The story of the pioneer Michele Albergo and the foundation of Antica Erboristeria
The origins of the formulas date back around four generations, when the first formulations of our cosmetic products for hair, based on herbs and distillate of plants, were developed for private use by a nobleman student of nature.
These precious formulas were handed down from one generation to another, preserving the products? originality and limiting its use within a restricted family circle.
It was in 1970 that Mr. Michele Albergo, last depositary of those ancient formulas and he himself a student of nature, began the production and commercialization of trichological products, and founded ANTICA ERBORISTERIA SrI. Currently headquarters are in the prestigious industrial area of Via Tiburtina, 1325 in Rome, Italy.
Thanks to his life-long experience in the field of natural cosmetics, Mr. Michele Albergo completed an in-depth market study that demonstrated, without a shadow of doubt, modern society?s tendency towards the search and demand of less harmful, less aggressive and therefore more natural products for hair.
It was thus that the HERBAVITA line was born, a series of cosmetic products for the care and hygiene of hair with a natural base and pH acid, which have the power to act upon the structure of hair, improving its aesthetic appearance, protecting without damaging. Thanks to its high quality, unique formula and ingredients, biodegradability, ozone compatibility and, with the importance of ecology in today?s society, the Herbavita line has been met with great success by the public.
Subsequently, careful observation of the market in the specific field of hair dyes brought to light the absence of a natural based hair dye with less harmful characteristics.
From this, Mr. Michele Albergo began a long and extenuating research programme, which after three years of trials, resulted in the birth of the now famous Herbatint. Recognized on the international market as the first hair color gel without ammonia that covers and colors grey hair from the first application, Herbatint represents the most natural alternative to existing dyes on the market.
Since the 1970?s, thanks to the vision, tenacity, production and marketing knowledge of Mr. Michele Albergo, the company has increasingly expanded. Today, after 30 years, ANTICA ERBORISTERIA is a modern company that boasts a first rate technological and commercial organization.
It is a tradition that continues in time, always maintaining a family character, but at the same time, projecting itself towards the future. ANTICA ERBORISTERIA is present in 25 countries over five continents: Europe, America, Asia, Africa and Oceania where the company has operated for several years with ever-increasing success and popularity.