May 30, 2025 – Alter Ego Italy, a professional hair care brand part of the Pettenon Cosmetics S.p.A. SB group, announces the appointment of Leonardo Rizzo as its new Creative Director. With a contemporary vision and deep knowledge of the industry, he will lead the brand’s creative development to strengthen its identity and outline a new stylistic direction.
Rizzo is internationally recognized for his mastery in cutting, his continuous commitment to professional training, and his avant-garde artistic approach. His creative vision, fueled by a profound passion for innovation, people, and the power of authentic connections, perfectly aligns with the evolutionary path undertaken by Alter Ego Italy.
Thanks to his international experience, combined with a contemporary aesthetic and a strong bond with the excellence of Made in Italy, he will contribute to the brand’s mission: to bring authentic and iconic beauty to the world that can be expressed in its many facets, reflecting the unique identity of each individual and accompanying them in every moment of life.
The new Creative Director will develop the new collections together with the company and will guide the image of Alter Ego Italy under the banner of contemporaneity, iconicity, and authenticity. Moreover, he will translate the new aesthetic codes into training programs dedicated to the global community of hair stylists that the brand counts on, and will lead specific masterclasses dedicated to key clients. Leonardo Rizzo will be a narrative and visual voice and will help illustrate all the key moments of the brand’s stylistic evolution on its main digital platforms.
“It is a source of pride and a great honor for me to take on this exciting opportunity as Creative Director of Alter Ego Italy, whose heritage finds its roots in contemporary beauty and the authenticity of Made in Italy. Alter Ego Italy represents the elegance and vitality of Italian style worldwide, a brand whose values and vision I share: to inspire the industry by combining art, innovation, and human connection in everything I do,” commented Leonardo Rizzo, new Creative Director of Alter Ego Italy. “It is wonderful to be able to contribute to this new beginning of the brand and to open an exciting chapter together, alongside a passionate and motivated team, united by the spirit of collaboration that inspires us every day.”
“We are very happy and proud of this collaboration, which marks an important milestone in Alter Ego Italy’s relaunch journey,” said Elena Colombo, Head of Marketing, Pettenon Cosmetics Group. “Leonardo’s vision of beauty, with whom we are already working on the first initiatives in the coming months, perfectly integrates with the new codes the brand intends to interpret in order to build contemporaneity and iconicity. A vision driven by a unique and authentic distinctiveness that will be part of the renewed voice of the brand in all markets.”
With the appointment of Leonardo Rizzo as Creative Director, Alter Ego Italy inaugurates a new era and strengthens its vocation for excellence, innovation, and authenticity.