We produce natural cosmetics for wellness according to the highest Tuscany’s manufacturing tradition
To give daily experience of self-care and well-being in the Tuscan way, one of the best places in the world where you can decide to live.
To share, through the use of our products, the immense artistic, cultural, natural, gastronomic and manufacturing heritage left as a dowry by our enlightened predecessors.
Natural Cosmetics for your wellness
Tuscanyidea s.r.l. was established in 2002, with the intention to produce and commercialize fine Natural and Organic cosmetic products for personal use, gifts, as well as decorative accessories for the home. The idea was to combine the pictorial, architectural and literary beauty of Tuscany with the work of the craft and artisan producers which in this Area, more than in others, has been able to draw from on the enormous artistic and cultural heritage left by our predecessors.
Each phase of the production process is carried out with craftsmanship and with attention to the smallest details.The inventive way with which Tuscan companies produce goods is still unique within the manufacturing panorama where everything is under the effect of globalization. The style, the refinement, the extreme care devoted to every production phase of the artefact are born from the attention to details and to the finishing touches that each operator of the most different goods sectors has in his own DNA.
The olive tree, the cypress and the vine are the most common plants in the Tuscan landscape. Together with the peasant houses and the hills they contribute to the creation of a union, which is unique in the entire world, between human beings and nature.Particularly the olive tree and the vine, thanks to the richness of their fruits and to the millennial work of mankind, represent the bases of the Tuscan rural economy, thus creating an exceptional balance between what is created by man and what is natural.
Since time immemorial, in Tuscany, once the vintage is over, the long ladders are prepared in order to manually collect (“Brucare”) the olives, which are then put down with care in proper wicker baskets and carried to the oil-press in a few hours’ time. Here, using exclusively mechanical and never chemical systems (“Spremitura”), the good Organic TOSCANO PGI Extra Virgin Olive Oil originates, with its green colour and the gold-yellow reflection, its unmistakable fruited taste and its typical aromas of artichoke, fennel, “rucoletta” and green leaf.This precious low acidity olive oil is rich in polyunsaturated and monounsaturated fats, which are useful and easily digestible for the human metabolism.
Moreover it’s rich in polyphenols and vitamin E that, thanks to their antioxidant action, can oppose in an effective manner the harmful effects of the free radicals, which are mainly responsible for the cellular and skin ageing. The use of olive oil dates back to the beginning of time and it wasn’t only used for nutrition but especially for cosmetic purposes. From the ancient Egyptians to the Greeks, from the Etruscans to the Romans up to the capable Florentine business-men who already supplied oil in the fourteenth-century to the first soap-works and to the apothecary workshops, the exclusively Mediterranean tradition of the use of olive oil in the cosmetic sector has been passed down until the present day and since then it’s considered a synonym of guarantee and quality. Tuscanyidea, heir to the best Italian cosmetic tradition, wanted to pay tribute to its territory through the use of this noble and ancient friend of human beings, the olive oil, in an entire product line for hygiene and body care in order to allow people from all countries in the world to benefit every day from this real Treasure that nature has offered us.
The exclusive use of the denomination «Organic TOSCANO PGI Extra Virgin Olive Oil» totally guarantees the genuineness and the only Tuscan origin of this precious raw material which is submitted to strict and impartial controls according to the quite known Regulation which was strongly wanted from the producers for the protection of their work and for the safety of the consumer. According to this Regulation the denomination «Organic Toscano Extra Virgin Olive Oil» becomes a Protected Geographical Indication (P.G.I.) in conformity with the definition given in the Art. 44 of the Regulation of the European Community n° 1151/2012.
The most important moments that mark our growth
Ministerial Authorization MIPAAF
In 2007 when we started to think about top-of-the-line cosmetic products able to identify Tuscany in the world the choice of the active substance was quite simple, indeed for thousands of years Mediterranean people were able to take advantage of the health benefits of Olive Oil.
However our analysis was not only limited to this, in fact after a long and detailed work regarding the mixture we were able to obtain the AUTHORIZATION from the Italian Ministry of Agricultural, Food and Forestry Policies to write on the labels of our products the diction “WITH TOSCANO PGI EXTRA VIRGIN OLIVE OIL“.
In this way it’s guaranteed the total genuineness and the Tuscany origin of this precious raw material which will be subject of strict and impartial controls according to the quite known Regulation which was strongly wanted by the producers to protect their work and the safety of the consumer.
The birth of PRIMA SPREMITURA
In 2008 PRIMA SPREMITURA of Idea Toscana was created, a line for which the Company IL FORTE s.r.l. is the worldwide distributor. It’s the first line of certified-organic cosmetics that respects the environment, land and health and uses Organic Toscano PGI (Protected Geographical Indication) Extra Virgin Olive Oil, having gained authorization from the Consortium for the Safeguard of Toscano PGI Extra Virgin Olive Oil, (Consorzio per la tutela dell’ olio extra vergine di oliva Toscano ”IGP”), to change its typical use; from an exclusively food raw material into a cosmetic one.
On February 2010 we also receive the AUTHORIZATION from the Italian Ministry of Agricultural, Food and Forestry Policies to write on the labels the diction "WITH ORGANIC TOSCANO PGI EXTRA VIRGIN OLIVE OIL". Subsequently we submitted the whole cosmetic line and the relative consumer communication to the Consortium for the Safeguard of Toscano PGI Extra Virgin Olive Oil (Consorzio per la tutela dell’Olio extra vergine di oliva Toscano”IGP”), which has favorably welcomed our initiative.
In October 2012 we started to produce the new Face Care line “PRIMA SPREMITURA BIO”, the first Italian cosmetic line certified as ORGANIC COSMETICS by NATRUE.
Idea Toscana is also Prima Fioritura , a rose line which we have launched in May 2018, always dedicated to the wellness of the lips, hands and face. The formulation of this line is made with Organic Rose Hips and Damask Rose Extracts and combined with a blend of vegetable oils and butters and it restores tone and brightness to all skin types.
In June 2019 we have launched a new line, Bio Le Veneri, of shampoo and shower gel with organic grape juice with regenerating, nourishing, antioxidant and moisturizing properties. Organic certified products with the performance of a conventional product
. Bio le Veneri line of organic detergents certified by Natrue with the highest level of Organic Certification - Organic Cosmetics.
A solid industrial group in the background
Tuscanyidea s.r.l. is a part of the "Ludovico Martelli S.r.l." Company Group, which is one of the most important cosmetic manufacturing and distributing companies in Italy which has more than 100 years of business and manufacturing activity as it was founded in 1908 which guarantees the effectiveness and seriousness of the business as well as in the safety of the formulations. For this reason we have a long experience with the formulation of cosmetic products. Furthermore the Company Group is a member of UNIPRO (the National Union of Producers of Perfumes in Italy).
Martelli group company profile
Even more attention is dedicated to the quality and warranty
During the years the great attention of the Company Group devoted to the production process and to the quality assurance has increased and it has permitted that the company’s quality management system has been certified has being conform to: UNI EN ISO 9001:2008 certificate n° IT04/0845. The R&D (Research & Development) Laboratory is accredited by the MIUR (Ministry of Education, Universities and Research).
"Idea Toscana isn’t only an idea, it's our life."
We are the ambassadors of Tuscan qualitative excellence in the world and perseverance to perfection is an integral part of our DNA.
Knowledge and flavors, perfumes and colors, enchanting landscapes and excellent quality of life, these are the values instilled by our products.
How we work:
"For You, the Better Quality"
The other cosmetic companies, our "competitors" use various types of vegetable oils and among them also the one of olive. The selected and used oils are often refined, manipulated products modified on a chemical-physical level in order to improve scent, transparency, stability.
In this way some of the properties of the native oils get often lost, by refining and purification, the vegetable oils can be depauperated of functional and beneficent components for the skin.
The formulations of the Prima Spremitura line respect the Production Regulation imposed by the Consortium for the protection of the Toscano PGI Extra Virgin Olive Oil: the selected natural raw material, Organic Toscano PGI Extra Virgin Olive Oil, isn't modified in no way.
It is used in the same manner as it arrives from the oil-press after the correct control and certification, added cold and raw on the formulations directly from the original packing (5 litre tin cans) at the end of the production process after having cooled down to room temperature the prepared formulations, just how it is required by the Regulation.
Applying this procedure, all the benefits of this precious active ingredient are transmitted on the skin in order to enrich, to moisten and to nourish it, creating natural beauty products.
The dosage of the Organic Toscano PGI Extra Virgin Olive Oilis calibrated according to the typology and the functionality of the cosmetic formulation in order to not leave any residuum of greasiness.
considering especially that the used oil is a native oil, extremely rich with precious active ingredients for the skin compared to other vegetable oils used in cosmetic products.
For this reason the dosages of the oil in the cosmetic formulations don't necessarily have to be high: the used raw material is in fact of high quality and functional efficacy.
"Our products are real Natural and Organic Cosmetics of high quality
that do not contain SLS/SLES, PARABENS, SILICON, MINERAL OIL, ISOTHIAZOLINONS, ARTIFICIAL COLOURS AND FRAGRANCES.".
All our products are Dermatological and Microbiologically tested, exclusively made with detergents of vegetable origin and with essential oils. (Allergens of vegetable origin).
Products with ORGANIC TOSCANO PGI EXTRA VIRGIN OLIVE OIL in no manner manipulated or modified as per the standard set by the Ministry of Agriculture.
Natural Active Ingredients:
The effectiveness of natural active ingredients
In nature, plants represent the main "producers" of active ingredients as they are the only ones that provide living things with organic substance and oxygen, using only the sun, water and minerals present in the soil.
In our natural products you can find active ingredients with emollient and soothing properties, toning, antioxidant elasticizing
Certifications Face Care Line “Prima Spremitura BIO”
The Face Care line “Prima Spremitura Bio” certified by NATRUE is coherent with the definition "ORGANIC COSMETICS"
The organic cosmetics products are made only with natural ingredients from natural sources;
95% of raw natural ingredients are certified as organic;
No OGM genetically-modified ingredients have been used;
The scent is certified 100% natural;
Made with Organic Toscano PGI Extra Virgin Olive Oil from Organic Farming.
NATRUE Certifications: Organic Cosmetics
Founded in 2007, NATRUE is a Brussels based international non-profit association committed to promoting and protecting Natural and Organic Cosmetics worldwide.
The NATRUE Label allows consumers to identify authentic Natural and Organic Cosmetics wherever they are. It is based on strict criteria publically available on the NATRUE website. Each product carrying the NATRUE Label has undergone an independent certification process carried out by third party certification bodies.
NATRUE Certification: only natural ingredients, derived natural ingredients and nature-identical ingredients,, in accordance with the requirements of the certification.
NATRUE guarantees that at least 75% of all the individual products in a delimited series (identified either by the brand or the sub-brand) must be compliant with the NATRUE standard. Questo requisito non riguarda le materie prime cosmetiche.
3 LEVELS OF CERTIFICATION:
1. Natural Cosmetics:
This level is the foundation of the NATRUE Label: it defines which ingredients are permitted and how they may be processed. Products belonging to the two other levels need to fulfil the criteria of this level first.
2.Natural Cosmetics with organic portion:
All the above mentioned conditions apply but at least 70% of natural* ingredients must stem from controlled organic production and/or controlled wild collection
. Compared to the first level, Natrue requires higher levels of natural ingredients and lower levels of derived natural ingredients.
Both of the above mentioned conditions must apply with at least 95% of natural* ingredients stemming from controlled organic production and/or controlled wild collection. Compared to the second level, Natrue requires even higher levels of natural ingredients and even lower levels of derived natural ingredients. * and/or derived natural, where applicable
nly a few specific products can attain this level, based on current scientiﬁc knowledge. Attaining this level is a real challenge for manufacturers.
We are proud to say that our company obtained for our face line “Prima Spremitura Bio” the highest level of certification with "Organic Cosmetics": For some products we even exceed the minimum percentage requested, (which is already higher, 95%) of natural ingredients!
Certificazione Bio-organic: Organic cosmetic
Certification and control Body of organic productions and other no food sections. Quality products, respectful of healththat ensure the return to authentic and effective cosmetics
STANDARD FOR ORGANIC COSMETICS “BIO-ORGANIC” This standard requires that 95% of the ingredients are "natural" and "of natural origin". The total amount of "natural" ingredients should be certified organic according to “Reg. CE 834/2007, NOP, JAS, IFOAM standards”, etc. Under derogation, 5% of such "natural" ingredients can be not certified organic.
"Natural" ingredientsare substances obtained from natural raw materials such as vegetal products or products from wild harvesting, products of animal origin like milk, honey, etc. and minerals processed only through physical methods (drying, extraction, filtration, etc.).
Ingredients "of natural origin" are substances obtained from natural raw materials, like indicated above, that can be processed through physical processes but also through some allowed chemical processes.
Certification natural body care cosmetic line “Prima Spremitura
High level of quality at a competitive price: A NATURAL FORMULATION
The “Prima Spremitura Body Care Line” is produced according to the current market trends. Therefore the products don't contain any artificial colors but we have added to the formulation only raw materials/coloring tones of natural origin:
Vegetalble oils and extracts
Soaps and detergents of vegetable origin
Natural dyes and essential oils
with organic “Toscano PGI”extravirgin olive oil from organic farming.
Consortium for the protection of Tuscan extra virgin olive oil PGI guarantees the authenticity of the olive oil
The Consortium for the protection of Tuscan extra virgin olive oil PGI guarantees the authenticity of the olive oil from the olive grove to the harvesting, milling and the packaging which have to take place in the Tuscans’ territories.
In addition the Consortium guarantees the Organoleptic properties and the recognized quality standards.
Furthermore the oil is also subjected to chemical and sensory tests (tasting by commissions recognized by the Ministry of Agriculture) to check its compliance with the disciplinary measures. The result is an oil 100% from Tuscany .
Tuscan Oil IGP also means typicality and a strong link with the territory, certified by the Community trade mark IGP (Protected Geographical Indication) and by strict production regulations.
IGP Indicazione Geografica Protetta
The excellence of the agro-food productionis the result of a perfect combination of human and environmental factors of a given territory
Whoever produces PGI has to follow the selective production’s rules established by the regulation of production. The observance of these regulations is guaranteed bya specific control organism.
Control’s organisms authorized by the Ministry: *Biocert Italy: Control and Certification organism I.C.E.A.: Ethical and Environmental Certification Institute CCPB Srl: Control and Certification Organism. Suolo e Salute: Territory and health – Control and Certification Association.
All the Idea Toscana products are MADE IN TUSCANY
“Made in Tuscany” is a collective trademark encompassing companies which proudly guarantee to carry out their activities in Tuscany.
The mission is to protect and promote the many quality products which are still envied worldwide, rather than fakes which subtly try to pass as Tuscan products
The trademark is registered to the "Ministero dello Sviluppo Enomonico" and obtained the patronage of the "Regione Toscana"
Ambassador of Tuscany:
Antonio Pieri becomes ambassador of Tuscany
Ambassador of Tuscany
When we created the Idea Toscana brand in 2002, the aim was already clear for us, we wanted to give everyone, in all countries of the world, the daily experience of care and well-being in the Tuscan way. Our Vision is to share, through the use of our products, the immense artistic, cultural, natural, gastronomic and manufacturing heritage left as a dowry by our enlightened predecessors, producing natural and organic cosmetics for wellness according to the highest manufacturing tradition in Tuscany.
"Idea Toscana isn’t only an idea, is our life."
We are the ambassadors of Tuscan qualitative excellence in the world and perseverance to perfection is an integral part of our DNA. Knowledge and flavors, perfumes and colors, enchanting landscapes and excellent quality of life, these are the values instilled by our products, quality is a choice .... of quality!