Latvia’s Prime Prometics surpasses 100-million-euro mark

In an industry long focused on youth, Latvia’s Prime Prometics has achieved remarkable success by doing the opposite. The beauty brand, founded by entrepreneur Kaspars Eglitis, has grown from a startup into a business generating more than 100 million euro in annual revenue in just five years. Its success has been driven by a clear strategy: serving a customer segment that much of the beauty industry had overlooked.

“If I had to identify one factor behind our success, it would be our unwavering focus on understanding and serving an underserved customer,” Kaspars Eglitis, CEO and Founder of Prime Prometics, told The Baltic Times Magazine.

From the beginning, the company made a deliberate decision to focus on women over 50 rather than attempting to appeal to a broader audience. That clarity shaped everything from product development and marketing to customer service and brand messaging.

“Many companies talk about being customer-centric. We built our entire business around listening to our customers and solving real problems they face every day,” Eglitis explains.

The strategy has paid off. Prime Prometics has cultivated a loyal customer base among mature women, a demographic with significant purchasing power that has often been underserved by mainstream beauty brands.

“We saw a large, growing and financially powerful consumer group that was not being adequately represented by the beauty industry,” Eglitis says.

According to him, the company recognized that women over 50 were not necessarily seeking products that promised to make them look younger. Instead, they wanted solutions designed specifically for mature skin and evolving beauty needs.

“What others missed was that these women are not always looking to ‘look younger.’ They want products that help them look and feel their best at every stage of life,” he says.

This philosophy aligns closely with the growing global pro-age movement, which encourages confidence and self-expression rather than unrealistic beauty standards. Eglitis believes consumer attitudes toward ageing are undergoing a profound transformation.

“We are witnessing a fundamental shift in how society views ageing,” he says. “The conversation is becoming less about fighting ageing and more about helping people age with confidence.”

At the same time, consumers are becoming increasingly informed and demanding. Transparency, scientific validation and measurable results are becoming critical factors in purchasing decisions.

“Brands that combine innovation with honesty and can demonstrate genuine efficacy will earn trust and long-term loyalty,” Eglitis notes.

Innovation has been a major growth driver for Prime Prometics. The company launched more than 40 new products in 2025 alone. Yet Eglitis insists that innovation is not about quantity.

“Innovation is not about launching the highest number of products. It is about launching products that solve real problems and create genuine value,” he says.

Customer feedback remains central to the company’s product development process. Prime Prometics continuously analyzes customer reviews, surveys, support interactions and purchasing patterns while combining these insights with scientific research and product testing.

Beyond product development, technology is also reshaping the company’s operations. Like many businesses, Prime Prometics sees artificial intelligence as both an opportunity and a competitive challenge.

“AI is already transforming many aspects of our business,” Eglitis says. “It helps us better understand customer behavior, improve marketing efficiency, optimize forecasting and make faster, more informed decisions.”

Rather than viewing AI purely as an automation tool, he sees it as a way to unlock greater creativity and innovation within teams.

“For us, the goal is not simply to automate processes. It is to empower our teams to spend less time on repetitive tasks and more time on creativity and innovation,” he explains.

As Prime Prometics expanded internationally, it also developed a global manufacturing and supply chain network. Managing quality across multiple countries has taught the company important lessons about scale.

“The most important lesson is that quality cannot be outsourced,” Eglitis says. “Regardless of where a product is manufactured, responsibility for quality always remains with the brand.”

While growth has been impressive, the company remains deeply connected to its origins. Prime Prometics was originally created to help breast cancer survivors regain confidence after chemotherapy through gentle, hypoallergenic beauty products.

“Supporting women affected by breast cancer is not simply a corporate initiative – it is part of our story, our purpose and the reason the company exists today,” Eglitis says.

That mission has evolved into a broader commitment to empowering mature women, but its core values remain unchanged.

Looking ahead, Prime Prometics has ambitions that extend far beyond revenue targets. Having surpassed the 100 million-euro milestone, the company is now focused on becoming a global leader in the pro-age beauty movement.

“Our vision is to become the world’s most trusted pro-age beauty brand,” Eglitis says.

Over the next five years, the company plans to expand its product portfolio, strengthen its international presence and invest in technologies that improve the customer experience. But Eglitis believes the larger goal is cultural as much as commercial.

“We want to help redefine how society views ageing,” he says. “We believe ageing should be embraced, not hidden.”

If Prime Prometics succeeds, its legacy may extend well beyond beauty products.

“If, five years from now, Prime Prometics is known not only for exceptional products but also for helping millions of women feel more confident, visible and empowered, that will be our greatest achievement,” Eglitis concludes.