Miriam Leone: from actress to founder of Lávika

The opportunity to acquire a stake in a cosmetics laboratory is therefore the first step. The most important part of the investment is the formulations. This choice also reflects the objectives of the role she has carved out for herself in this business. ‘In my role as creative director of the brand, that is the most important part – where I am truly the most selective and where the greatest investment is made.’ And this is what sets us apart from other brands. “Our biggest investment from the very start has been in the formulations, because we own the majority of the formulas; we’ve created the products in-house,” explains Leone. It is a choice that also has financial implications. “Developing effective products comes at a cost, and we’ve invested heavily in this.” Lávika has established a series of rituals that can be carried out at home or at a spa. For Miriam Leone, the difference lies in the authenticity of the supply chain: “We are truly ‘Made in Italy’ – and I would say ‘Made in Sicily’.” Sicily is the home region of the cosmetics brand’s founder, a region boasting fertile soil and natural elements that guarantee the products’ effectiveness. And Mount Etna has become part of the brand’s identity. The brand name itself evokes the lava-rich, volcanic soil of Mount Etna. ‘For me, the volcano is my muse. We all have magma inside us, within this Earth’s crust. Our skin is the point of contact with the outside world, so this internal magma must be managed through the product.’

The strategy involves partnering with major hotel chains. “Lávika is already present in a number of high-end hotels, including the Pellicano Group, and has a pop-up at the Bulgari Hotel in Milan. “I also organised an event for clients at Villa Sant’Andrea in Taormina, which is part of the Belmond Group,” she concludes.