OUR STORY

“IMAGINE A FUTURE ART HISTORIAN AND A RESEARCHER ARRIVING FROM SPACE, BOTH ASKING THEMSELVES THE SAME QUESTION: WHAT WAS THE IDEA OF ​​BEAUTY THAT REIGNS IN TWENTIETH CENTURY?” UMBERTO ECO, HISTORY OF BEAUTY 2004  

UMBERTO ECO, HISTORY OF BEAUTY 2004

OUR STORY

„I find something beautiful and fragrant in everything I do, and turn it into ESTAR.“

TAMARA GERIĆ, ENTREPRENEUR AND CHEMIST

ESTAR first came to my mind in 2002. and in my imagination, it became a story of the most beautiful, caring cream production company. From the very first moment I have wanted the business to be a kind of art, and I wondered how to ennoble and soften the strict engineering rules in the world of production, competition and sales. I chose ESTAR because esters are fragrant substances from plants, fruits, vegetables and conifers, the most precious substances that nature gives us as a gift. The idea of ​​beautifying the world and making people feel better while being nurtured, motivated and inspired the whole machinery of creative people around me. The story began and slowly and timidly it became a reality. 

SLOWLY AND TIMIDLY IT BECAME A REALITY

Then I reached out to friends whose professions were different from mine. I listened to what they were telling me and analyzed it. Their thoughts and opinions. Suggestions. Brave ideas. I opened to the new spirit and as much as I didn’t like some of until I realized that I had to accept them and find something beautiful and fragrant in them. Some ESTAR.  

Intuitively, I felt I should establish a personal tone in addressing my clients. I asked myself the same question Umberto Eco asked: what would a curious visitor from space recognize as a concept of modern beauty? Is it achievable? How? Trainings and learnings, conversations, plans, analysis… it all led me to one important decision: become flexible and adjust the ester of my values to this new world. 

THE QUESTIONS KEPT COMING, BUT THE FAITH IN SUCCESS DID NOT WANE. 

Thanks to hard work and great support of many, we presented our first product. I clearly remember that November day. We completed the first line of ESTAR shower gels, packed them, put labels on them and sent them to our first customers. I was immensely happy and proud of both: the small team that participated in it and myself. But what was the next step? What should we do with those creams? Who will buy them? What is the best way to reach out to new customers? How was I to explain them our values and principles? The questions kept coming, but the faith in success did not wane. 

That period was beautiful, pleasant and enthusiastic. I remember it as the time when without restraint and fear I made my dream come true. The time without “what if” analyzing and mental arithmetic combinations, without calculations, targets and predictions of any kind. And I would not want it any other way. 


After that fluttering naive period, the cloudy season began: obstacles were lined up, numerous challenges were before me and reality killed the magic. There were circumstances that did not depend on me and the world around us was changing.  

TRAININGS AND LEARNINGS, CONVERSATIONS, PLANS, ANALYSIS…

And then the Renaissance period began. ESTAR may have been the fruit of my ideas and vision in the beginning, but after almost twenty years of hard, persistent work it became an interesting platform of different perspectives and beautiful relationships with dear people, our clients. Honest communication eventually turned into trust. Respect and hearing for the needs of this world became our most powerful tool, stronger and more pleasant than we could have imagined in the beginning. ESTAR is now more than cosmetics: it is a creative, supportive community of all who share our believes and values and will only continue to grow in the future.

Yours sincerely,

Tamara 

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