# Made-in-Italy Haircare Aeterna's Quality Haircare Takes After the Land, Sea & Lifestyle in Italy By Laura McQuarrie | Published 2024-07-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/aeterna References: [businesswire](https://www.businesswire.com/news/home/20240722203012/en) & [aeternahair](http://www.aeternahair.com/)  Aeterna is the natural, made-in-Italy haircare line founded by two brothers from Italy, Stefano and Guido Spacagna, who own and manage the Spacagna Italian Hair Design salon on Miracle Mile in Miami, Florida. “We were always looking for high quality, luxurious, hair care products to use at our salon on our clients, so we created our own line,” said Aeterna co-founder Stefano Spacagna, “For years, we conducted extensive research to create precise formulations and designs for our bottles in partnership with our lab in Italy, and our customers.” Inspired by the land, sea and lifestyle in Italy, Aeterna offers three product categories: AQUA, VITA and ESSENZA. Alongside everyday essentials like shampoo and conditioner, the line includes styling products like a hydrating, anti-frizz lotion and a nourishing oil. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 26% | Activity: 31% | Freshness: 26% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What's Driving This Trend - **Natural-inspired Haircare:** Aeterna's use of Italian natural elements in their product formulations reflects a growing preference for eco-friendly and nature-inspired haircare solutions. - **Luxury Salon Haircare:** The development of Aeterna's high-quality, salon-style products showcases a trend towards at-home luxury haircare treatments previously exclusive to professional salons. - **Geo-branded Beauty Products:** The branding of Aeterna's haircare line around Italian cultural and natural elements taps into the consumer desire for geographically inspired beauty products that tell a story. ### Who This Affects Most - **Haircare:** The haircare industry sees innovation with brands like Aeterna integrating cultural authenticity and natural formulations into their product lines. - **Beauty and Personal Care:** Within the broader beauty and personal care industry, Aeterna exemplifies a shift towards regionally inspired, high-end product offerings that emphasize quality and natural ingredients. - **Sustainable Cosmetics:** Sustainable cosmetics gain momentum as Aeterna's approach to using Italy’s natural resources in its formulations highlights the appeal of eco-conscious beauty products. ## Related on Trend Hunter - [Skincare-Inspired Haircare](https://www.trendhunter.com/trends/reverie-haircare.md) - [Clean Luxury Haircare Lines](https://www.trendhunter.com/trends/mela-kera.md) - [Advanced Haircare Sollutions](https://www.trendhunter.com/trends/hair-and-scalps.md) - [Affordable Luxury Haircare](https://www.trendhunter.com/trends/alcove-1.md) - [Celebrity-Collaborative Hair Care](https://www.trendhunter.com/trends/rossano-ferreti.md) - [Authentic Hydrating Hair Products](https://www.trendhunter.com/trends/authentic-beauty.md) - [Plant-Based Haircare Formulations](https://www.trendhunter.com/trends/plantbased-haircare-formulation.md) - [Skincare Grade Hair Products](https://www.trendhunter.com/trends/the-grown-alchemist.md) - [Ultra-Concentrated Haircare](https://www.trendhunter.com/trends/hair-care-concentrates.md)