Paola Peretti and EYWA: a shared vision born by chance

It all started in New York

Some stories begin with a simple gesture, a casual conversation among friends. That is exactly how it happened for Paola Peretti; an unexpected encounter with EYWA in New York, thanks to Dario Calogero, now a board advisor. A few products were enough; a strong sensation, and the awareness that there was much more behind it than just a line of natural cosmetics.

"EYWA is the Patagonia of beauty," she says. And for those who know Patagonia, that is a bold statement; ethics, independence, vision, commitment. Recognizing all of that in a skincare brand means understanding its deeper soul, expressed through every product, from an organic face cream to a hydrating night cream, which go beyond skincare and become values you wear.

Shared values

That initial spark quickly turned into genuine interest, a desire to learn more. She met Luca Malaspina, the brand’s founder, and found immediate harmony in vision, values and mindset.

Paola did not join the company to manage it; her role is one of guidance. As Chairwoman of the Board of Directors, she ensures that every decision aligns with EYWA’s core identity. Growing is important, but staying true to your beliefs matters even more.

Global experience, local vision

Paola brings a strong international background. She has worked at LVMH as the Chief Digital Officer for the brand Fresh and at Mars, leading the Digital and Consumer Experience division.

Strategy, innovation, marketing; her strength lies in understanding change and building authentic brands. All of this now supports EYWA’s growth without losing its soul. Whether it is about launching solid cosmetics or identifying the best face cleanser, her approach remains consistent: quality, ethics and long-term vision.

A Benefit Corp with a meaning

EYWA was born with a clear DNA: beauty, responsibility, and sustainability.

Its raw materials come from ethical and transparent supply chains, working with local communities in Sardinia, Campania, Burkina Faso, Kenya, and Morocco. This is where ingredients like shea butter are sourced; they are essential in many formulas, from nourishing body creams to natural body scrubs.

The packaging is carefully designed to reduce environmental impact; glass, wood, paper, cork, compostable bioplastics. These eco-friendly choices reflect the values of those who seek the best moisturizing face cream or a bio shower gel that is both effective and respectful of the planet.

Here is where Paola’s experience makes the difference: advising, providing coherence, and sharing a strategic vision. Every decision, whether commercial or communicative, is examined through a clear lens; staying true to values, creating a positive impact, and pursuing conscious growth.

Leadership that inspires

Her leadership style is modern, rooted in listening and thoughtful direction. Paola does not impose; she suggests, empowers and encourages. In a world where words like "sustainable" often risk losing their meaning, she restores their depth. Even when talking about a delicate face cleanser or a brightening serum, what truly matters is authenticity.

A choice that matters

Today, Paola is an active part of EYWA. Not by chance, but by choice. A choice born from a meeting, an intuition, and that unmistakable feeling that something real is happening here.

And maybe, that is how the most beautiful stories begin.

✨ Discover the world of EYWA. Enter the shop and be inspired by beauty that feels good, inside and out. From Made in Italy quality to carefully crafted face care products, every detail has a story.