Saffee Launches First Products Under New Brand Identity

Torino, May 2025, Czech Republic GIVET, a European B2B house of beauty brands, proudly announces the relaunch of SAFFEE, a modern dermocosmetic line rooted in transparency, scientific credibility, and accessible efficacy. With this step, GIVET continues its strategic expansion within the dermocosmetics category, offering customers advanced skincare solutions that combine visible results with uncompromising integrity.

SAFFEE | NOTHING TO HIDE
No secrets. No compromises. Just skincare you can trust.

New Saffee Logo

The rebrand marks the beginning of a portfolio-wide transformation. It introduces new formulas, a renewed visual identity, upgraded packaging, and a clearer message: SAFFEE believes in skincare that works and says exactly how.

Now available to customers are: 

  • LiftUp Anti-aging UV Protection Fluid SPF 50 - developed for mature skin 
  • SensiDerm Soothing UV Protection Fluid SPF 50 – ideal solution for dry & sensitive skin 

Both products shield the skin from long-wave UVA, UVB, and HEV blue light while delivering tailored active care for different skin needs.

What Sets SAFFEE Apart

  • Transparency – honest info about active ingredients and their effects 

  • Efficacy – high concentration of actives, clinically proven results 
  • Value – dermo-grade quality at an accessible price 

For Conscious Skincare Users

SAFFEE is designed for today’s “skintellectuals” – informed, results-driven users who want to understand what’s inside their skincare and why it works. Whether addressing signs of aging, acne, sensitivity, or skin balance, the new SAFFEE offers targeted solutions for modern needs.

Primary audience: Women aged 30 to 45
Secondary audience: Younger men and women seeking gentle, effective care based on expert advice and recommendations.

Looking Ahead

This is just the beginning of SAFFEE’s reimagined identity. The full portfolio – spanning anti-aging, acne-prone, oily, and sensitive skin – will gradually roll out through the end of 2025, including up to 25 SKUs with clinical backing and clean, explanatory design.

About Saffee

SAFFEE is a dermocosmetic skincare brand developed by GIVET. Its formulas unite powerful natural extracts with clinically verified actives to deliver skincare that is gentle, effective, and visible. Built on trust and efficacy, SAFFEE helps users feel confident in their skin – and in their skincare choices.

About GIVET

Founded in 2022, GIVET is a B2B beauty house of brands with operations in 27 European markets and more than 1.5 million products sold in 2024. With a portfolio including KORIKA, NOVELLISTA, ICONIQUE Professional, MEDIBLANC, BrushArt, NOBEA, and now the renewed SAFFEE, GIVET builds and scales brands through insight-driven innovation, operational agility, and full-spectrum support.

For retail or distribution inquiries, contact:
saffee@givet.it