Founded in 2016 by ABC Group, following the acquisition of Paglieri Sell System, we bring to the group thirty years of valuable expertise in the cosmetics field acquired through the development of historical and important brands for the Italian market such as HQ, MB Miss Broadway and Omnia Botanica.



Thanks to ABC Group brands, ABC Italia has renewed potential on the market and is an important propositional force, capable of bringing innovation, novelty and additional sales to mass distribution.

A leader in the beauty accessories market (hair accessories, manicure, make-up), we offer the winning solution of professional brands, including FRANCK PROVOST and JEAN LOUIS DAVID.

In 2000 with the HQ brand, we revolutionised the facial cosmetics market by creating the new category masks / mini-size. HQ is in constant growth both in mass distribution and in the selective circuit.

ABC ITALY is a pioneer in large-scale distribution, in the blister pack make-up sector with Miss Broadway (1985) and natural cosmetics with Omnia Botanica (2007).




Our mission is to bring unique 360° beauty concepts to the mass market through historic cosmetic lines such as HQ, MB Miss Broadway and new beauty accessory lines such as The Barb’Xpert, Franck Provost, Jean Louis David or Beauty In The Air.

To complete our well-being offering, we launched APOTEKE in 2017. A complete range of parapharmaceutical products with a distinctive design.

In 2020, a new brand, SHOES’XPERT, was born. The expert in shoe care and foot wellness. We offer a complete range that brings innovation and colour to a static footwear market.
With 10 brands, we are present in more than 7,000 points of sale. Thus, we cover the biggest Italian brands in mass distribution and in the main perfumeries.

Our brands

HQ is a cosmetic innovation. The first mini-dose skin care brand serving women for 20 years. The wide range offers masks, treatments and creams of high quality and immediate effectiveness.
Products made in Switzerland, specific to each skin type, in small, practical and indispensable packs. Our Baseline: “Swiss quality at your fingertips”.

Since 2007, Omnia Botanica has been synonymous with naturalness. A brand dedicated to body and skin care with natural and responsible ingredients. The range is designed to respect both the planet and the consumers’ skin.

MB Milano has focused on women’s beauty since 1985. With quality make-up at the right price. The wide range of products offers unique make-up products with impeccable and trendy results, suitable for all occasions.

Franck Provost is a hairdressing brand known throughout the world, thanks to its numerous salons, more than 500 worldwide. The brand stands for quality and professionalism at affordable prices. Franck Provost Accessories offers a range of hair accessories, as well as manicure and pedicure accessories.

Launched in 2017, the brand THE Barb’Xpert by Franck Provost specialises in the world of beards. Developed by Franck Provost, the brand has designed a range that covers all men’s needs. The Barb’Xpert offers products for beard care, hair care, body care and much more.

Jean Louis David, a brand founded in 1961 by the hairdresser himself, is a reputable brand with more than 1,000 salons around the world. An avant-garde brand, which is always up-to-date with the latest trends. Professional and suitable for all hair types, it offers a complete range of accessories for all hairstyles, as well as small hair care appliances.

Princesse Lili offers a complete range of hair and beauty accessories designed for little girls. Products developed and designed for girls’ hair that perfectly meet their mothers’ expectations. Styling accessories combine quality and resistance.

Launched in 2017, Beauty In The Air is the accessories brand that accompanies consumers on their travels around the world. It follows the trends in travel beauty products and was the first brand to offer a range of essential accessories in pocket size at mini prices in supermarkets.

Apoteke is a line of parapharmaceutical products for the 360° well-being of consumers. Our clients are increasingly aware of and attentive to prevention. The Apoteke brand offers a range of effective, innovative and accessible products such as dressings, plasters, disinfectants, active creams, and much more.

In 2020, Shoes’Xpert was born.. A new line of footwear products and accessories developed to bring innovation to mass distribution in the wake of specialist stores. Shoes’Xpert is a complete line of shoe care products and accessories for the well-being of the feet.