By professionals, for professionals only.
For professionals and demanding private users
The number one in hotel hairdryers
Everything you desire,

Only better.

Discover the New REGENERA AI.
Welcome to the world

of haircare innovation

Dedicated to today's

beauty professionals

New technology:

super-visible colour effect

Choose the right UNIQUE product for you

UNIQUE is made by unique people for unique people.

“With the UNIQUE line, we want to make an evolutionary leap in the history of our company, creating a unique and direct relationship with the professional. For us at VALERA, every hairdresser represents a driving force to improve our products and the results of hair salon work.”

Flavio Soresina, CEO and founder of VALERA
We are specialists, innovators, and dreamers.

"VALERA's design places great emphasis on durability, because the longer the product lasts, the more sustainable it is, but also on serviceability, so much so that every single component of our luminaires is serviceable."

Simone Straticò, Technical Director
We are sustainable in our actions

"At VALERA one breathes a great sense of dedication to work. I learnt my sense of responsibility from working here for 42 years."

Paola Presutti, Service and Production
Control is part of our DNA

"Quality control is a pillar at VALERA and is an essential step that helps us to always find new ways to improve the product. With testing, we control and create at the same time."

Francesco De Castro, Lab Manager

The Swiss Hair Specialists

At Valera, everything revolves around hair. Hairdryers and styling appliances are our profession. With expertise in professional hairdressing and a passion for quality, we create appliances that meet the highest demands.

Valera, Swiss Hair Specialists since 1955. Quality from tradition.


From idea to product

Professional, reliable, durable.
With our hair care appliances, we meet all requirements.


Focus on sustainability

When we design a new product, we keep the entire life cycle in mind and apply the current eco-design guidelines. Our many years of experience in the production of hair care appliances help us to find optimised solutions that meet all wishes.

Precision at every step

For Valera's proven Swiss quality, we take care of every little step in the assembly process of our appliances. We rely on the expertise and experience of our employees, many of whom have been with us for many years. Swiss quality is made with passion.

Put to the test

Our engineers take the utmost care in testing the optimal function and performance indicators of each model. By continuously running stress tests, we ensure the resilience in intensive professional use and the longevity of the components.

Valera’s key concepts for a sustainable future

  • Energy-saving performance  

    Energy-saving performance

    Our latest generation hairdryers
    deliver full power with less energy consumption, thanks to their digital motor and an optimised airflow.

  • Clean energy  

    Clean energy

    Our plant is powered by electricity from renewable sources, especially clean energy from Swiss hydroelectric power stations.

  • Long-life products  

    Long-life products

    We develop products that are built to last, with the highest quality components for heavy duty use.



Valera has been recognized for the
innovative strength and excellent quality of its hairdryers produced in Switzerland.