Massimo Feliziani, Founder & CEO President MAXXelle, joins the family company as second business generation, after an ambitious path of studies conducted in Italy and abroad.
Immediately he matures his project to develop his own brand in the field of Trichology, moving towards a production with strong natural connotations.
The passion for beauty inherited from his family and the knowledge gained from years of experience, lead him to establish close working relationships with University Research Institutes, focusing on quality 100% Made in Italy, as element of differentiation of his brand.
Quality that translates into research of ingredients and actives of organic origin, as basis of high-performing professional products, but nonetheless respectful of the health and wellness of the hair and the person.
This is the philosophy from which MAXXelle has arisen. Over the years, the attention to the quality of raw materials has always remained a constant, to which has been added a growing consideration for the environmental impact.
The research has in fact focused on a project of "sustainable beauty" with the progressive introduction of compostable packaging, which has allowed MAXXelle to have an additional plus over its competitors.
The story of MAXXelle is therefore the story of a passion, that evolved over time by adapting to the "greener and greener" needs, of both professional hairstylists and consumers, with the constant aim of providing a highly performing product and the most natural as possible.