Italian scalp science since 1963 — treating the skin before the strand.
Stylist-built · coordinated step by step
Products selected to work together.
Medavita
Medavita's oil ritual, built on an antioxidant complex of sacha inchi, moringa, sweet cyperus and linseed. It cleanses in balance rather than stripping, then layers nourishment ...
Medavita
The bonding foundation for every blonde, whatever the tone. Hydrolysed collagen plumps and conditions, hyaluronic acid hydrates and elasticises, amaranth proteins form a protect...
Medavita
The safest way into Medavita, and the right answer when the only problem is dryness. Castor oil, shea butter, amino acids, glycerin and panthenol cleanse while hydrating, formin...
Medavita
For hair worn out by too many services in too short a time. Built on Lifesaver Liposome — leucine, isoleucine, valine and hydrolysed spelt protein — with moringa, linseed, sesam...
Medavita
Anti-frizz that holds when the humidity arrives. Acid pH, salt-free and sulfate-free, with keratin and arginine carried in macadamia, cottonseed, sweet almond, olive and avocado...
Medavita
What decides whether a colour service lasts four weeks or eight. The post-colour shampoo and mask work at acid pH to close the cuticle and lock freshly deposited pigment in plac...
Acidifying cleanseEvery wash
$19.59
Post-colour mask2× a week
$22.39
Sealing sprayDamp hair, every wash
$22.39
Medavita
For bleached or heavily processed hair that stretches when wet and snaps when dry. The Amino Concentré complex — serine, threonine, glycine, arginine, glutamic acid and carbocis...
CleanseEvery wash
$23.09
Reconstructive maskEvery wash for 2 weeks
$22.39
MicroemulsionDamp hair, daily
$18.19
B-Nectar creamEnds, as needed
$27.99
Medavita
Greasy roots are usually a rebound problem: a strong detergent strips the scalp and the scalp answers with more sebum. Requilibre's abietic acid and soy protein complex is dermo...
Balancing cleanse2–3× a week
$19.59
Scalp lotion course1 vial every other day
$66.50
Lengths onlyEvery wash
$22.00
Two halves of one system. Il Colore is the permanent shade bank — levels 1 to 10 plus high-lift in 100 ml tubes, the Flash Tone ammonia-free direct gel in eight fashion tones, peroxide emulsion creams, a protective pre-colour additive and the Geloil skin protector. Color Care is what the client takes home: post-colour acidifying shampoo and mask, the Color Fixative Sealing Spray, the Color Enricher Shampoo in four tones and the salon Anti-Yellow Blonde Enhancer. 17 products live.
Shop Luxviva
Choice Color Elite is a permanent crème whose stoichiometric pigment formulation is calibrated so shades develop without unwanted residual interference, with an oil blend that carries pigment deep into the fibre rather than leaving it on the surface — 67 shades. The Semi-Permanent Liquid is an acid-pH oil-gel with Amino Concentré and blueberry seed oil for toning and glossing, 28 shades. CNC base primer and matching developers behind both. 5 products live.
Shop Choice Color
Three toning routes rather than one violet shampoo. All Blondes bonding is the foundation — hydrolysed collagen, hyaluronic acid, amaranth proteins and ceramides across shampoo, light conditioner, deep mask, No Breakage Serum and Cuticle Sealer Cream. Ice Blonde cools, Sunset Blonde warms, Copper Blonde holds copper. Blondie Technics handles salon neutralising, with the Show Blonde pH Qualizer and Everblonde developers. 16 products live.
Shop Blondie
Medavita's styling bench, split across Creative, Texture, Volume, Shine, Smooth and Curly. Waxes and pastes with stated hold levels (Waxxx is a level 7 matte), the Magnum volumizing dust, Ocean texturizing sea-salt spray, Flash Glam dry shampoo, the Atmosphere no-gas hairspray, Liss Defence thermo-protector and the Perfect Cuticle Sealer spray. Vitamin E, shea and cupuaçu butters throughout. 21 products live.
Shop Idol
The deepest repair line in the range, built on Lifesaver Liposome — leucine, isoleucine, valine and hydrolysed spelt protein — with moringa, linseed, sesame and wheat protein. Revivifying Shampoo, Ultimate Deep Recovering Mask, Divine Beauty Hair Cream, Instant Repair Hair Perfector, Instant Magnifying Serum and a detoxifying mud, plus 500 ml professional protein cream, sealing protein butter and a 12 × 10 ml rejuvenating lotion. 11 products live.
Shop Prodige
The barbering bench: Net firm-style fibre paste, Blackjack matte paste, Glass brillantine pomade, Grip structuring gel, Smoke smokey matt wax, Dress beard control wax and Foam moist shaving cream, alongside carbon master cutting and tapering combs, an applicator comb, a straight razor and a shaving bowl. Macadamia oil, vitamin E and cupuaçu butter in the styling formulas. 11 products live.
Shop Idol Man
Medavita's answer to improvised balayage tooling. Cardboard petals in two sizes for separating and developing sections, a plastic petal kit, metal rods, a staining sponge for stippling and softening transitions, small, medium and large staining brushes, a balayage board and brush, and a light glove. The Pro Platinum Kit puts the whole system in one box. 10 products live.
Shop Étoilage
Acid pH, salt-free and sulfate-free, with keratin and arginine carried in macadamia, cottonseed, sweet almond, olive, avocado and soybean oils. Sleek Hair Shampoo and Mask, Smoothing Thermo Defence Spray, Frizz Over Hair Mousse and Go Smooth Hair Foundation Serum at home; Pure Chelating Shampoo, Liss Magic Drops and the Smoothing Fluid in the salon. 9 products live.
Shop Keratin Miracle
The safest place to start with Medavita. Castor oil, shea butter, amino acids, glycerin and panthenol in a formula that cleanses while it hydrates, forming a sheath over the fibre. Nutritive Shampoo, Nutritive Hair Mask, repairing microemulsion, Shining Hair Serum, the 8-Hour Rescue Treatment and a 24 × 10 ml nourishing ampoule course, with a shampoo-and-mask duo as the entry point. 7 products live.
Shop Nutrisubstance
A film-forming lamination service rather than a colour. Polish Primer Shampoo prepares, the Highgloss Filling Gel coats the shaft along its length and fills the irregularities that make hair look dull and feel thin, then Shine Booster Cream, Starlight Radiant Fluid, Glassy Glossy Oil and Extreme Makeover finish it. Mullein and sweet almond protein. 6 products live.
Shop Glossynation
Built around selectivity: a strong detergent strips the scalp and the scalp answers with more sebum. Requilibre's complex of abietic acid and soy proteins is dermo-purifying and dermo-protective at once, dissolving excess sebum while hydrating. Sebum Balancing Shampoo in 250 ml and 1.25 L, a 12 × 6 ml Sebum Balancing Scalp Lotion course, a Rebalancing Dermocream and a Balancing Emulsion. 5 products live.
Shop Requilibre
Two jobs under one name. The Fortifying Serum and Fortifying & Bodyfying Foam give fine, fragile hair substance without weight. Instant Bond Repair is a three-part rebuild — a 150 ml pre-shampoo treatment, a 250 ml bond-rebuilding shampoo and a 200 ml conditioner — designed to work inside a single wash cycle. It is the answer to the hardest brief in haircare: hair that is fine and damaged at the same time. 5 products live.
Shop ElisièrBest for: Shedding, thinning or a scalp that sets the agenda
The patented Lotion Concentrée ampoule ritual with its 55-day maceration, the daily Energizing Tonic (biotin, caffeine, vitamin C, epilobium), the Vitality Hair & Scalp Cream, and the Male anti-hair-loss shampoo and intensive treatment for men.
Best for: Greasy roots, visible flakes, or a scalp that reacts
Three different mechanisms, not one shampoo. Requilibre for sebum (abietic acid and soy proteins), Puroxine for dandruff (piroctone olamine, zinc, tea tree), Velour for sensitivity (lavender and wheat germ proteins), plus Oxygen Detox and the Cutis Pura red clay scrub for congestion.
Best for: Bleached, over-processed or breaking hair
β-Refibre rebuilds from the inside with Amino Concentré; Prodige regenerates hair worn out by too many services with Lifesaver Liposome; Elisièr Instant Bond Repair handles the fine-and-damaged case in a single wash cycle.
Best for: Dry, dull lengths with no other complication
Nutrisubstance for straightforward dryness, the Huile d'Étoile oil ritual (sacha inchi, moringa, sweet cyperus, linseed) for hair you want to feel expensive, Solarich for sun, and the Glossynation lamination service when the brief is shine.
Best for: Frizz that returns with the humidity, or curls that fall flat
Keratin Miracle at acid pH, salt- and sulfate-free, with the Pure Chelating Shampoo to clear the minerals that cause frizz people never check for; Lissublime for smoothing; Curladdict for definition without weight; Hairchitecture for fine, flat hair.
Best for: Freshly coloured hair, and blonde that drifts
Luxviva Color Care closes the cuticle at acid pH and seals fresh pigment in; the Color Enricher Shampoo tops up reflect between appointments; Blondie offers three toning routes — All Blondes bonding, Ice, Sunset — with Blondie Technics neutralising in the salon.
Best for: Colourists and salon technical work
145 Luxviva permanent shades including high-lift, 67 Choice Color Elite ammonia-free shades, 28 semi-permanent acid oil-gel liquids, 8 Flash Tone direct dyes, Never Ending and Absolute Blond lighteners, developers and peroxides, and the Étoilage freehand tool system.
Choose the right line, compare shades and formats, and build a routine that works — with practical guides written for the range we currently stock.
Every line we stock explained end to end — the five scalp lines, the repair bench, the colour room, Blondie, Idol and Idol Man — plus an honest section on who should buy elsewhere and the three claims in our old copy that were simply wrong.
Read the Guide ScalpFive scalp lines, one decision. How to tell an oil problem from a flaking problem from a sensitivity problem, the 55-day Lotion Concentrée story, and four worked scalp routines.
Read the Guide ColourTwo permanent systems, an acid semi-permanent, a direct gel, the lightening bench and the freehand tool kit — which to reach for, and the aftercare that decides whether colour lasts four weeks or eight.
Read the Guide Blonde & toningThree toning routes plus the salon neutralising bench, how to read which way your blonde is drifting, a four-week reset, and the five habits that quietly ruin blonde.
Read the Guide RepairFour lines all get called repair and they do different jobs. How to tell dryness from damage from broken bonds from frizz, with three worked routines and what will not help.
Read the Guide
