Published on: 16/09/2025 Updated on: 23/09/2025
MA-FRA: 60 Years of Innovation in Car Care.
Since 1965, MA-FRA has been synonymous with state-of-the-art solutions for the cleaning and care of every vehicle. With over 60 years of experience, the Italian company has consolidated its leadership in the industry, transferring its expertise, gained alongside car wash professionals, directly into the hands of the end consumer.
Thanks to an ongoing commitment to research and development, MA-FRA offers innovative, high-performance formulas designed to meet the emerging needs of motorists and operators in the industry, guaranteeing top-notch results every time.
MA-FRA at the Fair: News and Solutions for the Future
📍 Hall 24 - Booth L45-M48
At the MA-FRA booth it will be possible to discover a preview of the latest innovations dedicated to car cleaning and perfuming, along with advanced promotion, communication and marketing tools designed to support points of sale. A unique opportunity to meet the brand and get up close and personal with innovative products resulting from years of research.
Idrowash: Ultra Foaming Detergent
Idrowash is the new ultra-foaming cleaner designed to provide maximum cleaning performance with extreme ease of use. Perfect for pressure washers and foam guns, it acts on the most stubborn dirt and is suitable for many surfaces: cars, motorcycles, RVs, ceramic floors, outdoor furniture.
Main features:
- Compact and adherent foam
- Does not require mechanical action
- Protects the most delicate finishes
- Fresh fragrance with Calabrian bergamot
A product that combines professional effectiveness, ease of use and respect for materials.
MA-FRA SODA: The Perfumer Inspired by the Pop World
Mafra Soda
With MA-FRA SODA, fragrance becomes iconic. This new line of cellulose car fragrances is inspired by the pop world of canned drinks, combining distinctive design and fragrances with a strong sensory impact.
The six variants available:
- Berry Pop
- Sprite Blast
- Forest Tonic
- Fresh Wave
- Tropicool
- Vanilla Fizz
A young and contemporary proposal, perfect for those looking for a recognizable, emotional and trendy lifestyle product.
Harya: Elegance and Personality
MA-FRA's Harya line represents a new generation of scented rubber nozzle perfumers with a minimal and elegant design. Each perfumer is enhanced by complex olfactory pyramids that combine floral, citrus, oriental, gourmand and marine notes.
Distinctive features:
- Refined and contemporary design
- Long life and gradual release
- Exclusive and personalized fragrances for every mood
Perfect for those who want a cabin that smells of style and personality.
MistyScent Spray: Perfume Always with You
MistyScent
MistyScent Spray is more than just a perfumer-it is an everyday gesture that transforms the atmosphere of the cabin.
Convenient and compact 100 ml spray format that can be used on floor mats, cloth seats, carpeting or directly in the air.
Available in six fragrances:
- Ocean Wave
- White Cotton
- Berry Fusion
- Fresh Forest
- Tropical Sunset
- Vanilla Essence
A versatile and immediate product that can adapt to every style, mood and occasion.
Fantasies of Elixir: Restyling a Classic
Elixir Fantasies
The new Fantasie d'Elisir line represents the evolution of a great MA-FRA classic, with an elegant and contemporary restyling.
Main features:
- New refined packaging
- Intense and persistent fragrances inspired by high-end perfumery
- Versatile use: car, home, office, hotel, showroom
A multi-sensory proposal that enriches any space with a premium touch.
Beyond Products: Point of Sale Support
MA-FRA not only offers innovative products, but also provides partners with concrete tools to increase the success of their stores:
- Promotion strategies aimed at increasing sales and attracting new customers
- Effective communication solutions with high-quality information and visual materials
- Marketing support with personalized advice, dedicated campaigns and best practices
Made in Italy, Innovation and Sustainability
All MA-FRA products are developed in in-house R&D laboratories, manufactured on modern production lines and meet the most advanced standards.
Distinctive brand characteristics:
- Production 100% Made in Italy
- Certified quality and constant updating
- Environmental commitment with environmentally friendly active ingredients and innovative technologies
An approach that combines high performance and respect for the environment.
Discover the Future with MA-FRA
MA-FRA invites all visitors to discover its new products at Hall 24 - Stand L45-M48. This will be an opportunity to learn more about industry trends, learn about the latest products, and share first-hand experience with a company that has been a leader in car care, cleaning and scenting for more than 60 years.
👉 MA-FRA: passion, innovation and quality in the service of vehicle care.
