Bottega Verde vs The History of Whoo

Bottega Verde

Bottega Verde is the Italian high-street natural-cosmetics chain that built a 50-year empire on Tuscan herbalism, accessible pricing, and direct-to-consumer retail. Founded in Pienza in 1972 as a small herbalist's workshop, the brand now operates 600+ own-brand stores across Italy plus a robust e-commerce business — making it one of the largest Italian-owned beauty retailers and a quiet cult favourite for tourists who pick up Olio Sublime argan body oil at the airport. The catalogue is sprawling (haircare, body care, fragrance, makeup, men's), but the skincare core is clear: ingredient-led ranges (Elicriso/helichrysum for anti-aging, Calendula for sensitive, Argan for nourishment, Pomegranate for antioxidant) at ~€8-25 price points. Not the formulation-rigorous Italian cosmeceutical (that's Rilastil or Bionike), but the ingredient-honest mass-natural option that Italian consumers grew up with. Bottega Verde's quiet confidence — no flashy marketing, no global ambition, just consistent affordable botanicals — makes it the Italian L'Occitane without the price tag.