We believe in the perfection of Nature and commit to preserving it with pure products, enriched with certified active ingredients. Our formulations are extra gentle as they are devoid of aggressive surfactants, petroleum derivatives, artificial colours and ingredients of animal origin. The result is: strong, healthy and naturally voluminous hair.
Every day we pursue quality and performance in the maximum respect of Man and the Environment, because ethics and sustainability come first for us. We are an Italian company, but our vocation is international and we are present in over 40 Countries Worldwide.
This is us: a dynamic avant-guarde company, a reference point in the market for professional hair products since 1990.
Previa is synonymous with sustainable luxury, ethics and naturalness, at the service of hairstylists and final clients.
The product range in its catalogue, with specific items for salon services and a full assortment of retail products, is designed to meet any demand related to the health and beauty of hair, in a green key. The products contain extremely high percentages of active ingredients of vegetal origin, from 70% to 99%, and are devoid of chemicals such as parabens, silicone, aggressive surfactants, artificial colours, mineral oils, lanolin, petroleum derivatives or ingredients of animal origin. Fragrances are subtle and extremely pleasant, as well as the ever-enveloping delicate textures.
Packaging is made from eco-sustainabile materials: aluminium, green polyethylene obtained from sugarcane and FSC® certified paper. Because our mission is to take care of skin and hair while respecting nature and the environment surrounding us.
The last decade has seen exponential growth of the request on the part of the consumer world for effective products with an ethic, sustainable approach. The challenge brands face today is to meet this demand with innovative, increasingly high-performing and ecological products. Each one of us, in our own little way, can contribute to making the world a better place to live in, but in order to achieve this we need to change our approach and review our own strategy from a green perspective. Reducing the environmental impact for a company is not just about intents, but about a choice which affects the entire production system.
Since 2016 Previa has chosen to be a green company and ever since then it has never stopped committing to manufacturing effective products, beautiful to see and pleasant to use, with the minimum environmental impact.
Huge investments in R&D and commitment to obtaining new certifications which ensure conformity to products and production processes with international guidelines for green cosmetics, are among the most vivid testimonies of our mission: to manufacture increasingly high-performing, natural and sustainable products.