When professional expertise meets environmental commitment, something powerful happens. With the new Sea Lovin’ campaign by its brand Maxima Professional, Italian haircare company Vitalfarco is proving that even highly technical sectors like professional beauty can take the lead in environmental action. Partnering with Ogyre—a social impact startup dedicated to protecting the oceans—Vitalfarco is transforming everyday haircare products into tools for real-world impact.
Beauty That Gives Back
In today’s beauty industry, sustainability is no longer a bonus—it’s a baseline. Vitalfarco has long led the way with eco-conscious decisions in production, packaging, and product innovation. Now, with Sea Lovin’, the company is turning those values into action.
Teaming up with Ogyre and their Fishing for Litter program, Vitalfarco is helping clean our oceans—one bottle at a time. Each product sold contributes directly to the removal of marine waste by local fishing communities. The results are already measurable: over 229 kg of marine litter have already been recovered, the equivalent of 22,900 plastic bottles – and this is just the beginning.
Sun Lovin’, Ocean Savin’
At the core of the Sea Lovin’ campaign is Sun Lovin’, a vegan haircare line created by Maxima Professional to shield hair from the harsh effects of sun, salt, chlorine, and wind. But this is more than summer care—it’s a catalyst for environmental action.
With every 12-piece set (including Shower Shampoo, Mask, and Spray), 1 kg of plastic is removed from the ocean. A 60-piece set funds the removal of 5,5 kg. It’s a clear and tangible example of how conscious choices by salons and consumers can make a measurable difference.
Each formula is rich in organic Goji berry and Aloe vera extracts, Sunflower seed oil, Vitamin E, and UV filters—selected not just for performance but also for their environmental profile.
- Maxima Sun Lovin’ Shower Shampoo offers antioxidant and protective benefits while restoring hydration to both skin and hair, leaving them soft and revitalised.
- Maxima Sun Lovin’ Mask enhances brightness and manageability, making hair easier to detangle and smooth to the touch.
- Maxima Sun Lovin’ Spray prevents dryness and helps maintain softness, shine, and combability—even in harsh summer conditions.
Developed with both efficacy and ethics in mind, the line reflects a growing shift in the industry toward plant-based, clean formulations that deliver results without compromise.Explore the full collection: Sun Lovin’ Product Line
Vitalfarco: A Culture of Conscious Beauty
Vitalfarco’s green philosophy goes far beyond a single campaign. With a solar-powered facility, water purification systems, and packaging made from recycled and bio-based materials, the company has woven sustainability into every layer of its operations.
As Export Manager Daniela Colleoni recently told Estetica Export, “Today’s beauty brands must be both innovative and responsible. It’s not enough to create good products—what matters is how you create them and why.” Her words reflect a growing awareness in the industry: ethical production is not a niche value—it’s the future.
Whether through FSC-certified cartons, Green PE from sugarcane, or active ingredients sourced from upcycling, Vitalfarco is aligning beauty with responsibility—without sacrificing quality
The Sea Lovin’ campaign may carry Vitalfarco’s name, but its impact contributes to a broader cultural shift in professional haircare. In a time when consumers demand more than promises, Vitalfarco proves that actions speak louder than words, — reminding the industry that innovation and integrity can, and should, go hand in hand.
