Alama Professional

Alama Professional is an Italian haircare brand based in San Martino di Lupari, near Padua. It belongs to Pettenon Cosmetics, a long-established Italian cosmetics group, and was created as that group's first venture into the mass-market channel, bringing salon-style haircare into everyday home use [5]. The brand is active: its site carries a 2026 copyright, and its parent company continues to promote it through new campaigns.

The name is drawn from the Hawaiian word Malama, meaning "to take care" — a starting point the company returns to often, framing haircare as an act of attention and respect toward both the person and the surrounding world [5].

Alama is the work of Pettenon Cosmetics S.p.A. S.B., a family-rooted manufacturer headquartered in San Martino di Lupari in the province of Padua [1]. Pettenon traces its own beginnings to 1946, when Mario Pettenon opened a small cosmetics laboratory called Morgana [4][6]. The company passed to the Pegorin family after the founder's death in 1988 and has since grown into a multi-brand group whose portfolio includes Fanola, AlterEgo, Inebrya and Echosline alongside Alama [4].

Alama itself is far more recent. According to a brand profile published by the packaging supplier Giflor, it was founded in 2017 and was the first Pettenon brand to enter the mass-market channel [5]. The brand's own pages do not state a launch year, so the 2017 date rests on this third-party account rather than on Pettenon's direct word. The 1946 date that sometimes appears alongside the name belongs to the parent group, not to the Alama line.

Alama organises its identity around a single phrase, "Happy Caring," which it sets on three stated pillars: Care, Professionalism and Respect [2]. The company describes its aim as bringing joy back into haircare through accessible, professional-quality products that are effective while remaining mindful of the environment [2]. Marketed as professional yet sold to the general public, the range is grouped by hair need rather than by ingredient, with lines addressing frizz, dryness, damage, curls and colour.

The product lineup is built around named ranges, among them Anti-Frizz, Hydra, Repair, SOS Color & Go and No Yellow. Each is presented as turning an ordinary routine into what the brand calls a mindful daily ritual.

Environmental claims sit at the centre of how Alama presents itself, and the brand publishes specific figures. It states that more than 90 percent of the ingredients in its shampoos, masks and conditioners are naturally derived and that more than 85 percent are biodegradable [3]. On packaging, the company reports up to 50 percent recycled plastic in bottles and jars, a 75 percent reduction in plastic through its 1000 ml Eco-Refill formats, and a 37 percent cut in carbon-dioxide emissions attributed to redesigned caps and bottles [3].

The brand also describes almost all of its formulas as free from animal-derived ingredients and almost all of its products as gluten-free — wording it keeps deliberately hedged rather than stating as a blanket certification [3]. Parent company Pettenon has been a Benefit Corporation, or Società Benefit, since 2021, a status reflected in the "S.B." in its legal name and in its practice of publishing an annual sustainability report [6].

Production sits within Pettenon's Italian operations, which the group runs across three manufacturing sites, all in Italy. The wider group reported consolidated revenue of 178 million euros in 2024 and says it operates in more than 100 countries [6], a reach that places Alama in markets well beyond its Italian home. The company operates under the management and coordination of AGF88 Holding S.r.l. [1].