The Brand
For over 40 years, our products have been inspired by the 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 characterises 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. Colours, nuances and shades offer each woman the colour that best expresses her personality. A true art in creating the bset 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 colour 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
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.
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.
Our History
1970
Herbatint is launched on the Italian market. Soon the line of permanent colour is accompanied by haircare products based on herbal extracts such as the Royal Cream, a regenerating conditioner, and an array of shampoos, which became essential complements to protect, revitalize and nourish coloured or stressed hair
1995
The traditional “green pack” displays a lock of hair that intuitively refers to the shade of the product. The graphic evolution facilitates consumers, even the less experienced ones, in choosing their colour.
2000
Packing of the product for the Italian market changes. The red headed woman standing by a waterfall becomes the brand’s new image
2005
The elimination of resorcinol and parabens as well as the addition of new herbal extracts are a new breakthrough for Herbatint formulation.
The major change is emphasized by the evolution of the packaging that adopts a “woman’s face” with clearly visible hair that appears in various colour tones. This becomes the new image of Herbatint worldwide
HERBATINT NEW PACK
2015
The Herbatint formula, containing eight biological herbal extracts, is successfully tested on sensitive skin: this result confirms the high quality of the historic brand and, once again, legitimizes its positioning as the most natural alternative’ among its
competitors. The packaging is renewed to target a wider and younger audience who is looking for natural products and who is increasingly attentive and demanding about issues related to health and the environment: a rapidly growing global trend.
