Mario Lorenzin started his barber apprenticeship in Treviso only 11 years old, and was a fully educated barber at 13. Being afflicted with hair loss at a very early age, right after his military service, he became wary of the petroleum-based hair products at the time.
Having heard tales of old local hair cures based on the local radicchio plant, he spent seven years researching old manuscripts and experimenting to find a better hair treatment, which resulted in his famous radicchio based formula. Mario Lorenzin later developed his radicchio formula to make beard oils and shampoos.
These are handmade products, free from mineral oils, Vaseline and parabens.