From innovation to emotion, this is the world of long-term Monaco resident Daniel Vicari, the visionary behind Luxe Aura Monte-Carlo.
Arriving in Monaco nearly a decade ago, the Italian born Daniel Vicari brought with him a background in chemistry and high-level manufacturing, but it wasn’t until 2023 that he chose to create something deeply personal, a brand that reflects his own values of refinement, authenticity and emotional luxury.
Officially launched in May 2024, Luxe Aura is not just another skincare company, it is the expression of a philosophy that blends science, history and soul, reinterpreting ancient beauty rituals through modern innovation.
In this conversation, Daniel shares the story of how Luxe Aura was born, the inspirations behind its formulations, and his vision for the future of Monaco-made luxury.
What is your favorite place in Monaco to relax or find inspiration?
“I love the Gardens of Monaco, especially near the Oceanographic Museum. It’s a peaceful spot with sea views and beautiful light — a perfect place to disconnect, think, and find new ideas. But the Princess Grace Rose Garden is also one of my favorite places: it’s elegant, harmonious, and full of natural beauty,” - says Daniel.
The birth of Luxe Aura Monte-Carlo
Could you tell us a bit about your background and your journey?
“Of course. I first arrived in Monaco in 2016. At that time, I already owned another company, but in 2023, I decided to create something truly personal, something that reflected my own vision and values. That’s how Luxe Aura was born.
By the end of 2023, the brand was ready to launch. It was an incredible feeling, a mix of excitement and pride to finally see it come to life.
From the very beginning, I wanted to build something that represented refinement, innovation, and authenticity.
Around that time, I also met Elena, who later became essential partners for brand development. Step by step, through a lot of dedication and hard work, Luxe Aura started to take shape.”
What inspired you to create your own skincare brand?
“Before Luxe Aura, my previous company was involved in materials manufacturing — we created building products made with cork. My academic background is actually in chemistry, and that scientific foundation has always stayed with me.
Because of that, I wanted to merge my technical knowledge with my passion for innovation and well-being.
Creating a skincare brand felt like the natural next step — it allowed me to apply chemistry to something that connects deeply with people’s lives and confidence.”
Why did you choose Monaco as the base for your brand?
“I arrived here in 2016, and from the very first day, I dreamed of creating both my life and my business in Monaco. It’s a place that inspires me — elegant, international, yet intimate.
Building Luxe Aura here was my goal from the start. It represents the values of this Principality — beauty, precision, and excellence — all within a human scale. For me, Monaco is not just where I live; it’s the spirit behind the brand.”
Luxe Aura is not just a beauty product, but a shining new chapter in Monaco’s tradition of excellence and refined living.
How would you describe the essence of Luxe Aura in just a few words?
“I would say luxury made with passion. For me, true luxury is not only about exclusivity — it’s about emotion. Every product we create is infused with love, care, and intention. That’s the philosophy of Luxe Aura: to combine sophistication with sincerity.”
Who is the Luxe Aura man or woman?
“I would say, imagine James Bond and a strong, elegant businesswoman.
Our products are created for confident, independent people who appreciate quality and care about their skin. They value time for themselves, they’re curious about ingredients, and they seek excellence through simplicity.
So yes — it’s for both men and women, but especially for those who know what they want.”
High-quality ingredients
Luxe Aura is cherished for its meticulously selected ingredients and beautifully refined formulations that elevate the skin with grace and radiance.
“Our products are created using natural active ingredients like gold, ruby, and vitamins — elements with proven benefits for the skin. These ingredients work together to stimulate collagen, improve radiance, and promote cell regeneration.
The idea actually came from history. We were inspired by Cleopatra’s beauty rituals and the use of precious materials in ancient Egypt. Gold, for example, was used as a beauty elixir thousands of years ago — we reinterpreted that concept with modern science, using colloidal gold for its ability to deeply penetrate the skin without toxicity.
So in a way, Luxe Aura brings ancient beauty wisdom into a modern, scientific form — a fusion between past and present.”
What kind of experience do you want your clients to feel when they use Luxe Aura products?
“We want them to experience more than skincare — a moment of emotion and self-connection.
It’s not just about texture or visible results, even though those are important. It’s about how the ritual makes you feel — calm, empowered, radiant.
When someone uses Luxe Aura, they should sense harmony between body and mind. That’s our goal: to create an emotional luxury experience.”
How many products are currently part of the Luxe Aura line?
“We currently have eight products in our collection. The range includes our two face masks, the Ruby and the Gold, eye contour, the serum, two cream Rigenera and Golden Age, one vitamins gel, and Body Cream.
Each formula is enriched with natural ingredients and our signature activators such as gold, ruby, and stem cells to promote radiance and regeneration.
One of our most loved products is the Body Cream, infused with delicate shimmering particles that leave the skin softly shimmering — it’s not just skincare, but a touch of elegance that makes the skin glow beautifully in the light.”
Skin-care rituals and Winter tips
Do you see skincare as a ritual, an indulgence, or a necessity?
“For me, it’s a daily ritual — an act of self-care and discipline.
I always tell people: skincare is not about excess; it’s about consistency.
Using the right cream, serum, and eye contour morning and evening is enough to maintain the balance of your skin.
Then, once or twice a week, you can add a mask and vitamins gel. The results come with regularity and respect for your own rhythm.
A beauty ritual to unwind,” - says Daniel.
“I love to turn my skincare routine into a real ritual,” - Elena tells. - “My favorite moment is using the ruby mask — I apply it while I’m in the bathtub, with a glass of wine in my hand and candles all around. It’s my time to completely disconnect, to relax, and to let the products work their magic on my skin.
For me, that’s what skincare is about — not only taking care of your skin, but also taking a moment for yourself.”
What skincare advice would you give for the winter season?
“In winter, the skin needs deeper hydration and protection. Cold weather, wind, and indoor heating tend to dry the skin, so it’s important to use richer textures.
During this season, we recommend using the Regenera Serum and Golden Age Cream or the vitamins gel at night — they nourish and repair the skin while you sleep. In the morning, the Eye Contour Cream combined with the Regenera Cream helps to protect against temperature changes and maintain elasticity.
Twice a week, applying one of our masks — especially the Gold Mask — restores radiance and gives the skin that healthy, luminous winter glow.”
How much of great skin comes from products and how much from lifestyle?
“I would say it’s 50–50. Even if you use the best products in the world, if you don’t drink enough water, your skin won’t be healthy. Hydration is essential — you need to take care of your body from the inside as much as from the outside.
The skin also needs sun, fresh air, and a balanced diet — not too much, not too little. Products enhance and protect, but lifestyle gives them the foundation to truly work.”
At what age would you recommend starting to use Luxe Aura products?
“In general, from around 25 years old — that’s when the skin begins to lose some of its natural regeneration ability.
However, it depends on lifestyle and needs. Today, many people start earlier, which is fine, as long as they choose gentle, suitable products.
Our range is versatile and can adapt to different ages and skin types.”
Which Luxe Aura products do you personally use the most?
“Elena and I, we both have our own favorites. Elena uses the Eye Contour Cream followed by the Regenera Cream in the morning. Two times per week I apply the Ruby or Gold Mask, depending on the season.
In the evening, I prefer the serum and the Golden Age Cream for the neck and décolleté — it regenerates the skin overnight and leaves a luminous glow.
The body cream with gold and rose extracts is another must-have; it enhances the skin’s natural radiance, especially under the sun.
For men, the Regenera Cream also works perfectly as an after-shave treatment — it soothes and revitalizes the skin immediately.”
Collaborations
What do you think is the best way to bring Luxe Aura to the market — hotels, influencers, or direct clients?
“I believe in authentic relationships. Of course, influencers can help with visibility, but real growth comes from direct contact and networking.
When someone truly experiences the product, understands it, and loves it — that’s what builds loyalty.
We prefer organic collaborations with people who genuinely believe in our philosophy rather than just paid promotions.”
Do you have brand ambassadors in Monaco?
“Yes, we collaborate with several local ambassadors.
One of the first was Virginia De Masi, a young businesswoman who embodies elegance and strength. She discovered our products through Living in Monaco, fell in love with them, and naturally became part of our story.
It’s beautiful when partnerships like this grow authentically.”
Are you collaborating with other luxury brands or hotels in Monaco?
“Yes, collaboration is an important part of our growth.
We have a special partnership with Hotel Miramar Monte-Carlo, where guests can experience our products through exclusive amenities. However, finding the right partners takes time — we prefer to work with people who truly understand our philosophy and share our attention to detail.”
You recently collaborated with Living in Monaco — can you tell us about this partnership?
“Yes, it was actually our first collaboration, and it was a wonderful experience. We met the team at Living in Monaco during our brand’s early days, and we immediately felt a great connection.
The magazine perfectly reflects the lifestyle and values we want to communicate — sophistication, elegance, and the essence of Monaco. For us, it was an opportunity to introduce Luxe Aura to a refined audience that truly appreciates beauty and quality.
It also gave us visibility within the community and helped us build relationships with people who share the same passion for luxury, wellness, and innovation.”
Do you also collaborate with partners in Italy, your home country?
“We also started a collaboration in Italy, in Turin, with the Sport Club Ronchiverdi. It’s a very elegant place that shares the same values of sophistication and refinement as Luxe Aura.
For us, it’s important to connect with communities that appreciate beauty and tradition, not only through skincare but also through lifestyle. This partnership allows us to bring the spirit of Luxe Aura to a wider audience, always keeping that sense of Italian craftsmanship and luxury at the core of what we do.”
The future of skin-care
Where do you see the future of luxury skincare evolving?
“I believe the future of beauty lies in the combination of advanced technology and natural science.
We’re already seeing incredible innovations — like the use of stem cells, or even elements inspired by nature such as marine extracts — being integrated into modern formulations.
But I think what will truly shape the future is how these powerful ingredients are combined with technology: laser devices, skin machines, and facial tools that help products penetrate deeper and activate more effectively.
The next generation of skincare will merge tradition with technology — using the science of nature, enhanced by the precision of innovation.”
How important is packaging in your concept of luxury?
"Extremely important. The packaging is the first touchpoint between the customer and the brand — it’s part of the emotion.
We work with Italian craftsmen who create unique boxes combining art, texture, and natural materials.
Luxury is in the details — and we believe that what’s outside must reflect the quality within.”
Sustainability is becoming a key value in beauty — how does Luxe Aura approach this?
“Sustainability is part of our philosophy. Our laboratory follows European certifications for safety and responsible production, and our packaging is made with eco-friendly materials.
We prioritize recyclable paper and boxes, and we work closely with certified suppliers in the Riviera.
It’s important to us that our concept of luxury does not harm the environment — we want our products to be both effective and ethically made.”
Are there any upcoming launches or new projects?
“Yes, we’re always developing. Soon, we’ll release our new Day and Night Serums, and in 2026 we plan to launch our men’s line — simple, effective, and practical products created specifically for male skin.
The collection will include a serum, a concentrate, and a face cream — designed to be efficient even for those who have little time but want high performance.
We also have a new product called Étoile, created in collaboration with Italian artisans Riccardo Ferro who work with leather and velvet design an exclusive packaging box — a piece of art in itself.”
Next steps
What’s next for Luxe Aura — and what’s your dream for the brand?
“Our next step is international expansion — we already have distributors in Croatia, Serbia, and Montenegro, and a strong collaboration in China, where we’ll attend several beauty fairs next year.
We’re also working on expanding into Northern Europe and the Emirates, while maintaining our roots firmly in Monaco.
We are also pleased to announce our collaboration with Pierre-Jean Aix, founder of Smart Cosmetics in Geneva, an important international distributor of premium cosmetics, with whom we share values, ethics, and a commitment to quality, fundamental aspects for our long-lasting partnerships.
Ultimately, my dream is to make Luxe Aura known as a Monaco-born symbol of refined, emotional luxury — where science, art, and passion meet.”
Any final thoughts?
“ I would say that Grace Kelly herself would be the perfect Luxe Aura woman — refined, graceful, and aware of the importance of taking care of herself,” - laughs Elena.
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