New natural and organic brand, Divina launches

Melbourne entrepreneurs, Betty Giannopoulos and Gus Rodriguez, identified a gap in the organic cosmetic market for products that combine natural and organic, yet active ingredients in glamorous packaging that were also affordable. The result is Divina, which officially launched last week.

Giannopoulos said: “We wanted to set Divina apart from other organic brands, particularly in terms of packaging, which can often be quite dour in the organics market. Our objective was to combine eco with chic – innovative products and formulations that deliver tangible skincare benefits and results in glamorous and sophisticated, yet environmentally friendly packaging. On the product development side, we wanted to create innovative, world-first technology and have achieved this with VibrateLash, the world's first mineral vibrating mascara and Luma Nails, again a world-first toxic-free nail polish formulation with hidden lights under the lid for fool-proof application.”

The Divina range uses Moroccan Argan Oil as the hero ingredient in its key products for its superior source of antioxidants, essential fatty acids and vitamin E. The brand’s Natural Finish Mineral Loose Foundation, is a talc-, shimmer- and glitter-free mineral formulation, which Giannopoulos said was created in response to feedback from women who have steered clear of mineral foundations because of the lack of a matte finish option in this category.

“The industry response to Divina has been very enthusiastic and supportive. We have been approached by a number of salons and spas to provide salon-size packaging across several of our body treatments for in-salon treatment use, as well as export interest from the Middle East and Asia,” Giannopoulos said. “The consumer feedback has been unbelievably positive and very encouraging across the entire range. We are constantly receiving calls from customers and salons enquiring about new product developments and their availability which we are naturally ecstatic about!”


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