“WE BELIEVE
A DEEP CHANGE
IS NEEDED
IN THE WORLD OF HAIRSTYLING.
”
REAL “COMMUNITY”
Upgrade is not just great functioning hair tools.
It is a real network of knowledge at the service of those who, like us, ground their professionalism in strong values and not just numbers: human relationships, trust, experience.
AN ETHICALAPROACH
We believe in the possibility to build, among millions of hairdressers and brands, a protected community of Upgrade hairdressers, who choose us because our main goal is to protect their work and their profits.
WHAT THEY SAY ABOUT BIO-INFRARED
“Bio-Infrared Upgrade allows me to work in complete safety even on treated and damaged hair, respecting its structure. Maximum shine, natural waves, and creativity without stress.”
MARCO FIRRIOLO
“For us, Bio-Infrared is synonymous with absolute quality: extraordinary shine, protected cuticles, and maximum safety even on treated hair. It preserves color—even the coolest blondes and pastels—ensuring brilliant results and delighted clients.”
LORENZO MARCHELLE
“Bio-Infrared is innovation turned into performance: it protects color, ensures long-lasting results, and guarantees impeccable styling after every technical service. My daily certainty in the salon.”
GIADA GALASSI
“Bio-Infrared combines care, shine, and performance: visible results to the touch and to the eye, longer-lasting styling, and total comfort. A professional tool that truly makes a difference in the salon.”
FRANCESCO ARANCIO
“Bio-Infrared is technology that works deep down with full respect for scalp and hair. High performance, absolute comfort, and visible results that enhance every professional service.”
GIUSEPPE DI BENEDETTO
Upgrade is technology serving hair health: it protects the hair structure during lightening services, preserves shine, and ensures long-lasting styling. My everyday guarantee for healthy, high-performing hair.”
JENNY FRATINI