My.Organics

MY.ORGANICS is an Italian professional hair care brand based in Schio, in the Veneto province of Vicenza. It was launched in 2012 by brothers Alessandro and Alberto Lievore, who built a line of certified-organic, Made in Italy products around salon use. The company frames its work with the tagline "Crafted by hairdressers, perfected by nature," and positions its ranges as organic care delivered through a professional, salon-led distribution model.

The brand grew out of the Lievore family's own salon in the Veneto region, and over the following decade expanded from a single salon line into a network the company describes as more than 4,000 salons across 23 countries [11]. Alongside hair care, MY.ORGANICS sells body and skin products and a small line of fragrances, and emphasises certified-organic sourcing, vegan formulas and recyclable packaging.

The brand traces its roots to a family salon opened in 1967 in Carrè, in the Veneto region, where Alessandro and Alberto Lievore grew up in the trade. According to the company, the brothers' approach to the cosmetics industry shifted after their father died of leukaemia at the age of 52; the experience reshaped how they viewed the products they were using and selling [10]. Driven by an interest in hair care, they reimagined the family business and, in 2012, launched MY.ORGANICS as a Made in Italy organic line out of their own salon.

The founding year carries a small ambiguity that the brand itself maintains. MY.ORGANICS dates the brand's launch to 2012, while presenting 1967 — the opening of the family salon — as heritage rather than the start of the company [2]. The two figures describe different things: the salon's origin and the brand's own beginning. Editorial coverage has sometimes placed the founders in Venice, the recognisable regional landmark, whereas the company gives the more precise locations of Carrè and a headquarters in Schio, both in the Veneto.

After its 2012 launch, MY.ORGANICS expanded into European markets around 2018, the same period in which it adopted a sugarcane-derived "I'm green" polyethylene seal for its packaging [2]. In 2020 the company created MY.TEAM, a network of trainers and educators supporting the professional channel, and in 2022 it entered the Chinese market [2]. The brand says its products are now distributed across five continents.

MY.ORGANICS presents itself as a meeting of Italian craft and certified-organic formulation, turning professional rituals into what the company calls sensory well-being experiences. Its stated values centre on sustainability, transparency and what it describes as "conscious choices" [3]. The positioning is professional rather than mass-market: products are framed as salon-grade tools created by hairdressers, sold mainly through the salon channel.

The brand's catalogue spans shampoos, treatments and styling products, with reviewers singling out items such as its Organic Pro Keratin Shampoo and Organic Hydrating Shampoo, the latter formulated with fennel, lavender and geranium extracts. A signature system is MY.RESET, described by the company as a purifying and protective regimen intended to shield the scalp and hair from pollution, heavy metals and oxidative stress.

Central to that system is an ingredient the brand markets as PURESHIELD PEPTIDE, which the company describes as a molecular shield that bonds to the keratin fibre to protect against oxidative stress, pollution and heavy metals [7]. The brand also highlights fermented actives and botanical extracts across its formulas, and states that its products are free of DEA, SLES, parabens and chemical preservatives [10].

Sustainability is a recurring theme in the brand's own materials. MY.ORGANICS says its packaging uses "I'm green" polyethylene made from Brazilian sugarcane, supplied by Braskem, with the company citing 54% renewable content under the ASTM D6866 standard [4]. It also reports a partnership with OGYRE, described as Italy's first "Fishing for Litter" platform, with a stated first-year goal of collecting 1,000 kg of plastic from the Mediterranean, Atlantic and Indian Oceans [4]. The brand lists several organic and natural certifications, including Ecocert and COSMOS [1]; its "Made in Italy" status has been recorded in the Italian Manufacturers registry [11].

MY.ORGANICS has been profiled in trade and industry press rather than honoured with notable awards. Estetica Magazine covered the brand in 2021 under the heading "From Bio-Dynamic Farming to Organic Products," focusing on its founders and ingredient sourcing [9], and the UK's Good Salon Guide ran an introduction to the brand the same year [10].

MY.ORGANICS is active. The company's site continues to list new arrivals, including its MY.RESET line and wellness-oriented aromatherapy products, with current pricing, and describes a presence across five continents in 2026 [8]. The brand remains independent, with no acquisitions recorded in the available sources.