The decision not to raise prices during inflation was difficult for Skintegra, but smart in the long run

Volcanica, Amphibian, Lunar, Spectra, Sphynx, Nectar, besides being geological names and species of animals, are known to beauty industry experts as the names of cosmetic products from the Skintegra brand, which have been available on the shelves of Croatian pharmacies and drugstores for several years, as well as in the bags of numerous users. Interestingly, behind the name Skintegra is not a large pharmaceutical company or a multimillion-dollar brand, but a small Croatian family business, Creaticon.

Jelena Skendžić Ratkajec, a former journalist who recently wrote about beauty trends, founded Skintegra six years ago together with her husband Vjekoslav Ratkajec, with the desire to provide simple cosmetic products that deliver visible results to people with problematic skin. They recognized that there was room for the development of such a unique brand in our market, and to date, they have successfully marketed their creams, serums, masks, toners, and facial cleansing gels across Europe through pharmacy channels. As Jelena says, it all started with a small business loan and a brilliant idea.

– I had long-standing problems with hypersensitive and problematic facial skin, and I knew what I needed to change in existing products to improve the skin of people with similar issues. Thus, in collaboration with a team of pharmacists, Skintegra was born – dermocosmetics developed for demanding facial skin. Our products were quickly recognized, and by the following year, we had placed them in pharmacies throughout Croatia, and the rest is history – Jelena, the CEO of Skintegra, begins her story.

A total of twenty-two Skintegra cosmetic products are sold in pharmacies such as Farmacija, Joukhadara, Prima Pharma, and others, as well as in dm’s specialized over-the-counter drug stores, and of course, there is also Skintegra’s online store.

Transparency and Responsibility

Although their products are present in foreign markets, they enjoy the greatest attention among Croatian customers. Recommendations from customers with positive experiences have greatly helped them expand in the domestic market. Skintegra is recognized for nurturing relationships with customers, especially through online communication and social media.

However, Creaticon, like many other manufacturing companies, was not immune to inflation, rising input costs, and disruptions in supply chains last year. But Jelena emphasizes that despite this, they did not pass the rising costs onto their customers.

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Jelena Skendžić Ratkajec, Skintegra

photo Petra Miksik

—– Inflation last year and this year continues to cause disruptions in the market, and the rising prices of raw materials and packaging constantly lead to tension. Despite this, we have not raised product prices so far, not even during the peak of inflation. Moreover, we are signatories to the Ethical Code of the Ministry of Economy – Jelena explains, considering that this decision is currently difficult but smart in the long run.

– Our customers are aware of the market situation, as well as the fact that some manufacturers and retailers exploit inflation, and in light of such circumstances, customer trust is even more valued due to transparent business practices – Jelena adds.

Read the entire entrepreneurial story behind Skintegra in the new issue of the printed and digital edition of Lider.