The name, IUVA, comes from a mix of Latin and Italian. Gabriele and Lorenza were brainstorming a name that would relate to the Italian uva, vino, or vinacce, meaning grape, wine, and pomace respectively. They realised that in Latin iuvo, iuvas meant “to benefit, to be useful, pleasant”. The pair found that this meaning was in alignment with their own values and, as a bonus, was very similar to the Italian uva, and so IUVA was born.
The brand’s main goal is to encourage people to rethink the relationship we have towards agricultural waste materials. They wanted to create a circular economy. IUVA grows their own grapes, which are made into wine, then uses the leftover pomace to produce its cosmetics. This pomace is otherwise regarded as a waste byproduct that would be discarded. Everything is done locally, even the manufacturer that processes the pomace “is just 50 Kilometers from” IUVA’s fields.
The italian company believes it is necessary to take a step back to a time when cosmetics used natural ingredients and were not heavily manipulated. They are trying to take “a step towards smart and clean cosmetics”. That is why their biggest struggle was finding a manufacturer that shared their values. IUVA prioritises respecting the Earth’s resources as well as the ethical principles of circular economy. It was vital to them to find a manufacturer that would uphold their vision of minimising waste and their impact on the environment.
IUVA stands for a social, economic, and environmental equilibrium. Their cosmetics come in a glass container with a wooden lid, bringing down their plastic usage. The products are also delivered in recycled carton boxes filled with biodegradable packaging chips. The tilted dot over the i on IUVA’s packaging is a playful reference towards the face of the brand: the pomace.