Leonardo Rizzo will work alongside the company to develop upcoming collections and lead the image of Alter Ego Italy, guided by contemporary style, iconic appeal, and authenticity.
Alter Ego Italy, a professional hair care brand and part of the Pettenon Cosmetics S.p.A. SB group, announces the appointment of Leonardo Rizzo as its new Creative Director. With a contemporary vision and deep industry knowledge, he will lead the brand’s creative development to strengthen its identity and define a new stylistic direction.
Rizzo is internationally recognized for his expertise in haircutting, his unwavering commitment to professional education, and his avant-garde artistic approach. His creative vision, fueled by a deep passion for innovation, people, and the power of authentic connections, perfectly aligns with the evolutionary path embarked upon by Alter Ego Italy.
Rizzo will work alongside the company to develop upcoming collections and lead the image of Alter Ego Italy. He will also be developing training programs, and will conduct specialized masterclasses for key clients. Rizzo will serve as both a visual and narrative voice, helping to showcase all the key moments of the brand’s stylistic evolution across its main digital platforms.
“It is a source of pride and a great honor for me to embark on this exciting opportunity as Creative Director of Alter Ego Italy, a brand whose heritage is deeply rooted in contemporary beauty and the authenticity of Made in Italy. Alter Ego Italy embodies the elegance and vitality of Italian style around the world—a brand whose values and vision I fully share: to inspire the industry by blending art, innovation, and human connection in everything I do,” says Rizzo. “It’s a joy to contribute to this new beginning for the brand and to open an exciting chapter together, alongside a passionate and motivated team united by the spirit of collaboration that inspires us every day.”
“We are very happy and proud of this collaboration, which marks an important milestone in the new relaunch journey of Alter Ego Italy,” says Elena Colombo, Head of Marketing at Pettenon Cosmetics Group. “Leonardo’s vision of beauty, with whom we are already working on the first upcoming events in the next few months, aligns perfectly with the new codes the brand aims to embrace in order to build contemporaneity and iconicity. It’s a vision driven by a unique and authentic distinctiveness that will shape the brand’s renewed voice across all markets.”
ALTER EGO ITALY has been a prominent presence in the professional salon industry for over 30 years and is part of the Pettenon Cosmetics Group. The brand embodies the perfect balance of sophistication, sustainability, and self-care, offering a complete range of innovative, high-performance products designed to meet the needs of hair, scalp, and the environment. The story of Alter Ego Italy is one of family, passion, and a distinctly Italian mission—built on a love for detail, premium raw materials, and high-quality standards since 1988. To this day, the brand brings together two essential values for professional salons: effectiveness and kindness, performance and sustainability. This vision is tailored to the needs of the modern adult woman—someone who wants to feel beautiful and sophisticated while embracing a more sustainable lifestyle. That’s why the company is committed to developing cutting-edge products and technologies that enhance beauty while remaining kind to both the planet and people.
PETTENON COSMETICS S.P.A. SB – Pettenon Cosmetics S.p.A. SB, a Benefit Company since 2021, is a leading international player in the Professional Hair Care sector, committed to promoting beauty in an ethical and sustainable way. The company offers high-quality cosmetic products, entirely Made in Italy. With three production sites, it manufactures over 90 million products annually.
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