Planter's Cosmetica Naturale

What Planter's Cosmetica Naturale does

Planter's Cosmetica Naturale is an Italian natural cosmetics brand operating as Dipros S.r.l. Società Benefit, a privately held benefit corporation with registered offices in Milan and operational/customer service presence in Saronno. Founded in 1985 originally as a fragrance brand, the company underwent a pivotal transformation in 2002 when its founders discovered Aloe Vera Barbadensis during a Caribbean trip, repositioning the brand around plant-based cosmetics sourced from organic Salento plantations and (for raw material) Southern California. In 2005, the company extended its formulation platform with Natural Hyaluronic Acid, creating a second product pillar built around anti-aging and deep-hydration claims. The company's commercial portfolio spans two product lines: an Aloe Vera line of approximately 10 SKUs (gel, creams, oils, and shampoos) and an Acido Ialuronico line of approximately 4 SKUs (serum, body cream, cleansing milk, BB Cream). All formulations are positioned as plant-based, paraben-free, cruelty-free, and dermatologically tested, with nickel content certified below 0.0001%.

The underlying formulation technology combines titrated Aloe Vera 99.9% polysaccharide gel (cold-extracted from organic Salento leaves) with complementary actives including Hyaluronic Acid, seven natural oils (almond, olive, linseed, shea, borage, rice, sunflower), and citrus-derived galactaric acid in selected hair care products. Manufacturing is contracted to Italian producers under a Made in Italy supply chain (with promotional merchandise as the explicit exception). The company's distribution operates through two channels: a direct-to-consumer e-commerce storefront at planters.it (powered by Shopify, with free shipping for orders above €20 and €13.50-€34.90 unit pricing) and a pharmacy retail network in which the brand has been present for over 20 years. The company targets health-conscious consumers seeking natural, vegan, and cruelty-free skincare solutions, addressing use cases across daily skincare, post-sun care, sensitive skin, anti-aging, stretch marks and scars, and scalp conditions such as seborrhea and dandruff. No external institutional investors, headcount figures, or revenue figures are publicly disclosed.

Name

Planter's Cosmetica Naturale

Legal name

Dipros S.r.l

Website

https://planters.it

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

51–100 employees

Short description

Italian natural cosmetics brand founded in 1985, operating as Dipros S.r.l. Società Benefit, offering plant-based Aloe Vera and Hyaluronic Acid skincare lines sold direct-to-consumer via planters.it and through Italian pharmacies to health-conscious, vegan, and cruelty-free-focused consumers.

Ownership category

akta.pro rank

Product category

Natural Skincare & Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Natural skincare products
• Aloe Vera cosmetics
• Hyaluronic acid serums
• Vegan beauty brand
• Italian pharmacy cosmetics

Headquarters

HQ city

Genova

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells products directly to consumers through their e-commerce website planters.it. Products are shipped to customers with free shipping for orders over €20. This is a direct-to-consumer model with per-transaction pricing.
2. Pharmacy Retail Distribution: Products are distributed through pharmacy channels, with the brand being present in pharmacies for over 20 years. Revenue flows through pharmacy retailers purchasing wholesale from the company.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Planter's Cosmetica Naturale manufactures and sells a curated line of natural cosmetics built around 99.9% titrated Aloe Vera Barbadensis gel (cold-extracted from organic Salento and Southern California plantations) and natural Hyaluronic Acid. The portfolio includes facial gels, repair creams, anti-aging body creams, BB creams, concentrated serums, and a hair care range (anti-sebum, hydrating, and frequent-use shampoos), formulated without parabens, allergens, petroleum, silicone, or GMOs and certified cruelty-free. All products are made in Italy under the legal entity Dipros S.r.l. Società Benefit.

Product overview

Planter's Cosmetica Naturale is a natural cosmetics brand offering two main product lines: the Aloe Vera line (featuring Gel Aloe 99,9% Titolato, Crema Riparatrice, Shampoo Delicato, Shampoo Equilibrio, Shampoo Luce Idratante, and Olio Assoluto Riparatore) and the Acido Ialuronico Naturale (Natural Hyaluronic Acid) line (featuring Siero Puro Concentrato, Crema Corpo Anti-Age Fluida Superidratante, Latte Tonico Detergente, and Bb Cream + Primer Filler). The company operates as a Benefit Corporation (Società Benefit), formulating completely plant-based cosmetics without parabens, allergens, petroleum, silicone, or GMOs, with all products made in Italy. The Aloe Vera line focuses on hydration, soothing and protection while the Hyaluronic Acid line targets anti-aging and deep moisturizing needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Gel Aloe 99,9% Titolato Pure titrated Aloe Vera gel (99.9% polysaccharides) cold-extracted from fresh leaves from organic farms in Salento, Italy. Treats face, hands, and body; protects, soothes and hydrates all skin types including sensitive skin. Priced at €16.00 per 200ml tube.
• Crema Riparatrice Repair cream in the Aloe Vera line designed to repair and protect skin. Priced at €17.00 per unit.
• Shampoo Delicato Uso Frequente Gentle shampoo for frequent use in the Aloe Vera hair care line, designed for daily use. Priced at €13.50 per unit.
• Olio Assoluto Riparatore Fast-absorbing oil formulation based on Aloe Vera plus 7 natural oils (sweet almond, olive, linseed, shea, borage, rice, sunflower) for treating face, hands, body, stretch marks, scars, dryness and skin imperfections. Priced at €18.90 per 100ml.
• Shampoo Equilibrio Anti-sebum and anti-dandruff shampoo with integrated conditioner containing pure galactaric acid extracted from citrus fruits. Addresses seborrhea and dandruff while protecting and stimulating cellular regeneration.
• Shampoo Luce Idratante Hydrating shampoo in the Aloe Vera hair care line for luminous, moisturized hair.
• BB Cream + Primer Filler - Penta 5 BB Cream with primer filler effect delivering up to 130% increase in skin hydration, reducing appearance of wrinkles and hyperpigmentation, improving elasticity and skin texture; anti-aging formula tested for all skin types including sensitive skin. Priced at €34.90 per unit.
• Siero Puro Concentrato Pure concentrated serum with 1% pure hyaluronic acid for face treatment. Provides hydrating and elasticizing activity for dehydrated skin and wrinkles, rapid absorption, non-greasy formula. Priced at €18.50 per 15ml.
• Crema Corpo Anti-Age Fluida Superidratante Super-hydrating fluid anti-aging body cream in the Hyaluronic Acid line.
• Latte Tonico Detergente Tonificante Viso Tonic cleansing milk with tonifying effect for face in the Hyaluronic Acid line.

Quantifiable outcome

• Up to 130% increase in skin hydration
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationPlanter's e-commerce platform is powered by Shopify, which provides the technical infrastructure for the online store including payment processing, order management, and customer data handling. Shopify collects and processes personal data related to access and use of the services.
• Italian Contract ManufacturerscoreOEM/ Whitelabel/ Licensing PartnerProducts marked 'Planter's' are made with Italian materials and packaged by Italian contractors. All products are Made in Italy, with the sole exception of promotional products (pouches/gadgets) which are made in China or other non-EU countries.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Rilastil (Istituto Ganassini): Italian dermocosmetic brand with a strong pharmacy presence in Italy, focused on skincare, body care, and stretch mark/scar treatments. Comparable to Planter's Olio Assoluto Riparatore line in stretch mark/scar treatment positioning and Italian pharmacy channel.
• Collistar: Major Italian cosmetics brand with strong pharmacy and DTC presence, offering skincare, body care, and beauty products. Comparable to Planter's in Made-in-Italy origin, pharmacy distribution, and skincare category, though broader in portfolio scale.
• L'Erbolario: Italian natural cosmetics brand offering plant-based skincare, body care, and fragrances sold through pharmacies and DTC. Directly comparable to Planter's in target market (Italian pharmacy channel), product category (natural skincare), and brand positioning (botanical/herbal formulations).
• Bionike (Istituto Ganassini): Italian skincare brand from Istituto Ganassini focused on sensitive skin and hypoallergenic formulations, sold primarily in pharmacies. Directly comparable to Planter's in sensitive-skin positioning, Italian pharmacy channel, and Made-in-Italy manufacturing.
• Korff (Istituto Ganassini): Italian skincare brand (also under Istituto Ganassini) focused on anti-aging and hyaluronic acid formulations sold in pharmacies. Closely comparable to Planter's in Italian pharmacy distribution, hyaluronic acid product focus, and Made-in-Italy positioning.
• Helan Cosmetici: Italian natural cosmetics company founded in Genoa, specializing in plant-based skincare and personal care with strong pharmacy distribution. Closely comparable to Planter's in Made-in-Italy natural positioning, pharmacy-first GTM, and skincare focus.
• I Provenzali: Italian natural and organic cosmetics brand with a heritage similar to Planter's, offering skincare and personal care products with pharmacy and DTC distribution. Direct comparable in natural formulations and Italian pharmacy channel presence.

Broad incumbents

• Weleda: Global natural cosmetics and personal care brand with deep European pharmacy presence and a focus on plant-based, biodynamic, and natural ingredients. Comparable to Planter's in natural positioning and pharmacy channel, but operates at significantly larger scale with global footprint.
• Bioderma (NAOS group): French dermo-cosmetic brand with strong presence in European pharmacies, focused on sensitive skin and dermatological formulations. Comparable to Planter's in sensitive-skin positioning and pharmacy channel, but at significantly larger scale and broader product range.
• L'Occitane en Provence: Globally recognized natural cosmetics brand with strong European pharmacy and retail presence. Comparable to Planter's in natural/botanical positioning and herbal ingredient focus, but operates at much larger scale with a broader portfolio across skincare, body care, and fragrance.

Market position

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/planters_italia
• Facebookfacebook.com/plantersofficial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Planter's Cosmetica Naturale