in vitae, in Latin, means “in life”.
And life is exactly where we want to begin. Real life, made up of busy days, work, family, relationships, passions and those small moments we find for ourselves.
We believe that feeling well is not about chasing an ideal of perfection, but about learning to listen to ourselves and finding our own balance, even when there never seems to be enough time.
That is why in vitae looks at women’s wellbeing as a whole, bringing together nature, scientific research, nutraceuticals and lifestyle.
No extremes and no miracle solutions. Just a simple idea: looking after yourself can become a natural part of everyday life.
A search for harmony that begins within and is reflected in who we are on the outside.
My Name is Francesca
SYSTEMIC-RELATIONAL ORIENTED PSYCHOTHERAPIST
My Name is Fatima
COMMERCIAL & INTERNATIONAL DEVELOPMENT
I was born in Casablanca, where I graduated in Economics and Business Management. From the very beginning, my professional journey has taken me into international environments, where I have developed experience in commercial management, client and partner relations, and market development.
Over the years, I have held roles across sales, key account management and project management, working with multinational companies and with partners across Europe, Africa and the Middle East. It is a journey that has taught me the value of listening, building strong relationships and understanding different cultures and markets.
Then life brought me to Italy. Here, I found a culture in which I immediately felt at home: the pleasure of sharing food, the attention to quality, the importance of family, the beauty of simple things and that distinctly Italian way of making wellbeing part of everyday life.
My Moroccan roots remain an essential part of who I am. Living between two cultures has deepened my curiosity about nutrition, food, traditions and the many different ways in which people care for themselves. I love art, nature, the pleasure of living well and, above all, my family. My children are a constant source of energy and inspiration.
This is what I bring to the world of IN VITAE: an international outlook, a sensitivity shaped by the meeting of different cultures, and the experience I have gained over the years in commercial development and international markets.
For me, in vitae is exactly this: bringing different worlds together, tradition and innovation, research and everyday life, Italian culture and an international outlook, while always keeping quality of life and women’s wellbeing at the heart of it.
Fatima and Francesca Together
We have very different stories, experiences and perspectives, but we share a similar way of looking at wellbeing: with balance, curiosity and an appreciation for real life.
Francesca brings the experience she has gained through listening to people and her interest in the relationship between mind, body and lifestyle. Fatima brings an international perspective, shaped by different cultures and by a professional journey connected with business and markets. Two different viewpoints that become complementary when they meet.
In the world of in vitae, we both recognise something that belongs to us: the value of quality, our connection with nature, the culture of living well and the search for a sense of balance, even on the busiest days. An idea of wellbeing that does not ask us to be perfect, but encourages us to care for ourselves with greater attention and consistency.
Today, we accompany in vitae as inspirations and brand ambassadors, bringing our experiences, our way of life and a perspective that remains close to women and their everyday lives.
We like to think that tradition and innovation, nature and research, different cultures and experiences can exist in dialogue with one another. It is the same principle we find in SYNvitae, where the relationships between the elements, rather than any single ingredient, give value to the whole.
For us, in vitae is above all this: finding harmony within life, without separating wellbeing from everything that makes life full.
Mission
The mission of in vitae is to support women on their wellbeing journey, with simple solutions designed to fit naturally into everyday life and a vision that considers the person as a whole.
We believe that feeling well means finding balance between who we are, what we do and the way we care for ourselves. Nutrition, movement, rest, emotions and relationships are all part of the same picture, each contributing in its own way to our quality of life.
That is why in vitae brings together scientific research, nutraceuticals, nature and the Italian culture of wellbeing, with a strong focus on formulation quality and ease of use.
With SYNvitae, the Science of Synergy, we see every formula as a balanced combination of ingredients selected to work together towards a shared purpose. We do not focus on a single hero ingredient, but on the value created by the way the elements complement one another.
We do not promise perfection or impossible transformations. We prefer to support real life with everyday gestures, conscious choices and solutions designed to find their place even in the busiest of days.
This is our idea of women’s wellbeing: closer to life, closer to you.
Where in vitae comes from
IN VITAE was born in Italy, from the meeting of Italian culture, international experience and different perspectives.
Behind the brand is Lumen Vitae s.r.l., an Italian company bringing together people and professionals with global backgrounds, complementary expertise and an open-minded approach to different cultures and markets. It is this combination of Italian roots and international outlook that has helped shape the world of IN VITAE.
The team brings together experience in nutraceuticals, product development, e-commerce, retail, marketing and the international development of Made in Italy. From the selection of formulations and production partners to digital channels, marketplaces, distribution and international markets, different areas of expertise work together around the same idea of quality.
Francesca and Fatima are part of this journey too, bringing their own experiences, perspectives and two very different personal stories, united by a shared sensitivity towards women’s wellbeing and real everyday life.
This blend of Italian identity, research, international experience and cultural openness continues to shape the growth of IN VITAE and its distinctive outlook: contemporary, inclusive and deeply connected to the quality and values of Made in Italy.
IN VITAE Italian Lifestyle is a registered trademark of Lumen Vitae s.r.l.
