Italian natural cosmetics today in the words of Laura Pedrini Entrepreneur at Lepo and President of the Natural and Herbal Cosmetics Group of Cosmetica Italia

In the 1980s, clean makeup didn’t exist, nor was there any real idea - or desire - for natural beauty products. During a trip to Asia, Marisa Camossi discovered ancient herbal traditions and decided to found Lepo, a natural cosmetics company. Today, Lepo is led by the founder’s daughters, Luisa and Laura Pedrini. Together, they have grown the family business, bringing it into the present day with a full range of skincare and makeup products characterized by natural formulations that are high-performing and suitable for all skin types. Ever heard of it? In Italy, the brand is present in over 1,600 specialized retail points, including herbal shops, pharmacies, para-pharmacies and organic beauty stores, and is distributed in more than 15 countries worldwide. We sat down with Laura Pedrini, who told us about the present and future of Lepo.

Interview with Laura Pedrini of Lepo on natural cosmetics today

How has Lepo changed since your mother founded it in the 1980s, and which values have remained unchanged?

Lepo has grown significantly over time, evolving into a more structured and organized company with a widespread presence across the territory and a considerably expanded market. While the brand was initially distributed mainly through herbalist shops, today Lepo is also present in pharmacies, para-pharmacies and organic stores, reaching a wider, unisex and more diverse audience. Beyond makeup, which remains our core business, over the years we have significantly expanded our entire product range, including skincare lines. We have never stopped investing in research and innovation, continuously improving formulations and product design to meet the needs of an ever-evolving market. At the same time, we have remained faithful to that pioneering vision which, at the time, was truly revolutionary for the Italian market: attention to natural ingredients, gentle formulations, and respect for skin, animals and the environment.

Was being vegan and natural before it became a trend more difficult or more stimulating?

When Lepo was founded, this approach was not yet widespread and often meant going against the grain, facing more difficulties and limitations in formulation, explaining choices, and building a culture around the product. At the same time, however, these challenges became a great source of motivation: they allowed us to develop over time a solid know-how and formulation expertise that today represents one of our main competitive advantages. For us, being animal friendly has never been a marketing choice, but an ethical principle: a coherent and deeply rooted value that has always guided us.

In recent years, makeup seems to oscillate between minimalism and experimentation: what do you think are the most interesting trends right now?

Today, the Korean market is a very interesting source of inspiration: it has introduced innovative, ultra-sensory textures and multifunctional products that are gaining increasing space in our market as well. I believe it will be equally exciting to draw inspiration from these trends and apply new technologies to natural cosmetics, creating products that combine effectiveness, innovation and sustainability, without compromising on gentleness and respect for skin and the environment.

What are the most complex challenges in creating natural products that are also effective and accessible?

One of the biggest challenges in creating natural products is the cost of high-quality raw materials or certified organic ingredients, which is inevitably high. On top of that, there are efficacy tests, essential to prove that a product truly works, as well as specific clinical tests such as nickel-tested, ophthalmologically tested and dermatologically tested products, which certify safety and tolerance even for the most sensitive skin. Finally, obtaining organic certifications adds further value but involves strict procedures and significant costs. All of this requires a delicate balance: we aim to offer natural, safe and effective products without compromise, while still keeping them accessible to our consumers.

The word “sustainability” is everywhere, but it often risks becoming just a slogan: what does it concretely mean for you?

For Lepo, sustainability has never been a slogan, it is a concrete commitment that has always guided every stage of our production process. We work every day to reduce our environmental impact, choosing eco-sustainable packaging and clean formulations, and collaborating with partners who share our vision and adopt low-impact production practices. We also believe that introducing a “green” line is not enough to define a company as sustainable: sustainability must be a cross-cutting and authentic approach that involves the entire supply chain and all corporate decisions. For us, sustainability primarily means coherence: it is an ongoing journey of responsible choices and constant improvement, aimed at creating products that are not only kind to the skin but also to the planet.

Is there an ingredient, technology or approach that you believe will truly change the market in the coming years?

I believe that in the coming years it will not be a single ingredient that changes the market, but rather an approach: the meeting point between naturalness and advanced technology. On one side, we are seeing a growing evolution toward increasingly high-performance actives, such as biotech-derived or bio-fermented ingredients. On the other, the market is introducing increasingly advanced technologies and ingredients, such as regenerative actives that until recently were used only in dermatology. The real challenge - and the most exciting direction - will therefore be integrating these technological innovations into natural cosmetics. Taking the best from scientific research and new trends, such as Korean beauty, and translating it into clean, high-performing and conscious formulations.

Beyond your entrepreneurial role, you are also a public speaker: how important is communication and education in the cosmetics industry today?

I would say it is essential. It is no longer enough to create good products: it is equally important to help consumers navigate an increasingly rich and complex market. In my role as entrepreneur at Lepo and as President of the Natural and Herbal Cosmetics Group of Cosmetica Italia, I feel this responsibility even more strongly: education becomes a tool to build culture, transparency and awareness. Today, the risk is either information overload or, conversely, misinformation. That is why it is important for industry professionals to speak up, explain, and make even the most technical topics accessible, from formulation to safety to sustainability. It is a way to bring people closer to cosmetics in a more conscious and correct way, building trust and long-term culture.

What do you enjoy most about your work today?

What I find most exciting is that cosmetics are never static: they constantly evolve, driven by scientific innovation, changing consumer needs and cultural shifts. This dynamism makes the work always stimulating and never repetitive. But what I am most passionate about today is the opportunity to contribute to the spread of a true culture of natural and conscious cosmetics, making it more understandable, transparent and accessible to everyone.