Saffee

Saffee is a dermocosmetic skincare brand currently owned by GIVET SRL, an Italian business-to-business house of beauty brands based in Turin. The label first appeared several years before that ownership: beauty blogs reviewing it in November 2018 described Saffee as "a new brand on the block" and noted that its packaging carried a French address, with product bottles marked "made in Paris" [5][8]. No public source records its exact founding year or who created it, and its ownership before GIVET is not documented [6].

In May 2025, GIVET relaunched Saffee under a new identity, framing the move not as a fresh launch but as the revival of an inherited name [6]. The brand positions itself around ingredient transparency and clinically backed formulas at accessible prices, and describes its tagline as "NOTHING TO HIDE."

The earliest verifiable trace of Saffee comes from two beauty blogs in November 2018, which reviewed its cleansing range and treated it as a newcomer. One reviewer noted the difficulty of learning anything about it, writing that there was "not much information about this brand" [5]. Both reviews reported that the products were distributed through the retailer Notino and covered items including a two-phase micellar water and a balancing tonic.

The brand's country of origin is not settled in the available sources. Contemporary 2018 blog reviews stated, based on the bottle labelling, that "the brand comes from France" and that the products were "made in Paris" [5][8]. Its current parent, GIVET SRL, is an Italian company; on that basis some records associate Saffee with Italy. The 2018 packaging evidence predates the GIVET era and points to a French origin for the brand itself, distinct from the nationality of its later corporate owner. The founding year remains unknown in either account.

Saffee is one of nine brands in the portfolio of GIVET SRL, a company established on 14 March 2022 and headquartered in Turin, Italy [2]. GIVET describes itself as "a B2B house of beauty brands" that creates, develops and scales cosmetic labels, and reports operating across more than 27 markets with over 600 active product lines [2]. Its other brands span several categories and include the fragrance labels Novellista and I/ME, the skincare line SKINSOO, the makeup brand NOBEA, the haircare line Iconique Professional, and the accessories brand BrushArt.

GIVET absorbed Saffee into its portfolio and rebranded it; the ownership history before that acquisition is not publicly documented [6]. The rebrand was carried out by Unfolding Wings, a design studio based in Barcelona and Prague, which said it worked with "only the inherited name, quality products, and solid target insights" — a description that confirms the brand pre-existed the GIVET relaunch rather than being newly created [6].

Saffee presents itself as a modern dermocosmetic brand built on three stated pillars: transparency, efficacy and value. According to the company, this means "honest info about active ingredients and their effects," formulas with "high concentration of actives" and "clinically proven results," and "dermo-grade quality at an accessible price" [1]. The brand's stated mission is "skincare that works and says exactly how."

The relaunched positioning targets what the brand and its design studio call the "skintellectual" consumer — described as informed, results-driven users who are tired of repetitive marketing promises. GIVET's press material identifies the primary audience as women aged 30 to 45, with a secondary audience of younger men and women seeking gentle, effective care. The studio summarised the brand's message as the idea that skincare "is not about covering up flaws" but about feeling confident in one's own skin.

Saffee's range centres on skincare, organised into lines addressing anti-aging, acne-prone, oily and sensitive skin, alongside cleansing and men's products. Third-party ingredient databases have catalogued around nineteen products, including the Advanced Liftup anti-aging line, an Acne Skin line, cleansers, tonics and a Urban Dtx men's range. Frequently cited active ingredients include hyaluronic acid, coenzyme Q10 and vitamins A, C and E.

The first products released under the GIVET relaunch in May 2025 were two sunscreens: the LiftUp Anti-aging UV Protection Fluid SPF 50, described as developed for mature skin, and the SensiDerm Soothing UV Protection Fluid SPF 50, aimed at dry and sensitive skin [3]. GIVET stated it planned to expand the range to as many as 25 products with clinical backing through the end of 2025 [3]. Historically, the brand has been sold through the retailer Notino, with documented distribution in markets including the United Kingdom, the Czech Republic and France.

Saffee is active. Its most recent documented activity is the May 2025 relaunch and the release of its first new products under GIVET ownership [3]. The parent company has described a continuing rollout of additional products, and the brand maintains a presence on social media. As a label within GIVET's B2B structure, Saffee does not operate a dedicated website; it is presented through the parent company's brand pages.