Mowan

Mowan is an Italian professional haircare brand that makes hair colour, lighteners and treatments for hairdressing salons. It is known above all for Megix|10, a permanent hair colour designed to develop on the hair in about ten minutes. The brand's website identifies Create Images S.r.l., a company based in Angri, Italy, as the business that distributes the brand [1]. Mowan has not published a founding year or the names of its founders.

The brand was already presenting Megix to the salon trade in 2011, when an Italian women's lifestyle site reported on its appearance at the Cosmoprof beauty fair [7]. Since then the product family has grown from a single fast-acting colour into a salon system of dyes, lighteners, care products and, since April 2026, an in-salon repair treatment called Glow|Up Molecular Hair Therapy. The brand is active.

Mowan's own account of its beginnings is short. The company says its name is a rearrangement of the English word "woman", chosen as a tribute to the central place of women and their beauty needs [2]. It describes the business as the meeting of two ideas, innovation and dedication to women.

According to Mowan, its founders came to the brand with a long background in hair cosmetics. They developed Megix|10, the company says, to create colour that respects the health of the hair while answering the needs of modern women who expect both efficiency and quality. The founders are not named on the company's website, and no founding date is given there.

The clearest dated trace of the brand's early years comes from outside the company. On 31 May 2011, the Italian site TuttoperLei published an article by Giovanna Manna describing how Mowan presented Megix at Cosmoprof as a professional colouring system built for salons whose clients have little time to spare. The brand's own pages point in the same direction: Mowan says the pigment technology behind Megix|10 is the result of 14 years of research into colour formulation [3].

The 2011 TuttoperLei article gives a snapshot of Megix at launch. It framed the colour as an answer to a long-standing request from hairdressers for a product that was both complete and fast, and stated that in Italy it was the first permanent professional colour to need only ten minutes on the hair [7]. The writer described Megix as a "self-stopping" colour whose action ended within fourteen minutes, and reported that the formula at the time contained argan oil and wheat peptides and left out resorcinol, para-phenylenediamine (PPD) and SLES. The range then covered 61 shades in a 120 ml format, backed by a two-step after-colour line of Color Care Shampoo and Color Care Conditioner.

The shade range has since grown and is described differently from page to page. Mowan's Italian Megix 10 page and parts of its English-language US page speak of 97 shades, while the same US page's comparison chart and the brand's international site, megix10.com, give 92, and the international homepage advertises "90+ shades". Alongside the permanent colour, the brand added direct colour, a lightening system, colour-care products and a toner that works with the Megix|10 dyes.

The brand's international push is visible on its websites. In February 2025 it published a US landing page on mowan.it aimed at hairdressers and prospective distributors, and the separate site megix10.com, which presents itself as Megix USA, sells the colour to professionals behind a login and runs its own news and education sections. In 2026 that site promoted a Megix event in Las Vegas, titled Megix/Ignite Vegas 2026, on 12 July.

The most recent addition is the Glow|Up Molecular Hair Therapy line. Its overview page and product pages were published on mowan.it on 23 April 2026 [6].

Mowan's website does not say who owns the brand. Create Images S.r.l., of Via Monte Taccaro in Angri, appears in the site footer under the label "Marchio distribuito da" ("brand distributed by") and is also named as the copyright holder of mowan.it [1]. The same company is given as the copyright holder on the brand's US landing page [4]. Its address is the only one listed on the brand site. No parent company, investors or acquisitions are documented.

Mowan makes its products for professional salons. It describes itself as a partner for salons that want to stand out and look to the future, pairing technological innovation with what it calls the timeless elegance of Italian tradition. Its tagline is "Innovazione al servizio della bellezza" (innovation in the service of beauty).

The company names three pillars of its work: innovation, efficiency and cosmeticità, an Italian term for how pleasant a product feels to use. It also calls quality a value it will not compromise on. Mowan says each product is designed for short processing times, simple use and respect for the health of the hair, and that production in Italy and a process tuned for professionals sit at the heart of its approach.

Speed is the thread that runs through the brand's pitch, and Mowan presents it as a business argument as much as a hair argument. Its US landing page tells hairdressers that the ten-minute colour lets them perform up to 67 percent more colour services a month [4], and illustrates the point with a "tale of two colorists", one working a day with Megix|10 and one without. The international site megix10.com adds two further arguments: the time saved leaves room for extra treatments in the same appointment, and less contact between dye and scalp means less exposure to ingredients that can cause sensitivity.

The brand also runs a training programme for hairdressers. Its website lists open days and courses with names such as Esagonal Color, Esagonal Cut, Color Business, Shades of Light, Color Fusion and La Scienza del Colore 2.0, along with a salon locator and a reserved area for professionals.

Megix|10 remains the brand's central product. It is a permanent colour with a processing time of ten minutes, which Mowan contrasts with the 35 minutes it says traditional colours require. The company calls it the only professional colour that rebuilds the hair during a processing time of just ten minutes [3]. Among the claims it makes for the colour are complete grey coverage, up to four levels of lightening in twenty minutes with its super-lightening shades, and a two-thirds cut in processing time. Mowan's Italian site describes Megix|10 as dermatologically tested and "Vegan Friendly"; the vegan wording applies to this colour only, and no certifying body is named.

Mowan attributes the speed of Megix|10 to two in-house developments. The first, which it calls Spectrum Technology, uses small, fine pigments that the company says combine and develop quickly, allowing low levels of ammonia. The second is Keraveg-18, which the company describes as a complex of 18 plant amino acids that strengthens and rebuilds the hair fibre while the colour develops. Keraveg-18 is also used in Pure Shades and Megix Morph.

Around the colour, the catalogue includes:

- Megix Morph, which the brand says turns Megix|10 colour into a mild acid toner, a gentler colour used to adjust or refresh tone [5]. - Pure Shades, a direct colour that works without oxidation (the chemical reaction permanent dyes use to develop) and contains Keraveg-18. - The Blonding System, a set of lighteners made up of Lift 9+, Lift C, Lift+ Brunette and Lift+ Blonde. - A care line including Hydrating Color Lock Shampoo, Hydrating Color Lock Treatment, Hydrating Color Lock Silver Shampoo and Deep Hydrating Treatment Mousse, alongside the Megix 1UP and Megix MyMood products.

Glow|Up Molecular Hair Therapy is the newest line. Mowan describes it as an in-salon repair treatment that works from inside the hair by recreating molecular bonds, applied through personalised protocols. The company says it is based on a combination of hyaluronic acid, glycolic acid and caviar lime that repairs and seals the hair fibre and adds a mirror-like shine. The line runs to eight products: Purifying Shampoo, Bond Rebuild, Bond Lock, Instant Rescue, Luxury Shampoo, Deep Mask, Protect & Plump and Lumin Oil.

No third-party certifications or patents are documented for the brand's products.

Mowan is an active brand. It launched the Glow|Up line on its website in April 2026, and its international site promoted a Las Vegas event for hairdressers in 2026. The company says Megix|10 is made in Italy and distributed in 28 countries [4], and it maintains English-language pages for the United States and the United Kingdom alongside its Italian site. The country count comes from the company itself and has not been independently confirmed.