If there is one company that represents evolution and passion for beauty, it is undoubtedly Pettenon Cosmetics. Founded in 1946 as ‘Morgana’ by Mario Pettenon, it began its journey in cosmetics with lipsticks and perfumes. The real turning point, however, came thanks to the intuition of trusted collaborator Arturo Pegorin, who suggested focusing on hairdressing products, thus charting the brand’s future.
After Mario died in 1988, Arturo and his sons, Gianni and Federico, took over the company, renaming it ‘Pettenon Cosmetics’ in honour of the founder. Since then, growth has been exponential: from a reality with a turnover of 400 million lire and just eight employees, Pettenon has become a reference point in the professional hair and skin care sector, taking Italian excellence beyond national borders.
Sustainability: a real commitment
For Pettenon, being sustainable is not just a fashion statement but a real mission. Since 2021, the company has been a Benefit Company, committed to concrete initiatives such as increasing the use of recycled plastic. In 2023, the company tripled the amount used compared to 2021, reducing new plastic consumption by about 185,000 kilos. In addition, it has improved the production of polyethylene bottles through advanced technology, reducing its environmental impact.
The merger with G&P Cosmetics
January 1, 2025, marks a new milestone: the merger with G&P Cosmetics. With this transaction, Pettenon has integrated personnel, brands and production facilities, increasing efficiency and creating new opportunities. G&P’s 119 employees became part of the group while maintaining stability and company benefits. In 2023, Luigi Ambrosini became Managing Director, joining the Pegorin brothers in leading the company. In addition, Pettenon joined the Board of Directors of the Professional Products Group for Hairdressers of Cosmetica Italia, confirming its leadership role in the sector.
A company that makes a difference
With a turnover of 178 million euro in 2024 and exports reaching 67% of the market in more than 100 countries, Pettenon is a global reality, with three production sites in San Martino di Lupari (Padua), Cartigliano (Vicenza) and Sansepolcro (Arezzo), covering 105,000 square metres between factories and warehouses. Its portfolio includes well-known brands such as Fanola, Alter Ego Italy, Echosline and Inebrya, each with a precise identity and an offer targeted to the needs of professionals and consumers.
But numbers only tell part of the story. At the heart of it all are the people. With over 650 employees, 60% of whom are women, Pettenon prioritises gender equality and the enhancement of female talent. Inclusiveness is a core value, so much so that it is among the five common benefits of its Benefit Company status. This commitment translates into concrete actions inside and outside the company, promoting diversity and multiculturalism in the community.
Evolving beauty
Pettenon Cosmetics always looks to the future with determination, keeping its roots firmly in tradition and constantly focusing on innovation. The company continues to invest in research, sustainability, and development to create increasingly high-performance and environmentally friendly products. For Pettenon, beauty is not just a matter of aesthetics but of shared values.
With great pride, Pettenon was recognised as one of the most innovative companies in North-East Italy during the Open Innovation Day organised by the Consorzio iNEST, which promotes synergy between universities, research institutes and companies, pushing for the acceleration of digital technologies and the ecological transition. A strategic opportunity to develop cutting-edge solutions that underlie the company’s ongoing commitment to strengthening its position, making innovation a key lever for sustainable and competitive growth in Italy and worldwide.
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