What is it? Hair care products based on aromatherapy principles and the benefits of 'vegetal', flower and seed extracts.
What’s the USP? They’re made to strict biodynamic and organic standards to promote sustainable farming practices, reduce pollution and minimise waste with biodegradable packaging.
Hero product? The Rosemary and Lavender Shampoo, (£2.60, gentlebodycare.co.uk), which is deep cleansing, to remove any 'build-up' from the hair.
Why the name? The Italian translation is literally 'naturally'.
How new is it? It launched in September 2013.