Kléral

Kléral is an Italian manufacturer of professional hair products, founded in Turin in 1968 by the Marianella family [2]. The company, which trades as Kléral System srl, makes hair care, styling, bleaching and colour products for salons. Its factory, laboratories and head office are in Moncalieri, in the province of Turin, and the business is still led by a member of the founding family.

Much of Kléral's work happens out of the consumer's sight. Alongside its own lines, the company develops and produces products for other companies' brands, and a 2021 trade-press profile described it as exporting to more than 80 countries across five continents [8]. It sells chiefly through the professional hairdressing channel rather than to shoppers directly.

The Marianella family started the business in Turin in 1968. The company's own history page ties its growth to what it calls the Piedmontese industrial tradition and to the appeal of "made in Italy" quality, which it credits with carrying the brand into both the Italian and international markets.

Luigi Marianella is the public face of the company today. A January 2021 interview in the trade magazine Estetica Export introduced him as CEO of the Turin-based firm, there referred to as Kléral Cosmetics [8]. His words appear throughout the company's own website, including the line it uses to sum up its approach: studying hair trends around the world and giving them an Italian interpretation. According to the history page, his commitment built the import-export network that let the brand establish an identity abroad.

The name appears in several forms. The website uses "Kléral", the registered company is Kléral System srl, parts of the homepage spell it "Klèral" with a grave accent, and trade reports have used both "Kléral System" and "Kleral System".

The company describes a long period of steady growth after its founding, driven largely by foreign sales. It says a high share of its turnover now comes from abroad, and that it has pursued markets it considers strategic partly through trade missions run by Confindustria, the General Confederation of Italian Industry.

In 2009 Kléral received the Okay Italy award in the category "Internationalization and excellence of the territory", according to its own account of its history [2]. The award fits the story the company tells about itself: a regional manufacturer whose identity is bound up with exporting.

Production has stayed in one place. The Moncalieri site houses the manufacturing plant, the laboratories and the management offices under one roof, and the company presents in-house production as a point of identity. On its homepage it lists "internal production and Made in Italy" as trademarks of the business. The 2021 trade profile likewise states that all Kléral System products are made entirely in Italy [8].

By the company's reckoning the business has now passed half a century. The 2021 profile cited 50 years of experience; counted from 1968, the firm reached its 58th year in 2026.

No parent group or outside owner is documented. The company was founded by the Marianella family, and Luigi Marianella has spoken for it as CEO from at least 2021 through 2026. No acquisitions, either of Kléral or by it, are recorded in the available reporting.

Kléral frames its work as a meeting of research and tradition. Its stated mission is "to recount female beauty in the union of history and experimentation", and it lists its core values as avant-garde, research, quality and tradition. The website's title line, in Italian, translates as "hair care and trends from all over the world".

In practice the company says this means following fashion and hair trends internationally, including what it calls seasonal cool hunting, and then giving them an Italian touch. Its lines are aimed at professionals. The homepage describes its technical range as "professional products with advanced technology", and the company says it tries to respond to customer requests from every angle, involving industry experts in the process.

Training is a large part of that positioning. Kléral says it runs a training academy for hairdressers at its Moncalieri headquarters and abroad with international partners, with teaching staff who develop techniques and looks with what the company calls an all-Italian mood [5]. Luigi Marianella has described the aim as giving hairdressers the tools and knowledge to improve their work and business worldwide.

Contract manufacturing is the other side of the business. On a page devoted to third-party production, Kléral describes itself as able to develop each customer's brand concept, drawing on in-house staff from chemistry, graphic design and marketing to guide a product from development through production [4]. The 2021 trade profile describes this as a customised private-label service under the "Made in Italy" banner.

The range is organised into several families. The Style Techno group covers styling and technical products, with lines such as Bio Keratin, Black Out, Brizzolina, Douce Simmetri, E-Volution, Exel, KS Silk, Pro-Keratin and The Wave. The Hair Care group includes Afro Look, Huile d'Argan, Macadamia Oil, Retinoil, Orchid Oil, Rich Argan & Shea Butter, Selenium, Semi di Lino and Senjal. Colour products come in several groups: colour lines such as Magicolor, Magicolor Fantasy, Milk Color and Space Blonde; bleaching products under Blonde and Kleraplex; and temporary colours called Magifruits, Magitouch and Galaxy. The company does not single out any one line as a signature product.

A smaller group is presented as organic and vegan: Aquacolor, Argan Color Oil, Biogenesi and Solari. Kléral describes these as its "Natural & Vegan" lines, made "with respect for the environment". The vegan label applies to this group only, not to the whole range, and no organic certification is documented for it.

On production, the company says its laboratories combine "science and nature" in lines aimed at treating and preventing scalp and hair problems. It says each product is checked throughout the production cycle, that ingredients are carefully selected, and that experimenting with new raw materials alongside automation allows it to keep environmental impact limited. It also states that sustainability guides every production choice, though it has published no concrete targets.

Kléral holds ISO 9001:2015 quality-management certification, which it displays on its homepage [1] and which the 2021 trade profile also reports [8]. ISO 9001 concerns how a company manages quality in its processes; it is not a statement about ingredients or formulas. The company states that none of its products are tested on animals and labels this "cruelty-free" [1], but it names no certifying body for the claim, and no third-party cruelty-free certification is documented.

Beyond the 2009 Okay Italy award, Kléral's recognition comes mainly from the professional trade press. Estetica Export, a trade magazine covering Italian beauty exports, interviewed Luigi Marianella in January 2021 about how the company had handled the pandemic and its plans for the year ahead. In January 2026 Kleral System was named among the haircare companies in the Italian Pavilion at Cosmoprof North America in Miami, a pavilion promoted by the Italian Trade Agency with the industry association Cosmetica Italia [10]. No coverage in mainstream consumer beauty media is documented.

Kléral is active. In June 2026 Estetica Export's report from Cosmoprof CBE ASEAN in Bangkok quoted Luigi Marianella, who described strong visitor numbers from Korea, Singapore, Malaysia, China, Japan and Thailand, and said the region continues to offer growth prospects above the global average, making continued investment a logical choice [9]. Together with the Miami fair appearance earlier that year, this shows a company still pursuing export growth in 2026.

The company's own website is less current. It carries a 2019 copyright notice, and its news section shows no posts. The site is available in seven languages, including Italian, English, German, French, Spanish, Portuguese and Russian, reflecting the brand's export focus. The company also maintains official Instagram, Facebook and YouTube accounts.