Founded in 1988 by Gianni and Federico Pegorin, Alter Ego Italy has evolved overtime from a dreamy vision into a salon-exclusive brand, part of the Pettenon Cosmetics S.p.A. SB Group. With over thirty years of passion and heritage, the brand has earned a global reputation for innovation and excellence. A long path that is built on four pillars: Made in Italy, synonym of the artisanal care that defines the country; sustainability, from the formulas to the packaging; internationalisation, with 60 markets worldwide; and education, with a global network of ambassadors and educators ready to help any hairstylist in need. Today, this evolution is reflected into the vision of Leonardo Rizzo, the brand’s new internationally known Creative Director since 2025, who is redefining the brand’s style and giving it a sense of newness and aspirationality. Alter Ego Italy provides the technical training and salon management tools necessary to empower professionals, allowing them to reveal the many facets of beauty with ease and confidence.