He took his first steps at a very young age in the company founded in 1946 by Mario Pettenon, embarking on a growth path that led him to assume increasing responsibilities, from marketing to commercial management, culminating in his appointment as Chief Executive Officer and, since 2023, Executive Chairman.

Driven by an authentic entrepreneurial spirit and a forward-looking vision capable of anticipating market trends, he has played a key role in transforming Pettenon Cosmetics from a local business into an international player in professional haircare, now present in over 100 countries worldwide.

His leadership is distinguished by the ability to understand customer needs and translate them into innovative solutions. Over the years, alongside a well-established private label service, he has invested decisively in the development of proprietary brands, creating a distinctive business model.

Convinced that growth is built through people, he promotes a corporate culture based on merit and collaboration, enhancing talent and fostering an environment open to innovation.

Visionary yet pragmatic, he has turned challenges into opportunities, guiding the Group toward excellence and sustainable growth, while remaining firmly rooted in the company’s heritage and founding values.