Even in 2025, Oway turns off Black Friday to ignite a new kind of awareness: less consumption, more value. Because the future cannot be bought — it must be cultivated, every day.

With summer come longer days, the light changes, rhythms slow down.
You show more skin: it breathes, absorbs sun, wind, salt.
You feel lighter, among walks, travels, silences and shared moments.
But have you ever asked yourself what you truly bring with you, beyond swimsuits and sunglasses?

Oway is rooted in a continuous drive for transformation and a tireless pursuit of a lifestyle in harmony with what surrounds us. Without our planet, we would not exist—and this is why working in tune with everything it encompasses is not only our duty but an endless source of inspiration.

Curly hair has always been considered a distinctive and captivating feature, drawing admiration and attention. Only 10-20% of the world’s population has naturally curly or wavy hair, making it a rare and highly sought-after trait.

A scent can evoke a memory or an emotion in an instant. But why does fragrance have such a profound power over our memory? It follows us everywhere, leaving an imprint on the places we visit and the people we meet. It can transform a fleeting moment into a unique sensory experience—fresh, intense, or enveloping. Each olfactory note holds the power to transport us through time and space, telling a story without the need for words.

The post-plastic world is a journey marked by progressive steps and well-considered changes, becoming more feasible over time. This is how our metal dispensers are born: small packaging components necessary for dispensing our agricosmetic formulas. A choice that aligns with our bottles, conscious consumption, and, most importantly, the environment.

Oway collaborated with Quid, a social enterprise dedicated to recovering and upcycling, to create our Furoshikis: an accessory with endless uses that is inspired by Japanese tradition, in order to reduce textile waste and extend the fashion supply chain.

At this edition of Cosmoprof 2024, we've sown the seed of agricosmetica® everywhere the ground was fertile, shining a spotlight so that our sector too reflects on the future of the ecosystem. Immersed – yet distanced – in the world of cosmetic products, we chose to showcase what's dearest to us: our roots.

In the aftermath of the Holidays, we know for sure that the most received gifts were parcels, external packaging, additional packaging and everything “necessary" to keep the contents intact. Overpackaging is the triumph of single use: an increasingly accentuated phenomenon which has reached senseless usage paradoxes.

A natural material with great virtues and many nuances: with terracotta, the rough beauty of elegant unique design pieces is shaped, but it also models our way of respecting and enhancing the environment that hosts us.

It is commonly thought that skincare is only necessary for makeup removal, but this is merely a myth. Cleansing is essential to remove various residues from the skin, such as smog. If done twice, like the Korean method, even better!

The circulation of pollutants knows no boundaries: climate change brings back the indelible signs of our presence and suggests we reflect on the risks we expose the planet to. It is time to formulate dual protection: for ourselves and for the planet.

An upgrade of recycling, the antidote to downcycling and the creative reinterpretation of the concept of vintage, this virtuous habit vanquishes waste competition and puts products, raw materials and objects back into circulation, giving them a new, unforeseen life.

Proclaiming oneself as eco-friendly and certifying this on the label is the new frontier of misrepresenting zero-impact procedures. A riot of green leaves, a shower of “organic or bio", "green" and "natural" stamps that confuse, obscure and cover up reality. Here's how to recognise the deception and stem the consequences.

Sales days like Black Friday produce a staggering waste of resources. They shape our perception of purchases, they push us to believe that we absolutely must buy, taking advantage of discounts right away, with devastating consequences on the environment. There is no time to change things: we must get back to conscious consumption – and we must do it now.

Human activities have a weight, production plants leave a footprint. Any action, product or process has an impact, more or less sustainable, with which we must deal in the present. But before evening these out, we must deal with them: emissions to hand.

Pollinating insects par excellence, bees fly from flower to flower to draw nourishment, protect them and increase their fruiting capacity. Their hives are a great little super organism of social individuals, who find in the biodynamic ecosystem the ideal environment to reproduce and freely carry out their precious job.