With more than 55 years of history, Vitality’s has become one of the leading names in professional haircare and hair color innovation worldwide. Founded in Italy by pioneers Gian Piero Manzetti and Maria Rosa Ceccon, the brand has grown through generations, combining passion, research, creativity and a strong commitment to beauty and sustainability.
Thank you for reading this post, don't forget to subscribe!Today, Vitality’s is recognized internationally for its premium-quality professional products, eco-conscious philosophy, cutting-edge laboratories and continuous contribution to the global beauty industry through fashion events, educational programs and collaborations with leading creative directors.
For more than 12 years, Vitality’s has also held a strong position on the Georgian market, offering professionals innovative technologies, versatile product lines, and high-performance solutions for every hair type and salon technique.
Following the brand’s recent recognition as a Golden Brand winner in the category of “Professional Haircare Products”, we spoke with Teona Dzagnidze, Director of Vitality’s Georgia, about the brand’s journey, philosophy, innovations, and future vision.
Q. Since when has Vitality’s been available on the Georgian market?
A. Vitality’s has been present on the Georgian market for more than 12 years and has successfully established itself alongside leading professional haircare brands.
Q. What was the main reason for introducing this brand to the Georgian market?
A. Our main goal was to introduce a brand capable of satisfying every customer’s needs — a brand offering a wide product range, consistently high quality and a constant drive toward innovation and new trends.
Q. What makes Vitality’s products different from other professional brands?
A. Vitality’s is a technically advanced and highly flexible brand. There is practically no creative idea that stylists cannot achieve using our products. Professionals have everything they need to perform any coloring technique and create hairstyles of any complexity.
According to the brand’s philosophy, the formulas contain low-volatility ingredients, ensuring maximum safety during salon procedures. The incredible product diversity, safety standards and consistently premium quality are what truly distinguish Vitality’s.
It is also important to mention the brand’s active role in shaping global fashion and beauty trends. Vitality’s collaborates with some of the world’s leading creative directors and has been a long-time general sponsor of internationally recognized events such as Miss Italy, Miss France and the Sanremo Music Festival.
Q. How important are eco-friendly ingredients and sustainability for the brand?
A. Vitality’s uses only certified ingredients with a naturality index of 86 percent or higher. The company operates three laboratories where nearly 600 studies and in-vitro tests are conducted annually — and of course, no testing is performed on animals.
The company also owns vast greenhouse plantations where rare plant species are cultivated specifically for production purposes, including the protected Alpine Edelweiss flower.
Environmental responsibility plays a major role for the company. The factory operates entirely on solar energy, packaging materials are fully biodegradable and recycled paper is used for promotional materials.
Q. Which product lines are the most popular globally and in Georgia?
A. Although Vitality’s offers a very diverse product range, I would especially highlight one of the brand’s greatest recent achievements — the anti-allergic vegan hair color line called Zero.
This is not simply an ammonia-free hair dye. It is a unique formula developed through years of laboratory research, designed to make life easier for many people.
Zero is considered exceptionally safe for individuals prone to allergies, as well as for pregnant women who often associate hair coloring with discomfort or allergic reactions. It also provides 100 percent gray hair coverage while remaining gentle and safe. We are extremely proud of this product.
Q. Who is the brand mainly targeted toward?
A. As I mentioned earlier, Vitality’s is a highly professional and technically sophisticated brand, primarily designed for stylists who are focused on achieving the best possible results.
Of course, the haircare range is divided into professional salon products and home-care products, but overall, Vitality’s has become an indispensable tool for professionals.
Q. Which hair concerns are your products most commonly used for?
A. Within the Vitality’s assortment, customers can easily find products suitable for every hair type and scalp condition. However, the most in-demand products are still those designed for colored and blonde hair, probably because chemically treated hair requires particularly intensive care.
Q. How does Vitality’s Georgia support the professional development of stylists and contribute to the growth of the beauty industry?
A. Vitality’s Georgia, as part of the brand’s global family, actively participates in various international events. Our partner stylists regularly take part in major shows, masterclasses, and training programs around the world.
The Vitality’s educational academy continuously organizes thematic courses and professional workshops. Such activities are extremely important for increasing brand awareness and introducing new products to both professionals and consumers.
Q. What does winning the Golden Brand award in Georgia mean to you?
A. Even though Vitality’s has received numerous international recognitions, the Golden Brand award is our very first award on the Georgian market.
This recognition gives us tremendous motivation while also placing great responsibility on us toward our loyal customers. Receiving this award is the best indication that we are on the right path and that our hard work is appreciated despite strong competition.
