Pettenon Cosmetics S.p.A. S.B. closed 2024 with a solid performance and a growth trajectory built on three core pillars: innovation, sustainability, and customer centricity.
EBITDA reached €35.8 million, accounting for 20% of total revenue, which stood at €178 million in 2024 — a result that confirms the resilience of the company’s operating model, even within a complex global context. Particularly strong was the performance of the company’s owned brands, which recorded a 9.2% year-over-year growth, significantly outpacing the industry average.
Among the Group’s brands, Fanola stood out with over €36 million in revenue and 15% growth, strengthening its distinctive identity and its ability to anticipate trends in the professional market. Alter Ego Italy and Inebrya, both with over €20 million in revenue, consolidated their positions in complementary markets, demonstrating the effectiveness of the Group’s multi-brand strategy in meeting diverse targets and needs.
Growth was driven by a strong balance between the domestic market and international expansion: Italy accounted for 32% of consolidated revenue, with a 10.4% year-over-year increase, thanks to the solid performance of the mass market channel and the resilience of the professional channel. International markets contributed 64% of the business, with outstanding results in Spain (+25%), France (+6.4%), and Germany (+6%), underscoring the global appeal of Made in Italy beauty.
From a channel perspective, the strongest momentum came from the consumer retail segment, which grew by 34.5% year-over-year, and the e-commerce channel, which surged by 65.7%, now accounting for nearly 5% of the Group’s revenue. This confirms the success of Pettenon’s omnichannel strategy and the strengthening of its direct relationship with a more informed, digital, and value-driven consumer.
Beyond financial performance, 2024 marked a turning point in the company’s strategic transformation journey. Sustainability was fully integrated into governance and became a cross-cutting driver in key decision-making processes. In parallel, the operating model was evolved to further prioritize the customer-centricity, ensuring quality, customization, and agility in response.
With an €8 million investment in innovation projects — expected to rise to €11 million in 2025 — Pettenon Cosmetics reinforces its commitment to the future: developing new products, advanced technologies, sustainable packaging, and continuous training.
“2024 has confirmed that growth and responsibility can — and must — go hand in hand. We have strengthened our brands, consolidated our presence in key markets, and invested in innovation and sustainability with a long-term vision. We will continue along this path, guided by a clear mission: to bring Italian professional haircare excellence to the world, with positive impact and lasting value.” — Luigi Ambrosini, CEO of Pettenon Cosmetics
In 2025, Pettenon Cosmetics remains firmly on course: expanding into high-potential markets, promoting a more responsible and inclusive vision of beauty, and reinforcing its leadership in the global professional haircare landscape.
A clear trajectory, driven by Italian industrial excellence, sustainable innovation, and an authentic relationship with clients and professionals — to generate enduring value in every market in which the company operates.