The evolution of aroma therapy's widespread integration into daily routines, transitioning from TV screens to essential oils.
Changing Channels: Remigijus Velicka's Journey from TV to aromáma
Remigijus Velicka, a man who's no stranger to Lithuania's biggest screens, has swapped his days in front of the camera for sprawling lavender fields and tea trees. Founder of the family-run business, MB Filmai ir kvapai (Films and Scents), Velicka now minds aromáma, a cosmetic brand that caters to families and nurtures a tad more heart than the average product line.
"I was a small-town kid dreaming of working in telly," Velicka confesses to The Baltic Times Magazine candidly. His career launchpad was a regional station in Marijampole, from where he surged to become a part of JustTV, handling major national projects. But after 15 adrenaline-charged years, a pang of uncertainty nagged at him—was television his destiny, forever?
That question was answered during a typical dinner at a Polish trade fair. Wife Giedre, already steering an emerging aromatherapy business, bluntly expressed her need for help: "I can't do this alone anymore. Sell it or join forces." Velicka seized the opportunity, trading his TV lifestyle for the aromatic allure of natural cosmetics.
Uniting Cinema and Scents
MB Filmai ir kvapai's name was no accident—it's a testament to Velicka's TV background and Giedre's passion for aromatherapy. The brand name, aromáma, has roots in their earlier brand, "Samoningų mamų aromaterapija" (Mindful Moms Aromatherapy). This tagline supports their mission of delivering fragrances with the love of families close at heart.
The brand kicked off with a single bottle. When their son Arvydas got his first cold, Giedre when combating his sniffles, came up with an essential oil blend of tea tree and sweet almond oil. Today, this formula—known as Baubukas (Bugaboo)—stands as the company's most successful product.
Growing with Love
"Our products have grown alongside our children," Velicka grins with pride. From Baubukas to a wide range of home care products, aromáma now offers over 120 items, catering to families across the board: essential oils, herbal teas, supplements, and natural cosmetics.
Children's products remain the most in-demand—Neįveikiamas skydas (Immune Shield), Kranklys (Cough the Raven), Dantukų fėja (Tooth Fairy)—have become an integral part of countless family homes.
"This is how we contribute to raising a healthier generation," Giedre confides. In fact, an anecdote about a girl who had grown up using their products, only to gift her mother an aromáma set for Christmas, further solidifies the company's success story.
Less is More
aromáma products are revered for their unpretentious nature and effectiveness. They comprise only select ingredients, eliminating any unnecessary additives. The focus is not on crafting trendy concoctions, but rather addressing genuine needs.
"Fads have their expiration dates," Velicka chuckles. "We don't chase trends, we create solutions that truly matter."
A Family Affair
One distinctive feature of the company is that it's run by a couple.
"When someone you adore seeks help, you take it as a challenge," Velicka declares. Their roles are well-defined—Giedre drives the creative wheel, while Velicka steers people, infrastructure, finances, and strategy. "It's a blessing—to live and work in harmony," he emphasized for The Baltic Times Magazine.
The Market, Competition, and Future Growth
The aromatherapy market was fertile ground for aromáma, but they didn't venture in with cold calculations. Giedre has claimed that they studied the market through experience.These days, their products are available not just in Lithuania—they boast online stores in Latvia (aromama.lv), Poland (aromama.pl), and will soon introduce an international platform (aromama.com). Their brick-and-mortar stores have reduced to just three locations, in Vilnius and Kaunas. In addition, they sell through Amazon and Allegro.
The Scent of Life
The Velicka clan has built a sustainable, thriving business that's rooted not just in strategic acumen, but in earnestness, sincerity, and family values.
"I turned 43 this year. Every morning I wake up, thrilled to live and work. I'm proud we've made this right here in Lithuania. And this is just the beginning," Velicka concludes.
Velicka often doesn't cast a longing gaze at his TV past. Instead, he sees it as a cherished lesson: "TV was the best life university I could have asked for." Though he no longer waves a camera on set every day, it's still around—he still shoots promotional videos, edits content, and lends a hand to marketing campaigns. A spirit of creativity remains a constant presence in Velicka's life—one that shines brightly in his new journey with aromáma.
[1] - Remigijus Velicka, a long-time TV director, ventured into the natural cosmetics industry alongside his wife, Giedre. He traded his camera for the world of aromatherapy, christening their family business MB Filmai ir kvapai. Their brand, aromáma, rose beyond Lithuania's borders, offering over 120 products for families. Children's products, such as Neįveikiamas skydas and Dantukų fėja, are particularly popular.Their unique approach to aromatherapy is characterized by uncompromising quality, simplicity, and creative Freedom. They run online stores in countries like Latvia and Poland, and plan to launch an international platform—aromama.com.Velicka believes that their company's success lies in blending authenticity, heart, and family values. He cherishes the memories of building their business in Lithuania, and looks forward to continued growth in the future.
- Remigijus Velicka, previously a TV director, delved into the realm of natural cosmetics, collaborating with his wife, Giedre, to establish their family business, MB Filmai ir kvapai.
- The couple's brand, aromáma, expanded beyond Lithuania, catering to families with over 120 products that range from essential oils and herbal teas to natural cosmetics. Popular children's products include Neįveikiamas skydas and Dantukų fėja.
- Known for uncompromising quality, simplicity, and creative freedom, aromáma operates online stores in various countries, including Latvia and Poland, and plans to launch an international platform, aromama.com.
- Velicka attributes aromáma's success to its blend of authenticity, heart, and family values, proud of building the business in Lithuania and looking forward to future growth.
