De Lorenzo Celebrates it's 30th Birthday

Always a market innovator and leader, this year marks the 30th year in the Australian haircare industry for De Lorenzo; a company that is proud to provide uncompromised quality and has continued to strive to be the best for 30 years. De Lorenzo remains fiercely proud of their core philosophy for hair health, providing natural, sustainable haircare solutions alongside educational programmes to aid the growth and development of hairdressers.

The Early Years

Originally founded by brothers Vincent and Anton de Lorenzo, their mission was to develop a brand that manufactures all its products here in Australia; supporting local jobs and the economy, whilst never sacrificing on quality.

The duo had been pioneers in the Australian hairdressing industry since the early 1930s, when they first saw success in the trade of men's barbering. Over the years, Vincent and Anton won several accolades for their talents and eventually built a very successful and prestigious salon in the 50s and 60s called De Lorenzo. It was here that their first range of -homemade' haircare was tested and used. It was the first time a salon had implemented a -salon only' concept in Australia and it quickly became a national success. They called this range Delva – (-Del' for De Lorenzo, -V' for Vincent and -A' for Anton).

Eventually Delva was sold to a multinational company and the brothers began their early retirement - but they never stopped formulating products and ideas…

Introducing De Lorenzo

After a long 17-year break, founders Vincent and Anton, with the help of their sons Anthony, Chris and Vincent, set their sights on launching a new range that would be bigger and better than Delva. De Lorenzo was born.

One year later in 1987, De Lorenzo burst onto the market with a prescriptive philosophy based on Trichology, the scientific study of the hair and scalp. For co-founder Vincent, this philosophy was crucial to creating quality haircare products – as he was Australia's first
qualified Trichologist and saw this as a key component when formulating haircare that was both treatment led and provided cosmetic benefit. Their first range of haircare products, Prescriptive Solutions, soon catapulted the brand as it was the first range to deliver truly tailor made haircare solutions outside of the salon. This was almost an instant success, and soon after they formulated styling products to cater to the high demand. Always forward-thinking in their development methods, De Lorenzo created Australia's first non-aerosol pump hairspray in the 80's when concerns for the earth's ozone layer was at fever pitch.

Eventually De Lorenzo would grow to become a multi-million-dollar success story. The family never steered away from their core values - Australian made and owned, natural based formulas, never tested on animals or using animal derived ingredients and always trying to
pioneer ways to create innovative products in eco-friendly ways.

'We believe that our fathers have nurtured in us the need of loyalty and care for our clients and each other and I believe this is our Australian roots." Chris de Lorenzo, Joint Director

Their continued success comes from the De Lorenzo family's sheer determination to make a mark in the Australian haircare industry, with the ongoing support of salons nationally and consumers who have stayed loyal to the brand from the start. Today they have a total of eight retail ranges, and an extensive professional colour range that spans over 111 rich colours – with new product developments always on the horizon. Company Director Vincent de Lorenzo (son of founder Vincent Snr) believes that the brand's success spanning over 30 years can be attributed to their unique heritage and positioning – and credits taking De Lorenzo into the international arena in 2007 as one of their biggest achievements in this timespan.

'That year marked my father's passing with a promise that we made to him then that we would take the De Lorenzo company global. Having the determination to tackle foreign markets as a direct extension of our domestic business has proven that our brand is strong
and unique in the marketplace." Vincent de Lorenzo, Joint Director

'Our philosophy will not change. We are Australian made. We are committed to the ethical manufacture of natural-based products that contain no animal ingredients. Our products are focused on the health of the scalp and the hair. Our Research and Development team
continues to explore technical innovation, new ingredients and the needs of the hairdressing industry both here and overseas. We will both refine and expand our range to meet the demands of the future." Anthony de Lorenzo, Joint Director

www.delorenzo.com.au