Now, in 2022, with a rich history and strong family spirit, the brand is still proudly dedicated to being 100% Australian made and owned, is a proud member of the Australian Made Association, and remains committed to supporting the local economy, with their commitment to Australia a quality the company holds close to their heart.

In 1957, after extensive research, the brothers developed new formulations with the aim of launching their first haircare range, Delva, unknowingly setting the benchmark for Australian made and owned haircare products.

Says Vincent’s son, Chris de Lorenzo, “They pioneered the salon-only, Australian-made product model to become a dynamic force in the haircare industry, and we’re proud of that; the products were made for and on behalf of hairdressers.”

In the 1970s, Delva was bought by a multi-national company, paving the way for the new De Lorenzo brand involving five family members – the two brothers, Vincent’s sons Chris and Vinnie, and Anton’s son Anthony – in 1987.

De Lorenzo is one of the few Australian made professional haircare brands whose products are all conceived, researched, developed, tested, manufactured and dispatched under the one roof – their production plant in Silverwater, Sydney. 

“At times we wonder if it’s all too hard, but we have stuck to it and it has meant longer lead items for launches and emotional product and marketing meetings, but it has put us in good stead,” says Chris.

Trends come and go but family lasts forever and De Lorenzo leads the Australian market with its heart.

Employing Australians, the team of experts working in the company dedicate themselves to creating ethical products, pioneered by passion, uncompromising values, sustainability and a strong social conscience.

Considering the impact of their environmental footprint was simply a way of life at De Lorenzo, committed not only to the health of your hair but also that of the planet. 

Being 100% Vegan and Environmentally Sustainable is something they have believed in for over 35 years, long before most companies were aware of its importance and relevance to life today.

Naturally-based, biodegradable and not tested on animals, De Lorenzo products are manufactured using their own recycled and rain harvested water system, saving millions of litres of water per year.

De Lorenzo has also captured the attention of the colour haircare market with their vast Novacolor Professional colour range infused with botanical extracts and the athome ‘support’ of Novafusion colour care shampoos.

The Novacolor ranges offer long-lasting colour pigment that works to infuse great shine and condition. Novacolor is the only Professional hair colour range developed in Australia, specifically for the Australian climate.

Since its beginnings, De Lorenzo has consistently set, not chased, standards in the Australian haircare industry and has long since been respected, loved and trusted by the Australian market as an aspirational brand that ensures results.

"We are committed to the ethical manufacture of natural-based products that contain no animal ingredients. Our roducts are focused on the health of the scalp and the hair. Our Research and Development team continues to explore technical innovation, new ingredients and the needs of the hairdressing industry. ” 

– Anthony de Lorenzo, Joint Director