Our story

Italian color, from the hills of Verona.

Adarò has made professional hair color in Italy since 1998. The brand was born in the Lessinia hills north of Verona, and it is still based in Soave, Verona, today.

Wildflowers in the hills north of Verona

Our philosophy

Inspired by nature, perfected by science.

We combine carefully selected natural ingredients with modern cosmetic science. And we stay close to the professionals who use our color, listening to their feedback and building products around their needs.

Our home

Soave, Verona.

Our headquarters and the Adarò Academy share one home in Castelletto di Soave, in the province of Verona.

Adarò headquarters in Castelletto di Soave Adarò Academy classroom Adarò Academy wash stations
Plenum color squeezed into a mixing bowl

The formula

The K²LH Complex.

At the heart of every formula: plant-based keratins to strengthen the hair fiber, luminescin for shine, and hyaluronic acid for hydration.

VeganOK certifiedCertified vegan formulas
No parabens or SLESPlenum permanent color
Ammonia-freeLiquid Shades toners
Recycled packagingRecycled aluminum, FSC-certified carton

Adarò Academy

Education is part of the formula.

In 2025 we opened the Adarò Academy, a space where our educators teach technique and share what we’ve learned in more than 25 years of color. Every course is built to be used behind the chair the next day.

Adarò educators presenting to a classHands-on foil work at the Adarò Academy

See the full Adarò range.

Every shade, mixing ratio and processing time in one free download.

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