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Our Story

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

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CLEAN

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VEGAN

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EU

APPROVED

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CLEAN

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VEGAN

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CLINICALLY

TESTED

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CRUELTY

FREE

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EU

APPROVED

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CLEAN

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VEGAN

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CLINICALLY

TESTED

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CRUELTY

FREE

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EU

APPROVED

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CLEAN

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VEGAN

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CLINICALLY

TESTED

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CRUELTY

FREE

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EU

APPROVED

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CLEAN

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VEGAN

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CLINICALLY

TESTED

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CRUELTY

FREE

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EU

APPROVED

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CLEAN

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VEGAN

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CLINICALLY

TESTED

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CRUELTY

FREE

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EU

APPROVED

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About the Founder


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.

What is Persian Beauty?

Persian culture is one of the oldest cultures in the world. Its glorious legacy and rich history have impacted the world through art, architecture, poetry and more. Regardless of age, background or life experiences, all Persian women are empowered and connected by timeless beauty secrets passed down from one generation of women to the next. Renowned for courteous hospitality, luxurious rugs and more, the standard of beauty in Persian culture transcends beyond external appearances. What equally matters is inner beauty.

Since ancient times, Persian women have dedicated themselves to maintaining external beauty as well as internal wellbeing. High quality and natural ingredients are often featured in daily Persian beauty and wellness rituals. Flowers, fruit and spices, such as saffron, rose, orange blossom, pomegranate, lemon, curcuma and tea are commonly found in these rituals.

At Essence of Persia, we strive to bring this empowering experience to your home. Infused with scents of saffron and other natural ingredients, our products reveal the exotic senses to elevate any holistic wellness journey.

About Essence of Persia

Essence of Persia is the first skincare brand catering specifically to the modern Persian woman. Founded in 2020 by French-Persian entrepreneur Diana Azimi, we pride ourselves on formulating all of our products with natural, active, vegan ingredients free from toxins.

The foundation of our products begins with the finest Persian ingredients combined with modern science. Every drop of Essence of Persia is steeped in our passion for skincare and wellbeing – passed down from queens of the ancient Persian empire, into our grandmothers, into the hands of the modern woman.

Our formula is thoroughly tested for maximum efficacy. Using powerful active ingredients, we are committed to delivering proven results that you can see and feel.

As Featured In

"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." – The Honeycombers Lifestyle Guide (Singapore, Hong Kong, Bali)

"Founded by Diana Azimi, a former banker turned beauty aficionado, this brand is a heartfelt tribute to her grandmother’s Persian beauty secrets."– Sassy Hong Kong Media Group

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