Can you tell us how the company started and what its mission is?
Alama was founded in 2017 and was the first brand within Pettenon Cosmetics to enter the mass market channel. The name of the brand comes from the Hawaiian word “Malama”, which highlights the value of paying attention to and respecting the things that matter.
Alama’s mission is: “We bring back the joy of self‑care in haircare through professional‑quality products accessible to everyone, naturally effective and attentive to environmental needs, thanks to formulas with high percentages of natural and biodegradable ingredients and packaging made with recycled and recyclable materials”
How did you choose to integrate your philosophy into the packaging of your products?
All the brand values come to life throughout the Alama product lines.
The color palette of Alama packaging was designed to convey happiness and joy.
Each packaging expresses the dual essence of the brand:
- Professionalism, through the solid, squared, and reliable shape of the bottle;
- Naturalness, through the declaration of natural and biodegradable ingredients in the formula and through the communication of the free from elements;
- Sustainability, through the use of bottles, jars, and tubes made with 50% recycled materials.
Effectiveness is also emphasized through the “Proven Efficacy” logo featured on the best‑selling lines.
As for the GIFLOR cap, what role does it play in the line?
In 2025, the Alama Professional line underwent a restyling. Within this project, the transition to the Giflor cap played a very important role, as it contributed to enhancing the brand’s overall sustainability. The Giflor cap replaced a pump, further improving the sustainability of the product.
