Madonna has been spending less time on stage and more time creating MDNA Skin, her first line of natural beauty products, made from Tuscan mud from the Terme di Montecatini.
After stirring excitement among her fan base by releasing a teaser video for MDNA Skin on her personal website as well as posting pictures on Instagram promoting her new endeavour, Madonna unveiled MDNA Skin on February 12 in Tokyo. The products will eventually go on sale in Singapore, Hong Kong and South Korea. The brand is a joint venture between the acclaimed Japanese company MTG and the renowned Italian company Tuscan Spa.
After extensive research, the Japanese company Terme identified the hills between Florence and Pisa as the place to gather exclusive materials for a large-scale line of quality skin-care products. Terme di Montecatini is acclaimed for its mineral baths and treatment spas, which have been attracting tourists and locals for centuries.
Upon presentation of the product, former regional tourism minister, Cristina Scaletti, said, ‘This is good news, a stimulus to look forward to a strong recognition for the quality of the spa town of Montecatini in Italy and in the world.’ Furthermore, Scaletti anticipated that MDNA Skin will benefit the Italian company by providing ‘vitality to [Montecatini] Terme, bringing financial gain, jobs and tourism to Tuscany.’
According to Madonna’s website, skin-care artist Michele Peck describes Madonna’s main goal: to ‘challenge women and their awareness about the art of beauty and skin care.’