Officially announced at the recent edition of Cosmoprof Bologna 24, the new patents filed by HSA offer more sustainable solutions and more advanced performances: a significant evolution for the daily work of hairdressing salons, especially in hair colour services.

Determined to constantly improve its products and services, HSA Cosmetics keeps investing in R&D, Marketing and Sales. This strategy has already proved fruitful as the company has filed for two new patents on formulations that are bound to revolutionise the world of hair care.
HSA announced its new achievements during the recent edition of Cosmoprof Bologna where they were present with two booths: one booth focused on the private label sector and the other one dedicated to the hair premium brand ESLA ITALY (that was launched a year ago) and the professional line Nouvelle which is under profound renovation with new image and formulas like Curl me upand Every you. Two simple lines of products studied for frequent use that can be adapted to everyone’s needs with a personalized application routine.

The Two new patented formulas represent a breakthrough in the haircare segment as well as professional hair colouring. The first one, In Water Hair Color is the new hair colour formulation that promises the best performance with a 100% water liquid colour dye. The new formulas are employed in the new Nouvelle Dye range, but they are also available in the Private Label formulation department.


HSA promotes it with the slogan ‘less is best’ that underlines the effort to use as few ingredients as possible while guaranteeing perfect results on the hair. A new system that could become a real revolution in the salon’s everyday use.
This oxidation formula, without ammonia, without PPD and resorcinol, without silicones and vegan, combined with liquid oxygen and a ‘Texture activator’ powder, can replace all classic colouring services: from tone on tone to 100% coverage of grey hair.

So simple, so flexible: tailored for everyone’s uniqueness” is the Motto of ‘In-Water hair colour’ that promises not only better performances than classic colours but also amazing results in saving water and energy (-30%) in the salon and increase in application speed. This also implies less water and less energy consumption in the production phase and less use of ingredients therefore less impact on the environment and less CO2 emissions”.

It took us more than two years of research and tests,” says HSAs marketing team. “We started from market analysis and followed on with numerous and accurate R&D tests to fine-tune this hair colour line. It is a transparent gel that has to be mixed with a liquid peroxide. The result is absolutely unique, simple and very sustainable. Hairdressers that have tried it are enthusiasts and the response it received at Cosmoprof was overwhelming. It will be a great success!”

Translucent is the name of the second patented product for haircare that HSA is introducing. It is a ‘post colour’ repairing mask in gel form. A transparent texture for a non-styling but healing product easily and deeply absorbed by the hair for better immediate brightness.

Thanks to this buoyant debut of the new product HSA is also optimistic about the sales trend in 2024, they expect double-digit growth, also considering the ongoing expansion in the United States where a new distributor is starting its activity and the imminent opening of a new warehouse.

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