“Beauty with character” is the slogan of one of the most successful companies in the field of distribution of innovative, science-based care products for women and men – Humed Pharma. The market is changing rapidly, with new companies emerging and others disappearing, but quality, proven products, and dedication to work remain a safe path to success. This was the conclusion of our interview for the birthday issue with Ms. Ana Ljevar, Managing Director of Humed Pharma.
- Over the course of 12 years since its founding, Humed Pharma has grown into one of the leading distributors of medical products and dermocosmetics in Croatia, and you also operate in Slovenia and Bosnia and Herzegovina. What was your vision 12 years ago, and has it remained the same? What is your mission?
From the very beginning, my vision was to introduce innovative, science-based products that primarily help women, and then men, to slow down the signs of aging and maintain a natural, healthy appearance. From the start, I aimed for the products to be of top quality, safe to use, and supported by relevant scientific research — in other words, not just a short-lived trend but long-term effective solutions. That vision remains the foundation of my professional work to this day.
- What you primarily do is bring world-class technology to Croatia, primarily for doctors. They are your main partners. How difficult is it to reach reputable and well-known names? How secure or guaranteed is your business, or do you have to start over every so often? What are the most common challenges you would highlight in your business operations?
Thanks to many years of work and the reputation the company has built, we now have access to every doctor. Over time, we have developed strong trust—both in our company and in our products—so there is a certainty that everything we introduce to the market goes through verified processes and delivers exceptionally effective results. Although some products still have no real substitute today, new formulations, ingredients, and trends are constantly emerging. It is important to stay up to date with innovations, but not at any cost—the goal is not to follow trends blindly, but to ensure that what we offer is verified, safe, and truly effective. The biggest challenge in business is the people. It is difficult to find qualified personnel because young people today quickly change their goals and expectations in the labour market. On the other hand, there is often resistance to taking responsibility. Still, it is important to involve them in processes and motivate them to contribute to the company and the industry as a whole.
- Over the years, your portfolio has expanded significantly and now includes many renowned manufacturers and brands such as Heliocare, RRS, Aliaxin, TSK, Skin Tech Pharma Group chemical peels, Biretix, Neoretin, Endocare, and Profhilo. How familiar is the end consumer with these brands, how much do they use them, and what is your role in the relationship between you, the doctors, and the end user? To what extent and how does the sophistication and education of consumers influence you and your work?
Since, according to current legal regulations, we are not allowed to directly promote medical products to the end consumer, we primarily cooperate with doctors. We also invest in professional articles that illustrate how our products work, but doctors are always at the centre of our activities. Although information is now more accessible than ever and many people believe they know everything, patients still need expert recommendations. The doctor is the one who can give the safest and most appropriate advice, which makes our approach essential to the success of the products.
- How would you rate your competition? How large is it really — does quality or quantity prevail, and how much mutual respect exists in the business?
Since our industry is relatively small, we know each other well and mostly respect one another. However, new companies keep emerging that expect quick success, which is rarely sustainable—many of them open and close just as quickly. Even good relationships with doctors cannot make up for problems with unverified products that cause adverse reactions. Also, no company can be an expert in fillers, exosomes, and dermocosmetics all at once, because it is difficult to maintain quality across all areas. The market includes companies specializing in hyaluronic acid, cosmetics, or exosomes, which highlights the importance of a focused and expert approach. For example, the Korean company ExoCoBio, which we represent, is a global leader in exosome production, with an exosome bank, dozens of international patents, and scientific studies. Its quality cannot be compared with a newly established company that promotes itself as producing everything.
- Do modern technologies and AI influence your work, and where do you see the greatest challenges in the future, both in terms of business, quality, and market needs?
In my opinion, artificial intelligence can never fully replace humans. It can collect and analyse information, but human knowledge, experience, and skills will always be ahead of technology. AI cannot assess a person, see them, hear them, or understand the nuances that an expert recognizes in direct contact. In our field, for example, AI cannot apply a product or individually recommend a cream—it can assist as a tool, but it cannot replace the human approach. Some of the main challenges are new trends and the influence of social media. Celebrities often promote products, and many people want to achieve the same look, but the same product is not equally suitable for a 15-year-old girl, a 45-year-old, or a 60-year-old woman. Therefore, it is extremely important to emphasize an individual approach and ensure personalized care for each user.
- It is difficult to give advice to others, but perhaps the best recommendation is one that we see or desire for ourselves. What do you personally use to maintain such a beautiful and well-groomed appearance? What is the secret of your beauty with character?
My goal is not to look younger, but to look well-groomed. I primarily use Profhilo, but also Botox, even though our company does not distribute it, because it is indispensable in aesthetic medicine. The foundation of my daily care is high-quality dermocosmetics such as Skinbetter Science. My routine is not complicated—the most important thing is that it is effective and allows me to get ready as quickly as possible.