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Invity Reveals the Secret of Rejuvenation
Invity introduces Youth Activating Body Cream that transforms daily routines into a luxury anti-aging experience.
Having spent her childhood in Italy, Alena Průchová developed a deep connection to the country, embracing its culture and appreciation for beauty. Back in the Czech Republic, she pursued studies in Czech and Italian philology; however, her pragmatic nature and entrepreneurial spirit soon steered her towards business. Her journey began as a manager at an Italian company, while assisting her mother in distributing Italian goods. Her growing fascination with herbs and cosmetics, coupled with a desire to help people with skin concerns, led to the foundation of Bellitia.
“The company started with luxury natural hair care brands Sanotint and Migliorin and Cosval dietary supplements. It then expanded to include Locherber Skincare for face and body, and later became the exclusive Czech and Slovak distributor for Locherber Milano.
“Success in our field requires a cool head, creativity, and precision,” Alena Průchová smiles as she discusses the fragrance industry. “I believe it’s our commitment to excellence that sets us apart in this competitive market. For me, bringing ‘femininity’ to business means pouring our hearts into our work and genuinely loving what we do. However, we always need to stay on our toes,” she says, noting that the fragrance world is evolving.
“We’re seeing a shift. Perfumes are now part of many men’s daily routines. There’s also growing appreciation for scent in both home and work environments. The right fragrance can significantly influence how people feel in a space. It impacts emotions and, consequently, can have a notable effect on business outcomes.”
Locherber Milano offers a myriad of captivating products that deserve a closer look. “One of my favorites is a fragrance inspired by Venice,” Alena Průchová shares enthusiastically. “The diffuser caps are made from the poles that mark navigable channels in the Venetian lagoon. These poles are replaced every ten to fifteen years, and Locherber Milano repurposes them for the wooden tips of the Venetiae fragrance diffusers. Each piece is unique, with the caps bearing distinct marks left by tiny woodworms. I must also mention this year’s new release — the Citrus Coral fragrance. So far, it has charmed everyone who’s tried it.”
Alena then highlights another gem: the Oudh fragrance diffuser with a black marble cap. Oudh is a dark resin formed in Aquilaria and Gyrinops trees when infected by a specific fungus. This infection prompts the tree to secrete an aromatic dark resin that thickens and permeates the wood. The infected heartwood becomes dark and dense, yielding the precious oudh oil used in luxury perfumes. “The Oudh line is a special edition featuring matte black flacons. The two-and-a-half-liter diffuser is crowned with a luxurious cap made of black Portoro marble. It’s truly a jewel among diffusers,” she describes
According to Alena Průchová, fragrance enthusiasts have much to look forward to. Bellitia is preparing a range of new products, collaborations, and challenges. This extends to her personal life as well. With a smile, she reveals, “I’m planning to complete a sommelier course soon —another endeavor related to scents, with the added dimension of taste.”
