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Essence of Persia
Essence of Persia is an ode to Diana Azimi’s Persian heritage and her passion for beauty. Born and raised in France to Persian parents, Diana grew up in a family of entrepreneurs. Her mother first introduced Persian beauty rituals to her at a young age. Diana’s grandmother also brought her to the hammams of Iran as a child.
Diana took her beauty rituals along with her wherever she went. After completing her business degree at university, Diana worked in finance in Asia for over a decade where she calls Hong Kong her second home and now lives in Switzerland. Whenever she visited her family in Iran, she often stocked up on Saffron – an essential ingredient featured in any Persian kitchen. Encompassing her heritage for high-quality ingredients, Diana soon realised what was really missing in her daily beauty ritual was the perfect Saffron face cream.
When she couldn’t find the product of her dreams, she decided to create her own. This marked the beginning of a three-year journey to source the best Saffron oil and developed the right formulation after rigorous rounds of tests at a Hong Kong-based skincare laboratory. The result was Reine de Safran – a natural, vegan and cruelty-free face cream that features Saffron as a key ingredient and all benefits that Saffron offers are retained within the jar.
Celebrating the rich heritage of her Persian roots, Diana created Essence of Persia not only for Persian women, but also for today’s women of all cultures. Growing up as a third-culture woman between France and Iran, Diana has instilled the sophistication and care of Persian culture and French finesse in Essence of Persia. Every product crafted under Diana’s care encapsulates the essence of this age-old culture and beauty secrets tested and verified by generations of women.
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Contact Info
Business Number
+41782382248
Business Email
Website
Diana Azimi
Category
Beauty and Grooming, Health & Wellbeing
Address
Hong Kong
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Testimonial
Essence of Persia harnesses the brightening and anti-ageing benefits of saffron into its luxury skincare line and we’re all here for it!
Just in time for the festive gifting season, introducing Essence of Persia, a luxe skincare gem proudly made in Hong Kong! Founded by Diana Azimi, a former banker turned beauty aficionado, this brand is a heartfelt tribute to her grandmother’s Persian beauty secrets.
Essence of Persia uniquely blends ancient Persian beauty rituals with cutting-edge skincare innovations, and at the core of it all is saffron—the world’s most luxurious flower, renowned for its anti-ageing and brightening properties.
Harvested only for a few weeks each year, saffron is hand-picked from delicate crocus flowers, requiring thousands of blossoms to produce just a small amount. Enter Reine de Safran, a sumptuous cream that combines this rare flower with nourishing ingredients like squalane, vitamin B5 and aloe vera. This natural, vegan and clinically tested formula works wonders, visibly reducing fine lines and brightening skin in just one month.