ARTE ITALIA is born: the collection of all the professional tools signed Demeral la Bellezza Italiana. All manufacturing, assemblies, components and products are studied and created by our best Italian craftsmen.


In 2022 Demeral introduces a new professional tool: The Eclettico. A multi-use separating comb for extraordinary balayage looks. It is double-sided, versatile, speeds up the time of color and lightening techniques, easy to learn. Infinite application variables, even at the same time as a color service.

2022 - LIBRA

Demeral presents Libra, a perfectly balanced treatment for thin and medium-thick hair. It deeply cleanses the scalp and depending on the type: moisturizes, protects and gives strength to the hair.

2022 - x

In 2022 demeral presents the evolution of Physia Nova Age: PHYSIA EVO PLUS. Contracts oxidation of hair and haircoat.

2022 - X

2021 - LED iBLUE

In 2021 DEMERAL launches LED iBLUE, the new generation of permanent hair color without tone level – reinforced with cool reflections. LED iBLUE is Led’s counter-balancing sister that brings about natural, airy, and extra neutralized results.


DEMERAL presents its restructuring treatment: EXPRESS POWER. An innovative, rapid, and effective method to restore the hair through two types of customizable formulas: fine hair and medium- coarse hair. Immediate results.


DEMERAL rewrites the history of Balayage by creating and patenting TEASING TABLE. Blending Spatulas allowing quick and easy applications to lighten hair to a perfectly natural look with low- maintenance soft regrowth, for retouching spotlights and for new premium lightening services.


DEMERAL gives birth to Physia OE Protective Eco Hairspray. A ecological hairspray that gives structure to the style while upholding a natural look.


DEMERAL strongly believes that professional coloring should be a service that is “worth the trip”. In 2019, the COLORISTA STELLATO was born to create a strong, attractive, unique, and distinctive image for every salon that aspires to excellence in color services. The salon team is trained on the best Color Education Methods and the most advanced techniques.


MODIPHIER emerges, the exclusive product designed to customize the performance of permanent oxidation colors. The perfect additive that transforms oxidation colors into tone-on-tone ones with a mild alkaline pH or into reflecting shades through an acid pH.


In 2017 DEMERAL decides to proclaim its 100% Italian identity and therefore, rebrands itself as DEMERAL LA BELLEZZA ITALIANA

2017 - SPONGE LIGHT 2.0

Demeral releases the best ally to achieve the multiple Mèche-up Color effects: SPONGE LIGHT 2.0 An innovative tool that, thanks to its shape, allows the hairstylists to create shaded color effects and add shine to the hair.


DEMERAL integrates the furniture division DEMERAL DESIGN DIVISION, into its company roster. Our Architect’s goal is to satisfy the needs, taste and desires of each salon and transform it into a space that is unique and able to create excitement.


The DEMERAL furniture division designs the TRICOROOM inside the salons: an oasis of well-being for body and hair created to live the Physia OE experience. A space where time slows down, in balance and full respect of nature, enhanced with ergonomic shampoo bowls and fully padded single- padded chairs which provide comfort and relaxation to the client.

2015 - Nathù

Demeral presents NATHU’: The new beauty and wellness color ritual. An innovative color ritual for the beauty and wellness of the client, dedicated to those who consider nature an everyday focus. A natural coloring service based on the mix of an accurate selection of plants extracts, each one with different coloring properties PLUNGE INTO THE COLOR OF 100% OF NATURAL ORIGIN

2014 - LED

Demeral presents a new, great innovation of Color: LED, the permanent color in Hight Definition. The most innovative system for wrapping hair in intense and vibrant color. Extreme shine, perfect coverage of white hair, lightening of natural hair up to 4 tone and 1⁄2 long lasting formula. 50 shades for infinite creative possibilities.

2014 - RayLight

It is a new and original way to infuse your hair with a personalized light. It is a bright and brilliant color band, faded along the edges, which runs horizontally along the lengths of the hair. To create RayLight, Demeral has created the exclusive BARCODE: a centimeter sheet with movable rulers that allows you to exactly calculate the surface intended for the light beam and not to lose sight of it during the application phase. It also determines the space reserved for the diffusion nuance to obtain a soft and suffused light effect.


Demeral presents the secret weapon for the specialized colorist. 15 concentrates of pure color, without peroxide or ammonia. The hair fiber is fully respected, the reflections are luminous and the color fades progressively after 6 shampoos, with no visible regrowth.

2013 - Le nuove righe

Demeral studies a coloring method that allows you to reinvent the style and beauty of old retro stripes, transforming them into light. This effect cannot be reproduced freehand or with any other procedure, thanks to the exclusive glove with “hooks” index. Method covered by professional patent.

2013 - The “Autentico Ombré”

The “Autentico Ombré” is the patented coloring method by Demeral that shuffles the colored space between shadow and light, bringing forth a natural, shaded yet luminous effect. The real star of the technique is the micro-facetted clips that defines the shades in every strand. Autentico Ombré doesn’t need to be retouched in a short time, it is suitable for long or short hair, dark or light and shows no visible regrowth

2012 - Mèchancé

“Méchancé” is the revolutionary DEMERAL service to reinvent highlights with a blurred effect, thanks to the use of particular viscose foils. An exclusive patented method, a non-duplicable result, without regrowth effect, natural and luminous.

2012 - The 1st day of the Safeguarding of Professional Meaning

September 17, 2012: DEMERAL presents the 1st day dedicated to the Safeguarding of the Meaning of Professional. A day of celebration dedicated to the Superb Quality of Craftsmanship.

2012 - Shibori

The ancient art of Shibori, the ancient Japanese ability to dye fabrics, is revisited by DEMERAL to bring out a new staining technique patented. The hair strands are faded one by one with effect "shadows" with the new kit tinted film.

2011 - R&D department

The R&D DEPARTMENT group, composed of experienced people from the professional cosmetic, biology, chemistry and pharmaceutical fields is the foundation for an increasingly modern and updated professional support.

2010 - The new headquarters

In 2010 Demeral inaugurates the new Headquarter in Vicenza, Via Divisione Acqui. A prestigious and impressive building with a spacious area dedicated to the vocational training courses, with classrooms for any Seminar focused either on styling, techniques and innovative methods, as well as, meeting halls for International events. A place for personal and professional growth, sharing and inspiration.

2009 - DEMERAL Software

Demeral knows how important is for the Salon, to have a dedicated software to for keeping records and handle activities. In 2009 Demeral Software is born, an indispensable tool for every hairdresser who wishes to organize the appointments in a perfect way and keep the vital data . A new way to support the associated Salons.


DEMERAL presents PHYSIA COLOR, the gentle permanent, cream hair color system without ammonia, particularly designed for damaged, delicate and sensitized hair. Thanks to the SWEET SYSTEM – Essential Oil Technology it colors, illuminates and protects the hair all at once

2004 - Physia Oli Essenziali

DEMERAL presents Physia Oli Essenziali. A rich blend of Essential Oils, oligo-elements and vitamins. Physia Oli Essenziali it becomes a new way to treat the hair through the wellbeing of the scalp. Scalp anomalies and problems are treated and solved with effective and visible results.

2003 - The new laboratory

Unique formulas, selected raw materials, controlled manufacturing systems, new technologies: these are the features of the new Biocosmeceutical Laboratory, fulfilling the desire to create, within its structure, professional products of the highest quality.


DEMERAL creates EXTENTIAL NATURE LINE, a complete treatment range to restore and maintain healthy scalp and hair. It offers a wide range of products to treat specific hair needs thanks to a high content of ingredients from natural origins.

1993 - PULCHRA

Demeral launches PULCHRA, a new hair color that performs a restructuring action. Enriched with hydrolyzed silk proteins, it respects the hair fiber and adds natural and long lasting reflections.

1990 - The First Training

DEMERAL strongly believes in vocational training as a means of qualifying a professionalism that is essential for the image of Hairstylists. A specialized study course, shared with professionals is initiated.

1989 - Demarredo

DEMERAL has always paid particular attention to the study of the dynamics within the salons and, thanks to the DEMERAL FURNITURE Division , offers solutions that go from simple to functional designs that enhance the physical beauty of the salon. Each time, a unique and inviting environment is created to reflect the personality, taste and needs of its occupants.

1988 - Color crea

A new hair color enters the DEMERAL’s world: COLOR CREA. An innovative formula which covers white hair, ensures a lightening effect and long lasting shades. The precious formula contains collagen and Essential Oil of Rose.

1986 - Block up

Only three years later, the Company brings to life a new trademark: DEMERAL. The launch of BLOCK UP HAIR SPRAY, two ecological fixing hairsprays that stands stand as a testimony confirming the attention paid by the Company for to the environment and the health of the Professionals.

1983 - Professional line

Becomes the birth year of PROFESSIONAL LINE, the first product range composed of hair setting vials for a perfect set and ideal support for the styles of the 80’s. The line was completed with restructuring vials named Parafoil, a panacea for stressed hair.

1980 - About Us

Gian Antonio De Mori is the creator of the DEMERAL brand. He opened his first company in Vicenza at the age of 24. From that point on, the path for this young entrepreneur, full of ideas, determination and dynamism, led him to assemble a team of collaborators who, like him, believe strongly in the importance of offering solutions and innovations that meet the multiple needs for qualified and constantly evolving professional hairstylists. Here comes to life, a significant corporate structure that offers a 360◦ service: training at the highest level; research, development and production of professional products; design, furniture and salon management. A dream which every year is enriched with new content and values; a dream that becomes reality.