Herbatint is born with the invention of the ammonia-free formula.
OUR COMPANY
Antica Erboristeria is a company specializing in hair care and colour, now present in over 41 countries worldwide.
In the 1970s, the company launched the first ammonia-free permanent hair dye, standing out as one of the first to create a highly balanced and tolerable hair colour formula.
In 2012, Antica Erboristeria was acquired by the French group La Financière Maconnaise, specializing in natural cosmetics. This acquisition initiated an innovation process aimed at reducing environmental impact and adopting a systemic business approach.
Since 2017, Antica Erboristeria’s headquarters, located north of Rome, have integrated the entire production chain – from Research & Development to production and distribution – ensuring meticulous controls at every stage. The site is LEED-certified (Leadership in Energy and Environmental Design).
1970
2012
Antica Erboristeria is acquired by the French group La Financière Maconnaise.
2016
Antica Erboristeria is recognised as a B Corp and Benefit Corporation.
2017
Antica Erboristeria relocates to a new LEED-certified site north of Rome.
2019
Together with 500 B Corps (COP 25 Madrid), Antica Erboristeria commits to Carbon Neutrality by 2030.
2020
The Open Academy is founded.
2021
Antica Erboristeria joins the B Beauty Coalition network.
2023
A 190kW photovoltaic system is installed to produce energy for self-consumption.
2023
Launch of the Haircare line.
2024
New Pack.
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Quality and Safety
Our formulas use carefully selected natural extracts to ensure high tolerance. Supplier selection is subject to a rigorous analysis process focusing on responsible resource management and fair worker treatment. The application of strict control procedures and continuous attention to quality and safety levels is confirmed by international certifications:
22716:2007 – ISO | 9001 : 2015 – ISO (SGQ) International Featured Standards (IFS)–IFS Management GmbH -
Circular Approach
Herbatint's development strategy incorporates design criteria aimed at optimising the use of materials and enhancing available resources. This focus is reflected in some formulas in the Hair Care line, which use a selection of UPCYCLED ingredients obtained by transforming waste materials into valuable resources. We have reduced the use of paper in the Gel permanente packaging by 55% compared with the previous pack. We use plastic that comes partly from post-consumer recycling (shampoo bottles made with 98% PCR, excluding cap and colourants; conditioner tubes made with 50% PCR).
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Balance Between Well-Being and Beauty
The balance between well-being and beauty, in a context of major transformation such as the one we are experiencing, is becoming central to consumers' purchasing choices. Those seeking this balance can find it in the gentleness and effectiveness of the formulas, tested on sensitive skin and suitable for vegans.
OUR BRAND HISTORY
The Permanent Gel, Herbatint’s flagship product, was born in 1970 with a formula that combines effectiveness with gentleness on hair and scalp.
Perfect grey hair coverage from the first application and a wide choice of colours that respect hair structure make Herbatint a pioneer in gentle permanent hair colouring.
1970
The first Herbatint packaging is launched on the Italian market. The Permanent Gel is accompanied by a range of shampoos and Royal Jelly, which soon becomes iconic.
1995
On the traditional “green pack,” a strand of hair is added to indicate the product’s colour tone.
2000
On the Italian market, Herbatint’s packaging is updated: a woman with red hair and a lush waterfall in the background becomes the protagonist, highlighting the product’s natural qualities.
2005
Removal of resorcinol and parabens, and the addition of new plant extracts. The packaging adopts a “woman’s face” with visible hair, becoming the new global image of Herbatint.
2015
The packaging takes on a pharmaceutical aesthetic, emphasizing the gentleness of its formula. The image is rejuvenated, showcasing a woman embodying the beauty and health of hair in an authentic way.
2024
Herbatint presents completely renewed packaging, marking a transition to beauty without stereotypes and demonstrating a concrete commitment to reducing environmental impact.