our products

Our laboratories have created tools that allow each member of our tribe to cover every need, from the most radical color change to the deepest beauty treatment. Creating beauty is our mission.

explore the genUS world and you will discover


Discover all Expression products, the whole professional styling line by genUS. Create your style and express your personality.

seven shades

The explosiveness of direct pigments and the conditioning action of masks in a single product. Elegant, mysterious, lively, dynamic, refined, intrepid, sensual… discover the shade that suits you best.

genUS academy

A cohesive tribe is founded on clear and timely information. Do not miss the advice of our technical director Alessio.

genUS, discover more about our tribu and our mission

find out more