Last Christmas, we launched a product that, at first glance, seemed far removed from the world of wine: a lipstick. But it wasn’t a gimmick. It was a meaningful idea created to celebrate a precious ingredient: the grape. We chose the grapes from Amativo, one of our winery’s most iconic wines, and transformed them into a cosmetic product that reveals a different side of who we are. The response was surprising: lots of attention, especially from women, and strong emotional engagement. Because wine, beyond being a pleasure of taste, can become a broader, more intimate, more everyday aesthetic experience.
Today, a few months later, we’re introducing a second project designed for summer, once again developed in co-branding with Salento-based dermocosmetics company Omiderma. This time, it’s a grape fiber face mask, inspired by our Negroamaro Rosato Rohesia. Again, this isn’t a one-off experiment, but the second step in a wider journey—one that blends circular economy, sustainability, and personal well-being.
The lipstick was born from a precise combination of elements: grape seed oil—rich in plant-based collagen—and vitamin E found in the grape skin. Two naturally hydrating ingredients, ideal for one of the most delicate, exposed parts of the body: the lips. To this, we added another essential element: the color of the wine—deep, elegant, and unmistakable. the color of the wine,deep, elegant and unmistakable. Wearing it became more than just applying a cosmetic, it became a gesture that recalls the visual identity of Amativo. A way to say that wine isn’t just for drinking—it’s for living. The color adapts to different skin tones, the texture is creamy and nourishing. The result is an object that merges identity, functionality, and beauty.
The face mask, on the other hand, represents a moment of care—something many people, women and men of all ages, have now integrated into their daily routines. Skincare is no longer a niche language but a shared space that speaks of self-care, mindfulness, and quality.
The beneficial properties of grapes and vines in cosmetics are well known: antioxidants, polyphenols, liposomes, active water.. All elements that help protect and regenerate the skin. Our mask uses a grape fiber base—a natural fabric made from repurposed grape pomace—and a serum that combines grape extracts with botanical ingredients like vine liposomes, aloe vera, goji berries, and saffron.
The result is a refreshing treatment, echoing the very soul of Rohesia Rosato: light, vibrant, and rejuvenating.
Both projects—lipstick and mask—come from a clear vision: to refocus attention on the value of the grape, and to give new life to what was once considered mere waste.
This too is circular economy: seeing our resources with fresh eyes and transforming them into opportunity. But there’s more. There’s the belief that wine can engage with other worlds—without losing its identity. That it can become a language of well-being, of care, of beauty.linguaggio di benessere, di cura, di bellezza.
After a day in the sun, a swim, or a long walk through Salento, taking a few minutes for yourself—sipping a glass of rosé while wearing a face mask— It’s a simple act, but it holds so much: care for your skin, respect for the raw material, a connection to the land.
This is how we’ve started telling the story of wine, too. Without glasses. But with the same curiosity.
by Paolo Cantele
