Vision and philosophy - Idea Toscana
We start with Tuscan olives because they are at the CENTER of everything!
The olive tree, cypress and vines are the most common and characteristic plants of the Tuscan landscape. Together with the country houses, the hills and all the magic around them, they contribute to the creation of a unique symbiosis between man and nature. The olive tree and the vines, the richness of their fruit and the millennia of human labor, create an extraordinary balance between what is created by human hands and what is a natural gift of nature.
Knowledge, tastes, aromas and colors, fascinating landscapes and an excellent quality of life. These are the values that Idea Toscana transmits through its products. Treat yourself to a daily Tuscan pampering experience. One of the best places in the world you could live.
Natural cosmetics for wellness according to the best Tuscan manufacturing tradition. Tap into the vast artistic, cultural, natural, food, wine and manufacturing legacy left by inspired and great predecessors.
The story:
Idea Toscana Srl was established in 2002 with the intention of producing and marketing natural and organic cosmetic products for personal use, gifts as well as decorative accessories for the home. The idea is to combine the picturesque, architectural and poetic beauty of Tuscany with the world of artisan production, which draws inspiration from its vast artistic heritage in the region. The originality with which Tuscan companies still produce today is considered unique on the world stage.
Each phase of the production process is carried out with craftsmanship and special attention to the smallest details. The style, finesse and care of the creation process are the result of a search for quality present in the Italian DNA of everyone who has touched the creation of the products.
The idea:
Since time immemorial in Tuscany, long ladders have been prepared after the harvest, on which the olives are collected ("burnt") by hand, then placed in special wicker baskets and after a few hours taken to the mill. Here, with exclusively mechanical ("squeezing") and never chemical systems, the Organic Tuscan IGP extra virgin olive oil is born. Green in color with a fruity taste, the characteristic aromas of artichoke, fennel, arugula and green leaves, with very low acidity, rich in polyunsaturated, monounsaturated fats, polyphenols and vitamin E, which are not only useful, but also easily accepted and processed by the human organism. Thanks to their antioxidant action, they effectively counteract the harmful effects of free radicals, "guilty" mainly of cell and skin aging.
The use of olive oil not only for food but also for cosmetics dates back to the beginning of history. From the Egyptians to the Greeks, from the Etruscans to the Romans, to the skilled Florentine merchants who supplied the first soap factories and pharmacies with oil in the fourteenth century. The Mediterranean tradition of using olive oil in cosmetics has been passed down to the present day and has been synonymous with quality ever since.
Idea Toscana is the inheritor of the best Italian cosmetic tradition and with great love, soul and inspiration creates hygiene and body care products so that everyone in the world can benefit daily from a true treasure that nature offers us.
The exclusive use of Organic Tuscan IGP Extra Virgin Olive Oil fully guarantees the authenticity of the precious raw material of Tuscan origin, subjected to strict and impartial control according to the well-known discipline strongly defended by the producers to support and evaluate their work.
According to these provisions, the term "Bio Tuscan Extra Virgin Olive Oil" becomes a Protected Geographical Indication (PGI) in accordance with the definition given in Article 44 of Regulation No. 1151/2012 of the European Community.
And we, the Plámenna team, are proud, happy and grateful to be part of this family!
The important moments that trace the growth of Idea Toscana. Permission from MiPAAF:
When in 2007 we started thinking about a high-quality line that would identify Tuscany in the world, the choice of active ingredient was easy, since for thousands of years all Mediterranean peoples have used the benefits of olive oil to beautify the body.
However, our analysis did not stop there, so after a long and meticulous work on the formulas, in the same year we received from the Ministry of Agriculture, Food and Forestry PERMISSION to put on the labels of our products the designation "with olive oil "TOSCANO IGP" Extra Virgin" . Highly desired by manufacturers, protecting their operations and consumer safety.
The birth of PRIMA SPREMITURA:
In 2008, PRIMA SPREMITURA was created by Idea Toscana, of which Il FORTE srl is the official distributor. It is the first certified cosmetic line that respects the environment, the territory and health and uses "Toscano IGP" extra virgin olive oil, supported by the authorization of the Consortium for the Protection of Tuscan Extra Virgin Olive Oil (IGP) , which has agreed to a change of purpose: from exclusively food raw material to cosmetic raw material.
In February 2010, the Ministry issued an additional PERMISSION to put on our labels the words "TOSCANO IGP" ORGANIC EXTRA VIRGIN OLIVE OIL.... We subsequently provided the entire cosmetic line and related consumer communication to the Consortium for the Protection of Tuscan Extra Virgin Olive Oil, which welcomes our initiative. Since 2012, we have started to produce a whole face line, giving life to PRIMA SPREMITURA BIO, the first Italian cosmetic line certified as organic by Natrue, which is in line with the definition of ORGANIC COSMETICS.
PRIMA FIORITURA is the pink line we launched in May 2018 dedicated to lips, hands and face. It contains in its formula organic extracts of rosehip and Rosa Damascena, which, combined with a mixture of vegetable oils, restore the tone and shine of all skin types. In June 2019, we introduced a new line of shampoo and shower gel with organic grape juice BIO LE VENERI with regenerating, nourishing and antioxidant properties.
Bio le Veneri is a line of organic detergents certified by Natrue with the highest quality organic certifications in ORGANIC COSMETICS.
How do we work?
Our competitors use different types of vegetable oils, including olive oil. The oils selected and used are often refined products, manipulated, treated at a chemical-physical level to improve their smell, transparency and stability. In this way, some properties of native oils are often lost: through refining and purification, vegetable oils can be depleted of functional and beneficial components for the skin.
The formulations of the Prima Spremitura line comply with the production regulations imposed by the Consortium for the Protection of "Toscano IGP" virgin olive oil: the selected natural raw material, the "Toscano IGP" organic virgin olive oil, is not "processed" in any way, it is used as comes from the mills; after adequate control and certification, the IGP oil is added to the formulas directly from the original packaging (5 liter cans), at the end of the production process, after allowing the formula to "cool" by bringing it to room temperature, exactly as required by the Regulations.
In this way, all the benefits that this valuable active ingredient contains are transferred to the skin to nourish and hydrate the epidermis, creating natural beauty products.
The dosage of Organic Tuscan IGP Extra Virgin Olive Oil is calibrated according to the type and functionality of the cosmetic formula, so as not to leave any greasy residue, especially considering that the oil used is a local oil, extremely rich compared to other vegetable oils , used in cosmetics, from active ingredients valuable for the skin.
For this reason, the doses of oil in cosmetic formulas do not necessarily have to be high: the raw material used is actually of high quality and functional power.
Ethical principles:
"Our cosmetics are real, high quality, natural"
Does not contain SLS/SLES, PARABENS, SILICONES, MINERAL OILS, ISOTHIAZOLINONES, ARTIFICIAL COLORS, SYNTHETIC PERFUMES.
All our products are DERMATOLOGICALLY and MICROBIOLOGICALLY TESTED, MADE ONLY WITH PREPARATIONS OF PLANT ORIGIN, WITH NATURAL ESSENTIAL OILS (Allergens of plant origin).
In nature, plants are the main "producers" of active ingredients, since they are the only ones that supply living beings with organic matter and oxygen, using only the sun, water and minerals present in the soil. In our natural products you can find active ingredients with softening and soothing, toning, elastic and antioxidant properties.
All you have to do is enjoy them!
