphasizing professional-quality hair care for individual use cases. The legal entity structure is an S.p.A. (Società per Azioni), and the company has no disclosed parent organization, subsidiaries, or holding company.

The company runs a direct-to-consumer go-to-market through its own e-commerce storefront at milkshakehair.com, with region-specific experiences for Italy and the United States, generating revenue through one-time product purchases with no subscription or recurring billing model described. The customer segmentation is horizontal, targeting individual consumers rather than enterprise buyers, and primary pain points addressed are personal hair care maintenance, styling, and treatment.

The business has no disclosed funding rounds, no acquisitions, no partnerships, no leadership team data, no awards, no patents or trademarks, no management contacts beyond a general inquiry channel, and no certifications listed. Operating status is active based on the live storefront, and the source data carries no information on founding date, revenue, headcount, or app/SDK presence, which materially constrains any quantitative assessment of scale.

Name

milk_shake

Legal name

BeautyNova S.p.A.

Website

https://milkshakehair.com

Company type

Private

Operating status

Operating

Short description

milk_shake is a professional haircare brand operated by Italy-based BeautyNova S.p.A., offering shampoos, conditioners, styling products, and treatments to individual consumers via direct-to-consumer e-commerce in Europe and the United States.

Ownership category

akta.pro rank

Product category

Professional Hair Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

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

akta.pro secondary industries

Shampoo & Scalp Cleansers (CRABABAA), Conditioners & Hair Masks (CRABABAB), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Professional haircare products
• Hair care shampoos
• Hair conditioners treatments
• Hair styling products
• Salon hair care

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Hair Care Product Sales: Sale of hair care products, styling items, and treatments directly to consumers through e-commerce. Revenue is generated through one-time product purchases with no subscription component evident.

Go-to-market motion1 record

Distribution channels1 record

Core offering

milk_shake sells professional hair care products — including shampoos, conditioners, styling products, treatments, and color products — directly to consumers through its own e-commerce website. The brand is positioned as a professional-quality hair care line for both salon use and individual consumer use.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Care Products, Styling & Treatments milk_shake's core product line covering shampoos, conditioners, styling products, treatments, and color products designed for professional hair care use and personal consumer use.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves3 records

Expansion highlights2 records

Direct peers

• Moroccanoil: Professional haircare brand offering argan-oil-based treatments, shampoos, conditioners and styling, sold through salons and DTC. Comparable in professional positioning, treatment-led hero products, and dual salon/DTC distribution.
• Oribe: Luxury professional haircare brand offering shampoos, conditioners, treatments and styling sold through high-end salons and DTC. Comparable as premium professional positioning with broad product range and salon-plus-consumer distribution.
• Pureology: L'Oréal-owned professional haircare brand focused on color-treated hair, selling shampoos, conditioners and treatments in salons and DTC. Directly comparable in professional positioning, color-care focus, and natural/vegan ingredient positioning.
• Olaplex: Professional bond-building haircare brand selling treatments, shampoos and conditioners to salons and consumers via DTC and retail. Direct peer with overlapping product categories and a professional-plus-DTC model, though differentiated by patented bond technology.
• Davines: Italian-based professional haircare brand offering shampoos, conditioners, treatments and styling products through salons and DTC. Directly comparable as an Italy-headquartered, professional-channel, natural-positioning competitor with similar product breadth.
• Kérastase: L'Oréal's premium professional haircare brand selling shampoos, conditioners, treatments and styling in salons and DTC. Direct peer in product category, professional positioning, and salon-plus-consumer go-to-market.

Broad incumbents

• Wella Professionals: Wella Company's flagship professional haircare brand spanning shampoos, conditioners, treatments, styling and color. Comparable in product breadth and professional channel, but operates as a mass incumbent rather than a focused niche brand.
• Redken: L'Oréal-owned professional salon haircare brand with broad shampoo, conditioner, color and styling lines. Overlaps heavily on product and channel, but operates as a mass-portfolio professional incumbent rather than a niche specialist.
• Schwarzkopf Professional: Henkel-owned global professional haircare brand with extensive shampoo, conditioner, color and styling ranges sold in salons worldwide. Overlaps on category and professional channel but operates at much larger scale across many sub-brands.

Emerging players

• Living Proof: Science-led haircare brand selling shampoos, conditioners, treatments and styling through salons, DTC, and selective retail. Comparable in professional-plus-DTC model and treatment-led positioning, though distinguished by biotech-driven proprietary technology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

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 milk_shake