Mario Lorenzin 1975

Mario Lorenzin 1975, presented on its own site as Mario Lorenzin dal 1975, is an Italian artisanal haircare company based in Resana, in the province of Treviso. It was founded by Mario Lorenzin around a hair lotion made from red radicchio, the leaf chicory grown in the Treviso area, and the same vegetable remains the central ingredient across its hair, body and beard products. The company is family-run and remains active, with an online shop in Italian and English and blog content dated to 2024 [1].

The brand identifies its founding with the year 1975, which it carries in its name. An Italian trade magazine records that Mario Lorenzin founded a company called Loràl Radicchio in Resana that year [7]; a separate grooming editorial states instead that the firm was "formally established in the 1980s" [8]. The 1975 date is the heritage year the brand uses throughout its own materials, while the 1980s reference appears to describe the later incorporation of the legal entity.

According to an Italian grooming feature, Mario Lorenzin was born in 1949 in the province of Treviso and began losing his hair before the age of twenty. In search of a remedy he turned to an old herbal recipe based on radicchio, studying various manuscripts before spending years experimenting with and refining the formula [8]. The result was a radicchio hair lotion, and later a shampoo, sold under the original company name Loràl Radicchio [7]. The business is today led by Mario's son, Michele Lorenzin, who is named as the company's chief executive [7].

The company positions itself as a scalp-science, or trichology, brand rather than a purely cosmetic one, working from the principle that healthy hair depends on a healthy scalp. Its stated purpose, repeated across the site, is to reduce stress through the care of the scalp and hair while respecting the environment and people. Mario Lorenzin describes its products as handmade and entirely made in Italy, preserving what it calls the secrets of old herbal recipes passed down through generations. The brand summarises its values as eco-sustainable, effective, natural and authentic, and uses the tagline "Riduci lo stress dalla testa" (reduce stress from your head).

Red radicchio of Treviso is the hero ingredient and, according to the company, is present in the entire product line. The brand describes the vegetable as rich in antioxidants, minerals, polyphenols, vitamins and amino acids, and says it is harvested by hand and cold-macerated locally, at "km 0," to preserve its active properties. On its trichology pages the company states that the radicchio extract stimulates the hair follicles and their normal life cycle, gives strength and shine, and reduces hair loss and dandruff [4].

The range spans haircare, body, beard and baby products. Signature items include the radicchio scalp lotions Lozione Rinascita and Lozione Rito, and a beard line reviewed by the Italian site Mania Barba that includes the RESPIRO shampoo and the RUGIADA beard oil, the latter blending radicchio with sunflower and argan oil [8]. The brand also refers to a patented radicchio-based formulation, without giving further detail [3]. Products are sold directly through the company's own website.

Mario Lorenzin frames its environmental approach around local sourcing and low-impact, handmade production. The radicchio is grown in gardens around Treviso and processed nearby, which the company presents as a "km 0" supply chain, and it states that its aim of reducing stress through hair and scalp care is pursued "in respect of the environment and people." No third-party certifications are listed.

The brand has been the subject of Italian editorial coverage rather than formal awards. The hairdressing magazine Parrucchierando profiled it under the heading of Mario Lorenzin's "beauty secret since 1975," covering the radicchio ingredient, the founder and the succession to his son [7]. The grooming site Mania Barba reviewed the beard line as an example of Italian craftsmanship, finding the products of high quality [8]. No awards are recorded in the available sources.

The company is active. It operates a multilingual e-commerce site in Italian and English, runs a "Club ML1975" loyalty programme, and published blog posts as recently as July 2024 [1]. It remains based in Resana, Treviso, and its reach extends beyond Italy through retailers, including into Nordic markets.