Let’s get to know each other

Welcome to the world of Magia

We are Magia, an Italian brand dedicated to the passion of home care.

About Us

Magia transforms everyday household gestures into moments of authentic well-being. Distributed by Asta Srl, we create products that combine the Italian tradition of excellence with high-performance concentrated formulas.

Every fabric softener, room fragrance and detergent we make is born from meticulous olfactory research: we select sophisticated fragrances that evoke genuine emotions, creating rare alchemies that transform laundry and living spaces into unique sensory experiences. Our philosophy is simple: professional quality accessible to all, with respect for the environment at the heart of every choice.

Our Philosophy

Our products offer the quality of being clear in their benefits and extraordinary in their experience.

01 | Our Passion

Our love for fragrances guides us in creating products that move people. Every formula is designed to deliver long-lasting, enveloping scents, transforming laundry into a daily ritual of pleasure.

02 | Our Philosophy

We believe in accessible premium: Italian quality, long-lasting concentrated formulas, honest prices. One litre of Magia provides up to 50 washes, because true luxury is efficiency without compromise.

03 | Our Design

We study complex olfactory pyramids with top, heart and base notes that reveal themselves gradually. Every product is an architecture of essences that tells a story, from morning freshness to evening sensuality.

04 | Our Ideas

Responsible innovation: concentrated formulas that reduce waste, packaging designed to minimise environmental impact, tested efficacy for professional results even at low temperatures.

05 | Our Goal

Making Italian excellence in home care accessible to all. We want every family to enjoy sophisticated fragrances and superior performance, with the assurance of Made in Italy.

06 | Our Values

Transparency, consistent quality, respect for the environment and for those who choose our products. Magia is reliability that smells of Italy, day after day, wash after wash.

Mastery in Detail

Every Magia product is born from careful selection of raw materials and a development process that leaves nothing to chance. We study olfactory pyramids with the care of a master perfumer, balancing fresh, floral and musky notes to create fragrances that evolve over time and persist on fabrics. Our concentrated formulas are the result of rigorous testing: we want every drop to deliver superior performance, ensuring extreme softness, long-lasting freshness and brilliant colours wash after wash. From the careful blending of ingredients to the final quality control, every stage of production reflects our commitment to excellence. Because for us, detail is not a minor point — it is the very essence of the Italian premium product.
Passion for home care

Home is our refuge, the place where memories are built and daily life unfolds. That is why we are deeply passionate about the world of home care and transform it into an art. We believe that doing laundry, fragrancing rooms or cleaning floors should not be mere routines, but moments of sensory pleasure that make every day better. Our dedication translates into a constant search for exclusive fragrances that evoke emotions: from the sea breeze of the morning to the enveloping sensuality of the evening, every essence is designed to create atmospheres that transform domestic spaces. We love what we do, and this passion is felt in every product that bears the name Magia.
Mission: Excellence Accessible to All

Our mission is to democratize luxury in home care. We want every family to enjoy professional products with sophisticated fragrances, without having to choose between quality and affordability. That is why we develop ultra-concentrated formulas offering up to 50 washes per bottle, ensuring real savings without compromising performance. We believe in authentic Made in Italy, in sustainability as a daily responsibility, and in transparency towards those who choose us. Our ambition is to be present in every home as a trusted partner for laundry and household care, bringing that touch of magic that transforms simple gestures into extraordinary experiences. Because true luxury is accessible, responsible, and smells of Italy.