True Story - Ivana Ključarić (Lantestina)

True Stories

Where plant wisdom meets certified skincare: meet Lantestina

Ivana Ključarić, founder of Lantestina
My name is Ivana Ključarić, and I am the founder of Lantestina. Nature has always been my natural environment. I grew up in a family where the healing power of plants was passed down through generations – from my great-grandmother to me. Surrounded by the scent of drying herbs, I developed a deep love and respect for the natural world from an early age. With a Master’s degree in Horticulture, my husband and I went on to found one of the first organically certified herb nurseries in Croatia. For over 20 years, I’ve worked with culinary and medicinal plants, while continuously expanding my knowledge through studies in aromatherapy, herbalism, natural perfumery, and cosmetic formulation.

NATRUE: Can you tell us about the origins of Lantestina? What does the name “Lantestina” mean?
Ivana: Since I studied horticulture, I took a botany class where we had to memorise hundreds of Latin plant names. In fact, it was actually a great pleasure to learn all these botanical names, I really enjoyed it. Later, my family — my husband, our little girl, and I — would spend as much time as possible outdoors: in the forest, walking through meadows, or by the nearby Drava River. As we wandered, I would often say the Latin names of the plants out loud.

One day, our then three-year-old daughter suddenly said, “Mom, look, this plant is called Lantestina.” I was so surprised by this Latin sounding name, as I had never heard it before. I searched for the meaning of the word, only to find that it didn’t exist. It was her own invention. And the best part is that we have this moment captured in a video featured on our website.  It sounded so special and beautiful, and we decided to save it for the future, for something truly meaningful. That moment came when we needed a name for our brand.

Lantestina is a natural continuation of my life’s path, a brand born from a desire for skincare that is pure, gentle, and truly effective. Every product is a heartfelt expression of my connection to plants, nature, and true skin nourishment.

NATRUE: Lantestina is now NATRUE certified – congratulations! Why did you decide to pursue this certification?
Ivana: Thank you! To be honest, I wanted to offer our customers not just promises, but proof – evidence that the high quality of our raw materials is carefully transformed into effective and trustworthy products. By choosing NATRUE certification, we aligned ourselves with a respected, independent body whose high standards support and validate our claims.

I truly believe this is the best way to help customers recognise real quality and feel confident that, by choosing NATRUE-certified Lantestina skincare, they are doing something genuinely good for their skin and for their overall well-being.

NATRUE: Your skincare philosophy encourages a minimalist, conscious routine. Could you walk us through the ideal Lantestina routine and what makes it effective?
Ivana: Our bodies are designed with incredible intelligence. Skincare should never interfere with that wisdom; it should simply support the skin’s natural functions and its remarkable ability to protect and regenerate. That’s exactly what Lantestina’s routine is designed to do: gently support, never overwhelm.

1. The routine begins with PureMelt Radiance Balm, a gentle cleanser and makeup remover in one. which transforms into a silky emulsion upon contact with water leaving your skin soft, hydrated, and never greasy.
2. Next comes Floral Renewal Essence, a multi-functional mist that hydrates, brightens, and supports the skin’s microbiome. It also provides a subtle emotional lift, thanks to Sanguisorba officinalis (great burnet) extract. Its gentle action is beautifully complemented by the soft, natural scent of Damask rose hydrosol.
3. To lock in moisture, Complexion Bliss Cream steps in. Formulated with cold-pressed, zero-waste oils like apricot kernel, poppy seed, and raspberry seed it enhances skin vitality while supporting an overall sense of harmony and well-being.
4. The final step is FlutterSoft Elixir, a potent yet lightweight serum made from a blend of eight cold-pressed oils that  deeply nourish the skin. It’s a minimalistic, yet effective ritual that honours the skin’s natural intelligence.

NATRUE: What challenges have you faced as a new brand in the cosmetics industry – and how have you overcome them?
Ivana: We are still facing many challenges since we have just launched. The biggest is gaining visibility in such a highly competitive market. The cosmetics industry is crowded, but I firmly believe that every product has its audience. Our main goal is to prove and educate our customers that our products are worthy of their trust. We are committed to putting a lot of effort into showing our future customers the visible results they can expect once they give their skin the opportunity to come into balance and breathe with the help of Lantestina skincare products.

NATRUE: Who is the typical Lantestina customer? What do they look for when choosing your products?
Ivana: Our typical customer is committed to taking the best possible care of their skin, who values highly effective yet gentle products. They appreciate the significance of NATRUE certification, are conscious of sustainable practices, and want to support brands that give back to the community. A portion of our sales proceeds goes to Međimurje Nature, the Public Institution for Nature Protection, which is responsible for preserving the protected meadows of Bedekovićeve Grabe. This area is home to two of the most endangered butterfly species in Europe, living in fragile symbiosis with the great burnet (Sanguisorba officinalis) and the Myrmica genus of ants. This very meadow is what inspired me to create Lantestina, a line of certified natural cosmetics.

For more information about Lantestina,
visit www.lantestina.com

Download the interview here.