OUR STORY
A passion
becomes an identity.
AURAEL was not born from a marketing idea, but from a passion cultivated for more than ten years.
01 · THE ORIGINS
From a passion for nature.
My name is Saul, and I have been a tennis player and coach all my life. Alongside sport, I have always had a deep passion for the plant world, especially medicinal herbs, which over the years I have studied, grown and come to know ever more closely.
More than ten years ago, this passion began to take shape as handmade herbal oils and lip balms. A journey of study, experimentation and care, in which every preparation came from the wish to bring out the qualities of each ingredient and turn the richness of nature into small everyday gestures of wellbeing.
At first they were made for friends, and shared with enthusiasm at craft markets too. The appreciation they received made me sense that the project could become something more. But taking those formulas beyond handmade production required specific expertise, partnerships and certifications. So, for several years, the project waited: an idea I had never stopped believing in.
02 · THE MEETING
Sometimes, opportunities arrive when you least expect them.
During a tennis lesson in Cervinia, I met a student who turned out to be the owner of one of Italy’s most renowned cosmetic laboratories. An unexpected meeting that felt like a sign of destiny, and that finally showed me a concrete way to give shape to my project.
So a new chapter began: more than a year of study, trials and experiments, in which my handmade experience met the expertise needed to develop a true cosmetic formula.
03 · THE FIRST GESTURE
Lip Therapy is born.
The first product of this journey is the AURAEL lip balm. I chose to start from the original recipe I had created at home, keeping its spirit and enriching it with precious ingredients, selected for an even more refined, gentle and pleasant formula.
This is how AURAEL was born: from a genuine passion for nature, years of personal research and the wish to turn a handmade creation into a real cosmetic project.
To me, AURAEL is not just a line of products. It is the continuation of a personal story, made of patience, curiosity and dedication. It is the will to give value to things made with care, staying true to the idea where it all began.
SaulFounder of AURAEL