Italian beauty brand Oway to launch skincare in UK

Sophie Smith

05 July 2023

Italian beauty brand Oway is expanding its international footprint, bringing its range of skincare products to consumers in the UK.

Founded in 1948, Oway is known for its range of haircare, skincare and bodycare that champions sustainability and plant-based ingredients.

The brand grows zero-mile plants, using biodynamic farming methods at its estate in Bologna, Italy. It also uses glass and aluminum as primary packaging materials to remain plastic-free.

This summer now sees the brand launching into the skincare category in the UK, with three new products supporting its wider range, spanning cleansers, scrubs, masks, serums and creams designed for all skin types.

The new products include an Afterglow Body Renovater scrub, Extraordinary Body Amplifier cream and Fabulous foot cream.

Commenting on the launch, Oway told TheIndustry.beauty: “Oway embraces an essential skincare routine designed for spas, salons, and individuals seeking transformative experiences.

"We have crafted innovative recipes that purify, tone, revitalise, and prepare the skin, drawing exclusively from formulas enriched with plant-derived oils and active ingredients.

"By practicing upcycling, we breathe new life into agro-food waste, harnessing its beneficial properties in every Oway skincare line. These organic resources, once eliminated from the food chain, become powerful functional actives in Oway's formulas."