A continuous evolution between research and beauty

Pink Frogs Cosmetics Srl is a company specialising in the production of cosmetics for third parties, founded in 1979 as the consolidation of a family business established in 1939.

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 is the first to create the hot perm liquid and his products are sold throughout Italy.

1946 – Next to the Laboratory, a small wholesale hair salon was opened where other brands of products were also sold.

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 annexed, employing professional make-up artists who trained in the art of make-up for the film and television industry as well.

Pink Frogs was born

1979 – We are now in the second generation: the son, Roberto Locatelli, buys an industrial shed to complement the production of Locatelli products with a larger-scale contract manufacturing operation.

Pink Frogs was born: a fancy brand created in the late 1970s 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 all ‘white cosmetics’.

Matteo Locatelli: third generation

In 1996, the third generation took over, a new turning point for the company: the arrival of Matteo Locatelli, a biologist and the company’s current CEO, marked the beginning of a new chapter in its history, extending its activities abroad.

Pink Frogs now boasts 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 its graphic design:

Celebration 40 years

On 24 May 2019 Pink Frogs celebrates its first 40 years of activity in the splendid setting of the Bagni Misteriosi in Milan. On the occasion of the celebration, Matteo Locatelli announces his membership, as a supporter, to the non-profit organisation La Forza e il sorriso, and presents the latest Sustainability Report certified according to the GRI (Global Reporting Initiative) international system, emphasising the uniqueness of being the first Italian cosmetics SME to be so certified.

2023: Benefit Company

In 2023, Pink Frogs S.r.l. became a Benefit Company: the Company’s commitment to the pursuit of common-benefit purposes in the exercise of its economic activity was made official in its bylaws. A further step that confirms and continues our path of sustainability.

On the occasion, the logo takes on a new graphic look: a single colour and more rounded shapes.

45 years Anniversary

On May 16th 2024, Pink Frogs Cosmetics celebrates 45 years in business. Thanks to continuous growth in terms of number of customers, turnover, pieces produced and number of employees, the company is positioning itself as one of the leading contract cosmetics manufacturers on the Italian scene.

To date, we develop more than 480 formulas per year in our cosmetics Research & Development Laboratories, more than 30 million cosmetic products and about 14 million mini perfume vials are produced in our production units.