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.
MANIFESTOWHAT WE BELIEVE IN
AN ITALIAN HISTORY
ONCE UPON A TIME
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.Read more
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!
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.
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.
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.