Azena
Azena is a privately held Croatian family business that produces handmade, 100% natural cosmetics and herbal remedies, selling body butters, balms, scrubs, and herbal teas directly to health-conscious consumers via its e-commerce site and a network of 20+ retail stores worldwide.
- Company typePrivate
- Founded1977
- HeadquartersVelika Gorica, Croatia
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Azena does
Azena d.o.o. is a privately held Croatian natural cosmetics producer headquartered in Velika Gorica, operating as a family-run business currently led by four sisters, with Senna Ušić Jogunica serving as CEO. The company's core technology is formulation-based rather than software-based: it develops handmade, 100% natural cosmetics and herbal remedies using edible-quality ingredients such as olive oil, sea salt, and Croatian-sourced herbs. Its portfolio spans three product categories — Cosmetics (body butters, balms, scrubs), Gift Sets, and Azena Apothecary (herbal teas and traditional remedies such as the original 1977 balm formula, Bronhosan tea, and Malvasan tea blend). The underlying production relies on herbal compounding techniques rooted in a family phytotherapy tradition dating back roughly 40 years.
Azena sells directly to end consumers through its own bilingual e-commerce storefront at azena.hr and distributes through a network of more than 20 physical retail stores worldwide. The company targets health-conscious consumers seeking natural, chemical-free skincare and traditional herbal remedies for skin wellness, body detoxification, and allergy support. Pricing is not publicly disclosed and no subscription, wholesale, or B2B channels are documented. Marketing is conducted primarily through organic social media (Facebook, Instagram under the #becausenaturelovesyou hashtag) and a content blog covering herbs, natural beauty, and wellness topics.
The business is a micro private limited company with fully paid-in registered capital of 20,000 HRK (~$2,700–3,000), no external institutional investors, no parent company, and no disclosed funding rounds. The company website was co-financed by the European Union under the Operational Programme Competitiveness and Cohesion from the European Regional Development Fund. Azena's trademark is registered through AZENA INTERNATIONAL LLC, which manages international brand rights.
Azena firmographics
Firmographics- Name
- Azena
- Legal name
- Azena d.o.o. društvo s ograničenom odgovornošću za proizvodnju i promet ljekovitog bilja i zdrave hrane
- Website
- https://azena.hr
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Azena is a privately held Croatian family business that produces handmade, 100% natural cosmetics and herbal remedies, selling body butters, balms, scrubs, and herbal teas directly to health-conscious consumers via its e-commerce site and a network of 20+ retail stores worldwide.
- Ownership category
- akta.pro rank
Azena industry classification
Industry- Product category
- Natural Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Herbal & Botanical Supplements (CRADAGAD)
Keywords
Where Azena is headquartered
LocationHeadquarters
- HQ city
- Velika Gorica
- HQ country
- Croatia
- HQ region
- Europe
Offices1 record
Markets served
Azena business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Distribution channels2 records
Marketing channels4 records
Azena product offering
Product offeringCore offering
Azena manufactures and sells natural, handmade cosmetics and herbal wellness products under its own brand. Its core line includes herbal body butters, multi-purpose salve body balms (including the original 1977 formula and a tangerine variant), herbal body and face scrubs with sea salt, and herbal teas such as Bronhosan and Malvasan. Products are organized into the Cosmetics, Gift Sets, and Azena Apothecary categories, targeting individual consumers seeking chemical-free skincare and traditional herbal remedies.
Product overview
Azena Natural Cosmetics is a natural cosmetics company founded by four sisters, offering a portfolio of herbal-based skincare and wellness products. The core product line includes body butters, herbal teas, body balms, and body scrubs made with natural ingredients. Products are organized into three main categories: Cosmetics (skincare), Gift Sets (pre-packaged bundles), and Azena Apothecary (herbal remedies). The company emphasizes its more than 35 years of family tradition, with products featuring ingredients like olive oil, sea salt, and various herbs from Croatia's natural landscape.
Differentiator
Problem solved
Functional benefit
Products and services
- Herbal Body Butter
- Herbal Tea – Bronhosan Herbal tea blend formulated with natural herbs for wellness purposes, part of Azena's apothecary-style wellness line. Sold to individual consumers seeking traditional herbal remedies.
- Herbal Body Balm Tangerine Multi-purpose salve balm blended with tangerine, made of finest oils and herbs, 100% natural and handmade. Part of the Azena cosmetics line, sold to individual consumers.
- Herbal Body Balm (Original Formula) The original 1977 multi-purpose salve balm blend of finest oils and herbs; pure, 100% natural, handmade, and always ready to use. Sold to individual consumers as Azena's heritage skincare product.
- Herbal Body & Face Scrub Azena's original herbal base enhanced with sea salt for gentle, efficient, and thorough skin exfoliation, leaving shiny healthy skin. Sold to individual consumers as part of the cosmetics line.
- AZENA Malvasan Tea Blend Traditional herbal tea blend prepared in red wine with marshmallow, common mallow, and elf dock, intended for immune system support and allergy treatment. Sold to individual consumers as a traditional herbal remedy.
- Gift Sets Pre-packaged gift sets of Azena natural cosmetics products, offered to individual consumers as bundled natural skincare presents.
Companies that use Azena
Customer profileSegments1 record
Ideal customer profiles1 record
Azena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Azena partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights4 records
Azena competitors and assessment
Company assessmentMarket position
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Azena social profiles
Digital presenceAzena financial estimates
Financial estimateRevenue estimate
Valuation estimate
Azena leadership team
Management profileNumber of profiles
Profiles1 record
Azena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Azena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Azena
What does Azena do?
Azena manufactures and sells natural, handmade cosmetics and herbal wellness products under its own brand. Its core line includes herbal body butters, multi-purpose salve body balms (including the original 1977 formula and a tangerine variant), herbal body and face scrubs with sea salt, and herbal teas such as Bronhosan and Malvasan. Products are organized into the Cosmetics, Gift Sets, and Azena Apothecary categories, targeting individual consumers seeking chemical-free skincare and traditional herbal remedies.
Is Azena a public or private company?
Azena is a private company. It is classified as family owned and is currently operating.
When was Azena founded?
Azena was founded in 1977. It employs 11 to 50 people.
Where is Azena based?
Azena is headquartered in Velika Gorica, Croatia, in the Europe region.
Does Azena have an API?
No public API is recorded for Azena.
What industry is Azena in?
Azena's product category is Natural Cosmetics. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRABALAG, Spa Body Treatments & Massage (Oils, Scrubs, Wraps). Its NAICS code is 456120 and its SIC code is 2844.