{
  "id": 5081291,
  "title": "Miriam Leone, da attrice a creatrice di Lávika",
  "url": "https://urgent.news/2026/09/02/miriam-leone-da-attrice-a-creatrice-di-lavika",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-02T12:12:46.000Z",
  "source": {
    "name": "Il Sole 24 Ore",
    "slug": "il-sole-24-ore",
    "url": "https://www.ilsole24ore.com/art/miriam-leone-attrice-creatrice-lavika-AJMhxG1"
  },
  "original_language": "it",
  "account": "Miriam Leone is not just an actress anymore; she is the creator of Lávika, a premium skincare brand. Leone, who is also an investor and the director creative of Lávika, transformed her passion for skincare into an industrial project rooted in Sicily, developing its substance in a laboratory and setting the international ambition as the core of the latest strategy. The company already caters to a community of over 50,000 people, with around 50,000 products sold and a €3 million sell-out and €1.2 million sell-in. Lávika is also present in over 300 perfumeries in Italy and has entered 15 perfumeries in Spain, with the United States being one of the markets it is looking to in the next phase of development. Leone, who has been an actress, tells \"Sole 24 Ore\" that skin problems are a significant part of her professional career. Her skincare experience became even more concrete during the filming of \"Non Uccidere,\" a series where she had to wear a mask for most of the time. Leone's entrepreneurial decision came from the desire to create highly effective products after testing what was already on the market, but also from the goal of investing the first earnings. The purchase of shares in a cosmetic laboratory was thus the first step. The most important part of the investment is the formulas, a choice that reflects the objectives of the role she has carved out in this activity. \"In my role as director creative of the brand, that is the part where I am truly selective and where there is more investment,\" Leone explains. This is the difference compared to other brands. \"Our biggest investment from the beginning has been in formulations, because we own most of the formulas, we created the products in-house,\" she says. This choice has economic consequences as well. \"Creating effective products costs money, and we have invested a lot in this.\" Lávika has institutionalized a series of rituals that can be performed at home or in a spa. For Leone, the difference is in the authenticity of the supply chain: \"We are truly made in Italy, and I would say made in Sicily.\" Sicily is the region of origin of the brand founder, a region with fertile soil and natural elements that guarantee the effectiveness of the products. The Etna, with its volcanic, lava-like nature, becomes part of the brand's identity. The brand name itself evokes the lava from the Etna. \"For me, the volcano is my muse. We all have a magma inside us in this terrestrial crust. Our skin is the point of contact with the outside, so this internal magma must be managed through the product.\" The strategy includes entering the spas of major hotel chains. \"Lávika is already present in some high-end hotel structures, including the Pellicano Group, and has a pop-up at the Bulgari Hotel in Milan. I have also organized an event at Villa Timeo, a Belmond group property, for clients in Taormina.\"",
  "summary": "C’è una differenza sostanziale tra essere il volto di un prodotto esistente e, invece, costruire un’impresa intorno a un’idea. Miriam Leone ha scelto la seconda strada. Attrice, imprenditrice e oggi...",
  "key_points": [
    "Miriam Leone transforms acting career into Lávika skincare brand creator",
    "Brand rooted in Sicily, with Etna volcano as muse",
    "Lávika present in 300+ Italian perfumeries and expanding internationally"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}