Gabriele and Lorenza have their differences; the former runs his very own winery in Monferrato, Piedmont in Italy, while the latter works in enochemisty. What unites the two young winemakers is a passion for nature and their belief in the potential of pomace to benefit the skin. The pair also shared the desire to promote the reusing of waste materials. Combining both their similarities and differences is what brought them to launch IUVA.
IUVA is a luxury beauty and cosmetics brand cultivated from the vineyards of Italy. The main active ingredient in the IUVA face cream comes from the pomace that was grown on their very own land, carefully harvested by hand, and undergone a rigorous quality and selection process. This results in a high quality natural product that has beneficial anti-aging properties.
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.