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They were the owners of the go-to salon for Sydney's A-list in the 50s and 60s, and now the family are this month celebrating 25 years since launching the hair care brand on to the Australian market. "This is an incredible milestone for and something we are very proud of,” says company director Vincent De Lorenzo. "This year we celebrate 25 years, but our heritage spans over 65 years. There aren't many Australian hair care companies in our market that can boast that.”
Company founders Vincent Snr. and his brother Anton first began testing and using their own "homemade” hair care in their salon, becoming the first salon to implement the concept of a salon-only brand. This range was called Delva and quickly became a national success. "Our longevity and success comes down to customer loyalty, and that is thanks to offering our customers premium quality hair care at an accessible price point,” reveals Vincent. "We also know that our consumers appreciate our brand's core values, that we are 100 per cent Australian made and owned, and that we are ethically minded, being cruelty free and naturally based.”
After being encouraged by sons Vincent and Chris, the De Lorenzo dads decided to launch a new range that would be bigger and better than Delva. One year later, burst on to the market with its Prescriptive Solutions hair care range that was based on trichology. This was closely followed by a styling and treatment range that wasn't tested on animals.
Being environmentally friendly has long been important to the company and De Lorenzo were the first company to manufacture a non-aerosol hairspray pump in the 80s. The brand also continues to use native, fair trade Certified Organic ingredients whenever possible.
While many of the brand's Australian competitors have moved their manufacturing offshore, De Lorenzo continues to be a family owned and operated company that develops and manufactures all of its products on Australian shores. "We believe that the future is very bright for De Lorenzo and we hope to continue to enjoy expansion into international markets where we have recently entered including the US and of course New Zealand,” concludes Vincent. "We remain committed to our core values, supporting our local economy and our local environment. That's what sets apart.”