The cosmetics industry, which relies on science and innovation, has undergone remarkable growth and is a pillar of the European economy, supporting over 2 million jobs across Europe. Although the past three decades have seen the increasing use of natural ingredients from aromatic and medicinal plants, many endemic Greek plant species remain largely unexplored, representing significant opportunities for both the country’s agri-food sector and the cosmetic industry.

One particularly notable species is Helichrysum amorginum L., a rare endemic plant that only thrives on the island of Amorgos and nearby islets. While related species (Helichrysum italicum and Helichrysum stoechas) are known to have antioxidant, anti-inflammatory, anti-allergic, anti-aging, and antimicrobial properties—and thus have been adopted by traditional medicine and the cosmetics industry—Helichrysum amorginum itself remains largely unexplored. Recently, however, KORRES, in collaboration with ELGO-DIMITRA, demonstrated that the plant can be asexually propagated, paving the way for broader use.

Start-Plant-Endemic focuses on the study and sustainable utilization of this unique Greek endemic plant as a potential source of innovative bioactive extracts with antioxidant and/or anti-aging properties for dermocosmetic products. Specifically, the project examines organic cultivation in the plant’s native environment, extracting essential oils, identifying phytochemical profiles, and evaluating in vitro bioactivity, ultimately leading to new product development. Selected extracts are tested for potential phytotoxic effects before finalizing them as innovative dermocosmetic formulations.

The ultimate goal of “Start-Plant-Endemic” is to showcase Greek endemic plants in the global cosmetics market and promote international partnerships, benefiting the primary sector, the cosmetics industry, and employment.