Year of establishment
1998
Location
Niš
Founder
Mila Litvinjenko
Business information
2018
2021
2023
Full-time employees
104
105
114
Turnover (EUR)
5,8 mil
5,6 mil
8,5 mil
Export (EUR)
1,2 mil
1,7 mil
2,7 mil
Products/Services:
Aura is engaged in the production of makeup products (lipsticks, nail polishes, eyeliners and lip liners, powders, eyeshadows, artificial eyelashes), as well as products for chemical treatment and hair care (hair dyes, conditioners, and hair masks).
Highlight a business move you made in 2023 that you are particularly proud of:
In 2023, there were many significant changes. First and foremost, I would highlight the awareness of the need for changes in corporate governance. We installed solar panels, and since the start of the pandemic, our marketing has been oriented toward digital platforms.
Depending on the size of the new market and the investment in it, every year we aim to conquer at least two new markets. This number may seem small to some, but we value quality over quantity.
In recent years, we have witnessed major changes in all aspects of life that often require changes and reorganizations within the company. We are highly flexible and quick to adapt.
After many years of working at Aura, we have learned to carefully launch new products (social media now plays a significant role in this). The “favorite” products are evolving. Every product that quickly responds to market needs while also bringing profit is more than welcome. There are products that have been “working” for years and exceed our expectations.
Croatia, Bosnia and Herzegovina, Montenegro, North Macedonia, Greece, Bulgaria, and France.
Rank the suggested initiatives as your contribution to the New Growth Agenda for the SME sector based on their importance to your business.
(Please rank the provided responses from 1 to 6, where 1 is the most important to you and 6 is the least important – priorities must not be repeated):
Establishment of a Development Bank: A bank where you could borrow under more favorable conditions.
2
Tax Credit: The possibility of not paying profit tax on the part of the profit that you reinvest.
1
Equal Opportunity for All: A business environment that is guaranteed to be predictable and free from corruption.
4
Independent Development Agency for SMEs: An agency that you could contact to develop support measures tailored to your needs and the needs of the Serbian economy.
5
Providing Opportunities for Domestic SMEs to Participate in Expo 2027 Projects: Promoting the integration of domestic SMEs into international events such as Expo 2027, increasing their visibility and market opportunities.
3
Strengthening Support Programs: Improving existing support programs with better targeting and providing technical assistance to ensure SMEs can fully utilize available resources.
6
If your company had the opportunity to participate in Expo 2027 (either in the preparation of Expo 2027 or at the Expo 2027 event itself), how do you think you could participate?
Aura has many years of experience in exhibiting at international trade fairs. We are confident that their performance at EXPO would attract a lot of attention.
Aura is the only cosmetics company in the Balkans that holds the GMP standard (a standard required in the pharmaceutical industry).
Our product portfolio includes over 500 barcodes, and we also provide contract manufacturing services for makeup, skincare, and personal hygiene products.
For 27 years, Aura has coexisted with leading global brands in the market.
As a local company, we make decisions very quickly and, together with other players in the cosmetics industry, react to trends.
We are often ahead of large global companies because our decision-making process is much faster.
What improvements and programs would you suggest that you think could contribute to your business and the Serbian economy?
A stable monetary policy, fiscal policies with incentives, favorable loans for large investments in sales, and subsidies for exporters.
