You have probably heard the saying that the only constant in life is change.
There was a time when change made me anxious. Today, I understand that it is inevitable, healthy, and absolutely essential for growth. So today, I would like to reflect on the changes that have shaped - and continue to shape - our colorful, fragrant aromáma planet.
Three Birthdays Every Year
Each year we celebrate aromáma three times:
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The beginning of our activity in October (this year marks 15 years!)
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The official founding of our company in early March
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And aromáma’s name day - March 28
Every year of existence feels deeply meaningful. Especially knowing that thousands of new businesses are created every year - and many do not survive beyond the first five.
The last four years have been particularly challenging globally - first the pandemic, then the war so close to home. And yet, here we are. We are here because of you, because you trust us, because you choose us, because you believe in what we create.
Thanks to your loyalty, we can continue doing what we love - creating products into which we pour our whole hearts.
Sometimes Remigijus and I joke that besides our two sons, Arvydas and Tautvydas, we also have a daughter named aromáma. The idea for aromáma was born together with our first son. And the brand name itself came into the world together with our second.
Nothing about this journey has been accidental.
Where It All Began
I discovered aromatherapy at the age of 14. At first, it was about beauty, aesthetics, and scent. But when my first son was born, I discovered the therapeutic side of aromatherapy - and its incredible potential.
The very first aromáma product was created for him. A simple blend of sweet almond oil and tea tree essential oil when he caught his first cold. That product later became known as “Baubukas” in Lithuania - worlwide "Bugaboo".
When I saw how effective it was, I began sharing my knowledge with other mothers. Free lectures turned into community gatherings. A motherhood movement grew organically around natural wellness, aromatherapy, massage, nutrition, and conscious parenting.
What started in my kitchen with a few small bottles is now produced in one of the most modern cosmetic manufacturing facilities in Lithuania - in thousands of units - and shipped worldwide.
And yet, the philosophy remains the same. We create from personal need first. Every product is tested, refined, and loved in our own family before it reaches yours.
From “Conscious Mothers” to aromáma
Our original brand name was long and deeply rooted in motherhood. But in 2019, when we were invited to exhibit at one of the world’s largest beauty exhibitions in Dubai, we knew something had to change.
Our name was too complex for the international stage.
The new name - aromáma - had already been living in my heart. Two weeks before the exhibition, on March 28, we officially introduced it.
Experts warned us that rebranding would take years and enormous resources. Instead, our community embraced the change almost instantly.
Within months, we were simply aromáma, and proud of it.
Growing Beyond Motherhood
Over the years, our product range expanded from essential oils and blends to a collection of over 100 products.
A major milestone was our collaboration with phytotherapist and pharmacist Ovidijus Vyšniauskas, which led to the creation of herbal teas and food supplements - strengthening our vision of becoming a natural home apothecary for the whole family.
That dream is becoming reality. As our sons grew, so did aromáma. We evolved from a local mother-and-child brand into a global family wellness brand.
Our logo evolved too - from a nurturing drop symbolizing a mother’s embrace to Mother Earth herself: abundant, powerful, caring for all her children.
What Has NOT Changed
Some things remain untouched.
1. Raw material quality.
We have always chosen the highest quality ingredients. Product effectiveness depends entirely on it. Our loyal customers return year after year because the products work.
2. Problem-solving focus.
Every aromáma product is created to solve real, everyday problems - whether it’s frequent colds, sensitive skin, hair loss, or emotional well-being. That is why our slogan became:
“Part of everyday life.”
3. Creation from authenticity.
We no longer create products simply because there is demand. We learned that lesson the hard way - including a €50,000 loss on a clothing line our customers requested but ultimately did not purchase.
Today, if we don’t believe in it and use it ourselves, we do not create it.
Adapting to Regulations
Stricter advertising regulations have significantly changed how essential oils can be communicated in Europe. We can no longer openly discuss their therapeutic benefits the way we once did.
This has impacted sales and even forced us to reduce our essential oil assortment.
Instead of constant promotions, we now focus on:
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Larger 10 ml bottles
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Better value pricing
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Carefully curated essential oil sets
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Permanent bundle discounts instead of frequent sales
We believe nature’s resources deserve respect - not aggressive discounting.
Our goal is no longer to be in every home.
Our goal is to be in homes where nature, knowledge, and craftsmanship are valued.
Retail Changes
At one point, we operated nine physical stores. After the pandemic and observing customer behavior, we gradually shifted focus to online sales.
And surprisingly - we discovered that we can communicate not only product benefits but even scent through a screen.
For that, I am incredibly grateful to our marketing team.
Another big shift: aromáma is no longer associated only with my face. That change required years of effort, but today the brand stands strong on product quality, effectiveness, and community trust.
Meanwhile, I have returned to what makes my heart sing most - creating.
What’s Next?
We are currently working on a completely new and unexpected product line. If you know me, you know one thing will never change - I write long letters. Experts may say modern audiences don’t read long texts. But aromáma has never been “modern marketing standard.”
Our community reads.
Our community responds.
Our community feels.
And for that, I am endlessly grateful.
Thank you for your trust, your loyalty, and this long, fragrant friendship.
With love,
Giedrė
Founder of aromáma