MEI

What MEI does

MEI S.r.l. is an Italian natural wellness company founded in 1988 by Adriana Titton and headquartered in San Vendemiano, Treviso. The name derives from "Migliori Erbe Italiane" (Best Italian Herbs), and the company formulates and sells phyto-cosmetics, herbal supplements, and pure essential oils based on wild-harvested Italian botanicals—positioning itself as a holistic wellness brand combining internal (supplements, infusions, wellness paths) and external (skincare, body care, sun protection) product lines under the Phitoeudermia® methodology ("beautiful skin with plants").

Core technology is rooted in proprietary formulation and extraction IP: the ASSOLUTE method extracts essential oils using inert gases without alcohol or solvents; Officinalis Water uses plant infusion water as a functional ingredient; Grander vitalization treats production water; and the patented PMP-Phytomassopodia method (developed by Scientific Director Prof. Giuseppe Mazzocco, former University of Padua lecturer) anchors the company's body reshaping and wellness protocols. The product portfolio spans cosmetics, herbal supplements, essential oils, teas, slimming treatments, premium skincare (RoseMei), children's products (BimbiMei), sun protection (PARADISE SUN), and five structured Wellness Paths (Detoxifying, Calcium Metabolism, Maintenance, Anti-Age, MEInForma) priced between €107 and €246.

The business runs primarily on direct-to-consumer e-commerce through casamei.com (Italian, English, German) with unit pricing from €12 to €246 and free Italian shipping above €80, shipping to 70+ countries. A parallel B2B professional channel (meispa.it) serves estheticians, SPA operators, and aromatherapy practitioners with professional products, SPA rituals, and the MEI Wellness Academy training. The company is privately held, family-controlled into its second generation, with no disclosed funding, no institutional investors, and no publicly available financial data. The e-commerce platform is outsourced to Vudoo Srl. MEI has no mobile app, no public API, and no disclosed AI capabilities.

Name

MEI

Legal name

MEI S.r.l.

Website

https://casamei.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

MEI S.r.l. is an Italian natural wellness company founded in 1988 that formulates and sells phyto-cosmetics, herbal supplements, and essential oils via DTC e-commerce (casamei.com) and a professional channel (meispa.it), serving health-conscious consumers and beauty professionals across 70+ countries.

Ownership category

akta.pro rank

Product category

Natural Cosmetics & Wellness

NAICS

Medicinal and Botanical Manufacturing (325411)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Herbal & Botanical Supplements (CRADAGAD)

akta.pro secondary industry

Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Natural cosmetics
• Herbal supplements
• Essential oils
• Phyto-cosmetics
• Holistic wellness

Headquarters

HQ city

San Vendemiano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. E-commerce Product Sales: Direct-to-consumer sales of phyto-cosmetics, herbal supplements, essential oils, teas, and wellness products through the company website. Products are sold as one-time purchases with various sizes and formulations.
2. Wellness Paths/Programs: Structured multi-phase wellness programs (Detoxifying, Calcium Metabolism, Maintenance, Anti-Age, MEInForma) combining dietary guidance with natural supplements. These represent bundled product offerings with higher average order value.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

MEI manufactures and sells natural wellness products — phyto-cosmetics, herbal supplements, and pure essential oils — formulated from wild-harvested plants without petrochemicals, parabens, SLS/SLES, PEG, or paraffins, and sold direct-to-consumer via casamei.com to Italy and 80+ international markets. The company also offers structured multi-phase Wellness Paths (Detoxifying, Calcium Metabolism, Maintenance, Anti-Age, MEInForma) that bundle dietary guidance with supplements, a parallel B2B professional channel (MEI Beauty & Spa / meispa.it) for estheticians and SPA operators, and training through the MEI Academy.

Product overview

MEI is an Italian natural wellness company founded in 1988, offering a comprehensive portfolio of phyto-cosmetics and herbal supplements based on the holistic well-being philosophy. The core offering consists of fitocosmetici (phytocosmetics) using pure essential oils without harmful chemicals, integratori erboristici (herbal supplements) from wild-titrated plants, and oli essenziali (essential oils). These are complemented by structured Percorsi Benessere (Wellness Paths) including Detoxifying, Calcium Metabolism, Maintenance, Anti-Age, and MEInForma programs that combine supplements with dietary guidance. The company also offers dedicated product lines for cosmetics, teas and infusions, premium skincare (ROSEMEI, ACQUA FLOREALE), children's products (Bimbi), slimming treatments (Snellimento), room fragrances, and sun protection (PARADISE SUN). The MEI BEAUTY & SPA channel provides professional products and training through the Academy.

Differentiator

Problem solved

Functional benefit

Brands

• Phitoeudermia®: Phytocosmetics brand meaning 'beautiful skin with plants', creating products based on pure essential oils without petrochemicals, parabens, paraffins, and harmful ingredients.
• MeiDei
• Vitagel
• MEInForma
• MEI Wellness Academy
• BimbiMei
• RoseMei
• BodyMei
• DrenaMei
• Meispa.it

Products and services

• Fitocosmetici (Phytocosmetics / Phitoeudermia® line) Natural cosmetics formulated with pure essential oils and no petrochemicals, parabens, paraffins, or harmful ingredients, following the Phitoeudermia® methodology. Sold to health-conscious individual consumers for daily skincare and anti-aging routines.
• Integratori Erboristici (Herbal Supplements) Herbal supplements, infusions, capsules, and liquid preparations made from wild plants titrated per Farmacopea Ufficiale standards. Includes flagship products such as Vitagel (fresh Italian royal jelly with propolis, pollen and honey) and Gel Acido Silicico. Sold to individual consumers seeking natural internal wellness support.
• Oli Essenziali (Essential Oils) Pure essential oils extracted using inert gases without alcohol or solvents (ASSOLUTE method), including the multi-use Essentior blend of 14 pure essential oils. Sold to consumers for aromatherapy, cosmetic, and wellness applications.
• Percorsi Benessere (Wellness Paths) Structured multi-phase wellness programs combining designed menus with natural supplements, including Detoxifying (24 days, €183–€199), Calcium Metabolism (30 days, €162–€174), Maintenance (30 days, €107), Anti-Age (€225–€246), and MEInForma (€100–€124). Sold to individual consumers seeking guided holistic wellness outcomes.
• Trattamenti Bellezza (Beauty Treatments) Professional face and body treatment kits including Trattamento Detossinante (€77), Trattamento Drenante Cellulite (€130), Trattamento Anti Age, and Trattamento Idratazione Profonda. Sold to both end consumers for home use and to beauty/SPA professionals for in-clinic services.
• Tè, Infusi e Tisane (Teas, Infusions and Herbal Teas) Herbal teas and infusions including 10 HERBS (relaxing blend), 9 HERBS (digestive blend), and various flavored infusions. Sold to individual consumers for daily wellness consumption.
• Cosmetici (Cosmetics) Body and facial care products including shower gels (€22), soaps, shampoos, deodorants (€24), mallow cleansing milk (€17), and facial creams (€17–€57). Sold to individual consumers for daily personal care.
• Premium Line (RoseMei, Acqua Floreale) High-end rose-based skincare range including RoseMei scrub, body oil, nourishing face cream, and Acqua Floreale floral waters in various scents. Sold as a premium tier to individual consumers.
• Bimbi (BimbiMei Children's Products) Natural personal care products specifically formulated for children, including delicate cleansers, face and body creams, honey syrup, and delicate water. Sold to families seeking gentle, chemical-free products for children.
• Snellimento (Slimming Products) Body reshaping and slimming products including DIMAMEI, DRENAMEI draining supplement, BODYMEI body toning gel, and Juniper-based gels. Sold to individual consumers for body contour and visceral fat reduction, integrated with the MEInForma nutritional/movement protocol.
• Fragranze d'Ambiente (Room Fragrances) Home fragrance products including room and fabric sprays and diffusers in scents such as VIGNA, RISO E COTONE, and BAIA. Sold to individual consumers for home ambience.
• PARADISE SUN (Sun Protection) Natural sun protection creams including PARADISE SUN SPF 30 UVA 10 (€32) and PARADISE SUN SPF 50 UVA 20 (€35, reef-friendly), formulated with helichrysum, vitamin E, and jojoba oil. Sold to individual consumers for sun protection.
• MEI Beauty & Spa (Professional Channel & MEI Academy) Professional area (meispa.it) for beauty and wellness professionals offering aesthetic treatments, SPA rituals, professional products, aromatherapy, and training through the MEI Academy (including Prof. Mazzocco's PMP-Phytomassopodia method). Sold on a B2B basis to estheticians, SPA operators, and aromatherapists.

Quantifiable outcome

• Average weight reduction of 7-25 kg in MEInForma program participants
• +3 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Weleda: Swiss/German natural cosmetics and anthroposophic medicines company founded in 1921. Closely comparable to MEI in combining natural cosmetics with herbal supplements and a holistic wellness philosophy, though operating at much larger global scale and with broader product range.
• Dr. Hauschka: German natural cosmetics brand using botanical and mineral ingredients with rhythmic, anthroposophic-inspired formulations. Comparable to MEI's Phitoeudermia® line in natural positioning, professional esthetician channel, and ingredient-led brand story.
• Aboca: Italian botanical health company producing natural supplements, medical devices, and cosmetics from cultivated medicinal plants. Closest direct peer by geography, language, and combination of botanical supplements and natural cosmetics, though at significantly larger scale.
• ESI S.r.l. Italian natural supplements and herbal products company offering a broad line of plant-based nutraceuticals. Comparable to MEI's herbal supplement and wellness-path offerings within the Italian market, with overlapping distribution in pharmacies and specialty retail.
• Specchiasol: Italian herbal supplements and natural cosmetics company. Comparable to MEI in combining herbal supplements with cosmetic applications and a holistic Italian wellness positioning, particularly in the pharmacy channel.
• Dr. Taffi: Italian natural cosmetics brand using plant-based ingredients and essential oils. Highly comparable to MEI's Phitoeudermia® line in Italian-market natural positioning, price-tier product mix, and boutique brand heritage.

Broad incumbents

• L'Occitane: Global natural cosmetics group with broad portfolio including herbal and botanical lines. Operates at much larger scale than MEI but competes for the same natural-wellness consumer; serves as a benchmark for global expansion potential and category authority.
• Natura Bissé: Spanish premium skincare company with global presence including a strong professional spa channel. Comparable to MEI's premium sub-brands (RoseMei) and professional spa channel (MEI Beauty & Spa), though operating at larger international scale.

Regional players

• BioNike: Italian dermo-cosmetic brand offering hypoallergenic skincare. Comparable to MEI's natural cosmetics line within the Italian pharmacy and specialty retail channel, though focused on sensitive-skin claims rather than botanical purity as its core story.
• I Provenzali: Italian natural cosmetics brand offering plant-based skincare and haircare. Comparable to MEI in Italian-market natural cosmetic positioning, ingredient-led storytelling, and accessible price-tier product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC0KwKYEwUYW3bWR1mD8yZCw
• Facebookfacebook.com/mei.benessere
• Instagraminstagram.com/mei_wellness/?hl=it
• LinkedInlinkedin.com/company/mei-le-migliori-erbe-italiane

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MEI