Nairian Makes Armenia’s Nature Take Center Stage in Organic Skincare Line

Nairian’s farm was set up two years ago, based on research toward the use of specific plants.

“While we have yet to receive our organic accreditation — we are preparing for that process this year — everything on our eco-farm is grown organically, and also as sustainably as possible. We grow many of our ingredients on the farm or in the company’s neighboring fields, which we are always expanding,” he said.

He added that the lab is on the premises of the farm, “so we don’t waste energy on transporting ingredients here and there. Pretty much everything—from growing ingredients and developing formulas to packaging bottles—is done at the farm in Aragyugh.”

He encouraged customers to visit the facilities anytime between May and October to get a feel for how the products come together.

While the biggest market for Nairian is Armenia, they have started exporting to the United States, Russia, Japan, Korea and Hong Kong.

“Every country that we work in requires its own unique approach. In Armenia, we sell through our own Nairian boutiques, including the one which is located on the Nairian premises next to the lab on our eco-farm. In the US, we have a warehouse from which we ship worldwide. You can order our products at www.narian.com. The ability to ship worldwide is very important to us, because when tourists visit our lab, get acquainted with our processes, and buy our products, we want them to have the opportunity to access our products in their home countries as well,” Markosian said.

The best-selling item for the brand is the night serum, part of the anti-age line, made with apricot kernel, sea buckthorn, rosehip and coconut oils.

Markosian was exuberant about the product. “It really smells like heaven! This product was also spotted at the Cosmoprof Las Vegas International exhibition and was selected as one of the top innovations in skincare by top influencers. In terms of popularity, the Night Serum is followed by our Hand Cream that features Geranium and Ziziphora essential oils, the Rose Toner, and some of our hand-crafted soaps. The Nairian Anti-Age Night Serum is very unique in that it is solid until it comes into contact with the skin — at that point it melts into a wonderful liquid serum that seeps into the skin effortlessly. Our formula was developed using rosehip and sea buckthorn oils, for their extraordinary anti-aging properties, coconut oil, that strengthens and restores dry and flaking skin and apricot kernel oil for its vitamin A and E, which helps to moisturize and nourish dry, maturing skin.”

Because of the product’s success at the Las Vegas cosmetics expo, importers from South Korea heard about it and have started importing it. South Korea now plays a dominant role in setting the tone for cosmetics and skin care globally, exporting hundreds of brands with cult followings to the US and Europe as well as the rest of the world.

“Korea is home to many cosmetic brands, and is a huge exporter. At the same time, Korean customers are very conscious about the quality of their products, and the ingredients that are used in their cosmetics. We think that this awareness opens up a lot of opportunities for Nairian, which is a brand that is dedicated to quality and natural ingredients. The distributor that we met at the Cosmoprof event this summer very much appreciated the quality of our products, as well as the packaging and the brand over all. Before putting in large orders, they took their time to test our products and evaluate their quality, so we are confident that our products fit the high expectations of this very knowledgeable and demanding market. Actually, we just shipped the first full batch of products to Korea, and we are eager to see what the response will be like to our cosmetic lines,” Markosian noted.

For the Markosians, it is not just crafting a luxurious skincare brand that matters. Rather, the endeavor puts Armenia and many villagers on the map, they hope.

“I would say that Nairian products represent a couple of things. On the one hand, each product is an embodiment of the wonderful nature of Armenia, and is meant to celebrate the natural wealth of our home. On the other, every phase of production in our company is carried out with dedication to quality and community. From farm to bottle we control the entire production process, so that we can ensure the final product is spectacular. Moreover, through this process of production, we bolster an entire village community in Armenia, and work hard to provide as much opportunity for the local population as possible. I would hope that when our customers buy a Nairian product, that they are aware of what they are investing in—which is so much more than just natural skincare—and feel engaged with the many important processes that are necessary to the functioning of our company,” Markosian noted.

And just what is next for this young brand? “There is so much to do! We have to confirm and consolidate our brand in the markets where we are already present, and also explore new opportunities—we are very open to all types of collaboration. At the same time, we are going to extend our product portfolio and develop more anti-age products. In later plans, we want to make grooming products for men, as well as baby products. We are also extending our agricultural activities: this year we planted a whole field of damask rose, and still want to expand,” he concluded.

To check out the products, visit Nairian.com. In Russia, it’s www.nairian.com.ru; in Japan, www.nairian.jp. In Hong Kong Nairian is represented on another online commerce platform: www.lifeisorganic.hk. Aside from online sales in the US, Nairian goods can be found at a luxury spa in New York called RISEbyWE, an offshoot of the WeWork brand. They are also actively pursuing more spas and salons.