Founded in Puglia, Italy, in 1996, PDT Cosmetici started a long and successful business as a private label manufacturer in the natural cosmetic industry. While still focusing on the professional sector, more recently they have been developing their own brand, Physio Natura, which is now expanding into international markets.
Estetica Export asked some questions to the CEO, Maria Antonietta Plantone:
I understand manufacturing is your core business. How did you start?
“PDT Cosmetici started its manufacturing business in 1996 founding the company in the Italian region of Puglia. This venture originated from Dr. Giovanni De Tommasi’s passion for cosmetics. He started developing some formulations in the back room of his pharmacy, with Maria Antonietta Plantone, a young bookseller with a love for science. Their shared interest in natural cosmetics led to the establishment of their own laboratory, focusing on creating products inspired by nature and enhanced by the latest technology”.
Maria Antonietta Plantone CEO of PDT Cosmetici
You have also a brand that is growing quite well.
“Yes, that’s correct. Our brand, Physio Natura, has been experiencing significant growth. Physio Natura was established with a clear mission: to bring together the best of nature and science to create high-quality cosmetics products. The brand is renowned for its natural and organic skincare products, which are created using carefully selected ingredients to ensure both naturality and effectiveness. Our strengths include a commitment to sustainability, rigorous quality control, a deep focus on research and development and a focus on the professional sector. We understand that beauticians need products that not only deliver excellent results, but also align with the values of quality and reliability that they promise to their clients. Physio Natura is designed with this in mind, offering a range of products that are specifically tailored to meet the needs of industry experts”.
Are sustainability and natural ingredients some of your main concerns?
“Absolutely, sustainability and the use of natural ingredients are core to Physio Natura’s ethos. Our commitment to sustainability is reflected in several practices:
- We prioritize ethical and responsible sourcing of raw materials, avoiding the use of petrolatum, PEGs, silicones, and parabens.
- We focus on creating effective, safe, and sustainable cosmetic formulations with few, high-quality ingredients.
- We implement upcycling and circular economy practices to support local communities and small farms.
- Our primary packaging uses recyclable plastic derived from sugar cane, and secondary packaging uses FSC-certified paper.
- In our laboratories, we reduce water waste by utilizing collected rainwater for cooling processes.
- Our facilities use clean and renewable energy from solar panels.
Additionally, our sustainability efforts include projects like reusing packing materials through cardboard balers, reducing plastic waste with drinking water dispensers and contributing to reforestation efforts in Congo. We even take care of public green spaces by planting trees, including holm oaks, to symbolize the growth of our team. Our dedication to sustainability ensures that our products not only care for the skin but also protect the environment, a commitment we are increasingly reinforcing in all aspects of our cosmetics production”.
How important is export to your company?
“Export is crucial to us, as it plays a key role in our growth and expansion strategy. At present, export accounts for 40% of our revenue and this is a great pride for us, but we want to aim higher, as we are aware of its potential. By exporting our products, we can reach a global audience, enhancing the international presence of Physio Natura. This not only increases our brand’s visibility but also allows us to share our values with beauty professionals and customers worldwide”.
How is your sales network organized in Italy and globally?
“Our sales network is well-structured to effectively reach both domestic and international markets. In Italy, we have a strong distribution network that includes partnerships with professional beauty channels, salons and pharmacies. Globally, we collaborate with distributors who align with our brand values and who are capable of effectively representing Physio Natura in several markets”.
What are the foreign markets you are most interested in?
“We are particularly interested in expanding into markets that appreciate high-quality, natural cosmetics. These include European countries, where there is a strong demand for sustainable and ethically produced beauty products, as well as emerging markets in Asia and the Middle East, where the interest in professional aesthetics is growing fast and the interest in Made in Italy products are quickly developing”.
What kind of distributors are you looking for?
“We are looking for distributors who share our values about quality, sustainability, and professional aesthetics. Ideal partners are those who have a deep understanding of their local markets and are capable of effectively promoting and distributing our products. We value partnerships with distributors who can represent Physio Natura’s ethos and help us grow our presence in their respective regions”.
Dr. Giovanni De Tomasi and Maria Antonietta Plantone
Do you believe in trade exhibitions to develop your business?
“Absolutely, we strongly believe in the value of trade exhibitions for the growth and development of our business. Every year, Physio Natura participates in major national and international trade fairs such as Cosmoprof Worldwide Bologna, Cosmoprof Asia, and Beauty Istanbul. These events are indispensable for us, providing unique opportunities for exchange and growth. They allow us to present our cosmetics to some of the world’s leading potential distributors, draw inspiration from new trends, and explore innovative visions that we can translate into increasingly effective formulas“.
What are your plans for the future?
“Our plans for the future are centred around innovation and expanding our global reach. We aim to continue developing innovative cosmetic formulations, to strengthen our international distribution network, ensuring that our Made in Italy cosmetics can be enjoyed by customers around the world. Lastly, we will continue to invest in training and support for beauty professionals through our Physio Natura Academy, ensuring they are well-equipped to represent and utilize our products effectively all over the world”.
