Our story

Continuous development between research and Beauty.

Pinks Frogs is a cosmetic Production Company founded in 1979 as a consolidation of a family business founded in 1939. Cav. Mario Locatelli started the company, which bore his name and was dedicated to the production of hair products. An industry pioneer, Mario Locatelli was the first to produce a cold liquid permanent wave and the products were sold throughout Italy.
In the seventies, the company leadership is taken over by the son Roberto, who broadened the manufacturing activities of the Locatelli products to third party manufacturing: the era of industrialization on a larger scale had thus begun.

The origins of the «Pink Frogs»

Pink Frogs is a trademark created in the late seventies for a line of hair products. The bright colours, typical of the time, have created an extravagant symbol chosen specifically as a distinctive element of those years. Later the pink coloured frogs disappeared from the logo, but the name Pink Frogs remained.

PinkFrogs today

Your success is our challenge

In 1996 the third generation takes over, it’s a new turning point for the company: with the arrival of Matteo Locatelli, biologist, a new chapter of history begins.

Today many steps forward have been done: in our research laboratories work to develop more than 300 formulas every year, in our production units over 7 million cosmetic products and about 4 million mini perfume vials are made.

Thanks our commercial and marketing structure, we can offer a complete assistance service to our customers, identification and positioning of the new products in the markets, supporting them in achieving their success.
Even today our business is in constantly changing… Our biggest challenge will always a next one.

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