GOOVI

GOOVI is an Italian cosmetics and wellness brand founded in 2018 by the Swiss-Italian television presenter Michelle Hunziker, together with co-founder Massimo Dell'Acqua [7]. Based in Lainate, near Milan, it began as a digitally-native brand built around an "in and out" idea of beauty: pairing dietary supplements with clean, vegan cosmetics. The name is a contraction of "good vibes," and the company frames its products as a way to bring everyday well-being to women, inside and out.

The brand sells skincare, makeup, body care and supplements, distributed through its own online store and a network of pharmacies and perfumeries. In 2025 it joined the Sodalis Group, an Italian consumer-goods company whose portfolio also includes Deborah Milano and BioNike [6].

GOOVI was created in 2018 by Michelle Hunziker, a former model and television personality well known in both Italy and the German-speaking market, with Massimo Dell'Acqua as co-founder [8]. Italian business coverage reports that Hunziker held a 22 percent stake in the company and Dell'Acqua 3 percent [7]. Hunziker also serves as the public face of the brand, a celebrity association the company has used consistently in its marketing.

The brand describes its name as the combination of "good" and "vibes," shortened to GOOVI, and the stated mission is to bring "good vibes to all women in their daily lives." A quote attributed to Hunziker on the brand's history page sums up the tone: "Happiness can be found in moments, but it lies above all in the eyes with which you look at the world."

GOOVI positions itself around an "in and out" approach to wellness, combining ingestible supplements with topical cosmetics so that beauty routines begin from within. According to the company, its philosophy rests on three pillars: "Good," meaning clean and vegan formulas; "Easy," meaning simple, quick-to-use products; and "Natural," referring to formulations that, in the brand's description, can contain up to 99 percent natural ingredients [8]. Sustainability is presented as a fourth value, centred on recyclable, eco-conscious packaging.

The brand says its products are vegan and cruelty-free, free of SLS and SLES sulfates and petroleum derivatives, and made in Italy. These are self-declared claims; no third-party certification body is named.

GOOVI's range spans natural cosmetics for the face, body and hair, colour makeup, sunscreens and dietary supplements. Several lines carry deliberately playful names. The "I Am So Smooth" line is built around hyaluronic acid in three molecular forms together with pomegranate extract; "Be My Berrynol" is positioned as a retinol-like anti-ageing product; and "C Me Glow" centres on vitamin C. Body-care products such as the "Shape Your Booty" serum use ingredients including red coral algae and pink pepper extract. Editorial coverage notes hero ingredients across the range including hyaluronic acid, peptides, pomegranate extract and Camu Camu, a vitamin C-rich fruit.

Italian press has described the products as dermatologically tested, with the brand emphasising high percentages of natural-origin ingredients across its formulas [8].

The brand was built as a direct-to-consumer business, and its own e-commerce platform remains its primary channel. Italian business reporting put online sales at 58 percent of revenue in 2024 and pharmacy and beauty retail at 42 percent, with the retail channel growing sharply year on year [7]. GOOVI has leaned into the pharmacy route specifically, running in-store "Goovi Days" consultations where a beauty expert advises customers on face, body and makeup, and operating a "Farma Club" programme for partner pharmacies.

GOOVI's operating entity is The Good Vibes Company S.r.l, the legal entity listed in the brand-site footer, with a registered office in Lainate and management attributed to B2X S.r.l of Rome [1]. In 2025 the company joined the Sodalis Group, an Italian multi-brand consumer-goods company active across pharmacy health and beauty, personal care and home care, whose stable includes brands such as Deborah Milano and BioNike [6]. Italian business coverage describes The Good Vibes Company as controlled by Sodalis, which makes the group the ultimate parent while The Good Vibes Company remains the operating company [7].

Italian outlets including Affari Italiani and Il Giornale di Vicenza have covered the brand, largely framing it around Hunziker and its financial trajectory. Affari Italiani reported that 2024 revenue rose from 18.9 million to 23.5 million euros and net profit from 1.7 million to 2.2 million euros, with supplements, skincare and makeup all growing [7]. No industry awards are documented.

GOOVI is active. The most recent developments in the sourced record are its 2025 expansion into the German market and its 2025 entry into the Sodalis Group, both alongside rising reported revenue [6][7]. The brand continues to sell through its own e-commerce site and pharmacy and perfumery partners, primarily in Italy and the wider European Union.