Emmebi Italia — Values, History, and Vision

Diversity, Raw Materials and Packaging

But how is this diversity cultivated and celebrated?

Certainly by paying ever greater attention to the search for excellent natural raw materials , with the awareness that we can draw from nature the vibrations to feel good about ourselves and others in a simple, unique, and transparent way. Each line that comes to life in the universe of Emmebi Italia is unique, embodying a particular type of beauty, a representation of every individuality, heterogeneous and irreplaceable. And this concept is naturally expressed in the personalized packaging, always exclusive to each line, original and endowed with its own personality: simple, artistic, multifaceted, and emotional . Because diversity must also be celebrated in tones, shapes, and an image that already tells us a story and, in doing so, is capable of moving us: the story of a product, of a creation, of a line designed to do good and make a difference.

The “Self-Made”

In addition to friendship and respect, self-made work is one of the pillars that have solidified the foundations of Emmebi Italia. Never forgetting where we've come from and how far we've come in these 35 years of business means two things: on the one hand, maintaining the humility of never feeling like we've completely "arrived," and therefore continuing to strive to reach new goals; on the other, having a clear awareness of the work done , the projects completed, and the successes achieved.

How much hard work is behind us and how much pride is there today?

ADRIANO ANSWERS: “Zero effort. I never forget where I come from: I worked in a factory until I was 24. Then, from that March of 1988, it was always pure fun for me (which doesn't mean I haven't encountered difficult moments...). I still consider myself a very lucky person: even today, it's still a huge pleasure for me to do what I do every day.”

And the secret, as Fabio is keen to point out, lies precisely in this: “ Never think you've arrived. The mere thought of it could set you back. Hard work? A lot, like it is for everyone who works. But if you're lucky enough to do what you do with passion, then the hard work disappears. Pride? A lot, and not just for all the products we've created, but above all for the people who work with us and for our splendid headquarters, which for me is always the most beautiful.”

Friendship and Respect

Adriano and Fabio's ideas have been clear from the very beginning of this great adventure : to make Emmebi Italia a "different" company, characterised by strong and authentic values , capable of expanding, branching out, and being transmitted in a constant virtuous circle that involves all those who work in the company , whatever their role.

ADRIANO : “I believe that Emmebi Italia is concrete proof that democracy can exist in a company . We have absolute respect for one another , which allows for the acceptance of differences in character and work, and there is always the opportunity to express one's thoughts . This approach is now radically ingrained in each of us and is 'infectious' to everyone who joins our family.”

The First Milestones

The first major success came in 1993 , when Fabio and Adriano were the first in the industry in Italy to enrich their product formulas with Vitalized Water with Mineral Treatment , a line of treatments aimed at the well-being of scalp and hair. A couple of years later, they introduced the thrill of color.

"In a world increasingly driven by uniformity, with the inevitable loss of all those nuances of diversity that make people unique and irreplaceable, is there anything more magical than color to rekindle our emotional chords?" asks Fabio , thinking back to those moments. The need to respond to this desire for uniqueness gave birth in 1995 to Zero35 Color , the new line of professional hair coloring products with and without ammonia: the perfect alchemy of creativity and nature. Its name also reflects its connection to Bergamo: Zero35 is, in fact, the city's telephone area code.

The natural evolution came in 2015 with Bio Etic Color Oil : the vegan color par excellence, designed for the most sensitive skin, based on three precious essential oils: chamomile, calendula and argan.

Core Values: Passion

According to ADRIANO and FABIO , many people today give little importance to the value of things. For them, however, embracing solid values ​​is a strength: friendship , respect (even when opinions differ), and freedom . What drives them most is passion : energy that allows them to approach their work with joy and determination, facing both positive and challenging moments with clarity.

FABIO RICCI : “ Passion with a capital P is the heart of everything: not only one of the most important values ​​in work, but a hymn to life . From sport I learned sacrifice, perseverance, commitment . Sport can be practiced for sport or for passion: the former is limiting, the latter exciting. This applies to all human activities .”

The Importance of Nature in the Environment

In 2015, the company underwent a revitalization by designing a green environment , showcasing attention to detail and a love of nature. “ We believe it is essential to let nature surround us, sustain us, and inspire us even as we work . We communicate our love for the world and for sustainability through our headquarters. The lichen that inhabits the space transforms it into something alive, exclusive, and authentic . It lives and breathes with us .” The lichen feeds on the humidity in the air and restores well-being to those who inhabit the space, in a continuous exchange that adds natural elegance and discreet luxury.

The Beauty

"Highlighting the authentic beauty of people" is one of his primary goals. For ADRIANO, beauty is what generates a positive feeling: present in a gesture, a thought, a form, or even in nature itself. An authentic, uncontrived beauty that doesn't aim for perfection but rather for the exaltation of difference.

FABIO : “Beauty is everything that attracts us, and it's especially found in the simplest things. Simplicity is the greatest tribute to beauty . We want to make it accessible to everyone by combining the simplicity of nature and the intelligence of science in products, packaging, materials, and ideas.”

How can we enhance it concretely?

ADRIANO : “Through product quality , active ingredients that are as harmless as possible to humans and the environment, and unique packaging with enveloping fragrances that transport you to a dimension of total well-being.”

Relations with Foreign Countries

Although, as FABIO states, the brand's presence in Italy still needs to be consolidated , it is recognized for its cutting-edge solutions. ADRIANO explains: "Since 2003, we have also been passionately serving international markets, where Made in Italy excellence remains a benchmark. Over 30 international importers distribute the brand, and the foreign market accounts for 41% of our turnover . In the post-Covid era, we have launched four new collaborations in France and Spain. We are truly pleased with the restart."

The Most Recent Greatest Hits

Among the star lines , Beauty Experience (2017) stands out, with “Helix Aspersa Muller” Snail Slime Extract — rich in Elastin, Collagen and Glycolic Acid to hydrate, nourish, reconstruct and protect the hair — and the BioNature rituals (2020) , a haircare philosophy inspired by Biodiversity and Holistic Phytotherapy , with natural and high-performance solutions for hair and scalp anomalies. Research continues and new best sellers are on the horizon.

Projects for the Future

True to its Bergamo origins, Emmebi Italia is investing in product research (an ammonia-, PPD-, and resorcinol-free color line is coming soon), communications to make the brand increasingly recognizable, and the creation of a technical-artistic team with proprietary fashion collections. Online training is growing with trichology webinars , and the goal is to cover all of Italy with a widespread distribution network and further expand abroad.

Long-term vision: to develop a community of professionals who identify with the concept of “Luxury Green Salons” , a salon featuring an innovative concept inspired by nature, understated luxury, and simplicity that guides every action.