The new Conero Beauty skincare line speaks of territoriality, clean beauty, natural and vegan formulas, born on the slopes of Monte Conero. Conceived and created by two young entrepreneurs, with an entirely local supply chain, it is based on the extracts of native plants of the Monte Conero Regional Natural Park. Among these, the study and topical application, for the first time in the world of cosmetics, of the Conero paccasasso extract (Crithmum Maritimum), a unique plant of its kind and very rich in vitamin C with antioxidant, antibacterial and regenerative properties.
“Conero Beauty was born on the one hand from our passion for cosmetics and the desire to create an authentically natural dermocosmetic brand that spoke of Marche territoriality with a strong base of cosmetic science and innovation, and on the other hand from the lack of supply of natural cosmetics in the pharmacy channel despite the green beauty niche being the slice of the cosmetic market with the highest growth rate in recent years (Cagr + 44% in 5 years source Cosmetica Italia) – say Daniele Aloi, founder together with Federico Patrizi of the line on sale in pharmacy channel and online.
The line was conceived in the months of the lockdown “when we started studying the cosmetic effectiveness of a local plant, the paccasasso del Conero, a superfood known locally for its high concentrations of vitamin C and already grown and used for food use – they continue – Studies conducted with a cosmetic laboratory have led us to create a plant extract that we use as the basis for all the formulations of our cosmetics to which other plant extracts and natural active ingredients are added to create completely natural, vegan, and al at the same time highly effective and tolerable for the most sensitive skins ».
The goal of the start-up at the moment is to expand distribution in the pharmacy channel as much as possible inside and outside the Marche region. «Our efforts at the moment are focused on the Italian market, but we have already tested Conero Beauty’s entry into other countries in digital-only form with vertical online cosmetic distributors, such as Abiby in Spain. We are an innovative start-up in strong growth and we are now in a start-up acceleration program managed by Bocconi University, Bocconi4innovation, proof of the attention of the market towards this type of natural cosmetics and of the growth of the sector “.
The production takes place locally and is proudly “made in Marche”, from research to formulation, from the procurement of the active ingredients to the packaging of cosmetics. Including Fabriano paper packaging. «We strongly believe in the value of local excellence and in the system economy – say the two entrepreneurs -. Our distribution is twofold: online on our proprietary e-commerce and on clean beauty multi-brands such as Abiby and TheBeautyFlow, and offline in the pharmacy, where we personally propose the brand to the pharmacist and follow him closely in the advice to the consumer. Our natural cosmetics is in fact a cosmetic that must be told, studied and understood by the pharmacist as well as by the final consumer, made of particularly fluid textures, a color and a fragrance that reflect the completely natural formulation philosophy. To date we are present in various pharmacies in the Marche region, especially in the province of Ancona and Macerata, in Milan and Bologna ».