Meet founder Diana, whose mission—rooted in her grandmother’s timeless wisdom—is to share the transformative secrets of Persian skincare with the world.
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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