Adorn

Adorn is an Italian haircare brand built around a vintage, pin-up aesthetic and made by Ludovico Martelli S.p.A., the historic Florentine personal-care company best known for the shaving brand Proraso [7]. Despite a name that might suggest perfume or cosmetics, Adorn is a hairstyling and hair-treatment line; even its "profumo" product is a fragrance for hair rather than a standalone perfume [4]. The brand is active, with its current website registered to Ludovico Martelli and a run of marketing campaigns and product launches through 2025.

The line is sometimes presented under the fuller name Adorn Supreme Hair. It is based near Florence, with the parent company's registered office in Fiesole, in Tuscany.

Adorn was created by Ludovico Martelli as a haircare range aimed at teenage girls, drawing on a 1950s–60s pin-up look reworked for a contemporary audience. Italian launch coverage from the mid-2010s describes the range as born "under the banner of femininity, irony and effectiveness," carried by the slogan "Style me vintage!" [8]. The same article frames the target audience as "today's teenagers, taking inspiration from those of yesterday."

Sources differ on exactly when the brand began. Italian trade press documents the Adorn Supreme Hair line launching around 2014, the earliest dated coverage of the range [8]. The current brand site, by contrast, carries only a "Copyright 2025" notice tied to a recent site rebuild, with no founding date stated [2]. The 2014 launch is the earliest documented origin of the Adorn line itself; the parent company, Ludovico Martelli, is considerably older. No founder names are recorded for the brand.

The original 2014 range comprised five products, including a volumizing hairspray, a volumizing mousse, a curl cream, a heat-protective spray and a multipurpose hair oil [8]. Those same product names still appear on the brand's site, pointing to a continuous line rather than a relaunched name.

The brand was restyled with a new visual identity in 2023, presented in Italian beauty press under the heading "Adorn si veste di nuovo" ("Adorn gets a new look") [9]. In 2025 it was repositioned again toward a Gen-Z audience through a pair of campaigns: "Be Your Hair, Be Yourself," handled by the agency DPlace [10], and "Style outside the box," developed with POPE Creative Studio and accompanied by the launch of a hair wax stick under the line "Welcome to the wax era" [7]. The "Style outside the box" work included a television campaign that the trade press reported running from mid-October to mid-December 2025.

Adorn is owned by Ludovico Martelli S.p.A., described in trade coverage as a "hairstyle and haircare brand of the Ludovico Martelli S.p.A. group" [7]. The parent is best known for Proraso, its flagship shaving brand, whose pre-shave cream has been produced since 1948 [6]. According to Wikipedia's account of Proraso, Ludovico Martelli also owns the brands Marvis, Kaloderma, Oxy and Schultz, and in 2019 the Chinese fund Nuo Capital acquired a 30% stake in Proraso [6]. Within this portfolio, Adorn sits alongside sister brands including Proraso and Floïd.

Adorn frames haircare as a form of personal expression and self-love. On its about page the company writes that "your hair says a lot about you," and that with Adorn, caring for one's hair "becomes an act of love and of personal expression," inviting readers to let their hair tell "the most authentic version" of themselves. The brand's stated mission is summed up in the phrase "Love your hair!", with a promise of "innovative products and effective, safe formulas." Its positioning leans on playful, ironic styling archetypes — described on the site as Pin up, Celebrity and Rockstar — and is carried by the tagline "Be your hair. Be yourself." The 2025 campaigns extended this idea, presenting the brand's style as an invitation to step outside stereotypes and have fun with one's hair [7].

Adorn's range covers cleansing, styling and treatment for different hair types, including curly, straight and dry or frizzy hair. Recurring products named on the brand's site and in launch coverage include the anti-frizz curl cream "Ricci senza capricci," the volumizing mousse "Testa fra le Nuvole," the volumizing hairspray "Volume Alle Stelle," the heat-protective spray "Ti piaci e non ti bruci," and the more recent hair wax stick "Wax Stick Goodbye Baby." A treatments-and-fragrance category groups items such as a multifunction hair oil and a hair perfume; the brand notes that this "profumo" is a scent for hair, keeping the line firmly within haircare [4]. No specific hero ingredients, certifications or sustainability claims are stated by the brand.

Adorn is an active brand. Its most recent documented activity is the 2025 "Style outside the box" television campaign and the accompanying wax-stick launch, reported by Italian trade press in October 2025 [7]. The brand's site, registered to Ludovico Martelli S.p.A., carries a 2025 copyright. Its primary identity and operations are Italian.