brand
mission – vision
PROFESSIONAL BY FAMA
Forget the outdated rules of traditional haircare. For 45 years, we have been creating targeted products, proudly rooted in our Made in Italy heritage, empowering hairstylists to celebrate individuality. We transform innovation into creative freedom, developing professional colors and formulas that allow personality, vision and character to shine through: solutions designed exclusively for those who see hair as a canvas and color as their chosen art form.
Brand vision
Elevating authenticity and unleashing creativity through color. Our vision is to become the boldest and most creative professional hair color brand on the market. We aim to be the ultimate symbol of modernity and empowerment for fearless stylists and their adventurous clients, transforming traditional hair color services into tools for pure and powerful self-expression. Forget boring. Here, creativity knows no limits.
Brand mission
Our mission is to inspire and empower people to express their unique identity and creativity through bold, vibrant shades. We challenge boundaries and break the traditional rules of the salon, providing innovative, high-quality products that are more than just color – they are true statements of personality. For us, color is not simply a service: it is a powerful form of art that allows stylists and their clients to show the world who they truly are.
Our Story
Since 1981, our color has been created for those who refuse to be defined by the limits of tradition. Years of working side by side with colorists and hairstylists have shaped a company where research, innovation and education thrive under one roof. Since 2001, our production hub and Academy have been the place where technique evolves and creativity discovers new possibilities for expression.
Our growth is also driven by industrial innovation: we continuously invest in new machinery and manufacturing processes to create increasingly high-performing products.
The Future
In 2019, a new strategic and managerial vision accelerated our global evolution, combining the technical excellence of Professional By Fama with the contemporary, bold and inclusive spirit of WondHer. Today, we continue to forge new paths in the market, bringing together outstanding professional performance and real sustainability.
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