Goovi's 'good vibes' grow 24%

In recent years, Goovi has continued to grow steadily and sustainably, consolidating its presence in the natural wellness and beauty market. We started out - in 2018 - as a digitally native brand and today we have become a recognised reality, with a growing and loyal community. Our strength is precisely this authentic connection with people, which allows us to evolve by really listening to those who follow us. Positivity but with a strong desire to learn new things, remain curious and listen more and more to the community. That is what distinguishes us and has been with us since the beginning. Last year we organised two super events with our Summer Wave, in Milan and Riccione, and they were incredible experiences. Each time I am impressed and grateful for the energy that thousands of people manage to transmit to us, and for the sense of sharing and attachment to the brand that they show us. It is a unique feeling that fills my heart.

What is the target audience?

Our main target group are the Goovi Lovers - as we affectionately call our community members - women mainly between 25 and 45 years old who share our philosophy of IN&OUT wellness. Goovi has grown right along with our community, following their needs and suggestions. We started with supplements and body care, then we added skincare, make-up and finally sun care. And that for me is the greatest satisfaction: knowing that Goovi has become part of people's lives, bringing a little bit of good vibes into their routine every day. It is not only a growth in numbers, but above all in trust, affection and positive energy.

What turnover have you achieved? 

Joining the Sodalis group was a fundamental step for the brand: it allowed us to consolidate our presence in e-commerce and, at the same time, to accelerate the development of physical distribution. In 2024, we recorded 24% growth over the previous year. An important result, driven above all by the expansion of the distribution network in the pharmacy and perfumery channel, which now numbers over 1,400 points of sale.

How much weight do online sales have?

The e-commerce channel remains our main sales channel and accounts for around 58% of total turnover. We have always believed in omnichannelality, which for us is not just a distribution strategy, but a concrete way of being closer to people. Being present both online and in physical outlets allows us to have a widespread presence in the territory and to offer complementary experiences: on the one hand the direct relationship with our digital community, on the other hand the possibility of touching and trying products and receiving personalised advice. All product categories recorded positive results in 2024, thanks to constant innovation work and a marketing and communication plan that alternates between launches, dedicated activities and moments of direct relationship with the community.

Are you already present abroad? In which markets?

Export still plays a marginal but expanding role. In addition to Switzerland, where we have been present for some time, in mid-2025 the brand was launched in Germany and is present in more than 500 outlets of Müller, a major German drugstore chain. This is an important step for growth in the German market, where I am known and have the good fortune to work often, and in the entire DACH area.

Future development plans?

Looking to the future, we are proud of our achievements, but we know that the best is yet to come. We want to continue to grow Goovi while remaining true to our values: positivity, authenticity and natural well-being. We are working to further expand the brand's presence in Italia and international markets, starting with the DACH area, which is strategic for us. The aim is to bring our good, easy and natural approach to more and more people. We will continue to invest in product innovation, but also in digital innovation, because today the relationship with people increasingly passes through personalised online experiences. A few months ago we launched our new website on the Shopify Plus platform. We are investing heavily in CRM to get to know and listen better to our community, and we are exploring the potential of artificial intelligence to make communication and services even more tailor-made, while maintaining a human and authentic approach. At the same time, we want to strengthen our physical presence in the channels where we are already present, but the big news is that we are considering opening a few Goovi flagship shops. It has always been a dream of mine that could finally become a reality next year. Finally, we will continue to build genuine relationships with our community, which remains the beating heart of Goovi. They inspire us every day - and are the best proof that a brand can only grow if it remains human.