AS MADARA Cosmetics is entering a new business segment by offering tailored services for the hospitality industry. The new service combines natural body and hair care products with a user-friendly online ordering system, enabling hotels, short-term rental property owners, restaurants, and cafés to manage their inventories in a simple, cost-efficient, and environmentally responsible manner. The service will initially be available in Latvia and other MÁDARA export markets across Europe, with a gradual rollout to additional regions worldwide as part of the company’s strategy to strengthen export volumes and develop a sustainable business model.
The new service includes the option to order products and use refill solutions, significantly reducing the amount of single-use packaging. In the future, MÁDARA plans to enhance the solution with volume forecasting tools and a subscription system, allowing hospitality businesses to manage resources even more efficiently.
Building on nearly 20 years of experience in natural cosmetics development and considering the specific needs and requirements of the hospitality sector, MÁDARA will offer products from a specially developed line, Wild Woods. The line includes shampoo, conditioner, body wash, and cream formulated with birch extract and unique meadow plant extracts. All products are developed using natural ingredients, packaged in recycled plastic containers, and will also be available in 1-litre refill bottles, facilitating ease of use and reducing waste.
“MÁDARA entry into the hospitality market segment is a direct response to long-standing demand for high-quality, sustainable products tailored to the hospitality industry. Our objective was to create an offer that is aesthetically appealing, environmentally friendly, and price competitive. The refill solution and online ordering represent only the initial stage of a full-service system designed to simplify the daily operations of hospitality businesses while simultaneously reducing waste,” explains Gunta Šulte, CEO of AS MADARA Cosmetics.
Baiba Urtāne, Director of Carillon Aparthotel, shares her experience with the new MÁDARA product line: “When selecting cosmetics for the Carillon Aparthotel apartments, it was important for us to find a partner whose values and quality standards resonate with the identity of the Keystone Collection hotel chain. With MÁDARA, we share a common philosophy and a strong focus on quality, care, and authenticity. In addition, MÁDARA products feature an aesthetic, contemporary design that integrates seamlessly into the thoughtfully designed interior of Carillon Aparthotel and enhances the guest experience.”
Management Board of AS “MADARA Cosmetics”
The shares of AS Madara Cosmetics are admitted to trading on Nasdaq Baltic First North Market.
The Certified Adviser for AS Madara Cosmetics is ZAB Eversheds Sutherland Bitāns SIA.
About AS MADARA Cosmetics
Founded in 2006, AS MADARA Cosmetics is the largest cosmetics manufacturer in Latvia. The Company develops and produces natural skincare and decorative cosmetics, certified by ECOCERT/COSMOS, and exports to more than 35 countries. Since 2017, MADARA shares have been listed on Nasdaq Baltic’s alternative market First North. The Company and the MÁDARA brand have received multiple awards for innovation, sustainability, design, and product excellence, both in Latvia and internationally.
In 2025, MADARA obtained B Corp certification, affirming its commitment to responsible, sustainable, and transparent business practices. It has also been recognised as a family-friendly workplace (2023) and a top employer in the manufacturing sector (2023, 2024), while the MÁDARA brand was named the greenest brand in the Baltics (2023).
In 2024, AS MADARA Cosmetics reported a consolidated turnover of EUR 21.52 million, marking an 11% like-for-like year-over-year increase.