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Why get De Lorenzo?
Pioneering Salon-Only Products
De Lorenzo is an Australian-based professional hair brand with a rich history and a strong commitment to ethical practices. Their story began in the 1930s when brothers Anton and Vincent de Lorenzo started their journey in the hairdressing industry as barbers in New South Wales. As their reputation grew, they became sought after by high-profile clients, which led them to open their first salon in Sydney in 1945.
In 1957, the brothers launched their first salon-only product range, DELVA, which marked the beginning of their journey into the haircare industry. They were pioneers in producing hair formulations and the first salon-only product range to be made in Australia.
Embracing Ethical Values
Throughout their history, De Lorenzo has adhered to a set of core values. They strongly oppose animal testing and do not use any animal-derived ingredients in their products. Instead, they use vegan certified and plant-based ingredients, sourced sustainably and organically wherever possible. Their products are free from animal by-products such as lanolin, keratin, beeswax, or silk proteins, and they are infused with aromatic botanical oils and native Australian plants like Wattle Seed and Kakadu Plum, catering to the Australian climate.
De Lorenzo takes pride in being an environmentally sustainable company. They continuously seek opportunities to implement new processes and technologies to reduce their environmental footprint. One notable effort is their use of the highest component of recycled material in their packaging, emphasising their commitment to sustainability.
A Unique Legacy
As a brand, De Lorenzo has gone through several milestones and challenges. In 1979, their original DELVA range was acquired by a multinational corporation, but the brothers continued their mission with a new brand, De Lorenzo, which was launched in 1987. Throughout their journey, they have remained committed to their ethical approach to haircare, providing professional salons with natural-based haircare products manufactured in an environmentally responsible manner.
De Lorenzo’s story is one of passion, dedication, and ethical principles. From their humble beginnings as barbers to becoming a prominent Australian haircare brand, they have remained steadfast in their opposition to animal testing, their commitment to using plant-based ingredients, and their dedication to sustainability. Through their actions and values, De Lorenzo has carved a unique identity as a responsible and compassionate haircare brand.