Kepro

Kepro is an Italian professional hair and beauty company based in Desenzano del Garda, in the province of Brescia in Lombardy. It is operated by KEPRO WORLD S.p.A., a joint-stock company registered at Via Chiese 13 in Desenzano [8]. The business combines two roles. It trades and distributes professional products, tools and furniture for hairdressers, and it sells its own ranges, chiefly the Kaypro (also written KayPro) haircare line and a group of "Kay"-named hair colour lines.

The company presents itself as a haircare specialist serving both salon professionals and ordinary consumers. It says it distributes a catalogue of more than 32,000 products in 72 countries [2]. Kepro remains active: its website is regularly updated, and it continues to publish product news and run seasonal promotions.

Kepro does not publish a founding date or name its founders. On its LinkedIn page, the company describes itself as having more than 30 years of experience in the professional beauty market [5], and KayPro's distributor in the Benelux countries repeats the same figure [7].

The brand's own explanation of its name is more specific than its history. According to Kepro, the word is a blend of "Kosmetic – Equipment – PROfessional". The company's Italian text speaks of a "fusion" of these three words, but it refers to the name, not to a corporate merger. Taken together, the three parts reflect the areas in which the company works: cosmetic products, salon equipment and the professional trade.

Few dated milestones are publicly documented. The most notable development in the company's own account is Beauty&Co, a chain of do-it-yourself beauty stores. Kepro's LinkedIn profile describes Beauty&Co as a specialist store for beauty and body-care products, with a number of outlets across northern and central Italy where customers are advised by specialist consultants [5]. The stores extend the company's wider aim of giving consumers access to products normally sold to salons. No opening year for the chain is given.

Kepro's lines have also reached markets outside Italy through distribution partners. In June 2022, KayPro BeNeLux began distributing the KayPro range in Belgium, the Netherlands and Luxembourg, describing itself as the official distributor of the Italian hair brand [7]. On its own "Our Story" page, the distributor points to Kepro World S.p.A.'s decades of experience in haircare as the basis of its offer.

The company also takes part in international trade fairs. In a LinkedIn post from around March 2026, Kepro World announced that it was returning to Cosmoprof Worldwide Bologna, where it exhibited on 26–28 March.

The Kepro name and website belong to KEPRO WORLD S.p.A., the Italian company that operates kepro.it and trades under the Kepro name [2]. It is not a separate holding group, and no parent company above it is documented. No acquisitions by or of the company are known.

Business directories describe the company in slightly different ways. The Europages B2B directory lists it as a distributor of hygiene and cosmetic products, with delivery worldwide [6]. LinkedIn, by contrast, places it in the manufacture of personal-care products and lists it in the 11–50 employee size band [5]. Kepro's own website leans towards the first description, calling the company "specialists in the trade and distribution" of professional products, accessories and furnishings for hairdressers. The company is also listed on Italy's online marketplace for public-sector procurement [8].

The KayPro name, which appears as a brand in its own right in some markets, is Kepro's own haircare line rather than an independent company. The Benelux distributor, for example, presents KayPro as an Italian hair brand and links it directly to Kepro World.

Kepro's central idea is to make salon-grade products available to everyone. The company states its mission as bringing "the excellence of professional beauty into the hands of those who want it", and names innovation, quality and professionalism as its core values. Its website carries the descriptor "Professional products for hairdressers and private customers", which sums up the dual audience.

In practice this means Kepro sells through several channels at once. Salon professionals can register for a trade account on the website. Consumers can buy from the same online shop or from the company's own beauty stores, where, in Kepro's words, the end customer can reach the same quality reserved for beauty salons [2]. The company also exports, through partners such as the Benelux distributor.

Training is another part of the model. Kepro runs its own Academy, where hairdressers and beauticians take courses to keep up with the latest trends. The company frames this as ongoing support for the trade rather than a one-off service, arguing that knowledge is what allows professionals to get the most from each treatment.

Behind the storefront is a sizeable logistics operation. Kepro says it runs a warehouse of more than 9,000 square metres with strict quality control, organised to deliver orders quickly. According to the company, its staff work in separate units, from administration and marketing to customer service and logistics.

In its vision statement, Kepro names sustainability alongside innovation and expertise as one of three aims, and says it wants to become a global reference point in professional beauty. It does not set out concrete sustainability targets or commitments. No third-party certifications for its products are documented.

Kepro's own ranges are built mostly around hair. The broad Kaypro haircare line forms the core of the offer, and the company describes it as a range of hundreds of products.

Several treatment lines sit within this offer:

- Botu-Cure, a four-step treatment for damaged hair made up of a shampoo, a mask, a spray and a lotion. It is one of the lines the company promotes most prominently, together with its Keratin products. - KayVegan, a line of regenerating shampoo, mask and lotion that the company presents as naturally vegan. Its key ingredients are seaweed extracts, listed by the company as Alariane esculenta, Hypnea, Laminaria and Pelvetia canaliculata. Kepro credits them with smoothing, hydrating and protecting the hair fibre and soothing an irritated scalp. The vegan claim applies to this line only, not to the whole brand. - Kayproxil, a line aimed at hair loss, which the company has promoted in particular for seasonal shedding in autumn [4]. - KAY SUN, a summer line for protecting hair from the sun that contains Monoi, featured on the company's blog in June 2026.

Hair colour is the other major part of the range. Kepro sells permanent, semi-permanent and demi-permanent colour under the names Kay Direct, Tone Supreme, Caviar, Kay Color, SuperKay, IColori and Natural Kay, alongside Oxipro hydrogen peroxide developer. More recent additions include Color Mask, a colour-depositing mask that the company says adds colour, nourishment and shine in five minutes, and Tone Mask, intended to correct unwanted tones such as yellowing in blonde hair or orange reflections in brown hair.

Outside hair, Kepro offers Senshuà, a skincare line that the company says works through natural efficacy, with face cleansing and care products as well as professional body treatments marketed as draining and firming. The online shop also stocks nail products, make-up, men's grooming, styling tools and salon furniture, partly from other brands; the Eurostil range of hair dryers and straighteners is one example. As a result, the Kepro shop is wider than the company's own product lines.

Kepro reports that its products have appeared in a number of Italian consumer magazines. Its "Editoriali" page shows clippings from publications including Corriere della Sera, the Italian edition of Marie Claire, Tu Style, Silhouette Donna, VIP, For Men, Confidenze, Diva e Donna and Vero, several of them dated 2021 and 2022 [3]. The clippings are presented as images on the company's own website, and the full articles are not otherwise available. No industry awards are documented.

Kepro is an active company. Its homepage was updated in late September 2026 and was then running a promotion on the Botu-Cure and Keratin lines [1], and its blog added new posts in May and June 2026 [4]. The company exhibited at Cosmoprof Worldwide Bologna in spring 2026, and its lines continue to be sold abroad through distributors such as KayPro BeNeLux.

The company's public presence is split between two sets of social media accounts. The Kepro World profiles on Facebook and Instagram are linked from the website footer, while a separate pair of accounts appears to belong to the Beauty & Co e Kepro Shop retail stores.