Behind the Scenes: Meet Salvaterra Founder, Penny Adaarewa

The founder of Salvaterra skincare, Penny Adaarewa, set out to create a skincare brand that blends Amazonian botanicals with advanced actives for visible, skin-barrier-friendly results. Rooted in sustainability, waterless formulations and community-conscious sourcing, Salvaterra is redefining modern luxury skincare with every step.

We spoke to Penny about her journey, her inspirations, and the science-meets-nature philosophy behind Salvaterra skincare.

What is the story behind Salvaterra?

Skincare has always been a ritual to me: sensorial, grounding, and effective. Salvaterra began when I discovered Amazonian botanicals and the years of tradition and heritage behind them, and asked how they could be elevated through modern science. That question became a four-year formulation journey into four premium essentials with visible results.

Read: What Is the Salvaterra Skin Ritual? Everything You Need to Know

What challenges did you experience when building Salvatera?

I underestimated how long truly exceptional formulas take  – not to create, but to perfect. If I could do anything differently, I’d believe in myself more from the start.

What or who has been most influential or inspirational on this journey?

The communities that safeguard rainforest ingredients, a trusted colleague and friend who believed in my vision early on and still supports me today, and our formulator, who continues to teach and guide me as I’ve learned. Salvaterra sits at the intersection of ancestral wisdom and modern science, and I’m grateful for both.

Tell us about the brand name: Salvaterra

“Salva Terra” translates literally in Portuguese to “Save Earth”. So, the brand name speaks to protecting the Earth  –  a beauty that never compromises people or planet. It’s also the feeling I wanted the brand to embody…. nature-led, elevated, and intentional.

Tell us about the next-gen actives in Salvaterra’s skincare?

I wanted high performance without harshness — advanced actives that support the skin intelligently. We use Biomimetic vegan collagen, which supports the look of firmness and bounce. Hyaluronic acid focuses on multi-level hydration for a plumper, more resilient-looking complexion, and the vitamin C we use is an advanced, more stable form. It’s designed to be more effective and is less prone to oxidation.

I chose them because they deliver visible change while supporting the skin barrier, and  –  with our formulator’s guidance  –  I’ve learned so much through the process,

How about the Amazonian botanicals – how do they work in harmony with these actives? 

The actives bring precision; the botanicals bring nourishment and resilience. Amazonian oils, resins and extracts help comfort, replenish and strengthen, so the formulas feel as beautiful as they perform. Together, they create results that look healthy, not overworked.

Tell us more about the people of the Amazon and their work in protecting the rainforest’s natural resources.

The rainforest is protected through stewardship, sustainable harvesting, and knowledge passed through generations. Women are often at the heart of this work, holding traditions, caring for communities, and helping protect biodiversity.

We work with partners who respect both the rainforest and local livelihoods  –  because impact starts at the source.

Can you tell us about the connection between your own African and Portuguese heritage and some of those Amazon communities?

Yes – the Ribeirinhos communities are descended from Indigenous, African, and European ancestors and hold values that feel deeply familiar to me: community, tradition, and respect for nature. It reminds me of my grandmother and the way she approached care: with intention, simplicity and wisdom. Salvaterra honours that connection with real respect.

Let’s talk about sustainability – what made you want this to be so intrinsic to Salvaterra as a brand?

As a parent, I care about the future. I want to do my part, even if it feels small. Sustainability isn’t an add-on for us; it’s built into how we make decisions.

Can you guide us through your commitments to being an eco-conscious skincare brand?

We focus on practical, measurable choices  –  responsible sourcing through community-aligned partners, thoughtful packaging, refill options where possible, and giving back through ongoing support to Amazon-linked communities. Women are often central to this work, and we’re committed to supporting livelihoods respectfully.

Salvaterra has been lauded as ‘ground-breaking’ thanks to its use of waterless formulas. Can you tell us how this came into being, and why it’s so revolutionary?

Most skincare uses water as the base; we chose a different foundation. Waterless formulas can be more concentrated and help to reduce the carbon footprint associated with water use and transport. For us, it’s simple: less filler, more function.

What would you say sets Salvaterra apart from the rest of the skincare brands out there?

A rare combination: Amazonian botanicals elevated by modern science, waterless formulation, and a rigorous standard of luxury from sensorial textures to visible results. And we keep it edited: four essentials designed to work beautifully together.

For those of us keen to try Salvaterra, what’s the one product you would recommend to everyone?

Honestly, I love them all. Each one was designed to earn its place. But if I had to choose one, it would be the Universal Serum. It’s the most versatile step: it layers with everything and supports smoother, more hydrated and more resilient-looking skin.

Finally, what’s the one piece of beauty advice you’d give your younger self?

Protect your skin barrier, wear SPF, and stay consistent. The most effective routine isn’t complicated; it’s the one you’ll actually keep.

Want to try Salvaterra for yourself? Shop our full range of skincare.