In 1960, Italian entrepreneur Michele Albergo founded Antica Erboristeria, a family business that specialized in natural hair care products. His passion for natural products, extraordinary intuition, and knowledge gained from a Swiss herbalist allowed him to be first in the world to develop an innovative and unique hair color formula without the need for ammonia. By 1970, Mr. Albergo created the first worldwide permanent hair color Herbatint, with herbal extracts without ammonia. For 50 years Herbatint Hair Color and Hair Care products continue to be inspired by nature and the well-being of women. Our goal is to enhance natural beauty while caring for your hair. This is the spirit that still characterizes our philosophy. Our products, like our brand, are simple and timeless. Herbatint has always been the more natural alternative in the field of permanent color.