The Historical Trademarks of Made in Italy – Libera e Bella

Founded in the 1970s, Libera e Bella is back to champion a new vision of beauty—one that is free, authentic, and contemporary. The historic Italian cosmetics brand, listed in the Register of Historical Trademarks of National Interest, has embarked on a new journey under the guidance of Oyster Cosmetics, an Italian company specializing in the production of hair care and skincare products, which enhances the brand’s historic identity through research, innovation, and “Made in Italy” quality.

Founded in the 1980s by brothers Alessandro and Norberto Gnaccarini, Oyster Cosmetics is now an international company with a presence in over 80 countries, four research and development laboratories, and a production capacity of more than 50 million units per year. This business model combines production flexibility, scientific expertise, and a focus on the needs of a constantly evolving market.

From Collective Memory to a New Concept of Beauty
In the 1970s, Libera e Bella captivated the Italian public with a fresh and innovative image, becoming a symbol of independent femininity and a new freedom of expression. Its advertising campaigns have become part of the collective memory, accompanying generations of female consumers and representing a cultural shift in the way everyday beauty is experienced.

Today, this heritage is being reinterpreted through a revitalization project that preserves the brand’s original spirit while updating its product line with contemporary cosmetic formulations and technologies. The goal is to keep the connection to its history alive, while at the same time meeting the needs of today’s consumers.

Innovation and “Made in Italy” quality
The relaunch of Libera e Bella begins with the permanent hair color line, featuring formulas that combine plant-based keratin, pomegranate, and P-PLEX technology, designed to protect and strengthen the hair shaft. The range includes ten shades and two super-lightening shades, designed to provide gray coverage and radiant results even at home.

In addition to hair color, the brand offers products for daily hair care, including the Lamellar Conditioner and the All-in-One – 5-in-1 line. All products are made in Italy and developed to combine functionality, quality, and a focus on personal care. Oyster Cosmetics’ research thus allows the brand to build on the legacy of Libera e Bella through a renewed product lineup, in which industrial expertise and formulation know-how combine with the recognizable identity of Historical Trademarks.

The Future of a Historical Trademark
The story of Libera e Bella demonstrates how a trademark deeply rooted in the collective memory can find new vitality through a project that successfully combines historical heritage and innovation. The journey undertaken with Oyster Cosmetics serves as an example of how the revitalization of Historical Trademarks can become a concrete opportunity for growth, keeping the brand’s identity alive and renewing its connection with consumers.

Preserving history, innovating for the future: Libera e Bella continues on this path within the “Made in Italy” movement, confirming that tradition can serve as a resource for adapting to change and building new opportunities for growth.