The Pioneers of Aromatherapy in Croatia Face Significant Regulatory Pressure

This winter, we recalled the significant minus temperatures and snow that usually bypassed us in previous years. Children at least briefly enjoyed winter joys, but colder weather brings not only outdoor fun but also annoying colds, sniffles, and flu. Such health issues can be tackled with medications, teas, chicken soups, and vitamins, but also with aromatherapy solutions.

For example, black cumin oil effectively strengthens the body, while a blend of peppermint, eucalyptus, cypress, and lavender oils clears the airways; warm baths with lavender essential oil reduce body pain, and pine and cypress oils lower temperature and detoxify the body by promoting sweating. In spring, peppermint and rosemary oils can be used for detoxification, while in summer, sesame oil can be used for skin hydration and sun protection.

New Products

Pure 100% natural essential oils, blends of essential oils, cold-pressed vegetable oils, and hydrolates (flower waters) are part of the offering of Aromara, the pioneer of aromatherapy in Croatia. Founded in 1991, it was the first to offer essential oils and medicinal plant extracts, but today they claim that the offering is much more sophisticated and contains complex products necessary for health support.

Pharmacy graduate Mara Doljak, owner and CEO of Aromara and director of Aroma Academy, stands behind successful products such as Gyno Pro, intended for women’s intimate care, Hemo Ex for hemorrhoid protection and prostate care, or Black Cumin Plus, an oriental oil that preserves health, cleanses, and helps with severe and autoimmune diseases.

– Aromara supports users, women, and families to maintain their psycho-physical balance and feel better through conscious and regular use of products. Many blends created by carefully combining essential oils create a pleasant atmosphere in the space and can influence mood, emotions, reduce stress, help with good sleep, or support learning and work.

Last year, we introduced a new Synergy line for relaxation and alleviating stress conditions using PEMF mats for the whole body and belts that align with tissue metabolism through electromagnetic radiation of defined frequencies, thus reducing pain and inflammation in the body. These products are easy to use and can significantly improve the quality of daily life. We also developed a line of massage and body care oils, Aroma Essence Professional, for wellness centers in the homeland and Slovenia. And since this year we are celebrating thirty-five years of existence, we will mark it with novelties in the offering, but we will talk about that when the time comes – Doljak is mysterious.

Primum non nocere

For Doljak, the beauty of aromatherapy lies in the fact that the plants from which essential oils are distilled grow all over the world. Of course, she emphasized that she first tries to procure essential oils belonging to the Mediterranean region from excellent producers in Croatia. She pays great attention to internal quality control and certification and relies on scientific and organoleptic criteria.

– From the idea to the realization of a product, it can take from a month to a year, depending on the complexity of the product. My profession requires high ethics towards users, so I fully rely on Hippocrates’ principle: Primum non nocere, or ‘first, do no harm’. I would love to see a trend of daily use of cosmetics with healing effects because sensational results can be achieved with minor ailments and even help in more serious situations.

Overused antibiotics could be replaced with essential oils that have proven antibiotic effects but without negative side effects. In France, essential oils have been used for more than half a century. Anti-aging products that keep the body and spirit lively and fresh cannot be overlooked either – Doljak hopes.

In Croatia, there are several younger domestic companies with similar programs, she added, with which they collaborate when opportunities arise. Customers of Aromara’s products are predominantly wholesalers, dm drugstores, and pharmacies and herbal pharmacies almost throughout Croatia. Thanks to the online store, Doljak has customers on all continents, and the brand is particularly well-known in the countries of the former state.

– With such products, the sky is the limit – claims Doljak.

Draconian Interpretation of the Law

However, she notes that there is strong regulatory pressure from the European Union on the profession and this activity, which significantly limits freedom of expression and knowledge transfer. That is why she believes it is important for everyone in the industry to connect and work together on a balanced regulatory framework. She noticed that some countries managed to secure some adjustments and benefits, but the process is more complex here and requires additional engagement from the profession.

– I fear that our legal regulations interpreted draconically are the biggest threat and challenge. Although the same laws apply in Europe, their interpretation in France, Spain, and other countries known for aromatherapy is much milder. For example, we must include harsh toxicity warning signs on our labels for beautiful essential oils in drops, which have healing effects and are easy to use, that are also used for car paints and pesticides. We are explicitly prohibited from stating health effects, even though they have long been scientifically confirmed multiple times – Doljak complained.

Inflation and rising input costs, especially raw materials and logistics, are also a challenge. However, since Aromara insists on quality and its own production, Doljak is not focused on short-term solutions but on sustainable cost management and long-term business stability.

Oral Tradition

Such a business policy resulted in revenues of 837,342 euros in 2024, which was 18.27 percent higher than in 2023, although net profit was 17,847 euros, or 23.19 percent lower. She explained that revenues are growing due to constant investment in the education of collaborators and efforts to reach as many customers as possible and educate them. She emphasized that at Aromara, the old-fashioned way of passing recommendations in conversation plays a huge role.

This was evident to her with the Gyno Pro product precisely because every woman who tries it cannot help but share good experiences with friends and colleagues. In 2020, 2021, and 2022, they maintained revenues slightly above 500,000 euros, which Doljak attributes to the Elixir St. Roch product.

– During the corona crisis, it achieved sensational success as it was recognized as a natural antiseptic. The secret of this product lies in the combination of fourteen essential oils that are the strongest natural antiseptics, antibiotics, and antivirals, without negative consequences. Elixir St. Roch is a sensational representative of a typical aromatherapy product.

However, as I said, the law does not allow us to express this clearly on the product, so it is condemned to the direct transfer of experiences among users. Despite everything, in 2021 we had a loss of 51,780 euros, but in 2022 a profit of 21,690 euros. This is a consequence of difficult business conditions, isolation, imposed restrictions, reduced purchasing power, but again, also the strengthening of online sales and customers turning to protection and health – Doljak noted.

Last year, Aromara was reorganized. It prepared for growth and much larger capacities than before, and thanks to European funds, the storage space was expanded, and the amount of fragmented manual labor was reduced. The biggest novelty is an automatic machine that multiplies capacities tenfold, so, in Doljak’s opinion, the company is becoming a completely different interlocutor in the market.

– In recent years, we have been preparing for strong growth and expansion, but it seems to me that we will struggle more with unforeseen external circumstances and that we need to be ready for the announced crisis and changes. Until now, there has always been some product or several that have amortized the challenges, so we are looking forward to the year more with curiosity and caution than with fear.

Last year, European funds were approved for improving production and storage, with the ultimate goal of expanding the market beyond Croatia. We received funds for the certification of the company and products, which will significantly increase our competitiveness, and for participation in four international professional fairs, which will open opportunities for us in Europe and the world. The total value of the project is 233,109.69 euros, and the EU co-finances it with 198,143.24 euros – says Doljak.

Being Her Own Boss

The number of employees at Aromara varies between ten and fifteen, depending on trends and needs, and when hiring, subsidies from the Croatian Employment Service are used, if possible. Doljak seeks skilled individuals but tries to ensure they are from the surrounding area, at most from the western part of Zagreb, to make commuting as easy as possible. Harmica, surrounded by pure nature, is excellently connected to Zagreb by train, and it takes one hour to get to Ljubljana. Salaries at Aromara are above average in the industry, but Doljak equally values creating an encouraging and stable work environment.

– When independent Croatia began to open up to the capitalist model in 1991, the opportunity to establish a company arose. Not knowing what all that entails, I opened it and gave it a name that came naturally, Aromara. In that one word, all my future business life is united. I apply all my professional knowledge as a pharmacy graduate and newly acquired knowledge about the healing properties of essential oils. At that time, it took twenty thousand kuna to open a company, which could be justified by various business aids I already had at home, such as a typewriter and similar items.

I traded in small quantities of goods, but when I sold them, I would procure new ones. Simply, everything started from existing resources and with the help of family. Going into entrepreneurship was an intuitive decision, but it fit into my lifestyle and the need to be my own boss. Interestingly, at least for me, some decisions and choices happen without much contemplation and, of course, without knowing a series of subsequent events. At heart, I am not an entrepreneur but a fighter for health and well-being through natural means – Doljak described.

Aroma Academy

After ten years of Aromara’s existence, she continued, it became clear that many products presented as essential oils had appeared on the market, but they lagged in quality and purity. She realized that users were struggling to navigate and that it was time to offer a serious school alongside hobby workshops – thus, Aroma Academy was born, the first school for aromatherapy in Croatia.

– In ten years, it has grown and expanded its activities to ten cities in Croatia. About 3,500 students have passed through the Academy, acquiring one or more professions in the wellness field. Even today, many in the profession mention that school and remember our sensational lecturers. In 2011, we stopped holding classes, and since then we have been conducting workshops by invitation, which are also interesting and inspiring. My desire is to remove fear from that wonderful profession and for as many people as possible to decide to use essential oils and products.

Beautiful results can be achieved precisely with vulnerable groups such as newborns, children, pregnant women, new mothers, the elderly, and seriously ill patients. There are plans for future training; today, due to the internet, there are great opportunities available. I believe we will not wait long to launch an online education and inspiration project – Doljak expressed her expectations.