True Story - Dino Giergia (Alavi Cosmetics & Dea Flores)

True Stories

Pure ingredients, luxurious experiences: meet Alavi Cosmetics

Dino Giergia, CEO of Alavi Cosmetics and Dea Flores
My name is Dino Giergia, and I am the CEO of Alavi Cosmetics and Dea Flores, as well as a lecturer in strategic management. With over 17 years of experience in the pharmaceutical and natural cosmetics industry, I have been deeply involved in product development, internationalisation, and strategic growth. In my role, I focus on scientifically backed natural formulations, ensuring the highest quality standards in phytotherapy and organic cosmetics. Beyond my work, I am passionate about leadership and innovation, and I mentor future leaders to help them develop holistic leadership skills. In my free time, I enjoy reading about philosophy and leadership, exploring nature, and practicing mindfulness. I am always drawn to topics that bridge science, nature, and human potential, believing that true innovation comes from a deep understanding of both tradition and cutting-edge research.

NATRUE: Could you tell us how the idea for the brand first emerged and what inspired its creation?
Dino Giergia: The idea for Alavi Cosmetics emerged from a deep passion for combining nature and science to create high-performance, luxurious skincare. My experience in the pharmaceutical and natural cosmetics industry made me aware of the gap between scientifically proven formulations and truly natural, effective skincare solutions. I wanted to bridge this gap by developing a brand that embraces botanical wisdom while ensuring that every product is backed by rigorous research.

When we created the brand, organic cosmetics were often associated with a niche market —think recyclable cardboard packaging, specific colours, and a very “green” aesthetic. This limited the audience to organic enthusiasts. My goal was different: I wanted to create everyday organic cosmetics that would appeal to every woman, making them part of a mainstream beauty routine rather than a niche choice. Alavi was born from this vision: to combine the purity of organic ingredients with elegance, effectiveness, and accessibility, ensuring that high-quality natural skincare becomes a luxurious yet everyday experience for women everywhere.

NATRUE: Your product lines, such as Flora Divina and Flora Majestica, evoke a sense of luxury and nature combined. What inspired these collections, and how do they reflect Alavi’s philosophy?
Dino Giergia: I wanted to create two completely different lines that embody distinct aspects of femininity. Flora Divina is designed for a younger audience, celebrating fragility, beauty, youth, and innocence. It features soft, hydrating ingredients that enhance the skin’s natural glow. This line is about freshness and purity, reflecting the early stages of a woman’s beauty journey.

In contrast, Flora Majestica is for women who exude confidence and strength, with antiaging, firming, and lifting formulations that support skin resilience and radiance. Both lines reflect Alavi’s belief that beauty is multi-dimensional, evolving through different stages of life, and that skincare should honour that natural journey.

NATRUE: Many consumers are becoming more conscious of the ingredients in their skincare. What misconceptions do people often have about natural cosmetics, and how does Alavi address them?
Dino Giergia: A common misconception about natural cosmetics is that they are either ineffective or overly simplistic, as if a product is natural, it can’t be as powerful as conventional skincare. People also think organic cosmetics with earthy scents, and minimalistic formulations, lack the luxurious feel of high-end skincare.

Another issue is greenwashing — brands market their products as “natural” or “organic” without real substantiation behind those claims. At Alavi, we challenge these myths by proving that nature and science can coexist to create highly effective, sensorially pleasing skincare. Our Flora Majestica and Flora Divina lines, for example, combines high-performance plant-based actives that hydrate and firm, with sophisticated textures, ensuring results without compromising on elegance.  We prioritise transparency, so when we say our products are natural and organic, we ensure they meet the highest standards and that they’re getting truly natural, effective skincare, free from misleading claims.

NATRUE: Alavi is proudly NATRUE certified. How does this certification shape the way you develop your products, and what does it mean to your customers in terms of quality and transparency?
Dino Giergia: NATRUE certification shapes our product development significantly by setting the highest standards in the natural and organic cosmetics industry. It means that we, as producers, have to be extremely diligent when formulating new products: every ingredient must be carefully selected, sourced ethically, meet sustainability criteria and be free from synthetic additives, or greenwashing. This ensures we deliver genuine, high-quality natural formulations.

For customers, NATRUE guarantees transparency, ensuring that when they choose an Alavi product, they know it’s free from harmful chemicals and made with respect for nature. It reflects our commitment to honesty, sustainability, and effective skincare. My advice? To focus on ingredient transparency and real efficacy rather than just marketing claims. Always check ingredient lists and certifications like NATRUE. With the rise of greenwashing, it’s crucial to support brands that prioritise transparency and real efficacy.

NATRUE: If you could give one piece of advice to consumers looking to transition to a more natural skincare routine, what would it be?
Dino Giergia: Education is mandatory when transitioning to natural skincare. Many consumers don’t differentiate between conventional, “natural,” and fully organic products, but they follow very different standards. By increasing awareness and understanding these differences, we can help consumers make conscious decisions and choose what is truly best for their skin.

Start by introducing one or two high-quality natural products into your routine, such as a hydrating moisturizer or a botanical serum, and allow your skin time to adapt. Transitioning doesn’t mean sacrificing luxury or effectiveness.

Ultimately, choose natural skincare products that are high-performance, safe, and truly beneficial for your beauty and well-being — without compromise.

For more information about Alavi Cosmetics,
visit www.alavicosmetics.eu

 Download the interview here.