Throughout history, Persian women are renowned for their elegant features and flawless skin. Using natural flowers, herbs and spices, they are empowered by countless generations of poetic wisdom for beauty and wellbeing.
CLEAN
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VEGAN
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CLINICALLY
TESTED
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CRUELTY
FREE
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EU
APPROVED
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CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
CLEAN
-
VEGAN
-
CLINICALLY
TESTED
-
CRUELTY
FREE
-
EU
APPROVED
-
Ancient Persian Beauty Rituals
Persian beauty stems from thousands of years of time-tested ingredients, youthful elixirs and wellness regimes. From saffron, rosewater to turmeric and almond oil, Persian women swear by natural, toxin-free ingredients to nourish their complexion.
Persian women have also perfected their beauty ritual beyond maintaining external appearances – their beauty ritual also focuses on internal wellbeing. Frequent visits to exotic hammams allow them to cultivate regular self-care regimes to detox and rejuvenate. Their remarkable beauty and radiant skin start from within.
Our Process
Without a doubt, Saffron is one of the most desired and luxurious ingredients in the world. Known as “Red Gold” in Persian culture, ancient Persian queens and noblewomen infused saffron oil in their beauty rituals as an eternal youthful elixir thanks to crocin and crocetin – two potent carotenoids found in saffron. Yet, saffron oil is much more uncommon than saffron spice due to its complex production process.
Our founder Diana Azimi spent one year searching extensively around the world for high-quality saffron oil suitable for our signature product Reine de Safran. Our saffron oil is responsibly sourced and produced in small batches in Morocco. Crimson pistils of the saffron crocus flowers are painstakingly handpicked within a two-month harvest period every year.
The pistils are then dried before distilling them repeatedly into saffron oil suitable for skincare products. This extensive process takes up to six months and every step of the process is achieved by hand to preserve the delicate pistils.
Back from her second home Hong Kong, Diana spent two years sourcing the rest of the ingredients and perfecting her formulation of Reine de Safran at a local beauty laboratory following EU Cosmetic Regulations.
To ensure that the product works well with all skin tones and types, including oily skin, Diana rigorously tested 300 creams on the market and worked on 15 versions of the product before reaching the desired texture, density and feel.
By working with local businesses and keeping production to a small scale, Diana ensures that every product is formulated to a high standard. All ingredients used in the product are vegan, toxin-free and cruelty-free and are regulated by the European Union. The product has also passed all ISO requirements, ensuring safety for all skin types.
Reine de Safran is an unparalleled saffron face cream that prioritises high-quality saffron as the main ingredient. A potent antioxidant gifted from Mother Nature, saffron works well on any skin tone and provides gentle nourishment for sensitive skin.
It boosts the complexion by brightening the skin, reducing pigmentation and fine lines and wrinkles without harsh side effects. As an ancient therapeutic herb, saffron is also known to alleviate stress, calm inflammation, soothe digestive issues, reduce cholesterol levels and more.
Innovated with other natural ingredients, Reine de Safran can be applied on the face and around delicate skin around the eyes. A pea-sized amount is all that is needed every morning and evening. Reine de Safran is specially designed for thorough penetration into the skin.
In-depth peer group reviews demonstrate that the skin feels immediately smoother and results are visible within six weeks of daily application. The natural scent of saffron is also preserved in the product for additional calming benefits, guaranteeing inner and outer wellbeing and radiance.
"Imagine stepping into a steamy Persian hammam, the air thick with exotic scents…Such was the beautiful piece of childhood memory that sparked Diana Azimi’s lifelong passion for skincare." – The Honeycombers Lifestyle Guide (Singapore, Hong Kong, Bali)
"Founded by Diana Azimi, a former banker turned beauty aficionado, this brand is a heartfelt tribute to her grandmother’s Persian beauty secrets."– Sassy Hong Kong Media Group
Meet founder Diana, whose mission—rooted in her grandmother’s timeless wisdom—is to share the transformative secrets of Persian skincare with the world.
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