CEO of the Giardino Group & Founder of dipiù Cosmetics
“Today, wellness means much more than just relaxation.”
Through its hotels, the Giardino Group has created a unique style that blends Mediterranean flair, design, cuisine, and holistic well-being. At the heart of this philosophy is the dipiù Spa—including its in-house skincare line, dipiù Cosmetics. In this interview, Daniela Frutiger explains how a vision gave rise to a holistic spa concept, why naturalness is synonymous with luxury today, and why signature treatments must be more than just classic wellness treatments.
Ms. Frutiger, how did the idea for dipiù Cosmetics come about?
The idea arose from a desire to take a holistic approach to wellness. We didn’t want to simply buy off-the-shelf spa products; instead, we wanted to develop something that truly reflects our philosophy. The name “dipiù” means “a little more” in Italian—and that’s exactly what it’s all about: more quality, more mindfulness, more effectiveness, and more individuality.
What sets dipiù apart from traditional cosmetics brands?
Our products are based on natural active ingredients and were developed in collaboration with dermatologists. The connection to the region and the natural environment of Ticino was particularly important to us. That is why we work with local ingredients such as grape seed oil from the Tenimento dell’Ör winery, honey, almond oil, olive oil, herbs, and high-quality plant extracts. The grape seed base of our skincare products has particularly strong antioxidant and regenerative properties and combines modern active-ingredient cosmetics with the power of nature.
All of our products are completely natural, free of additives, not tested on animals, and free of unnecessary chemical ingredients. For us, modern skincare today means purity, authenticity, and effectiveness all at once.
Are there any products that you personally love?
Yes, absolutely. I’m particularly fond of our almond-lime oil. It combines the nourishing properties of almond and olive oil with a wonderfully fresh, Mediterranean citrus note, instantly evoking a sense of summer and lightness. Our grape seed-based anti-aging cream from the Tenimento dell’Ör winery is also very popular; it provides intensive regeneration and has antioxidant properties. Another favorite among many guests is our body cream with a light texture—it provides intensive care without feeling heavy and is perfect for everyday use.
Our absolute bestseller, however, is our home fragrance. It instantly evokes the feeling of the South: notes of orange, lemon blossom, and delicate vanilla create a warm, elegant atmosphere. Many guests say the scent immediately reminds them of vacations, relaxation, and that special Giardino feeling—a scent that leaves you wanting more.
What role does nature play in your spa concept?
A very big one. Nature is our most important source of inspiration. Especially in Ticino or in the mountains of St. Moritz, guests experience a special connection between the landscape, tranquility, and rejuvenation. We want to bring this atmosphere to life in our treatments—through scents, textures, materials, and rituals.
The dipiù Signature Treatments have achieved cult status. What makes them so special?
Our treatments are designed not only to relax you, but also to provide lasting benefits. That is why we combine classic spa elements with therapeutic expertise, Ayurveda, modern rejuvenation techniques, and highly personalized treatments. Each treatment begins with an assessment of the guest’s needs. The treatment is then tailored accordingly.
Is there a signature treatment that is particularly close to your heart?
I love the herbal stamp massage. The combination of heat, herbs, and high-quality oils has an incredibly rejuvenating and soothing effect on the body. At the same time, it activates the flow of energy and deeply relieves tension. Our anti-aging treatments are also close to my heart because they combine modern active-ingredient cosmetics with relaxation.
The wellness industry is currently shifting strongly toward longevity and biohacking. How do you view this shift?
Today’s guests want more than just relaxation. They want to live healthier lives, sleep better, perform at their best, and still be able to unwind mentally. That’s why we combine spa treatments, exercise, nutrition, Ayurveda, and regeneration into a holistic approach. Today, wellness means prevention, balance, and lasting health.
The design of the spas also has a very emotional and personal feel to it.
Design has a huge impact on our well-being. That’s why we focus on natural materials, warm colors, and an atmosphere that promotes tranquility. I personally oversee many of these processes—from interior design to the details of spa rituals and even the staff uniforms.
What does luxury mean to you personally today?
Time. Peace. Health. And true quality. Today, luxury isn’t about excess, but about meaningful experiences that have a lasting positive effect on both body and mind.
What can guests look forward to in the future?
We are constantly refining our spa and longevity concepts—with new treatments, retreats, and holistic health approaches. At the same time, our focus remains the same: to provide people with a place where they feel better than ever before.
