Mario Lorenzin started his barber apprenticeship in Treviso only 11 years old. Being afflicted with hair loss at a very early age he became wary of the petroleum-based hair products of the time and set out to create something better. Years of experimentation culminated in the radicchio formula, drawn in part from medieval manuscripts. The red radicchio cabbage local to Treviso undergoes cold fusion over the course of 90 days and is then saturated in vitamins, mineral salts and other active ingredients. Recently the formula has been adopted into a complete line encompassing beard shampoo, beard oil, brushes and mustache wax.