Beauty is not just a brand, but the result of a story that has deep roots in the Apulian territory. Our adventure began in 2001, but draws its strength from the centuries-old experience of the Lucarella company, an oil mill run by the Lucarella family since 1889. For over a century, the Lucarella family has cultivated centuries-old olive trees and produced a unique extra virgin olive oil, thanks to an ideal microclimate and unparalleled dedication.

This tradition is reflected in our cosmetics, which combine the ancient knowledge of the master olive oil makers with the most advanced formulation techniques. Each La Beauty product is a tribute to nature and excellence, using cold-worked extra virgin olive oil to guarantee maximum benefits for your skin. Our mission is to carry on the legacy of the Lucarella family, transforming the most precious oil into natural and effective beauty treatments.