NAOS: COSMETICS THAT UNDERSTAND YOU

French cosmetics need no introduction – they have long been a benchmark for quality. Yet even in this highly competitive landscape, NAOS stands out. The innovative company is behind three of the leading dermocosmetic brands, BIODERMA, INSTITUT ESTHEDERM and ETAT PUR, and has established a reputation as a trendsetter. Simona Popova, NAOS CEO for Bulgaria, shares more.

NAOS is not just another cosmetics company. What makes it stand out to you, as a seasoned professional?

NAOS stands apart because it does not start from the noise of the category, but from the biology of the skin. That is a meaningful difference. In a world where too many brands sell promises without making it clear what those promises are actually grounded in, NAOS has a clear philosophy and a strong internal logic. This is not about trends, but about understanding. Not about being aggressive with the skin, but about intelligently supporting its natural mechanisms.

That is exactly what I value most as a professional. A strong business is not built on a strong product alone. It is built on consistency, ethics, and trust earned over time. At NAOS, there is a real connection between science, values, and long-term thinking. That matters deeply to me, because the way you achieve a result is just as important as the result itself.

You took over the leadership of NAOS Bulgaria in 2024. What goals did you set at the time, and how did you go about achieving them?

I started, in April 2024, with three clear priorities. First: sustainable growth, without compromising the brands' identity. Second: to become even closer to our partners, especially within the medical and pharmacy communities. Third: to build a faster, more connected, and more accountable organisation, where decisions are made with greater clarity and greater courage.

What makes this role particularly interesting is its scale. NAOS Bulgaria is not only a local market, but also a hub. I am also responsible for seven other markets where we work with distribution partners: Slovenia, Bosnia and Herzegovina, Montenegro, Albania, Kosovo, North Macedonia, and Armenia. That means thinking both in detail and in perspective. It means protecting the standards of the brands while also remaining flexible enough to operate effectively across very different market contexts.

This is already visible in the results. According to IQVIA data, BIODERMA moved from 4th place in the category in Q1 2024 to 2nd place by volume and 3rd place by value by February 2026. This is not a random peak, but the outcome of a well-structured strategy and consistent execution.

Leadership is not about declaring ambition, but about guiding a team through change in a way that allows everyone to understand their role, maintain standards, and see the bigger picture.

What does the Bulgarian cosmetics market look like?

The Bulgarian market is dynamic, highly competitive, and shaped by increasingly high expectations. Consumers here are not simply looking for a beautiful promise, but for a product that works and gives them a reason to trust it. Especially in categories such as dermocosmetics, sensitive skin, acne, sun care, and baby care, purchasing decisions are increasingly driven by expert opinion rather than advertising alone.

There are some very clear local characteristics. The pharmacy channel remains essential, and the role of pharmacists and dermatologists is particularly important. The online channel continues to grow and reshape consumer habits. This makes the market both demanding and highly interesting, because consumers are looking for both expertise and convenience. It may not be especially romantic, but it is entirely rational.

How does NAOS respond to these market specifics in order to reach more women?

In Bulgaria, this means being strong where trust is hardest to earn and therefore most valuable: in pharmacies, through dermatologists and professional recommendation, and increasingly through a well-developed digital experience. In practice, we do this through education, very clear differentiation in the role of each brand, and solutions that respond to real everyday needs rather than abstract beauty trends.

BIODERMA has strong medical and dermatological legitimacy. INSTITUT ESTHEDERM speaks to an audience looking for high-level expertise and an intelligent age management approach. ETAT PUR is a very natural choice for people seeking a cleaner, more personalised, and more meaningful routine. A strong portfolio with clear logic that works.

Which NAOS products are the most popular on the Bulgarian market?

Our most recognisable and in-demand products include SENSIBIO H2O, ATODERM Shower Oil, the SÉBIUM range for skin prone to oiliness and acne, and PHOTODERM sun protection.

These products do not just sell well. They have built real trust over time because they work. SENSIBIO H2O is a very good example – it is iconic both for BIODERMA and for the category itself.

Which is your personal favourite NAOS product?

If I had to choose a favourite, I would point to a product from INSTITUT ESTHEDERM, because this brand strongly reflects the way I understand skincare as intelligent support over time. I value this approach because it is also close to my understanding of leadership and development: not forcing a result, but creating the conditions for it to happen sustainably.

AGE PROTEOM embodies this philosophy. It is not about reacting superficially to the visible signs of ageing, but about working in a smarter and deeper way, with respect for the skin's biology and for how it changes over time. To me, this is both the more modern and the more meaningful approach to skincare.

naos.com