OUR STORY

A HISTORY OF PASSION FOR HAIR CARE, BUT ALSO OF FAMILY AND TRADITION, GOING STRONG FOR OVER 55 YEARS. WE GRANT THE WISHES AND SATISFY THE NEEDS OF CONSUMERS AROUND THE WORLD BY CREATING PRODUCTS PERFECTED DOWN TO EVERY DETAIL.

CONSTANT EVOLUTION FOR HALF A CENTURY

Since February 27, 1967 we have been able to transform a small laboratory into a modern industry without losing our artisanal DNA, comprised of attention to detail, the constant search for quality, and the ability to adapt to a constantly evolving market. We have synthesized all this in Mastery Lab: the perfect union of know-how and Italian craftsmanship, of creativity and self-improvement. Study, investment and research are the beating heart of all we do.

RESEARCH

MANIFESTO

WHAT WE BELIEVE IN

AN ITALIAN HISTORY

In 55 years of business, Barex Italiana has always been able to keep up with the times, intercepting changes in customers' needs and tastes. As is typical in our country's history, during the transition from artisanal to industrial size, it was imperative to retain the founding values of family and the importance of putting people at the center. Values such as honesty, commitment and courage to innovate, allow – and have allowed – the company to become an ambassador of excellence and Italian style, thanks to an industrial scale guided by an artisanal approach, synonymous with research, style and attention to detail.

HOW WE WORK

ONCE UPON A TIME

60's

After 18 years of experience in the beauty industry, the Baiesi brothers purchase a haircare brand licence called JOCHEM’S and Barex Italiana was founded on 27 February 1967 in their hometown, Bologna.

70's

The company grows considerably and decides to expand its range of products by introducing Fissapiega, an innovative brand of pre-blow-dry lotions, and Softy Gel, a wet-effect styling gel. One of the first of its kind ever!

80's

The company studies each formula with meticulous attention, selecting only the finest organic ingredients. Thanks to the entry into the company of Sergio’s son, Carlo and Alessandra, the Barex brand replaces the Jochem’s brand. The products and new lines are thus exported to various countries of the world.

90's

One of the best launches on the market: Olioseta!
The non-oil Oil is a success! The brand becomes famous and it becomes part of the company’s history, going through various transformations over the years.

2000

The concept of sustainability of a cosmetic product starts appearing on the market, together with the use of certified organic ingredients. So Aetò Botanica, with the first example of social responsibility, Permesse and Oro del Marocco are launched on the market.

TODAY

Barex Italiana continues its Italian and International history. A constant growth that is combined with respect for the environment and for the community through a careful search for increasingly sustainable solutions: from production to marketing, from the choice of materials to the life cycle of the product.
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