An interview by Paolo Landi, journalist, writer, and communications/media advisor
Intro by Paolo Landi
I first met Mattia Miglio when he was leading global marketing and business development for Cosmoprof, the benchmark trade show in the beauty industry. A tireless traveler and careful observer, he approaches beauty with curiosity, discipline, and care—always looking for the next level without shortcuts. In this conversation, I ask him what The Nine Aurora Beauty Zones are, why he chose to build them, and how years of research became a daily ritual for real life.
Today, Mattia works with Alibaba, where he has become a recognized expert in e-commerce, brand building, and AI-driven marketing - continuing the same pursuit of innovation that defines his vision of beauty and longevity.
Here are my questions—and his answers.
Paolo Landi: What are the Nine Aurora Beauty Zones?
Mattia Miglio: Over five years, we traveled across more than 50 countries and gathered over 100,000 data points to understand how skin ages differently around the world. Measured against 28 signs of skin longevity, our research revealed nine regions - the Nine Aurora Beauty Zones, our Skin Longevity Zones - where skin appears more flexible and resilient and maintain its vitality longer. In these places, time-honored rituals and locally cultivated ingredients have shaped daily care for centuries. After two additional years in Italy, we paired those certified ingredients with modern formulation to create a system built on calibrated combinations, not a single ingredient. We didn’t find one fountain of youth in our journey - we found nine and brought them together.
Our vision: Long Live the Skin - care that nurtures toward longevity, patiently and transparently.
Paolo Landi: Your logo feels symbolic. What does it mean to you?
Mattia Miglio: The mark begins with a circle of life, touched by nine points for our nine Skin Longevity Zones. Along that circle we honor passages many women experience-maternity, the monthly rhythm, menopause, and rites of commitment such as a wedding. The composition echoes the moon’s cycle, because our skin—and our lives—move in rhythms, not straight lines.
At one point, the circle opens into a blossom. That opening is our innovation—where tradition meets measured science, where observation becomes formulation. The closed curve stands for continuity and protection; the blossom expresses renewal and possibility. Together, they say everything about us: respect the rhythm, elevate it with care. Our logo is protected worldwide and transliterated for key markets—because our story is global, and our respect for each culture is real.
Paolo Landi: In a crowded field, what makes you different?
Mattia Miglio: We chose method over miracles.
- Certified sourcing and ingredients that have been used for centuries in the nine Skin Longevity Zones. We partner with trusted farms and producers to secure high-purity ingredients.
- Two years of formulation work in Italy. We don’t rely on a “hero” ingredient. We build balanced combinations so actives support each other.
- Measured on what matters. Every formula is developed with the 28 signs of skin longevity in mind—things you can see and feel: hydration, bounce, comfort, and evenness.
The result is a vegan, 92–99% naturally derived collection with refillable packaging and traceable decisions. We are cruelty free. I’ve been honored to work with remarkable experts in Italy and around the world to transform early research into something real.
Paolo Landi: “Zones” can sound abstract. What are you actually saying?
Mattia Miglio: Zones are real places and living cultures where we observed constellations of habits and conditions that align with resilient-looking skin—from the way people care for themselves to how they prepare botanicals passed down across generations. We studied those patterns, learned from them, and then we combined them with advanced science and translated that learning into modern formulas that are easy to live with every day.
Paolo Landi: You mention 28 signs of skin longevity. What does that mean for someone at home?
Mattia Miglio: Think of them as four pillars that keep us honest. We keep the language simple:
Hydration & Retention
1. Surface moisture 2. Moisture uniformity 3. Water-loss rate
2. Recovery after cleansing 5. pH balance trend 6. Lipid balance
3. Surface smoothness
Elasticity & Bounce (look and feel)
8. Immediate stretch 9. Overall spring-back 10. Net elasticity
11. Elastic/viscous balance 12. Return-to-shape timing
13. Micro-texture refinement 14. Fine-line visibility
Comfort & Tolerance
15. All-day comfort 16. Relief from tightness 17. Local redness tendency
18. Response to humidity change 19. Rebalance after cleansing
20. Dryness/flaking visibility 21. Thermal comfort
Tone Evenness & Optical Vitality
22. Overall brightness 23. Tone uniformity 24. Yellow/blue balance
25. Redness balance 26. Natural surface glow 27. Pore visibility
28. Dark-spot contrast
We don’t flood people with lab talk. We measure, we listen, and we simplify the experience.
Paolo Landi: How do traditions become a modern ritual?
Mattia Miglio: Carefully. We started with 39 ingredients that appeared again and again across the nine Skin Longevity Zones. Then we asked: How do these ingredients behave together? At what levels? In what textures? We adjusted, refined, and adjusted again—always checking against the 28 signs. Only when a formula felt balanced, stable, and enjoyable to use did it earn its place in the ritual.
Paolo Landi: What’s the roadmap?
Mattia Miglio: Our debut is a complete ritual—day, night, and targeted steps—made in Italy, designed for consistency. We have 21 additional formulations studied and scheduled to expand the system over the next three years. We’re also introducing Skin AI to help people understand their patterns and MyTheNineAurora, a new loyalty program focus on refills and reward steady care. For us, longevity is a practice, not a promise.
Paolo Landi: What keeps you committed?
Mattia Miglio: This began as a question I carried through 50 countries and countless conversations. Turning those notes into a brand required belief and partnership. I’m grateful to our investors, to Pink Frogs Cosmetics for R&D and production, to Thomas Berloffa for the design language that holds our story, to KFDS for digital and communication, and to the experts and collaborators around the world who gave this project its shape. It’s been a privilege to bring The Nine Aurora Beauty Zones to life
About the interviewer
Paolo Landi is a journalist, writer, and communications/media advisor. He works at the intersection of culture and brands, teaches and speaks on media and influence, and collaborates with Creative Media Srl on editorial and strategic projects.
