Italy has one of the world’s great cosmetics traditions. From luxury skincare to professional hair care, Italian formulation has shaped the global beauty industry for centuries. But what makes Italian hair care genuinely different — and why did Evera choose to craft every product in Italy?
The Italian Cosmetic Tradition
Italy's relationship with botanical cosmetics stretches back to the Renaissance, when Florentine apothecaries created sophisticated plant-based preparations for European royalty. The Officina Profumo-Farmaceutica di Santa Maria Novella, founded in 1221 by Dominican friars, is often called the world's oldest pharmacy — and it is still operating today, creating botanical beauty products using methods refined over 800 years.
This is the tradition that shapes Italian cosmetic science. While other countries moved toward mass-produced synthetic formulations in the 20th century, Italian cosmetic culture maintained its emphasis on ingredient quality, botanical expertise, and artisanal formulation.
Why Evera Is Crafted in Italy
When Gennaro Dell'Aquila, founder of GA Salons, set out to create a professional hair care range, Italy was the natural choice. As an Italian-born colourist working in London, he knew firsthand that Italian laboratories offered something unique: the combination of cutting-edge cosmetic technology with deep botanical knowledge.
Evera's Italian manufacturing partner works to the strictest EU cosmetic regulations — the most comprehensive safety framework in the world, significantly stricter than US FDA requirements. Every ingredient is documented, every formula is safety-assessed, and every batch is quality-controlled.
From GA Salons to Your Bathroom
Evera was not designed in a boardroom. Every formula was developed based on years of salon experience — working with real clients, real hair concerns, and real results.
At GA Salons, Gennaro observed that his clients' biggest frustration was colour fade between appointments. Conventional "colour-safe" shampoos slowed the fade but did not stop it — and certainly did not enhance colour. This observation led to the development of Evera's colour-specific botanical lines:
- Red Line with henna, hibiscus, and goji berry — directly addressing red's rapid fade problem
- Dark Line with indigo, boxwood, and blackcurrant — enhancing brunette depth
- Blonde Line with rhubarb, calendula, and vanilla — brightening blonde without purple pigment
These are not generic "colour-safe" formulas — they are colour-enhancing formulas that actively refresh your shade with every wash.
The Three Pillars of Evera's Italian Formulation
1. Organic sourcing
Our key botanicals are organic-farmed, grown without synthetic pesticides or fertilisers. This ensures purity and higher concentrations of active phytochemicals. Read about our sustainability commitment →
2. Cold extraction
No heat, no chemical solvents. Every botanical extract is obtained through cold processing that preserves the full spectrum of active compounds. This costs more and takes longer — but the difference in potency is significant.
3. Hydrolysed vegetable proteins
Plant proteins from rice, quinoa, and oats, broken down into tiny fragments that penetrate the hair cortex. These repair structural damage from within — something surface-level conditioners cannot do.
The Complete Italian-Crafted Range
- Five colour-specific shampoos — each with tailored botanical extracts
- Four deep conditioning masks — colour-matched with shea butter and rice protein
- GA Liquid Gloss Nº0 — lamellar protein treatment for instant repair
- Mousse No.10 — plant-based styling with aloe vera and amino acids
- Daily Conditioner No.1 — quinoa protein daily conditioning
Every product is 100% vegan and backed by our satisfaction guarantee. Our shampoos, conditioner, masks and Liquid Gloss are silicone-free. Free UK delivery on every order.
