The Italian company LACOTE was founded in 1986 by Egidio Siena. A great connoisseur of the sea, in the mid-1980s he visited France – the port of Brest in Brittany. There, he was immediately struck by two things: an imposing lighthouse, which dominated the landscape, and a long row of boats, very similar to fishing boats, but filled not with fish, but with seaweed. It turned out that local fishermen consider seaweed to be no less valuable a catch than fish and shellfish. Therefore, every year since the 17th century, fishermen have been harvesting seaweed from May to August. A special tool is used to harvest it, which gently rotates to bring the plants to the surface. The seaweed is then spread out in fields and dried in the sun and wind. This natural drying method preserves all the valuable nutrients in the seaweed. After a few days, the dried seaweed is collected and ground into a powder. The resulting concentrate is rich in trace elements, minerals and vitamins.

It has long been known that seaweed has a positive effect on the entire human body: it improves metabolism, reduces swelling, calms the nerves, relieves tension and stress, and dramatically improves the appearance of the skin. Egidio Siena returned to Italy and undertook in-depth research into the benefits of seaweed for body contouring. Drawing on his experience in natural cosmetics, he develops a new formula, which is named GUAM. This formula contains various types of seaweed, sea clay and salt, essential oils and plant extracts. Egidio sends the finished sample to a research laboratory to scientifically confirm all the benefits of the new product. Female volunteers took part in the trials, applying the product to their thighs and buttocks. After just the first application, their thigh circumference had decreased, and their skin had become more even, smooth and firm. Thus, the high effectiveness of the new body product was proven.

In the mid-1980s, the beauty market in Italy was booming. To market the new product, Egidio founded the company SCHOTE. Within a short time, GUAM seaweed mud wraps were embraced by a large number of women – the results were visible after just the first few applications. Word of this effective body-shaping product spread rapidly. It was the women who had tried GUAM seaweed mud wraps who ensured the product’s rapid success on the market. Production struggled to keep up with the growing demand. Due to the seasonal nature of the harvest, stocks of raw materials ran out quickly. Trips to Brittany became a regular occurrence: it was necessary to negotiate with fishermen to increase the harvest and supply of seaweed. In 1990, an important decision was taken to expand SHOTE. A new company, LACOTE, was formed, which began large-scale production of GUAM products and their distribution through health food shops and pharmacies. 

GUAM seaweed masks are manufactured exclusively by LACOTE (San Prospero, Italy). This allows for strict control over all stages of production and ensures that all the beneficial properties of the seaweed concentrate are preserved.

The special and unique properties of GUAM products have been recognised worldwide. Today, GUAM is one of the most popular brands on the international cosmetics market. In 2006, the independent European market research company GFK Eurisko conducted a survey aimed at identifying the most effective anti-cellulite cosmetics. The results of the survey showed that it is GUAM products that enjoy the greatest trust and popularity. According to consumer reviews, GUAM products deliver visible results after just the first few applications.

LACOTE has developed dozens of products for body contouring and cellulite treatment, as well as for face, body and hair care. Since 2002, the company has been collaborating with the European Union under the ‘Quality of Life and Management of Living Resources’ programme. This collaboration is aimed at in-depth research into the properties of algae and their application in the cosmetics and food industries. 

The legendary lighthouse, which so impressed Egidio during his trip to Brittany, is now the company’s mascot, the guardian of its original recipes based on algae concentrate. The lighthouse gathers around it connoisseurs and admirers of GUAM cosmetics, which inspires the company to constantly improve, conduct scientific research and create the most effective products to meet the expectations of GUAM’s friends.