About the Founder

Essence of Persia is a reflection of Diana Azimi’s Persian heritage and lifelong passion for beauty. Born and raised in France to Persian parents, Diana was immersed in a culture of entrepreneurship and tradition. Her introduction to Persian beauty rituals came at a young age, first through her mother and later through cherished experiences with her grandmother, who took her to the hammams of Iran. Diana carried these beauty traditions with her wherever she went.

After earning a business degree, she pursued a career in finance across Asia, eventually calling Hong Kong her second home and now lives in Switzerland. During her visits to Iran, she always stocked up on saffron, a staple in Persian culture known for its luxurious benefits in both cuisine and skincare. Yet, despite its importance, she realized something was missing from her routine, the perfect saffron-infused face cream. When she couldn’t find the ideal product, she decided to create it herself.

This sparked a two-year journey of sourcing the highest quality saffron oil and formulating the perfect blend through rigorous testing at a Hong Kong-based skincare laboratory. The result was Reine de Safran, a natural, vegan, and cruelty-free face cream, designed to harness the powerful skincare benefits of saffron in its purest form.

Honoring her Persian roots, Diana founded Essence of Persia not just for Persian women, but for modern women across cultures who appreciate heritage-driven, high-quality skincare. 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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