Let us introduce you to the newest addition to our BTS series—Elitsa Petrova. Born and living in Silistra, Bulgaria, she is the brilliant entrepreneur behind two brands of natural cosmetics: Boho Handmade and BOHO PROfessional.
She has a compelling story about how her journey began and unfolded.
Let’s begin.
The Origin of BOHO
“Now I can tell you a clichéd story about the brand: how I got pregnant and made the first products because there were no cosmetics worthy of my precious child on the market, but I won’t do it, and not because it’s not true,” she begins.
This realization during pregnancy made her aware of the unnecessary and potentially harmful substances present in many commercial skincare products. The idea was born out of a desire to avoid compromising her child’s health, a sentiment that many mothers can relate to.
What’s not to be missed in this story is the fact that Elitsa’s passion for oils and aromatherapy is deeply rooted in her family’s business. It has been involved in oil production for over 25 years. This solid background gave her a valuable insight into the true costs and potential markups of oils in the cosmetics industry.
Elitsa’s transition from a personal project to a business-to-business (B2B) model was driven by the lack of natural cosmetics on the market.
“There are brands for natural cosmetics to choose from, but there is another problem—the lack of trust. And this is the abyss that I want to jump over with Boho,” she notes.
Elitsa is dedicated to using local raw materials and optimizing transport costs, showcasing her commitment to sustainability and supporting local producers. Despite that, she is not willing to compromise on quality, so she has other options, too.
“Nothing can make me use a material that doesn’t meet the high standards we have imposed,” she admits, and then she shares, “Since I came across a family distillery in France, whose owners are incredibly dedicated to their work and produce oils of alien quality, for now I source most of the oils from there.”
Elitsa is fully aware that clients differ in terms of needs and requirements.
“There are customers for cheap cosmetics, there are customers for ungodly expensive cosmetics, and there are also customers who are looking for a quality product and are aware of where the line is between unrealistically cheap and unrealistically expensive products. This is the price of products made with honesty in mind.”
It Wasn’t Easy at First
Well, starting a business is never easy.
Elitsa recalls a significant setback early on, when she was feeling brave and bold. She thought that major investments would bring major profits. It turned out that it wasn’t simple math.
“I produced 100 times more products than I was selling at that moment and paid a famous influencer a large amount of money for a post on social networks… In the end, sales were 10 in number.”
Although this experience was a hard lesson, she never gave up on her dream.
“What distinguishes a successful business project from a failed one is the fact that the former has not given up,” she reflects.
“The fact that every day I wake up with the knowledge that what I do makes sense and not only for me, but also affects the lives and work of so many more people, motivates and energizes me to live it this day regardless of the difficulties, waiting for sunnier days, and they invariably come.”
Elitsa’s Best Achievements
For Elitsa, achieving balance in her life has been her most significant achievement so far. Managing her business responsibilities while also spending quality time with her family means the world to her.
“I feel great satisfaction when I tick off a solid amount of work duties, manage to put the house in order while listening to a book, and then pick up the children from kindergarten or school,” she says.
However, Elitsa is not obsessed with perfection, as she shares, “And in order not to cause unnecessary envy, it is important to note that my days are not always so balanced.”
She also shared that she won first place in the Entrepreneurial Academy at the BCause Foundation. According to Elitsa, that’s mostly due to her clear idea and competence to implement it.
“One of the biggest passions in my life is aromatherapy, and soon I will graduate as a process engineer in the field of oils, perfumery, and cosmetics,” she says.
“All this gives me a very wide range of knowledge and experience that helps me in my quest to become a trusted partner for professionals in the wellness industry. Something that I had not thought about until a year or two ago,” Elitsa confesses.
The Importance of Natural Cosmetics
Elitsa is a strong advocate for natural cosmetics, particularly skincare products. She emphasizes the benefits of vegetable oils over mineral oils.
“When we talk about oils that are applied to the largest organ in the human body, namely the skin, the fact that mineral oils or mixtures of such are widely used remains incomprehensible to me to this day. They do not penetrate the skin; respectively, there is no way to reach the dermis, hypodermis, muscles, tendons, or blood circulation, nor can we talk about therapeutic action, which is usually sought,” she explains.
“However, vegetable oils differ in molecular size and degree of penetration. They are also a great carrier of essential oils, which is why they are often called ‘carrier’ oils because, figuratively speaking, they deliver the corresponding essential oil to the right place in the body.”
Comparing synthetic fragrances and natural essential oils, Elitsa underscores that the latter have antiseptic, antibacterial, antibiotic, or antifungal effects.
“Not to mention the therapeutic effect of inhaling the oils; whether it calms the nervous system or tones it, I personally would not refuse either,” she adds.
Future Plans for BOHO
Currently, BOHO is focused on the Bulgarian market, but Elitsa plans to expand the brand’s coverage beyond Bulgaria by 2025. The main clients will still be massage salons, studios, and hotels, with new products and additions to the range in the pipeline.
“We have planned a series of participation in exhibitions, festivals, symposiums, and other events,” she says, aiming to engage with customers and better understand their needs.
Final Thoughts
When we asked Elitsa for her advice to budding entrepreneurs, she was straightforward: “They should get started.”
She encourages taking the first step, even if it means diving into the unknown. When they test ideas early, this can help them determine their potential and allow for tweaks and changes over time.
You don’t even have to be sure that your idea is good, because you’ll only know after testing it anyway,” Elitsa advises.
“The sooner you find out, the better for you. If it is good to implement it, and if it is not, abandon it, and with the experience you have gained, change the concept and test it again. This is an entrepreneurial cliché, but infinitely relevant,” she concludes.
Elitsa’s story is a reflection of her passion and deep commitment to quality and sustainability. Her experience with BOHO is a real inspiration for startup entrepreneurs, demonstrating that success is built on dedication, adaptability, and a strong vision.
