For any set S, the free magmatic algebra spanned by card(S) binary products is the vector space spanned by the set of all planar rooted binary trees with the internal nodes colored by the elements of S, graded by the number of leaves of a tree. We show that it has a unique structure of coassociative coalgebra such that the coproduct satisfies the unital infinitesimal condition with each magmatic product, and prove an analog of Aguiar-Sottile formula in this context, describing the coproduct in terms of the Moebius basis for the Tamari order. The last result allows us to compute the subspace of primitive elements of any unital infinitesimal S-magmatic bialgebra. As an example, we construct a set of generators of the dual of Pilaud and Pons bialgebra of integer relations and compute an explicit basis of its subspace of primitive elements.