We offer aloe-powered, waterless, clean beauty formulations that perform. Did you know that most skincare products contain 80-95% water? Our Aloe Attiva Elixir is at the base of every formula we make. Rather than water, which can dilute efficacy, we use our proprietary elixir proven to be 4x more effective than commercial aloe. It minimizes the need for emulsifiers and preservatives, allowing improved performance of potent actives such as plant-based collagen, hyaluronic acid, echinacea, and goji berry into the skin. All packaging and formulations are made in Italy. Waterless. Plant-Powered. Clean. Vegan. Gluten-Free. Cruelty-Free. Dermatologist Tested. Aloe Attiva Italia does not formulate with any SLS, SLES, Petroleum, GMOs, Animal Derivatives, Gluten, PEDs, EDTA, Synthetic Dyes and Parabens. We develop products following the European Union formulation guidelines, which ban 1,328 ingredients (as opposed to U.S. guidelines which ban only 11).