Greenatural

Greenatural is an Italian eco-bio brand of natural detergents and personal-care products, based in the province of Treviso. It was founded by Silvia Scantamburlo and Michele Franchetto, a married couple who launched the business from a garage and built it into a catalogue of more than 500 household and cosmetic items. The brand is owned and operated by Greenproject Italia SRL, the parent company the founders set up to design, produce and distribute their range.

The company positions itself around accessible sustainability: plant-based, certified-organic formulas for everyday cleaning and personal care, sold not only to dedicated eco-shoppers but to mainstream households. It remains active, with new product lines and magazine posts published as recently as May 2026.

Greenatural grew out of the founders' own circumstances. Scantamburlo and Franchetto, both computer-science graduates, became parents and began questioning the conventional baby products around them — disposable diapers and petroleum-derived skincare in particular. According to the company's account of its first decade, that concern pushed them to offer gentler, plant-based alternatives "that wouldn't dramatically disrupt everyday life" [7]. The brand describes its founding ambition in modest terms: to make an environmentally responsible choice available to ordinary families rather than only to a committed niche.

The date of that founding is recorded two ways. The brand's own ten-year-anniversary account places the launch in 2011, anchoring it to a celebration held on 18 January 2021 [7], and parent company Greenproject Italia gives its own founding as February 2011 [8]. A 2024 feature in the Italian outlet Italia Che Cambia instead dates the company to 2008 and notes that it "emerged from Green Baby Shop," an earlier online platform for families seeking natural goods [11] — a reference that appears to point to that predecessor rather than to the formal creation of Greenatural.

Greenatural is the principal brand of Greenproject Italia SRL, an Italian company registered in Resana with operational headquarters in Vedelago and logistics facilities in San Vito al Torre, in the Udine province [4]. Greenproject Italia describes itself as designing, developing, producing and distributing natural and eco-compatible products, and lists Greenatural as its main brand, accounting for over 500 of its more than 800 catalogue items [8]. No acquisitions or sister beauty brands are recorded.

The company sums up its outlook in the motto "Today for Tomorrow," the idea that small daily choices accumulate into meaningful environmental change for the next generation. Greenproject frames sustainability broadly — covering products, packaging, supplier relationships and community support — and says it deliberately backs neighbourhood retailers over large chains. A recurring theme in its messaging is accessibility over exclusivity: the founders have said they chose "not to address only the niche of people following environmental themes," aiming instead to help mainstream consumers adopt more sustainable habits through practical, daily-use products [7].

That positioning is reflected in distribution. Greenatural's range reaches consumers through pharmacies, garden centres and independent neighbourhood shops across Italy and several other markets, including Spain, Austria, Slovenia, France, Estonia, Bulgaria and South Korea [11].

The catalogue spans both household cleaning — floor, kitchen, laundry, bathroom and surface care — and personal care, including skin cleansing, hair care, dental care, deodorants and suncare. Formulas are built on plant-based raw materials from sustainable and preferably organic agriculture, with essential oils distilled from dried plants. The company states its products are free of parabens, optical brighteners and the surfactants SLES and SLS, and that they are cruelty-free and biodegradable.

Among the better-known products documented by the natural-cosmetics retailer Ecco-Verde are a Calendula, Lavender & Blueberry Intimate Wash and an ACE Multivitamin Hair Balm, alongside shower gels built on ingredients such as aloe vera, lavender and shea butter [13]. The personal-care range also includes a Solid Beauty line of water-free, plastic-free shampoo, conditioner and soap.

The brand's most distinctive innovation is a patented "Bag-in-Box" bulk-distribution system, which uses a wooden cassette to dispense refillable household and cosmetic products while limiting plastic use and guarding against contamination [11]. Its organic credentials rest on two Italian certifications: AIAB (Associazione Italiana Agricoltura Biologica) and ICEA (Istituto per la Certificazione Etica e Ambientale), both confirmed by the parent company and by independent Italian coverage [8].

Parent company Greenproject Italia was named to the Financial Times FT1000 list of Europe's fastest-growing companies in 2017 and 2018, ranking 168th in the 2018 edition [8]. In 2022, Greenatural's solid-cosmetics line won a "Special Prize for Sustainability" at the Touchpoint Awards Identity, competing against more than 80 projects; the award recognised packaging designed around a leaf-shaped insert and a water-free formulation [12]. According to the company's CEO, Michele Franchetto, "removing water means reducing product volume and consequently packaging and the use of plastic."

Greenatural is active. Its Greenmagazine blog carried posts dated May 2026 on subjects including the plastic saved through its Bag-in-Box system and a refreshed summer line, and the company maintains an Italian and English website and active social-media accounts [5]. Its products continue to be distributed across Italy and a number of European markets as well as South Korea.