We start with Tuscan olives because they are at the HEART of everything! 

The olive tree, cypress, and vineyards are the most common and characteristic plants of the Tuscan landscape. Together with country houses, rolling hills, and all the magic surrounding them, they contribute to creating a unique symbiosis between man and nature. The olive tree and vineyards, the richness of their fruits, and millennia of human labor create an exceptional balance between what is created by human hands and what is a natural gift from nature.

Knowledge, tastes, aromas, and colors, enchanting landscapes, and an excellent quality of life. These are the values that Idea Toscana conveys through its products. Treat yourself to a daily Tuscan experience and self-care. One of the best places in the world where you could live.

Natural cosmetics for wellness according to the best Tuscan manufacturing tradition. Experience the immense artistic, cultural, natural, culinary, wine, and manufacturing heritage left by inspired and great predecessors.

The Story:

Idea Toscana Srl was founded 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 artisanal 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.

Every phase of the production process is carried out with mastery and particular attention to the smallest details. The style, finesse, and care in the creation process are the result of a pursuit of quality present in the Italian DNA of everyone involved in creating the products.  

The Idea:

Since time immemorial in Tuscany, after the harvest, long ladders are prepared, with which olives are hand-picked ("burned"), then placed in special woven baskets and, after a few hours, taken to the mill. Here, with exclusively mechanical ("squeezing") and never chemical systems, Organic Tuscan PGI extra virgin olive oil is born. Green in color with a fruity taste, 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 beneficial but also easily absorbed and processed by the human body. Thanks to their antioxidant action, they effectively counteract the harmful effects of free radicals, primarily "guilty" 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 heir to the best Italian cosmetic tradition and with immense love, soul, and inspiration creates products for hygiene and body care, so that everyone in the world can daily benefit from a true treasure that nature offers us.

The exclusive use of Organic Tuscan PGI Extra Virgin Olive Oil fully guarantees the authenticity of the valuable raw material of Tuscan origin, subjected to strict and impartial control according to the well-known discipline, strongly defended by producers to support and evaluate their work. 

According to these regulations, the term "Organic 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! 

Important milestones tracking the growth of Idea Toscana. Authorization from MiPAAF:

When we started thinking about a high-quality line in 2007 that would identify Tuscany in the world, the choice of an active ingredient was easy,  as for thousands of years all Mediterranean peoples have used the benefits of olive oil to beautify the body.

Our analysis, however, did not stop there, so after long and meticulous work on the formulas, in the same year we received authorization from the Ministry of Agriculture, Food and Forestry to place the designation "with "TOSCANO PGI" Extra Virgin olive oil" on the labels of our products. Strongly desired by producers, protecting their work and consumer safety. 

The birth of PRIMA SPREMITURA:

In 2008, PRIMA SPREMITURA was created by Idea Toscana, for which Il FORTE srl is an official distributor. This is the first certified cosmetic line that respects the environment, territory, and health and uses "Toscano PGI" extra virgin olive oil, supported by the authorization of the Consortium for the Protection of Tuscan Extra Virgin Olive Oil (PGI), which agreed to a change of purpose: from an exclusively food raw material to a cosmetic raw material.

In February 2010, the Ministry issued a further AUTHORIZATION to print on our labels the words "TOSCANO PGI" ORGANIC EXTRA VIRGIN OLIVE OIL.... Subsequently, we provided the entire cosmetic line and related consumer communication to the Consortium for the Protection of Tuscan Extra Virgin Olive Oil, which welcomed our initiative. From 2012, we started producing 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 rose line we launched in May 2018, dedicated to lips, hands, and face. Its formula contains organic rosehip and Damask rose extracts, which, combined with a blend of vegetable oils, restore tone and radiance to 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 in organic certifications for ORGANIC COSMETICS. 

How do we work?

Our competitors use different types of vegetable oils, including olive oil. The selected and used oils are often refined products, manipulated, treated at a chemical-physical level to improve their smell, transparency, and stability. In this way, some properties of local 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 Unprocessed "Toscano PGI" Olive Oil: the selected natural raw material, organic unprocessed "Toscano PGI" olive oil, is not "processed" in any way, it is used as it comes from the mills; after adequate control and certification, the PGI oil is added to the formulas directly from the original packaging (5-liter cans), at the end of the production process, after the formula has been allowed 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 PGI 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 in comparison to other vegetable oils used in cosmetics, with active ingredients valuable for the skin.

For this reason, high doses of oil in cosmetic formulas are not necessarily required: the raw material used is, in fact, of high quality and functional power.  

Ethical Principles:

"Our cosmetics are real, high-quality, natural"

It does not contain SLS/SLES, PARABENS, SILICONES, MINERAL OILS, ISOTHIAZOLINONES, ARTIFICIAL COLORANTS, SYNTHETIC PERFUMES.

All our products are DERMATOLOGICALLY and MICROBIOLOGICALLY TESTED, PRODUCED ONLY WITH PLANT-BASED PREPARATIONS, WITH NATURAL ESSENTIAL OILS (Plant-derived allergens).

In nature, plants are the main "producers" of active ingredients, as 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, elasticizing, and antioxidant properties.

There's nothing left for you to do but enjoy them!