"Tenderness, care and trust" - this is how Vaska Shikova describes Baby Crema, a brand that is today among the most loved by tens of thousands of Bulgarian parents. The foundation of this success is not just a quality product, but dedication, attention to detail and a true understanding of the needs of families.
In March 2025, Baby Crema's 2-in-1 washing emulsion was honored at the prestigious Mother and Kids Awards 2025, organized by magazine GRACEThe award is not only a source of pride, but also proof of the philosophy that the team has followed from the very beginning – creating products with true value and care.
The story behind the products: mission, inspiration and dedication
Vaska Shikova is a product manager at AGIV and has been working for 14 years on developing products that combine naturalness, safety and functionalityHer professional path began in the FMCG sector, but her love for cosmetics and the desire to create meaningful products led her to AGIVA – the company that shares her values.
"Products must meet people's real needs. We combine naturalness, safety and innovation with a focus on sustainability," shares Vaska.
Among the projects that hold a special place in her heart is the development of Baby Crema's biodegradable wet wipes - a product based on plant-based viscose, gentle on both baby's skin and the environment.
The path of creation: challenges and motivation
The process of creating a new product is rarely easy. The road is filled with challenges – from choosing ingredients and complying with regulatory requirements to meeting parents' expectations.
"The most important thing is to maintain balance, motivation, and the ability to adapt to new circumstances. Satisfaction comes when you see the finished product on the market," says Vaska.
Every step – from the initial concept to the final formula – goes through careful research, testing and uncompromising attention to detail.
An award born from the trust of experts
On March 12, 2025, Baby Crema received an award in the category of washable products at Mother and Kids Awards 2025The award is particularly valuable for the team because it was awarded by a jury composed of doctors, pediatricians and specialists in the field of child health and care.
"The recognition of our work is proof that our products meet high professional standards and the real needs of families," says Vaska.
The washing emulsion impresses with a formula containing 95% natural ingredients, including aloe vera and chamomile, paraben-free and with a special tear-free formula – created to make daily care for baby's skin easier.
"This is a product that makes it easier for parents and is kind to baby's skin," Vaska adds with a smile.
The news of the award brings strong emotions to the team:
"The joy was shared – we all felt appreciated and even more motivated to continue."
From parents' needs to a finished product
The idea for the washing emulsion was born from careful listening to parents – the main source of inspiration for the team. Families are looking for a natural, multifunctional and easy-to-use product, suitable from the baby's first days.
"The main challenge was to create a product with a high percentage of natural ingredients that would remain affordable for the mass consumer," explains Vaska.
The work involved in creating the emulsion involves a strict selection of suppliers, dermatological testing and strict compliance with European regulations. Each formula is designed to minimize the risk of allergies and irritations.
"All products undergo dermatological testing, and formulas are developed with a minimized risk of allergies and irritation."
What distinguishes Baby Crema according to Vaska is:
"The combination of naturalness, accessibility and practicality."
In the future with even more care
Today, parents perceive Baby Crema as a trusted partner in the daily care of their children.
"They often tell us that Baby Crema products are among their favorites – created with sensitive baby skin in mind and adored by children," says Vaska.
The team of AGIV looks ahead with confidence. New products are coming, created with the same philosophy of naturalness, safety and sustainability, as well as expanding the brand's presence in international markets.
"We are actively working on expanding our presence outside of Bulgaria and entering new online markets," she shares.
Baby Crema is more than a brand.
It is a symbol of tender care, security and unconditional love for the most precious thing - children.
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