Alama loves the planet
Alama takes care of what matters to your world and your hair, so all you have to do is enjoy the moment.
A commitment that grows every day
For Alama, sustainability is a continuously evolving journey. We constantly improve formulas, materials and processes to reduce our impact and enhance people’s well-being. Because caring is a gesture that never ends.
Vegan*
Almost all our formulas are free from animal-derived ingredients.*
*Over 92% of formulas.
Gluten Free*
Almost all our products are gluten-free.*
*Over 90% of formulas.
Free from
We eliminate unnecessary chemicals while maintaining formula performance. We display our FREE FROM claims on our products.
Gentle formulas for you and the planet
Alama is a heart-friendly brand that makes sustainability its true mission.
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>90%
Average percentage of naturally derived ingredients in shampoos, masks and conditioners.*
*Percentage of natural origin calculated according to ISO 16128. -
>85%
Average percentage of biodegradable ingredients in shampoos, masks and conditioners.*
*Formula biodegradability is expressed as the percentage by weight of biodegradable organic ingredients out of total organic ingredients (excluding water and inorganic ingredients), according to OECD tests (series 301/310). -
>90%
Almost all our formulas are tested to ensure safety and gentleness in use.
Responsible packaging
Alama Professional reinforces its eco‑friendly positioning by embracing plastic reduction and reuse: a perfect Reduce, Reuse, Recycle strategy.
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Up to 50%
recycled plastic in bottles and jars* and up to 40% recycled plastic in tubes.**
*Claim refers to the packaging of shampoos and masks in 500 ml PE containers and 250 ml bottles, excluding labels, caps, colour and additives.
**Excluding caps, colour and additives. -
75%
plastic saved with 1,000 ml of REFILLS.*
*Calculated based on two 500 ml Alama Professional bottles. -
37%
reduction in CO₂ emissions associated with the switch to the new cap and bottle in 2025.*
*Comparative carbon-footprint analysis of the old and new packaging for Alama 500 ml shampoos. Analysis conducted by ClimatePartner on behalf of Pettenon Cosmetics S.p.A. SB.
Happy beauty is sustainable too
We believe in a kind of beauty that makes you feel good: about yourself, others and the environment. For us, ‘Happy Caring’ means turning every act of caring for your hair into a conscious choice, thanks to guaranteed professional results, formulas with high concentrations of naturally derived and biodegradable ingredients*, and packaging made with up to 50% recycled plastic.**
*Rinse-off products contain an average of 90% naturally derived ingredients (according to ISO 16128) and 85% biodegradable ingredients. Biodegradability is expressed as the percentage of biodegradable organic ingredients according to OECD 301/310 tests.
**The line’s RPE bottles (500 ml shampoos and masks and 250 ml bottles) are made with 50% recycled plastic, while tubes use 40% recycled plastic, excluding caps, labels and colour masterbatch.