Labocosmetica and MANIAC Line's parent company, MA-FRA, has just celebrated an incredible milestone - 60 years at the forefront of car care innovation!
What began in 1965 as a bold vision by founder, Gianfranco Mattioli, has grown into one of the most respected and forward-thinking companies in the detailing world. As we raise a toast to six decades of excellence, it’s the perfect time to look back at the rich history and evolution of this iconic Italian brand.
The Birth of MA-FRA
The story of MA-FRA starts in Milan during the golden era of Italian automotive culture. Gianfranco Mattioli, driven by a passion for chemistry and automotive care, set out to revolutionise the way people looked after their vehicles. At a time when car maintenance often involved harsh solvents and basic techniques, MA-FRA introduced an entirely new philosophy: combining professional performance with eco-friendly chemistry.
From the start, MA-FRA focused on quality and research. Their early products stood out for being both effective and safe - not just for vehicles, but also for users and the environment. This balance between innovation and sustainability would become a cornerstone of the brand.
Growth and Global Recognition
Throughout the 1970s and 1980s, MA-FRA expanded beyond Italy, gaining traction across Europe thanks to its commitment to cutting-edge research and superior product performance. They invested heavily in R&D, developing new formulas that set industry standards and introduced car care solutions that professionals could truly rely on.
By the 1990s, MA-FRA had become a household name in the car detailing industry. Their portfolio grew rapidly, ranging from shampoos and waxes to advanced interior cleaners and professional-grade tools. Whether you were a weekend enthusiast or a high-end detailing studio, MA-FRA had something for every need.
The Labocosmetica Revolution
A major turning point came with the introduction of #Labocosmetica in 2016, MA-FRA’s premium range designed specifically for detailing professionals.
Labocosmetica products combined laboratory-grade chemistry with real-world performance and quickly gained a cult following among detailers around the globe.
It cemented MA-FRA’s reputation, not just as a car care company, but as a leader in detailing innovation.
Labocosmetica has gone on to become a benchmark in the industry, known for products like HPC, CUPIDO, SAM and AUDACE - each one representing years of research and countless hours of testing.
MA-FRA Detailing School & MANIAC Line
Fast-forward to 2021 and, as part of their continued commitment to education and innovation, MA-FRA launched their Detailing School - a state-of-the-art training facility designed to support both aspiring and experienced professionals.
Offering hands-on courses led by industry experts, the school focuses on advanced techniques, product knowledge and real-world applications. To date, over 300 professionals have been trained and certified via MA-FRA's detailing school.
While launching the Detailing School, MA-FRA unveiled the MANIAC Line, a new range of products tailored for passionate enthusiasts who want pro-level results as part of a user-friendly experience. This dual launch reflects MA-FRA’s mission to empower detailers at every level, bridging the gap between professional expertise and at-home car care.
Commitment to Sustainability and Innovation
Even after 60 years, MA-FRA remains relentlessly focused on the future. Their headquarters, based just outside Milan, is home to a state-of-the-art research and development centre, where new formulations are constantly being created and refined.
MA-FRA’s sustainability efforts have also intensified, with a strong push toward biodegradable formulas, reduced plastic use and eco-conscious packaging. They’ve embraced automation and smart production methods, but never at the expense of quality.
A Legacy of Passion
At its core, MA-FRA’s success is built on passion - passion for cars, for craftsmanship, and for pushing boundaries. Over the decades, they’ve collaborated with motorsport teams, detailing studios and industry professionals to continually raise the bar.
As they celebrate their 60th birthday, MA-FRA isn’t just looking back, they're charging forward with the same energy that defined them in 1965. The detailing industry continues to evolve but one thing remains constant: MA-FRA’s dedication to excellence.
Here's to 60 More
Happy 60th Birthday, MA-FRA! Thank you for six decades of innovation, integrity and inspiration. The detailing world wouldn't be the same without you and we can't wait to see what you do next!
The Clean and Shiny Team 🥳