What Aroma does

Aroma is a privately held Bulgarian cosmetics company founded in 1924 by chemist Ivan Skrinski, headquartered in Sofia and operating across the EU for over a century. The company manufactures and sells skincare, haircare, and body care products under its own brand, including face creams, serums and cleansers, shampoos, conditioners and hair masks, plus body washes and hand washes, organized by concern and by active ingredient collections (retinol, hyaluronic acid, vitamin C, acetyl hexapeptide-8, ceramides, botanical oils).

Its formulation approach is science-led: products use stable bioavailable actives such as Sodium Ascorbyl Phosphate, Hydroxypinacolone Retinoate, multi-component hyaluronic acid, and Yogurtene IO prebiotic, supported by ultrasound extraction and sulfate-free cleansing systems. Manufacturing is owned and located in Bulgaria, with automated production lines introduced 2020-2022 and a 1 MW photovoltaic plant installed in 2024. Aroma was the first manufacturer in Bulgaria and the region to achieve GMP certification in 2012.

Aroma operates a direct-to-consumer business model, selling primarily through aroma.bg with EUR pricing and free shipping above €30 to 27 EU countries, complemented by a heritage retail store on Lege Street in Sofia opened in 1930. Marketing is content-led, centered on an Active Ingredient Library and ingredient-organized SEO collections targeting skincare-conscious, haircare, and body care consumer segments. The company is privately held following its full privatization in 2000, with no disclosed institutional investors or parent entity.

Name

Aroma

Legal name

Aroma

Website

https://aroma.bg

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

101–250 employees

Short description

Aroma is a Bulgarian cosmetics company founded in 1924 that manufactures and sells science-based skincare, haircare, and body care products direct-to-consumer through aroma.bg across 27 EU countries, with owned production in Sofia and a heritage retail store.

Ownership category

akta.pro rank

Product category

Personal Care & Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap and Cleaning Compound Manufacturing (32561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)

akta.pro secondary industries

Conditioners & Hair Masks (CRABABAB), Flavors, Fragrances & Aroma Chemicals (IMAEABAE)

Keywords

• Skincare cosmetics
• Haircare products
• Body care cosmetics
• Natural ingredient formulations
• Bulgarian beauty brand

Headquarters

HQ city

Sofia

HQ country

Bulgaria

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales (E-commerce): The company generates revenue through direct-to-consumer sales via their aroma.bg e-commerce platform, selling skincare, haircare, and body care products to customers primarily in Bulgaria and across the EU market. Products are sold at fixed retail prices with free shipping thresholds.
2. Direct Product Sales (Retail): Revenue from physical retail store on Lege Street in Sofia, Bulgaria, offering the same product range to walk-in customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Aroma manufactures and sells a science-based portfolio of skincare, haircare, and body care cosmetics under its own Aroma brand, combining natural Bulgarian-origin ingredients (botanical extracts, essential oils, hyaluronic acid, rosehip oil) with stabilized bioactive actives (Sodium Ascorbyl Phosphate, Hydroxypinacolone Retinoate, multicomponent Hyaluronic Acid, Yogurtene IO prebiotic). Products include face creams, serums, cleansers, shampoos, conditioners, hair masks, body washes, and hand washes, all sulfate-free and produced in GMP-certified automated facilities in Sofia. The company sells directly to consumers via the aroma.bg e-commerce site across Bulgaria and 25+ EU countries and through a historic retail store on Lege Street in Sofia.

Product overview

Aroma is a Bulgarian cosmetics brand offering a comprehensive portfolio of skincare, haircare, and body care products. The product range includes facial care (face creams, serums, and cleansing products), haircare (shampoos, conditioners, and masks), and body care (body washes and hand washes). Products are organized by active ingredients (such as retinol, hyaluronic acid, vitamin C, acetyl hexapeptide-8, ceramides) and product type/scent collections. The company emphasizes natural ingredients combined with scientific formulations, with product lines like the 3X Lipid Recharge complex for skin barrier repair and various ingredient-focused series for specific skin and hair concerns.

Differentiator

Problem solved

Functional benefit

Products and services

• Face Creams Day and night facial creams for skin barrier repair and hydration, including 3X Lipid Recharge Day Cream with rosehip oil, ceramides, and hyaluronic acid; Rich 3X Lipid Recharge Overnight Cream; and Instant Hydration Day Cream SPF 30 with cucumber juice and hyaluronic acid. Targeted at consumers seeking barrier restoration, anti-aging, and daily sun protection.
• Face Serums Premium facial serums for targeted treatments including Retinol Evening Serums (2000 ppm and 3000 ppm), Intense Brightening Evening Serum with 10% Vitamin C and 10% lemon juice, Rapid Wrinkle Reducing Serum with 10% Acetyl Hexapeptide 8, Hydrate & Brighten Intense Serum with multi-component hyaluronic acid, and Hydration Boosting Face Serum with 2% hyaluronic acid and 10% cucumber juice. Targeted at consumers seeking anti-aging, brightening, and deep hydration.
• Facial Cleansing Products Cleansing products for facial skin including Gentle 3-in-1 Cream Cleanser, Mild Foaming Face Cleanser with 10% aloe vera and green tea, Gentle Exfoliating Face Wash with aloe vera and green tea, Hydrating Micellar Water with organic aloe vera, and Hydrating Soothing Micellar Water with aloe vera and D-Panthenol. Targeted at consumers needing gentle daily cleansing and makeup removal.
• Hair Shampoos Premium sulfate-free shampoos for various hair needs including Full Repair, Colored Hair, Dry & Frizzy, Oil Balance, Volume & Hydration, Strength & Shine, and Stronger & Fuller variants. Each variant is formulated with specific active ingredient combinations such as coconut and rice protein, olive oil and provitamin B5, macadamia and ceramides, argan and keratin, nettle and green tea extract, calendula and biotin, pomegranate and aloe vera. Targeted at consumers with specific hair concerns.
• Hair Conditioners Premium conditioners matched to shampoo variants for Full Repair, Colored Hair, Dry & Frizzy, Oil Balance, Volume & Hydration, Strength & Shine, and Stronger & Fuller. Designed to nourish, protect color, and facilitate combing. Targeted at consumers using Aroma shampoos and seeking targeted conditioning.
• Hair Masks Premium hair masks for intensive treatment including Full Repair, Colored Hair, Dry & Frizzy, Volume & Hydration, Strength & Shine, and Stronger & Fuller variants. Provides deep nourishment, restoration, and damage repair for hair. Targeted at consumers seeking intensive weekly or periodic deep conditioning.
• Body Washes Luxurious body washes in nine scent combinations: Coconut Oil & Yoghurt, Almond Oil & Yoghurt, Oats & Yoghurt, Mandarin Orange & Aloe Vera, Sea Kelp & Sea Salt, Cocoa & Coffee, Neroli & Verbena, Royal Fig & Bergamot, and Argan & Sandalwood. Each provides gentle cleansing with skin-nourishing properties. Targeted at fragrance-conscious consumers seeking daily gentle body cleansing.
• Liquid Hand Washes Luxurious hand washes in multiple formulations including Mandarin Orange & Aloe Vera, Neroli & Verbena, Coconut Oil & Yoghurt, Sea Salt & Kelp, Argan & Sandalwood, and Royal Fig & Bergamot. Designed for gentle cleansing while maintaining skin hydration and softness. Priced at €6.50 per 360ml bottle. Targeted at daily-use consumers and households seeking fragrance-led hand care.

Quantifiable outcome

• 97.6% of participants reported visibly smoother, firmer, more radiant skin after 8 weeks of HPR (Hydroxypinacolone Retinoate) use
• +5 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Leading Scientific InstitutescoreStrategic or Co-development PartnerAroma partners with leading scientific institutes to apply modern technologies for extracting the most valuable natural ingredients in their purest and most bioavailable form. This collaboration ensures products have proven efficacy and precise balance between science and nature.
• Green Bulgaria FundminorOthersEnvironmental initiative created by Aroma in 2011 to preserve Bulgarian flora and fauna. The company adopted 52 decares of centuries-old forest as part of this conservation effort.

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Beiersdorf (NIVEA): Global personal care incumbent with NIVEA, Eucerin, and La Prairie; competes with Aroma in body care, skincare, and sunscreen segments across EU and globally.
• L'Oréal: Global cosmetics incumbent with dermatological and natural skincare brands (La Roche-Posay, Garnier Bio) directly competing in the science-led, ingredient-focused skincare space Aroma occupies.

Direct peers

• Sebamed: pH-balanced, science-driven dermatologist-oriented skincare brand with EU-wide pharmacy and DTC distribution; comparable mild, sulfate-free positioning to Aroma's sensitive-skin formulations.
• Yves Rocher: European heritage botanical skincare brand with DTC e-commerce and physical stores across EU; directly comparable to Aroma's natural-ingredient, multi-category face/body/hair care positioning.
• Bioderma (NAOS): European dermatological skincare brand with pharmacy distribution and ingredient-led product lines; comparable EU retail presence and science-based skincare positioning to Aroma.
• Weleda: European heritage natural-and-biodynamic skincare and body care brand with EU-wide distribution; shares Aroma's century-scale heritage, natural-ingredient story, and body care emphasis.

Emerging players

• CeraVe: Dermatologist-supported skincare brand built around ceramides and barrier repair; comparable ingredient narrative (ceramide NP, hyaluronic acid) to Aroma's 3X Lipid Recharge range.
• The Ordinary (DECIEM): Science-led, ingredient-focused skincare brand with strong DTC and feature-driven formulation story (retinoids, vitamin C, hyaluronic acid) overlapping with Aroma's SAP and HPR positioning.
• Drunk Elephant: Premium skincare brand built on bioactive ingredients and clean formulations (vitamin C, retinoids, peptides); comparable ingredient transparency and clinical-style claims to Aroma.

Regional players

• Bulgarian Rose: Bulgarian heritage cosmetics and rose-extract brand operating in skincare and perfumery; shares Aroma's Bulgarian origin and natural-ingredient positioning, primarily serving regional and EU markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AromaCosmetics
• Facebookfacebook.com/aroma.cosmetics
• Instagraminstagram.com/aroma.brand.eu
• LinkedInlinkedin.com/company/aroma-ad

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aroma