Brand

Introduction

04 The Kemon mission and vision

06 Timeline

08 Territory and Sustainability

10 Certifications

12 Products

The Kemon mission and vision

Considered an Italian national treasure since 1959: this is a story of ethics,

family and region. The company has been run by the Nocentini Family for three generations, basing many

corporate decisions on family values. The product, territory and people come together to achieve the

unique Kemon vision.

The 70s

Partenio Nocentin

i, the fo

under

San Giustino, to

day

Giuliano Nocentin

i, Kemon CEO

4

Our mission is to spread

the culture of beauty and inspire beauty that

creates culture, one that is free of stereotypes

and values uniqueness, sustainability and

longevity, true and visionary.

We believe the cosmetics sector will undergo a cultural transformation promoting beauty that is both more authentic and innovative; a beauty that is rich in educational values and an ambassador for content. Within this landscape, our aim is to be a benchmark for both support and partnerships in the professional evolution of the hairdresser.

MISSION

VISION

5

The 1980s

The second generatio

n came onto

the scene: G

iuliano Nocentin

i and his

wife Antonella

The 1950s

Partenio Nocentin

i,

co-founder

San Giustino, th

e 1960s:

Partenio and Giulia

no Nocentini

The 1950s

Amalia Gentili

,

co-founder

Timeline

Actyva launched in 1978, viewed at the time as a line of treatment and styling products with essential oils at its core. This line focussed on the main scalp and hair-related problems, and was only sold in salons.

1959 Cramer is founded.

The 1980s

Marketing of p

roducts

abroad begins

The 1980s

The original corporate

name of Cramer S

.p.A.

became Kemon S.p.A.

6

In 1997 Liding was created.

In 2004, the first two products of the new Hair Manya line were rolled out.

With the launch of Lunex Ultra in 1997, we developed the concept that has characterised the company’s brands and led to further brand development.

In 2006 Yo Coloring launched: a revolutionary new dye system based on yoghurt extract that is ammonia and PPD-free.

In 2010 NaYo appeared for the first time: a yoghurt-based dye that is ammonia and PPD-free. Enriched with certified organic ingredients which make for fantastic soothing cosmetics. The outstanding performance of this product and its delicate soothing formula enabled NaYo to quickly become a best selling product.

2011 saw the creation of the AND styling line, with its elegant minimalist designer packaging, which mirrored the philosophy behind this line: a complete line of professional make-up just for hair. The line was restyled and became vegan certified in 2018.

In 2014 the Yo Color System began: the first integrated colouring system intended to transform the salon colour service into a wellness treatment, offering maximum comfort and experience in its treatment of the hair and its fibres.

Francesca Nocentini

The 3rd generation Nocentin

i family

has

come on board over the past

5 years

The work in Research and Development on green cosmetics reached its peak with the launch of Actyvabio in 2018, a complete professional line that was the first of its kind in professional hair care to receive the Cosmos Organic biological certificate. Winner of the Cosmoprof 2019 award as the best biological line.

7

Territory and Sustainability

KEMON OPEN LAB

In the hills of Umbria, not far from our factory, we converted 20 hectares of land to organic farming in 2006. This is how we started extensive experimentation with plants in our “open-air laboratory”, a research activity that still goes on today and has given us unprecedented results.

PLANT SELECTION, ORGANIC FARMING

After extensive research, we selected four plants for their emollient and soothing properties. These plants are native to the area and are rustic and resistant, so do not need lots of water. Grown in accordance with organic farming techniques in our Kemon Open Lab, their extracts produce a synergistic effect so potent they resulted in Kemon obtaining a patent attesting the high degree of innovation involved in research and results.

VELIAN COMPLEX

From the combination of Mullein (Verbascum densiflorum), Helichrysum (Helichrysum italicum), Flax (Linum  usitatissimum) and Dyer’s Chamomile (Anthemis  tinctoria) comes Velian Complex: a patented blend of plant extracts resulting from extensive scientific research conducted by Kemon in collaboration with Vivacell Biotechnology (Denzlingen, Germany) and the University of Ferrara. Studies have demonstrated that “specific blends of extracts of Mullein, Helichrysum, Flax and Dyer’s Chamomile, produced using plants grown by Kemon, possess noteworthy anti-inflammatory, antibacterial and antioxidant characteristics”, and that the patented Velian Complex blend produces an important synergistic effect, with results greater than those expected from the sum of the individual extracts.

Archive photo: harvest o

f medicinal p

lants

in our Kemon Open Lab, 2

014

8

SUSTAINABILITY

Since the brand’s inception, we have had the pleasure of organising many initiatives and campaigns to support environmental sustainability. In recent years, the sustainable lifestyle that we promote has steadily become the everyday routine that regulates our actions. Hence, we always try to ensure our actions are a consequence of an environmentally aware decision-making process.

100% of EMISSIONS OFFSET OR PREVENTED in 2018: 982,509 tons CO 2 = 1400 treesPollution due to electricity consumption is avoided thanks to the use of renewable resources, such as the energy produced by hydroelectric power plants. With voluntary adherence to the Kyoto protocol, we finance environmental offset projects aimed at reducing our methane consumption to zero emissions.

-10% in WASTE BY PRODUCT

In 2018 we reduced production waste per unit of product by 10% .

-10% in ENERGY CONSUMPTION BY PRODUCTIn the three-year period from 2016-2018, we reduced the electric energy used per kg of product by 10%. That is the equivalent of producing a bottle of shampoo, while saving the energy required to recharge 2 smartphones.

-18% in PRODUCT PACKAGINGIn 2018 we were able to reduce our packaging per kg of product by 18%. -34%

in WATER CONSUMPTION PER PRODUCTSince 2016 we have reduced water consumption by 34%

per kilo of product, saving 4,412 m 3 , or the water drunk by 4,029 people in a single year.

91% of PRODUCTS WITH

NATURAL INGREDIENTS IN 2018Of these, 49% are certified (ICEA Vegan, Love

Nature, Cosmos). Over 50% of R&D laboratory projects are of bio/natural interest, a figure that is

growing year-on-year.

9

Certifications

ICEA Vegan

→ ICEA VEGAN is a certificate that ensures that no animal or GMO-sourced raw materials, adjuvants or auxiliary products are used in the ingredients or in the product manufacturing cycle.

Nowadays, the two premium lines (AND and Actyva, respectively) in the styling and care segments are made exclusively with ICEA Vegan certified products.

Love Nature

→ Love Nature is a certificate linked to specifications that Kemon has decided to impose on itself for the protection of the environment and consumer health. The specifications contain a long list of ingredients* which can be used in cosmetics, but which we have decided to eliminate from our products, given that they contain minimal criticalities for the environment or for the health of those who use them. It is always ICEA that ensures the certificate is respected by means of regular supervisory audits.

Self-certifying means assuming a serious commitment to consumers and making a clear and binding statement of intent, obliging us to innovate and seek effective alternatives in increasingly natural and sustainable cosmetics.

* Without Ammonia, Ammonium Lauryl Ether Sulfate, Grapefruit seed extract, HFC 152A in

aerosol products, ingredients derived from sacrificed animals, Methylchloroisothiazolinone

and Methylisothiazolinone, Methylene Glycol, Nanomaterials, Parabens, Paraphenylenediamine,

Paraphenylenediamine derivatives, Petrolatum, Paraffin oils and waxes, Microbeads from PE/PP/

PET/PMMA/Nylon, Retinol, SLES, SLS.

Cosmos Organic

→ Cosmos Organic is the highest and most effective level of certification for all matters organic in the cosmetics field and certifies that a product has been formulated following rigid criteria, using a restricted number of raw materials (natural or otherwise) that are delicate and environmentally friendly. In order to obtain the Cosmos Organic certificate, at least 20% of the ingredients used to make a product must be biologically sourced.

Currently, the entire Actyvabio line has received the Cosmos Organic certificate, which is a record in the sector.

GREEN COSMETICS

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UNE EN ISO 14001 (2007) certificate from SGS Italia S.p.A.

OHSAS (2007) certificate from SGS Italia S.p.A.

→

→

ISO 22716 (2013) certificate from SGS Italia S.p.A.

ISO 9001 (1997) certificate from SGS Italia S.p.A.

→

→ “Guidelines on Good Manufacturing Practices” (or GMP): a set of rules and practices for the production, control, storage and dispatch of cosmetic products to guarantee the quality of the contents of each package.

"Quality Management System": this certificate guarantees that all the services and products sold correspond to certain specifications and that all the stages in the process can be identified and verified.

“Environmental Management System”: the certified organization has a suitable management system to keep the environmental impact of its activities under control, systematically seeking improvement coherently, effectively and, above all, sustainably.

“Occupational Health and Safety Assessment Series”: attests to the application of a system that enables suitable control of the health and safety of workers is in place and is a voluntarily attained certificate that is a complement to the observance of the mandatory regulations in force.

ENVIRONMENTAL AND SAFETY

QUALITY

11

Products

HAIR

MOMENTS

CARE

EVOLUTION

NATURAL

BORN BEAUTY

The perfect combination of tradition and innovation, bringing together the

functionality of science and the gentleness of nature. The synergistic action of

technologically advanced raw materials and natural ingredients guarantees

maximum performance with soothing treatments.

BENEFITS:

• Customised answer for every hair type

• Synergy of technological raw materials and natural ingredients

• Love Nature and ICEA Vegan certified formulas

• Extremely gentle on scalp and hair

• Green PE packaging.

The first organic professional hair care line certified by the COSMOS ORGANIC

STANDARD. These products presented in recycled and recyclable packaging contain

up to 97% ingredients of natural origin. Beauty born from and inspired by nature.

BENEFITS:

• Natural origin ingredients

• Sustainable packaging

• Organic

• COSMOS ORGANIC standard certification

• Contains Velian Complex.

A streamlined and effective treatment line that values your hair care routine with engaging products and immediate results.

BENEFITS:

• Effective

• Engaging products and fragrances

• Immediate results

• Natural active ingredients

• Contains Velian Complex

• In a word, smart!

STYLE

YOUR BEAUTY

DESIGN

YOUR STYLE

AND is a ICEA Vegan certified hair styling line with a sophisticated and

metropolitan appeal, that delivers amazing performance. Feather-light

texture and protective, hydrating formulas providing infinite hair shaping possibilities,

with a natural and residue-free effect.

BENEFITS:

• Light texture

• Protective and hydrating formulas

• Natural, residue-free effect

• ICEA Vegan certified

• Love Nature certified.

A professional line for styling connoisseurs. Scents and colours stimulate creativity; formulas and textures invent new lines.

Extreme versatility and craftsmanship in creating your style.

BENEFITS:

• Captivating scents

• Definition for any type of look

• Women’s and men’s products.

EXPAND YOUR

COMFORT-ZONE

Products

HAIR COLOUR

PLEASURE

Colouring has finally become a wellness and soothing beauty treatment.

A reliable and gentle hair colouring and care system for intense, long-lasting

tones. Yo Color System has a soft yoghurt-based consistency with

certified organic ingredients.

BENEFITS:

• Reliable and gentle system

• Permanent ammonia-free colour

• Colour service as a hair treatment

• Total respect for the scalp and hair

• Easy to use and maximum comfort during application and processing

• Amazing results: gentleness, coverage, longevity and brilliant shine

• Contains Velian Complex.

Cramer Color System is the reliable partner for safe and dependable hair colouring. Every shade, every service

and every colour becomes an easy and infallible choice.

BENEFITS:

• Easy and quick high-performance application

• Reliable results

• 100% coverage of grey, white and stubborn hair

• More than 150 shades available

• Contains Velian Complex.

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LIMITLESS DOCTOR WAVE &

MISS STRAIGHT

Unamy System provides the ability to change the natural shape of hair with

permanent or semi-permanent technology. Formaldehyde-free formulations allow

natural results, with full respect for the hair structure.

BENEFITS:

• Complete system

• 2 technologies (Permanent and semi-permanent)

• 8 services for multiple results

• At-home maintenance products.

Lunex System is the solution to satisfying the lightening needs of your most demanding clients, thanks to fast,

personalised services that completely respect the hair.

BENEFITS:

• Natural effect

• Gentle on the hair

• Intense lightening

• Extreme contrasts

• Exclusive Bond Creator Complex.

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Be part of a more sustainable future.

The future will be sustainable, or there will be no future.

Kemon is available from Salon Success – The Distributor of Choicewww.salon-success.co.uk/kemon || hello@salon-success.co.uk || 0845 659 0011

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