The cosmetic industry is a rapidly developing field based on science and innovation that constitutes one of the main pillars of Europe's economy and provides over 2 millions jobs throughout Europe. Although over the past 30 years the cosmetic industry’s interest is increasingly focused on the exploitation of herbal ingredients deriving from aromatic and medicinal plants, the significant wealth of hundreds of native endemic plant species of Greece remains unexplored, unexploited and practically unprotected. This creates significant opportunities for the agriculture and food industry as well as the Greek cosmetic industry.

One of these plants presenting particular interest is Helichrysum amorginum L., a specialist endemic plant that grows exclusively in the island of Amorgos and the surrounding islets. Anti oxidant, anti-inflammatory, anti-allergic, anti-aging and antimicrobial properties have been recorded in the international literature for many related plants. Helichrysum italicum and Helichrysum stoechas have been widely exploited initially by conventional medicine and later by the cosmetic industry for the production of commercial preparations from cultures that are cultivated mainly in Croatia, Bosnia and Herzegovina, and France. Having drawn the attention of only a few researchers, Helichrysum amorginum remains practically unexplored and in the shadow of the above popular species of helichrysum. Recently KORRES in cooperation with ELGO-DIMITRA confirmed that vegetative propagation of this plant species is possible, laying down the foundations for further research on the exploitation of this plant.