From television to essential oils – how aromáma became a scent of everyday life

Remigijus Velicka – a long-time TV director and cameraman who worked with Lithuania’s biggest broadcasters like LNK, TV3, BTV, and LRT – now spends his days among lavender fields, tea trees, and marketing meetings. Together with his wife Giedre, he co-founded the family business MB Filmai ir kvapai (Films and Scents), trading in his camera for the world of natural cosmetics. And yet, creativity still walks beside every step they take. Today, the brand name aromáma is recognized well beyond Lithuania. aromáma is a blend of the words “aroma” and “mama” – a nod to fragrances created with love for families, moms, and children.

From television to aromáma

"I dreamed of working in television since I was a teenager," Remigijus shares with The Baltic Times Magazine openly. 

He started his career at a regional TV station in Marijampole, quickly moving on to become a part of the JustTV production company, working on major national TV projects. But after 15 intense years, a moment of doubt crept in – was this truly the path he wanted to follow for the rest of his life?

Everything changed during a dinner at a trade show in Poland. His wife Giedre, already managing an emerging aromatherapy business, said plainly: "I alone can’t do this anymore. Either we sell it or we work on it together." 

The decision came instantly – Remigijus chose to start fresh and join the business. That moment marked the beginning of a whole new chapter.

A name that blends films and scents

The company name MB Filmai ir kvapai was no coincidence. It symbolizes the fusion of two worlds: Remigijus's television background and Giedre’s passion for aromatherapy. The brand name aromáma evolved naturally as a continuation of their earlier brand “Samoningų mamų aromaterapija” (Mindful Moms Aromatherapy) – and today, it's recognized well beyond Lithuania.

The story began with a single bottle: when their six-month-old son Arvydas caught his first cold, Giedre treated him with a blend of tea tree and sweet almond oils. That blend later became their best-selling product – Baubukas (Bugaboo).

Growing together with their children

"Our products grew together with our children," Remigijus smiles. From Baubukas to a full home care line, aromáma now offers over 120 products for the whole family: essential oils, herbal teas, supplements, natural cosmetics.

Children’s products remain the most in-demand – Neįveikiamas skydas (Immune Shield), Kranklys (Cough the Raven), Dantukų fėja (Tooth Fairy) – have become staples in thousands of family homes.

"This is how we contribute to raising a healthier generation," Giedre says. "We even have a story about a girl who used our products as a child and later gifted her mom an aromáma set for Christmas. That’s the heart of our success."

Uniqueness in simplicity and quality

aromáma products are known for their simplicity and effectiveness. They are crafted only from carefully selected ingredients – without anything unnecessary. Every product is created not to chase trends but to meet real needs.

"A trend always has an end," Remigijus adds smiling. "We don’t follow trends – we create what truly matters."

Working together – a challenge and a gift

One of the most unique aspects of the company is that it’s run by a married couple.

 “When the person you love asks for help, you accept the challenge without hesitation,” says Remigijus. Their roles are clearly divided: Giedre is the creative engine, while Remigijus focuses on people, infrastructure, finances, and strategy. “It’s a gift – to live and work in peace and love,” he emphasized for The Baltic Times Magazine.

Market, competition, and expansion

They entered the competitive aromatherapy market not with cold calculations, but with heart. “We studied the market through experience,” Giedre explains.

 Today, their products are available not only in Lithuania – they also run online stores in Latvia (aromama.lv), Poland (aromama.pl), and will soon launch an international platform (aromama.com). Physical store locations have been reduced to just three – in Vilnius and Kaunas. They also sell through Amazon and Allegro.

A scent as a symbol of life

The Velicka family has built something that many dream of – a sustainable, growing business grounded not just in strategy, but in authenticity, sincerity, and family values.

“I’m 43 today. Every morning I wake up excited to live and work. I’m proud we’ve created this here in Lithuania. And this is only the beginning,” says Remigijus.

He never looks back to his TV stints wistfully.

“It was the best university of life,” Remigijus says about his TV career. 

While he no longer carries a camera on his shoulder every day, it hasn’t disappeared. He still shoots promotional videos, edits content and supports marketing campaigns. Creativity, it seems, never leaves. And the remarkable story of aromáma – a scent that carries the warmth of childhood, the closeness of family, and Lithuanian creativity – is the best testament to that.