Mi Amante Professional

Mi Amante Professional is a Bulgarian haircare company based in Sofia, founded in 2017 [1]. It develops professional-style hair products for home use, with a focus on repairing dry, damaged and chemically treated hair [7]. The company sells directly through its Bulgarian e-commerce site and through retail partners across several European markets.

The brand was created by professional hairdressers and positions its formulas as salon-grade care that customers can use at home. Its product range spans treatment creams, growth serums, heat-protection sprays and a professional hair-colour line, and it trades under the Bulgarian legal entity Mi Amante OOD (МИ АМАНТЕ ООД).

Mi Amante Professional was founded in 2017 by Luben Nikolov, described on the company's about page as one of Bulgaria's leading stylists with more than twenty years of experience [1]. Nikolov characterises the brand as "the hairdresser's dream that became reality," saying he turned the idea into a business in collaboration with cosmetics experts [1]. He was joined by co-founder Ivaylo Kolev, a fellow hairdresser whom the company calls "one of Bulgaria's favourite hairdressers of the stars." According to the company, the two set out to address shortcomings they saw in existing products that did not deliver the results they wanted for their clients.

The 2017 founding date is recorded both on the brand's about page and on the company's LinkedIn profile, which lists Sofia as its headquarters and the firm as a personal-care manufacturer with 11–50 employees [8].

The company sums up its outlook in the phrase "Hair is everything," which it presents as the founding belief of the professionals behind the products [1]. Its stated mission is to create effective professional hair products that let customers achieve salon-quality results at home [1]. Mi Amante frames its values around repairing and protecting hair, working with expert hairdressers, and using what it describes as carefully selected natural ingredients [1].

The brand markets itself under the tagline "Professional hair cosmetics" and uses the line "dyeing is now therapy" for its colour range. It states that its formulas are free of sulfates and silicones.

Mi Amante's best-known product is the Ella Renew Boutique cream, a leave-in treatment the company says restores damaged hair and leaves it soft and glossy. On LinkedIn the firm describes Ella Hair Cream as "the best-selling and most talked-about hair product in Bulgaria" after its launch [8]. Other lead products include the ReGrow hair-growth serum and the Invisible Defense heat-protection spray.

The brand's professional hair-colour line, COLORI, is built around a feature it calls Plex Protection, which it describes as a protective technology integrated into the colour formulation [5]. The line is offered in more than forty shades, alongside a matching sulfate-free brightening shampoo and an intensive mask. A hydrating mask for dry and damaged hair, Ella Hydration, is also carried by third-party retailers including Notino [9].

The company does not publish detailed ingredient information for most products beyond its sulfate-free and silicone-free claims and the Plex colour technology.

In 2022 Mi Amante Professional received a Brand Ambassador Award from the Christian of Roma distribution network, which recognised it as a fastest-growing brand [1]. The Bulgarian beauty publication Cosmetics Bulgaria profiles the company as "a Bulgarian hair care company specializing in products for damaged, dry, and chemically treated hair," noting its focus on restoration and repair [7]. No coverage in major international beauty press was identified.

Although the brand began as a Bulgarian direct-to-consumer business, it has expanded into wider European retail. The company lists distribution through partners including DM (Drogerie Markt), Douglas, Notino, Fashion Days, Lilly Drogerie, AsiCenter and Xpert [1]. Its own storefront offers pricing in several currencies covering Bulgaria, the Czech Republic, Germany, Poland, Slovakia and Hungary, and its products reach the Nordic markets through retail partners such as Notino.

Mi Amante Professional is active. Its Shopify-based storefront carries a current product lineup with thousands of customer reviews on its flagship items and referenced a Black Friday giveaway in 2025 [1]. The company maintains active Instagram, TikTok and Facebook accounts and continues to operate across its Bulgarian and wider European retail network.