Our history

Natural Cosmetics for your wellness

The Company

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 idea


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.

Our certifications

The most important moments that mark our growth

1. 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“.

autorizzazione ministeriale

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.


Prima Spremitura linea corpo

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.

Prima Spremitura Bio

3. 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

4. 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).

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