Alama Professional, the 100% made-in-Italy Veneto brand, has chosen the 2023 edition of Cosmoprof to officially present its latest eco-sustainable novelty with a high percentage of naturalness: the shampoo powder of the Frequent line. 
The innovation follows the path of sustainability, already travelled by the Veneto cosmetics company with the change in packaging and formulations with high percentages of biodegradability and natural ingredients. In this case, the commitment is to water: between production and consumption, the shampoo will allow a 40% reduction in industrial water impact compared to what a liquid shampoo usually requires. 100% vegan and made from 91% natural ingredients, totally free of SLS/SLES, sulphates and preservatives, Frequent shampoo powder is also eco-friendly in its packaging, smaller and more compact and made from 50% recycled plastic: perfect for travelling, the 50g format guarantees up to 50 washes and bypasses restrictions on liquid products.
