Pink Frogs Cosmetics turns 45 and grows as a Benefit Company

More than 480 formulas per year developed in its Research & Development laboratories, more than 30 million cosmetics and around 14 million mini perfume vials produced: Pink Frogs Cosmetics, a third-party cosmetics manufacturer, celebrates its 45th birthday with growing numbers, from employees - around ninety - to a turnover of more than 10 million euro

A story that comes from far away, in the province of Milan, when in 1939 Mario Locatelli founded the 'Ditta Individuale Imperiale Mario Locatelli', dedicated to the small production of hair products such as shampoos, conditioners, lotions and perms. A pioneer in the sector, he was the first to create the hot perm liquid and his products were sold throughout Italy. A few years later, a small wholesale shop for hairdressers was opened next to the laboratory, where other brands of products were also sold. In 1956, his wife Maria, a skilled hairdresser, opened a Hairdressing School: it was the first institute in Milan to be recognised by the Lombardy Region. Thus was born a circuit of hairdressing professionals that valorised this profession. The school became important at an international level, and in the following years the Accademia Trucco Professionale (Professional Make-up Academy) was added, employing professional make-up artists who trained in the art of make-up even for the film and television industry.

We are now in 1979, in the second generation: the son, Roberto Locatelli, buys an industrial shed to flank the production of Locatelli products with a larger-scale contract production.Pink Frogs is born: a fancy brand name created in the late seventies for a line of trichological products. The bright colours, typical of the time, gave rise to an extravagant logo chosen specifically as a distinctive element of those years.Later, the pink frogs disappeared from the logo, but the name Pink Frogs remained, consolidating the experience in contract cosmetics.Initially focused on hair care treatments, over time, the business evolved, increasing its production capacity and expertise, until it expanded its skills to the whole of the so-called 'white cosmetics'.

1996 saw a new turning point for the company with the third generation: the arrival of Matteo Locatelli, a biologist and current CEO of the company, marked the beginning of a new chapter in the company's history, extending its activities abroad. Pink Frogs - which celebrates its 45th birthday this year - has two research and development laboratories that develop over 300 new formulas a year and exponentially increases production by diversifying its skills, establishing itself in the skin care, hair care and medical device sectors.The company logo is updated.

In 2019, Locatelli presents its latest Sustainability Report certified according to the GRI (Global Reporting Initiative) international system, underlining the uniqueness of being the first Italian cosmetics SME to have this certification. The company's commitment to the environment and society is confirmed when, in 2023, it becomes a Benefit Company: the commitment to the pursuit of common-benefit purposes in the exercise of economic activity is made official in the bylaws.