In 2024 alone, consumers spent a remarkable €3.8 billion on beauty and skincare products — an increase of 5.9 per cent compared to the previous year. But with shelves overflowing and TikTok trends appearing by the minute, how do you know which products genuinely benefit your skin?

Azra Secerbegovic (1966), founder of skincare clinic ASPA, has little patience for empty promises. The scientist, originally from the former Yugoslavia, studied botany and chemistry before training at The Royal Botanic Gardens, Kew School of Horticulture. Her philosophy is straightforward: creating confidence every day. In other words, feeling genuinely happy in your own skin. “Collagen?” she says with a smile. “It’s a molecule — you can’t simply put it in a jar. And many of the Korean products currently trending on TikTok are actually developed for Asian skin, not necessarily for European skin like ours.”

Botanical Simplicity

Since 2020, Secerbegovic has been developing her own line: AZRA Botanical Simplicity, featuring creams, cleansers, serums and masks. “I use ingredients in high concentrations, without unnecessary additions simply because they happen to be fashionable. The products I wanted simply didn’t exist yet.”

In total, she created nine products, though she always advises clients to begin with the essentials: a cleanser, a moisturiser and SPF protection. Her cleansing range includes two formulas: an oil-based balm that removes sweat, sunscreen and make-up, and a water-based gel cleanser for a deeper cleanse. “I deliberately chose a gel instead of a foam cleanser because foam tends to dry the skin out.”

Step two is moisturising — though in Azra’s case it’s more than just a moisturiser. Her formula works as a day cream, night cream and eye cream in one. It contains raspberry seed oil, rich in antioxidants, alongside a high concentration of peptides designed to visibly revitalise the skin. “This moisturiser really is like an energy drink for your skin.”

The third step is protection: an SPF 50+ sunscreen that has quickly become one of the brand’s bestsellers, partly because it feels lightweight and non-sticky. One of the key ingredients is immortelle, also known as Italian helichrysum, a Mediterranean plant celebrated for its anti-inflammatory, antioxidant and skin-repairing properties.

Beauty with longevity

Sustainability also plays an important role in Secerbegovic’s approach. Many of her products are packaged in deep violet Miron glass jars, specially designed to block harmful UV light and help preserve the potency of active ingredients for longer.

For those wanting to take skincare further, the collection also includes facial oils, masks and serums. Last July, Azra launched a new addition: Deep Hydration, a toner, serum and mist in one. “Would you like to try it?” she asks, as a fresh citrus scent fills the air. “That’s neroli oil from the bitter orange tree. It instantly lifts your mood.”For hydration, the formula combines cucumber extract, vitamin B, glycerine and betaine, while calendula and aloe vera help calm the skin. A gentle exfoliating effect removes dead skin cells at the same time.

Those wanting to fully immerse themselves in Azra’s world of skincare and skin improvement can book personalised treatments at her salon, ASPA, in The Hague. Her products are available there, as well as through selected salons across the Netherlands, Europe and even Macau.

www.azrabotanicalsimplicity.com