Enolea: grapes and olive leaves for natural cosmetic effectiveness
Jean-Luc Michelot, CEO of Enolea
At the age of 31 I joined the family business in the cosmetic industry. At the same time I was dealing with the production of natural wine and oil at Villa Talente, our family estate on the hills of Tuscany, in the middle of the Chianti Classico region. The synergies between the family businesses resulted in the creation of a cosmetic line that culminated in the registration of a unique patent for Enolea’s complex from extracts of organic vines and olive trees.
At that time, the concept of ‘natural’ in cosmetics meant mainly the absence of parabens and SLES in a product. Enolea has developed its innovative cosmetics upgrading the formulas to provide greater consistency with ground production (natural oil and wine), and also removing silicones. We have evolved in parallel with the growth and interest for natural qualities in cosmetics. Three years ago, we took a step further forward with a complete reformulation of our products in accordance with the NATRUE Standard.
NATRUE: When and how was Enolea created? What are the values of this brand?
Jean-Luc Michelot: Enolea was born about 20 years ago in the heart of the Tuscan hills, surrounded by olive trees, grapevines and cypresses, with the objective to give voice to the Mediterranean nature, which is the source of Enolea’s active ingredients. I created the Enolea concept together with my parents combining the extracts from organic vines and olive trees with modern cosmetic technology to develop our innovative formulas. The result is high-quality, effective products that include a patented complex against free radicals with an antioxidant action. An innovative technology whose efficacy has been proved by university studies.
At Enolea we strongly believe in sustainability: our laboratories use only zero impact gases and electricity from renewable sources. Another valued characteristic at Enolea is minimalism: our short, tailor-made product line brings value and effectiveness to meet the needs of all types of customers.
NATRUE: What role does research and innovation play for Enolea?
Jean-Luc Michelot: We have invested in a patent, the Enolea Complex, to build a consistent, reliable and serious offer with our products, and to bring science to the natural world. We work on beauty routine protocols in order to make the most out of the products for our customers. Our line is dermatologically tested, even on sensitive skins, and the R&D efforts are aiming to real effectiveness and product performance. As an example, the revitalizing properties of our Maxima Serum have been tested and demonstrated. In a nutshell, we believe that formulation, self-discipline and the rigorous NATRUE certification are the key ingredients to guarantee safety and innovation to our customers.
NATRUE: What are the “star ingredients” of Enolea’s products?
Jean-Luc Michelot: Enolea bases its innovation on a discovery: the synergistic combination of polyphenols and biophenols present in the vine and the olive tree extracts, which can inhibit 96.4% of free radicals, the main cause of skin ageing. Enolea’s Patented Complex, used as an ingredient across our entire product range, offers an extraordinary all-round anti-ageing action.
The red vine extract comes from the seeds of Vitis Vinifera. Thanks to its antioxidant and antiradical properties, it is ideal for countering the signs of ageing in the mature skin. This extract is particularly rich in polyphenols and includes a large family of flavonoids, catechins and tannins with high antioxidant and anti-free radical potential.
The extracts from the leaves of Olea Europaea increase the levels of hydration and elasticity of the skin, and are ideal for keeping the skin younger, softer and brighter. These extracts are a naturally-rich mixture of oleuropein, flavonoids, polyphenols and terpenoids with a strong antioxidant action.
NATRUE: Enolea has recently launched a product line of cosmetics for men. Is there a strong demand for such products in Italy?
Jean-Luc Michelot: Men are increasingly interested in cosmetics. There is a growing demand particularly for products dedicated to pre-shave and post-shave and beard care, but the rising popularity of men’s skin care solutions with natural ingredients is also gaining traction. In order to meet this demand, we have formulated a line of products adapted to the needs of men’s skin that includes the patented Enolea Complex enriched with Myrtle and Lentisk extracts. Men’s skin is thicker and more resistant than women’s one, but signs of ageing are deeper and more visible. Shaving can also be quite aggressive on the skin, so an adapted skin care is needed to protect it. Enolea’s product line for men protects and moisturizes the skin daily, during and after shaving. Two new products, an eye contour and a beard wax, will be soon included in the line to complete the offer.
NATRUE: What is the value of the NATRUE Label for Enolea’s products?
Jean-Luc Michelot: We strongly believe in values such as consistency and transparency, and we are committed to providing our customers with a truly natural and reliable line with organic, high-quality ingredients.
We chose the NATRUE Label for Enolea’s products because its criteria sets the strictest requirements in terms of allowed ingredients. Only the NATRUE Standard includes specifications that guarantee maximum natural content for each product category, which is a must for us. Last but not the least, the certification process is independent and carried out by impartial third-party certification bodies: this is an essential aspect in order to guarantee consumer protection and respect, as well as to raise the bar to fight greenwashing in the cosmetic sector.
For more information about Enolea, visit https://www.enolea.it/en/