Our History

Our story is not just any story, but one that grew out of a great passion for beauty.

Founded in 2003 in the verdant province of Verona, Italy, Maxima arose from its founders’ decades of experience in professional Hair Care products manufacture and distribution.
Right from the start, Maxima sets out to develop the Research & Development Laboratory with considerable energy and resources.
The company’s mission is to distribute hair products and treatments exclusively to beauty industry dealers and to top-quality salons worldwide.

Company Values

“We seek a closer connection with nature”

We believe that what is “inside” the product is not less important than what is perceived from the “outside”.
We conceive the making of products “without” using certain ingredients as a way to make them more precious and respectful.
We are strongly influenced by our own ideal of beauty.
The character and identity of our products are revealed through a respectful balance between Nature and Humans.

Nature as a source of inspiration

We believe that modern cosmetic science cannot exist without Nature’s invaluable contribution.
Our constant research and development of integral formulas are carried out by selecting high-quality raw materials and through the integration of natural active ingredients, botanical extracts, and luxury, organic vegetal oils in order to create a new Concept of Beauty.


“To raise the bar even higher at what we have always known how to do”

We’ve been making high-end hair products and beauty treatments for scalp & hair care for many years. All our products express our aspiration to reach the highest level of excellence and reveal the tradition and creativity that MADE in ITALY manufacture represents worldwide.
Maxima’s administrative, graphic design and sales departments are the beating heart of the company, bringing ideas, projects and inspirations to life.

Growing in an ever changing scenario

To succeed in our endeavor, we remain faithful to our values, but open to new ideas, that every style and culture brings, as we are constantly seeking inspiration in the diverse needs of the markets in which we operate.
Through the direct maintenance of collaborative partnerships with national and international partners, Maxima and its brands are now found in over 30 countries worldwide.


Discover all our Brands! Nook‘s Natural Philosophy, the exclusive range of grooming products for men Dear Beard, our flagship product Line PURING and lastly, our hair care products for kids: Bye Bye Pidò.