Medavita

Medavita is an Italian professional haircare brand built around the health of the scalp. It traces its origins to 1963 [1] and the creation of Lotion Concentrée, a plant-based anti-hair-loss treatment that remains the company's signature product. Headquartered in the Milan area, Medavita develops salon products for scalp care, hair lengths and professional colour, and frames its work in the language of trichology — the study of the hair and scalp — and pharmaceutical-style research applied to cosmetics.

The brand is no longer independent. It sits within the Italian professional hair-care group Beautynova, alongside milk_shake and z.one concept, and since March 2024 Beautynova has been majority-owned by the private-equity firm PAI Partners [8]. Medavita itself remains commercially active, distributed through salons in more than 40 countries and still publishing editorial content under its own name.

Medavita's story begins with a single formula. The brand dates the creation of Lotion Concentrée to 1963 [1], describing it as a health-and-beauty recipe that was patented in Switzerland. The product was a concentrated, plant-based treatment aimed at hair loss, and from 1966 the company began selling it from its factory in Novate Milanese, on the northern edge of Milan. That early link between a botanical recipe and an industrial base in the Milan area set the template for what Medavita would become: a professional brand whose identity rests on natural-origin ingredients prepared with a manufacturer's precision.

Medavita changed hands several times in the 2010s and 2020s as Italy's professional hair-care sector consolidated. In 2015 the brand was acquired by Pool Service, the company that would later become Beautynova SpA [6]. In 2019 the investment firm Bluegem Capital Partners took over Pool Service together with Medavita [9], and over the following years the wider Beautynova Group was assembled around the brands milk_shake, z.one concept and Medavita. According to trade coverage of the group, this period brought a tripling of sales and expansion into the United States, which came to account for roughly 18% of total turnover [6].

The most recent change came in March 2024, when PAI Partners agreed to take a majority stake in Beautynova, with Bluegem retaining a significant minority [8]. Medavita is therefore owned and operated within a private-equity-backed group rather than as a standalone house.

Medavita positions itself as a professional brand that pursues beauty through scalp and hair health rather than cosmetics alone. The company sums up its outlook in the idea that "beauty deriving from health can provide strength, awareness and well-being," and describes its formulas as inspired by pharmaceutical research while drawing on natural active ingredients. A recurring theme in its corporate material is what it calls "Stile Naturale," or natural style — a claim, in the brand's own words, to "have always been Natural" rather than to have followed a later trend toward organic cosmetics.

That positioning is reinforced by how the products reach customers. Medavita is sold as a salon brand: the company reports a network of more than 13,000 salons across over 40 countries, and certain flagship treatments are offered only through hairdressers who use the line. The result is a professional, trichology-led identity distinct from mass-market retail haircare.

Lotion Concentrée remains the centre of the range. The brand calls it "our icon" and presents it as an anti-hair-loss treatment made from natural ingredients, listing a blend of plant extracts that includes arnica, rosemary, aloe, calamus, myrrh, cinnamon, ginger, galbanum, nutmeg and camphor. Medavita describes an unusually long production method — around eight months in total, combining roughly six months of solvent-free steam distillation with a further 55 days of maceration — and says the product is still checked and packaged by hand.

The formula is covered by an international patent, WO 99/20232 [3], and the company supports it with clinical-style claims: it reports a 70% increase in hair tensile strength and a 70% reduction in hair loss [1], and says testing was carried out under dermatological supervision by the Evic Italy laboratories in Rome. Across its lines, the brand states that about 85% of its active ingredients are of natural origin. Medavita also points to the product's commercial reach as evidence of its standing, saying that 120,000 women choose Lotion Concentrée each year and that an ampoule is opened "every 25 seconds" [3].

Beyond the scalp treatments, the catalogue extends into hair-length care and professional colour, with families such as Elisièr for repair and a range of ammonia-free and permanent colour systems aimed at salon use.

Medavita is an active brand under acquired ownership. Its products continue to be distributed through salons internationally, and the company's online magazine carries content dated to the Spring/Summer 2026 season, indicating ongoing editorial and commercial activity. At the corporate level, however, control rests with Beautynova and, since 2024, with majority shareholder PAI Partners [8] — so Medavita operates today as one brand within a larger Italian hair-care group rather than as an independent company.