Apivita Australia held a breakfast launch at Rainford Social Club, Surry Hills to introduce media to their new range of "Natural Serums."
There are four serums in total – Hydration, Radiance, Anti-wrinkle and Lifting. The brand’s international business manager for Australasia, Christina Arseni, gave a presentation about the new serums, starting with the brand’s history.
Christina presenting – image courtesy of beautydirectory.com.au
Apivita was founded by pharmacists Nikos and Niki Koutsianas, who first met at a local Athens pharmacy in 1972, where they discovered their shared passion for nature. They were married in that very same pharmacy and together created their first natural cosmetic products using bee products and Greek herbs. In 1979, Apivita was born and was the first natural cosmetics company in Greece. Now, over thirty years later, the products are sold in thousands of pharmacies throughout Greece and in several countries worldwide.
The word “apis” means bee in Latin and “vita” means life. Nikos and Niki have always produced their own honey and Royal Jelly ever since they first started making products. The first product Nikos formulated was a black, odourless soap which didn’t sell well. They reformulated it and their natural soaps became very popular. They have since created a whole range of hair and skincare using natural ingredients.
Today, the brand has its own bee and herb farms to produce many of the raw ingredients needed to make the products including honey, rose, lavender and camomile. With all their products they look for ingredients that work in synergy and co-exist, such as rosemary and thyme. Christina says the brand never use excess water in products so consumers get higher concentrations of active ingredients. She says the new serums contain natural components of up to 98 per cent with active ingredients at 14 per cent. One can use a different serum every fifteen days as all ages and skin types can benefit from them.
Image courtesy of BeautyDirectory.com.au
True to the founders’ great inspirer – Hippocrates, who said “Nature is the most dominant ruler of all,” the brand recently opened a garden containing nearly 200 plant species – Hippocrates Garden which is an open museum.
This holistic approach has got the brand far and they won many awards, including an Innovator Award as one of Greece’s top three innovative companies by the Association of Greek Industries and Microsoft (Bill Gates). Plus, the global Cosmetics Industry chose it as one of the leader’s in their “natural pioneers” list.
Also, popular across Asia, not only can Apivita be found in department stores but is available in the Mandarin Oriental Hong Kong and Tokyo.
Visit www.apivita.com/au for further information.