The story of Framesi began at the end of World War II, in 1945, in a war-torn Milan—a city eager to rediscover its entrepreneurial spirit, its vibrant lifestyle, and the pleasure of everyday well-being.
Roberto Franchina, the founder, started his business by selling hair pomade to barbershops. In the early years, colognes and perfumes were added to the product line, marking the transition from commerce to manufacturing. By the early 1950s, the company shifted its focus to women’s salons, paving the way for Framesi to become the exclusive partner of professional hairstylists.
As demand grew for products such as shampoos, lotions, and hairsprays, Framesi set itself an ambitious goal: to become a leader in cosmetic hair coloring.
Research and development became increasingly central to the company, and in the 1970s, Framesi perfected its cream-based hair color. The success among professional hairdressers was immediate and encouraging. In 1975, after an initial expansion into Turkey, Framesi’s hair color entered the Canadian market, the first major country to recognize the quality and performance of this Made in Italy product.
From that moment on, the path was clear. Today, Framesi exports its brands to about 80 countries worldwide.
While hair color remains the flagship of its production, Framesi offers approximately 650 specialized products for hair care and treatment. These include scalp and hair rituals, styling products that unleash creativity, ultra-gentle smoothing treatments, permanent straightening and curling solutions with high hair protection standards, and an exclusive men’s line. Every need of hairstylists and consumers is met with effective and personalized solutions.
However, Framesi’s excellence in the beauty industry goes beyond its products.
When Italian fashion challenged the dominance of French haute couture with its prêt-à-porter runways, Framesi recognized that it was also time for Italian hairstylists to claim a leading role. This vision led to the creation of Italian Style Framesi, the first research and work group—composed of sociologists, market experts, trend analysts, makeup artists, and hairstylists—which, since 1979, has been developing hair fashion collections. These collections feature cuts, colors, and styles that align with consumer preferences, supporting hairstylists in their role as beauty consultants and expanding their service offerings with ever-evolving techniques.
This year, Framesi celebrates its 80th anniversary. Under the leadership of the second generation, the company has continued to grow, maintaining a perfect balance between family tradition and a multinational vision.
With cutting-edge and increasingly sustainable products, Framesi remains deeply committed to personal care, hairstyling professionalism, and environmental protection. The dream that began in 1945 has become a philosophy—a journey defined by Italian heritage, quality, and passion!
