Founded from an interest in nature
HERBATINT, the main brand of Antica Erboristeria, was founded in 1970 following a brilliant intuition of its founder, the herbalist Michele Albergo, who focused his research on a colouring formula that could combine product efficacy with hair and skin health. Thanks to his outstanding knowledge of medicinal herbs, starting from formulations based on herbal extracts, he progressively reduced the percentage of chemical ingredients, including hydrogen peroxide.
"Producing a high-quality and highly balanced formula is a challenging task. It requires experience, precision, countless tests and a strong determination." Michele Albergo, founder of Antica Erboristeria
Michele Albergo, strongly influenced by the Swiss herbalist with whom he had carried out his apprenticeship when he was young, applied in the production of Herbatint all the formulas and knowledge gained until then which had been passed down from generation to generation.
Thus, in a sector dominated by large multinational companies producing ammonia-based hair colouring, aimed only at product performance, Antica Erboristeria introduced a totally innovative formula: a permanent hair colouring containing herbal extracts without the use of ammonia and with a very low percentage of hydrogen peroxide. Passion and knowledge of herbal properties were fused together to find the most natural alternative to traditional ‘chemical’ colourings.
Due to its perfect coverage of grey hair since the first application and the wide selection of colours in accordance with hair structure, Herbatint is still today, after over 40 years, the undisputed market leader of permanent colouring without ammonia.
Antica Erboristeria manages the entire chain production (research, production and marketing) applying a strict control at every level of industrialization, thanks to the expertise it has gained over the years and the recognized quality of its formula. Today Herbatint is known and purchased by millions of consumers in over 40 countries.
For over 40 years our products have been inspired by nature and well-being of women, our challenge is to enhance their natural beauty by taking care of their hair. This is the spirit that still characterizes our philosophy.
Our products are like our brand, simple and timeless, the symbol of our heritage and of our knowledge. Herbatint has always been the most natural alternative in the field of permanent colouring. Colors, nuances, and shades offer each woman the color that best expresses her personality. A true art in creating the best results while keeping hair healthy.
NATURE AND SUSTAINABILITY
Our focus on naturalness drives us to use the purest raw materials, from the pharmaceutical industry, and carefully selected organic plant extracts. This focus goes right down to our packaging, which is 100% recyclable. We are advocates for animal rights and support the abolition of all forms of exploitation.
RESEARCH AND QUALITY
Passion and dedication lead us towards innovation and research. Delicate and finely balanced formulas, perfected over time, are specifically designed to provide the safest and most natural alternative in hair colouring.
EXPERTISE AND SPECIALIZATION
We have an exclusive commitment to beauty and the well-being of color treated hair. This long tradition is enhanced over the years by dynamism and consistency, the know-how that day by day guides the production and marketing of our product.
LOYALTY AND TRUST
Honesty, trust, cooperation, mutual respect, and above all transparency and excellence are the core foundation of all the relationships we establish. We pride ourselves on our trustworthy products with accessible prices resulting in satisfied customers since 1970.