After the end of the war, people start dreaming and rebuilding again.
The world turns to Hollywood and Cinecittà, where fashion, makeup, and haircare help tell stories in a world that is being reborn. Framesi is established in Milan in 1945 and launches the first exclusively professional products in the early 50s.

The spotlight thus shine on hairdressers who, year after year, take on the role of protagonists in fashion and society.

A total style revolution starts from the Swinging London, with hair cut shorter in the pixie style, just as skirts become mini. It is a decade characterized by profound energies, in which Framesi embarks on the path leading it towards future international success.

Research begins on hair dye and the first made in Italy cream hair color line is created.

In New York, the creative scene - gathering at Andy Warhol’s Factory and Studio 54 - breathes life into new trends in style across music and art.

Italian Style Framesi is established in Milan as a style group that spreads the concept of Hair Fashion Collection worldwide. A real revolution in the world of beauty.

This era’s hedonism is expressed through bold experimentation with style and color. Pop culture serves as a reliable source of cultural and aesthetic references. During Framesi’s fashion shows, elements such as fashion, music, and styling inspire and engage hairdressers.

The world stands still at the turn of the Millennium, awaiting a sign. Fashion focuses on structure, and hairstyle grows increasingly minimal.

Framesi focuses on the future by developing new products and services, supporting the professional network, and placing even greater value on the human element based on experience and expertise.

Everything and its opposite is valid in fashion and style. There is a deep need for renewal and return to a bond with nature, freeing oneself more and more from usual patterns.

Framesi launches a complete haircare line, formulated with local ingredients, as a response to the request for renovation of a rapidly evolving industry. Morphosis is born.

Environmental and social sustainability become essential for companies and a challenge for the coming decades. Framesi recognizes their value, from the search for natural raw materials to the strict control of the supply chain and workers’ protection. These practices make the Company an example of excellence in Made in Italy.

The times call for a new order that merges machines with the human factor in an increasingly digitalized world.

Framesi is at the center of a system that integrates product research, a dedicated educational platform, and qualified business partnerships.