Alter Ego Italy

With 33 years under the leadership of Pegorin’s Family, 1988 sees sons Gianni and Federico bring to life, Alter Ego Italy, what is today recognized as one of the most important brand of the AGF88 Group. Distributed in more than 60 countries all over the world, in these past three decades, the brand has earned a reputation for innovation and product excellence. A passion for quality and attention to detail, “down to the last drop”, along with values continually passed through the generations for work, classic beauty and family!

Our mission is to develop high quality cosmetic products for the professional haircare world that blend together effectiveness and kindness, performance and sustainability.

For a contemporary target that demands top performance in protecting the environment, hair and skin.

THE BRAND ESSENCE

One of the Latin translations for the words ‘Alter Ego’ is ‘your trusted friend’ and Alter Ego Italy has been the trusted friend of salon professionals for over 30 years worldwide. Another translation is ‘the other you’ or “your best soul mate” and this duality is represented by the brand payoff that is “Beauty and Kindness”: on one hand the brand talks about Beauty as its core business, on the other hand about Kindness as respect for what is precious for us. Alter Ego Italy has a clear commitment in being a sustainable brand in everything it does and, indeed, joined the AGF88 Group in its “Water Save Campaign” knowing the importance of water saving, looking for a better future.

ALTER EGO ITALY EDUCATIONAL PROGRAM

It offers a complete range of workshops designed to build a core foundation of knowledge and technical skills. The in-salon program brings custom-made classes adapted to the needs of each team. The Alter Ego Italy education team is built on established industry leaders in coloring, cutting and styling. Today the brand has new art directors: Gogen’s leading international hairdressing team is a paragon of creativity and innovation on the international hairdressing scene, represented by Gina Rossi (Expert Colourist), Jerry Del Duca (Creative Director), MarcoLamberti (Creative Director) and Alessandro Abei (Creative Director).

Thanks to our SALON EXPANSION program, Alter Ego Italy offers each salon the opportunity to choose the marketing program best suited to their specific needs.