Born in the early '80s with the launch of Malizia Profumo d'Intesa, a complete line of fresh perfumed deodorants, available in many different fragrances, designed for a young female target. The launch with the popular "Malizia profumo d'intesa" jingle was the key point of the famous ADV campaign.

Malizia will later become the umbrella brand par excellence, divided into complete lines of products for personal hygiene and home care, highly differentiated within them to offer specific answers to as many specific needs, depending on the different target groups.

Malizia Profumo d'Intesa for HER, Malizia UOMO for HIM are the complete lines of fresh and sensual deodorants; Bon Bons of Malizia is perfect for pre-teen girls, who are looking for fresh tastes and bright colours. Malizia Family is the line of toiletries dedicated to the whole family and for the hair styling we have the brand Malizia Giovani.