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.

Looking for a luxurious treat for someone special? Made in Hong Kong, Essence of Persia integrates centuries-old Persian beauty rituals to elevate your everyday skincare routine into a wellness ritual. This Reine de Safran face cream nourishes one’s complexion by harnessing the exceptional anti-aging, brightening and smoothing properties of saffron. Unlike typical skincare products, which usually contain less than 5% of the key ingredients, this vegan, cruelty-free formula boasts a saffron concentration of 10% (the highest after water), along with other potent ingredients such as squalene, vitamin B5, vitamin E, shea butter, aloe vera and niacinamide.

What beauty secrets were passed down to you by your family? Inspired by her childhood memories of her grandmother, who passed on her timeless knowledge of natural skincare, Diana Azimi wanted to share the secrets of ancient Persian beauty. This led to the creation of E, a luxurious skincare brand born in Hong Kong.

Combining her Persian and French heritage with advanced skincare science, Diana crafted Reine de Safran, Essence of Persia’s signature face cream, designed to enhance the skin’s natural radiance. At the heart of this luxurious cream is saffron, the world’s most expensive flower also known as Persia’s “red gold”, blended with squalane, aloe vera, niacinamide, and vitamin E to create a hydrating, anti-aging, and brightening formula. What's more, Reine de Safran is an EU-compliant, vegan formulation suitable for all skin types.

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.

‍Use code SASSYHK18 to enjoy 18% off Reine de Safran. Valid until 13 November, 2025.

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. Adding that to her French-Persian heritage and the use of modern science, Diana created Essence of Persia, a deluxe skincare brand in Hong Kong. Newly launched in late 2024 is the brand’s crown jewel: Reine de Safran, a luxurious face cream infused with the world’s most expensive flower – saffron. Revered as “red gold” in Persian culture, saffron is harvested from delicate purple flowers, each producing just three crimson stigmas. In addition to the finest saffron oil, Reine de Safran is also formulated with a potent blend of shea butter, olive oil, almond oil, squalene, niacinamide, and vitamins. Together, these ingredients promote anti-ageing, smoothening, brightening, hydration, and skin elasticity. What’s more, this EU-compliant product is vegan, toxin-free, and cruelty-free, making it suitable for all skin types.

Indulge in the luxury your skin deserves with Essence of Persia – now offering free worldwide shipping to celebrate the launch of Reine de Safran! Use the code EOPLAUNCH and experience timeless radiance today.