Our Brands
Alter Ego
Alter Ego Italy is a professional salon brand that views beauty as a process of transformation and self-discovery, with the hairdresser at the heart of that journey. Rooted in Italian cosmetic expertise, the brand is created to support professionals with high performance products, consistent results, and the creative freedom to tailor every service.
The Alter Ego Italy portfolio spans colour, care, styling, and technical services, developed to work in harmony and adapt to different hair types, techniques, and creative approaches. From advanced colour and bonding systems to targeted scalp, length, and styling solutions, each range is designed to deliver reliable performance, protection, and versatility in the salon.
Alter Ego Italy is built around structured systems and clearly defined rituals that support the hairdresser at every stage of the service. The products are designed to work in synergy, offering reliable pathways for colour, care, and technical treatments while still leaving room for professional judgement and creative interpretation. This balance allows stylists to deliver consistent results while adapting services to each client’s needs.
Echosline
Echosline is a professional Italian haircare brand guided by the concept of smart beauty for a reduced impact. Created to support modern salons, it offers 100% vegan professional products that combine performance, simplicity, and environmental responsibility.
The brand portfolio covers treatments, colour, technical services, and styling, structured to be intuitive and efficient in the salon. Clear product families, modular routines, and multi-functional formulas allow professionals to personalise services while optimising time, stock, and resources. Echosline supports a less is more approach, where streamlined rituals deliver consistent, reliable results.
Designed for accessible professionalism, Echosline is particularly suited to salons that value clean beauty, ease of use, and everyday performance. Supported by smart education and digital training tools, the brand helps hairdressers improve colour, cut, and styling services while working more consciously and efficiently behind the chair.
