What characterises the DRHAZI® brand?
DRHAZI® is a high-tech, natural cosmetics brand characterised by the unity of medical-aesthetic thinking and luxury quality. We develop skin renewal systems that do not merely provide symptomatic treatment but also support the skin’s function, structure, and long-term balance. The foundation of the brand is a 100% active-ingredient approach, skin-identical, natural ingredients, advanced peptides, and holistic facial rejuvenation. For us, beauty starts with healthy, well-functioning, intelligently supported skin.
What has been of outstanding importance for you in recent years?
The most important task in the past few years was to elevate the brand’s scientific and professional basis to an even higher standard while not compromising on quality or our philosophy. A key priority for us is that DRHAZI® is not identified solely as a cosmetics brand but as a comprehensive, internationally competitive skin-rejuvenating system. Additionally, the alignment of manufacturing, formulation, packaging, and export-ready brand building has also been a defining milestone for us.
What brands or partner companies do you currently collaborate with?
DRHAZI® is simultaneously present in professional skincare, premium retail, and international brand building, resulting in diverse collaborations. We work with partners that understand the significance of quality, innovation, and long-term brand building. Professional partners, dermatological and aesthetic connections are of pivotal importance for us, along with collaborations that support luxury positioning. When it comes to connections, we think in terms of quality rather than quantity.
In your experience, how is the talent pipeline in the beauty industry?
There are many talented, open-minded, and ambitious professionals in the beauty industry, yet it is increasingly challenging to find new talent who are experts in the field, open to innovation, and able to think systematically. Today, it is not enough to know the treatments or the products: scientific curiosity, communication sensitivity, and a business mindset are also necessary. In our view, future professionals can become truly successful if they can connect traditional cosmetics knowledge with modern technology and conscious brand-building.
What differences or similarities do you see between your domestic and international target markets?
The biggest similarity is that there is a stronger need for authentic, results-oriented, safe skincare solutions in each market. The difference mainly lies in the fact that Hungarian consumers are more sensitive to value for money, while international customers respond more strongly to innovation, packaging, and brand narratives. In foreign markets, premium positioning and a scientific brand narrative are often understood more quickly, whereas domestically, more education is typically required. At the same time, trust-building is key in both markets.
Why did you apply for the mentoring programme?
At the current stage of DRHAZI®’s brand development, it is particularly important for us to strengthen our knowledge in creative industries, manufacturing, and international market entry in a structured, strategic way. The programme aims to help Hungarian creative industry manufacturers become more competitive, adopt more modern production processes, and enter international markets through workshops and personalised mentoring. This closely aligns with the path we ourselves are following.
Which workshop was the most useful for you?
For us, the most valuable were those that, beyond inspiration, also provided a practical mindset that could be immediately applied. We found the topics covering modern brand communication, digital presence, intellectual property protection, and the relationship between innovation and international competitiveness particularly useful. One of the major strengths of the programme lies precisely in the fact that, alongside manufacturing, it also addresses the practical application of AI, IP protection, sustainability, and digital trends.
What do you think the mentoring programme helped you with the most?
It helped us gain a structured perspective on where the brand stands and what the next steps are to elevate our operations to a truly international level. We gained not only knowledge, but also reassurance that manufacturing, innovation, brand building, and market entry are not separate areas, but parts of a single strategic system. For us, the programme primarily provided focus, validation, and a new perspective for building in a highly ambitious yet very conscious way.
© Creative Hungary. 2026. All rights reserved.
