Hidden beside Florence’s Ponte Vecchio are workshops whose craftsmanship has been passed down for centuries. SAF was born in such a place—a traditional Florentine soap workshop dedicated to artisanal methods.

Here, artisans infuse the artistic DNA of the Renaissance into soap-making. Flowers, fruits, and classical motifs emerge from beneath their carving tools, blooming upon each handcrafted soap.

With its signature artistic sculpted shapes and exquisite gift packaging, SAF transforms Italian elegance and daily ritual into something tangible, something beautiful that can be held and used.

Florinda already reveals its mission: to let the essence of plants arrive gently and preciously at the depths of the skin.

Rooted in Italy’s long Mediterranean tradition of botanical care, Florinda focuses on harnessing natural plant essences, creating a perfect fusion of fragrance and botanical extracts. From facial to body care, each product offers an immersive sensory journey—a moment of tranquility for the modern soul, a return to balance for the skin through nature’s energy.

A Florentine Care Legacy Since 1894

In 1894, in Florence, the cradle of the Renaissance, a family workshop was born with a guiding belief: “SALUS VERA”—True Wellness. That workshop was the origin of La florentina.

Through five generations, Fino has witnessed the evolution of European hair care and personal care, from handcrafted beginnings to industrial progress, yet it has never wavered from its commitment to “true wellness.” Today, La florentina has grown into a comprehensive care brand, offering hundreds of products that cover every detail of daily life, from professional hairstyling to everyday body care.