Mario Lorenzin

2 August 1949

1949 Mario Lorenzin was born from a modest family in San Marco di Resana, in the province of Treviso. He is the fifth of eight brothers.


When he was 11 years old, Mario started working as a shop boy at the local barber shop, where he stayed for two years. When he was 13 years old, he started working in a barbershop in Castelfranco Veneto.


When he was 15 years old, during the summer he perfected his training in a barbershop in S. Vito di Cadore. The following winter, in Cortina D’Ampezzo he had the honour of tending to famous jet-setters, such as Vittorio De Sica and Umberto Nobile.


Mario at 16 years old After completing his training, he took over his first barbershop in the centre of Asolo.


After the compulsory military service, he opened his first barbershop in Vedelago (Treviso). Before turning 20, he had seven employees on payroll. But he started losing his hair. As many people in his field, he had often heard about an herb-based radicchio recipe capable of leaving the hair healthy and beautiful. However, the recipe had been lost for some time: for the next seven years, he will be committed to finding and recreating the ancient lotion. He consulted herbariums, chemistry and herbal studies. He visited monastery libraries, first in Umbria and then in Naples.

Lastly, from one of those medieval manuscripts, he was able to extract a recipe.


He marries Raffaella, his lifelong companion and business partner.


He creates the radicchio hair lotion, and then the shampoo, following his own formula.


The lotion evolves and starts to bear the first results on Mario’s hair and on those of his first clients.


The first bottles are created. The new products are advertised on Italian and foreign magazines and on the radio. Customers line up in front of the barbershop to buy the products.


The first Mario Lorenzin company is born.


Mario participates in the international cosmetic and herbal field professional trade shown.


A change is made to the product use to shorten application times and improve their results. Mario’s son, Michele, starts working in the family business.


The company grows. The Radicchio line is launched on the European and on the global market: first in Greece, Sweden, Netherlands and Denmark, and then in Canada and United States. The Radicchio line is launched in Brazil.


The Laboratorio Avere la Barba is established, in cooperation with Alessandro Toso and Diego Santi. Respiro (beard shampoo) and Rugiada (beard oil), both radicchio-based, are launched.

29 Novembre 2015

Mario Lorenzin dies at 66 years of age. The shop is managed by his wife Raffaella and his son Michele.


The Mario Lorenzin line is revived.


Launch of the new Mario Lorenzin 1975 Natural Line: natural shampoo, lotion and enhancing shampoo for men and women.