AGF88 Holding launches hair and skin care brand named Sinesia – WWD

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MILAN – “Mind the time” is the claim that Italian hair and skin care manufacturer AGF88 Holding has chosen to promote its new Sinesia brand.

Stemming from an idea of ​​Afsoon Neginy, who is director of commercial operations and sustainable development of the group, the professional label is anchored in the concept that time is contemporary luxury, which has resulted in an offer made up of products multitasking and rituals to better meet customer preferences and schedules.

Another key element is that the brand is targeting everything “from the neck to the top, treating the face, hair and scalp as a single, interconnected universe,” said Neginy, who has concocted a line that combines hair care and skin care. of the skin to use in professional salons as well. like at home.

The brand additionally targets all current beauty trends, responding not only to the market demand for quick and multifunctional solutions, but also to the search for natural and vegan formulations and environmentally friendly packaging, as it favors biodegradable and rechargeable options.

Sinesia’s first collection includes more than 20 products spread over five different themes that fall into two main categories, nicknamed “Slow Motion” and “Like a Click”. The former focuses on longer rituals while the latter offers performance through faster solutions.

As a result, relaxing and detoxifying night care, leave-in products and aromatherapy properties are included in the first group, while multivitamin boosters and waterless powder formulations for concentrated actions define the second category. Overall textures and formats encompass whipped foams, creams, masks, patches and drops.

The Super Drops line from Sinesia.
Courtesy of Sinesia

With prices ranging from 21 euros to 90 euros, the brand debuted this month in Italy at a selection of beauty salons, with the goal of reaching 800 professional doors in the first year. Distribution will gradually expand to nine other European countries, including Spain, Germany, France and Poland.

“We are known to develop brands for different needs. This is a premium line for us and will not be the last. It is certainly one of the first brands to already debut with equal strength in both hair care and skin care, ”said Federico Pegorin, CEO of AGF88 Holding.

Based a 40-minute drive from Padua, in the Italian region of Veneto, the family-owned Pegorin group controls and coordinates the three companies and production sites of Pettenon Cosmetics, Biocosm’ethics and G&P Cosmetics, as well as other companies and subsidiaries. as well as 11 laboratories and five vocational training academies.

In addition to manufacturing hair and skin care products for third parties, the professional brands developed by the group include, among others, Alter Ego, Alama, Echosline, Inebrya, Byotea and Fanola.

Last year, the holding company achieved a turnover of 159 million euros, 70% of which was generated outside Italy. The group, which has more than 500 employees, is present in 114 countries around the world.


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