About Alter Ego, Italy


alter ego brand

Alter Ego, Italy is a luxury haircare brand that is loved by professionals around the world.  A salon exclusive range, the Alter Ego brand covers all aspects of hair care and colouring with an emphasis on using natural, organic ingredients.

The Alter Ego Story

With 42 years under the leadership of Arturo Pegorin, 1988 sees sons Gianni and Federico bring to life, Alter Ego Italy, what is today recognised as the Crown Jewel of the Pettenon Group.

In these past two decades, the brand has earned a reputation for innovation

and product excellence.


A passion for quality and attention to detail, ‘down to the last drop’, along with values continually passed through the generations for hard work, classic beauty and family!  The Alter Ego Mission is to inspire creativity though exceptional ongoing  education, innovative tools and products of the highest performance to advance the development and success of salon professional’s worldwide.


Sees the birth of Alter Ego.

Creativity and strong entrepreneurial skills are at the heart and foundation of the brand. 


Continued growth of  the Alter Ego brand rapidly recognized at an International level.


 Alter Ego proudly endorsed with the MADE IN ITALY official signature.


The Color & Creative Challenge is launched as our professional hair competition to our global market.


Appointment of our fist ever Global Creative Director opening a broader global presence for Alter Ego Italy.


Our education platform, Team Akademìa is founded and in year one we produce

over 300 days of training are within our global market.



Rebranding of the brand gets underway as we look to expand our global presence.  Opening of stand alone AEI USA operation.



2017 Leonardo Rizzo from Sanrizz Academy becomes the Sanrizz Creative Director for Alter Ego Italy.