Kaaral

Kaaral is an Italian professional haircare and hair colour company, founded in 1981 in the Abruzzo region by the Vitulli family [8]. It is headquartered in San Salvo, in the same region, and works mainly with hairdressers: its ranges are sold through salons and authorised distributors.

Over four decades, Kaaral has grown from a regional manufacturer into a business that, according to its B Lab profile, is present in more than 40 countries [8]. It remains privately held and family-owned. In 2025 it became a certified B Corporation, and it is legally registered in Italy as a Società Benefit, the Italian benefit-company form.

The company traces its beginnings to 1981, when the Vitulli family set up a haircare business in Abruzzo [2]. No individual founder is publicly named; the company consistently presents itself as a family enterprise rather than the project of a single person.

In its own account, Kaaral's story has "always been about passion and family values, territory, and made in Italy". Its B Lab profile describes how that enthusiasm was "handed down to following generations", which the company credits for its continued growth and its expansion abroad. The link to the home region is part of that self-image, and the business has kept its headquarters in Abruzzo.

Few dated events from Kaaral's early decades are documented. What is recorded is the broad arc: a family firm that started out locally and over time built a distribution network reaching Europe, the Middle East, Asia, the Americas and Australia. Its B Lab listing names dozens of countries of operation, from Albania and Armenia to Venezuela.

Despite that international reach, the company has kept product development and manufacturing at home. According to its B Lab profile, the entire range is developed and produced in Italy, and Kaaral holds a "100% Made in Italy" certification [8]. The same profile notes ongoing investment in production facilities, the warehouse and research and development.

The most prominent recent milestone is B Corp certification. The B Lab directory lists KAARAL SRL as certified since 2025, assessed under version 2.2 of the B Lab Standards [8]. On its own site, the company reports an overall B Impact score of 82.2, compared with a stated median of 59.9 for ordinary businesses that complete the assessment [2]. Kaaral describes the certification as "a natural step" and presents it as the result of a business vision that "has always prioritized people, quality, and respect for the environment".

The company has also introduced a new brand declaration, "Connection Through Beauty". Kaaral describes it as a natural evolution of its journey rather than a simple slogan, framing professional beauty as a meaningful connection between the company, hairdressers and their clients.

Kaaral is an independent, privately owned company. Its B Lab profile describes it as an Italian family-owned business and lists its ownership type as private [8]. No parent group, outside investor or acquisition is documented.

The legal entity is Kaaral s.r.l., which operates as a Società Benefit, the Italian benefit-corporation form. Adopting a legal commitment to stakeholder governance is one of the foundation requirements for B Corp certification, and the company's B Lab profile states that it has done so. B Lab classifies the business in the chemicals and chemical products industry, within the manufacturing sector, on its medium-sized company track.

Kaaral positions itself as a professional haircare manufacturer. The company says its aspiration is "to find the perfect balance between quality, style, and trend", and to share what it calls the essence of Made in Italy, which it associates with beauty, excellence and prestige. The Made in Italy theme recurs throughout its communications.

The company names quality, sustainability, inclusivity and social responsibility as its core values [3]. Inclusivity is also the stated reason behind one of its less common credentials: according to its B Lab profile, Kaaral is Halal certified, which the company frames as part of its aim of "embracing every culture, identity, and definition of beauty". The same profile says it holds certifications for quality, environmental management, good manufacturing practices and security, although no specific standard numbers are given.

Kaaral places heavy emphasis on education for hairdressers. Its training centre, Officina Creativa, is described as a 1,200-square-metre academy offering courses, workshops and certified sessions for hairstylists and educators, organised in Essential, Standard and Master levels. Beyond the academy, the company runs training programmes abroad and hosts a recurring gathering called KI'M, the Kaaral International Meeting. It describes its training as a way for salon professionals to try its products first-hand while learning new techniques.

The company also stresses control over its own process. Kaaral says it runs an in-house laboratory for research, development and quality control, and manages orders from its own warehouse with its own staff. It states that it works only with suppliers who share its values.

Some of Kaaral's public positions go beyond product. Its website states that the company does not engage in any direct or indirect lobbying of public institutions or political parties and does not finance political candidates. It also discloses that some images on its site may be generated or modified with artificial intelligence.

Kaaral's catalogue is organised as a family of professional ranges, each covering a different part of salon work: colour, lightening, care, scalp treatment, texture and styling. The main lines named on the company's site include:

- Maraes, which spans permanent and demi-permanent hair colour, a lightening system and several care lines (Curly Care, Liss Care, Volume Care, Color Care, Lamino Care, Renew Care and Sun Care). - Bacò, a colour collection with fast, soft and glaze colour options alongside colour-refreshing and colour-care products. - Blonde Elevation, a lightening line that includes a "Yellow out" range and a charcoal hair lightener. - Purify, which the company calls its complete haircare range. - Extra-K, a treatment line made up of Extra-K Treatment and Extra-K Essence. - K05, a set of scalp treatments. - Curlyss, with straightening, curl and disciplining systems. - Style Perfetto, the styling and finishing range. - Människan, a line aimed at men.

Purify is the broadest of the care lines. Kaaral describes it as a professional range, with many products also suitable for home use to maintain the results of salon treatments. It is split into sub-lines by hair need. Filler, a four-step routine for brittle or chemically stressed hair, combines shampoo, leave-in spray, mask and lotion built around hyaluronic acid and keratin. Reale, a nourishing ritual for very dry or damaged hair, uses royal jelly, Limnanthes alba oil and aloe vera. Other sub-lines target moisture (Hydra), colour maintenance (Colore), fine hair (Volume) and build-up removal (Clarifying).

K05 addresses the scalp, with separate routines for hair loss prevention, dandruff with dry scalp, and dandruff with oily scalp. The company describes these as "science-backed solutions" combining advanced formulas with natural extracts; these are the company's own descriptions rather than published study results. Curlyss covers both straightening and curl definition, and Kaaral presents it as a professional treatment "where hair artistry meets innovation".

Several claims on the company's homepage are specific. One treatment system is promoted as repairing, strengthening and protecting hair in four minutes, using a bio-peptide pre-treatment spray and a thermal leave-in mask [1]. The company also describes one of its lines as crafted from "Certified Vegan ingredients"; the claim is made for that range rather than for the catalogue as a whole.

The styling range, Style Perfetto, is grouped by task: smoothing and control, curl or wave modelling, gloss and heat protection, volume and texture, finishing, and dry shampoo. According to the company's FAQ, Style Perfetto products can also be bought through Kaaral's online shop, while for other ranges it directs buyers to an authorised distributor or salon, noting that ranges, formats and professional-use rules can differ by country [4]. Människan, the men's line, is presented by the brand as reflecting "a new freedom" and "authentic elegance".

Sustainability is a large part of how Kaaral presents itself, and most of the concrete figures come from the company itself. On its sustainability page, the company lists several measures [3]:

- a 214.2 kWp photovoltaic system that it says produces around 257 MWh of electricity a year; - a 39% reduction in water consumption through reuse and optimisation; - investment in air-quality improvements and more sustainable packaging; - close attention to its supply chain.

The B Corp certification gives these claims an external frame. B Lab, the nonprofit behind the scheme, audits companies against its own social, environmental and governance standards, and Kaaral's directory profile states that the company uses a climate action plan to track its progress on climate [8]. Under B Lab's phased approach, a company certified at "Year 0" must meet additional requirements in its third and fifth years.

Kaaral has also published a set of policy documents dated 2026, available in Italian and English. They include a Responsible Marketing Policy, a Purpose Declaration, a Climate Action Plan covering 2026 to 2030, a JEDI (justice, equity, diversity and inclusion) commitment statement and a Human Rights Policy [5].

Kaaral is active. Its website was being maintained through 2026, with new policy documents published that year and a training event for professionals in Serbia scheduled for 14–15 September 2026. The company continues to operate from San Salvo under family ownership, selling mainly through hairdressing salons and a network of distributors across its international markets.