We need to create a social where the women have the opportunity to compete for the highest managerial positions.
Ana Ljevar, Managing Director of Humed Pharma doo, is living her business dream. After completing three degrees, she believes that education is important for success, but it’s not crucial. She says for Diplomacy & Commerce Women in Business that women should do what they are passionate about, despite the fact that we still live in a male-dominated business world.
- How does a successful woman like You measure success and how would You assess the role and position of women in business today in Croatia? What needs to be changed to increase the figure of 5% of women in management positions?
Success is not only material; success is also being satisfied with what you do. For me, it’s important that my work fulfills me and that I can secure certain things in life, as well as help others. In business, it is still often considered that women are not on the same level as men. It is assumed that they will have to take care of children and the household, so they are not even considered for leadership positions. In some industries, there are no women at all, and sometimes it happens that “men make deals easier”.
- How did Your business journey look like? What challenges would You single out as the ones that had the most impact on you today?
I started my career in the world of medical aesthetics immediately after finishing university, working at one of our leading pharmaceutical wholesalers. I liked that I was in the medical field, but not working exclusively with people who were ill. Instead, I got to witness the satisfaction of healthy individuals improving their appearance, slowing down aging, and ultimately feeling good about themselves.
I founded Humed Pharma 11 years ago, starting as the exclusive representative for mesotherapy cocktails from the Spanish manufacturer Skin Tech. I then expanded to many other brands, including specialized foot care cosmetics Feetcalm, American medical cosmetics Skinbetter Science, and the most advanced medical devices such as Eve and Daphne, devices for maintaining intimate health, and the portable ultrasound device Clarius.
Our focus is especially on dermocosmetic lines from Cantabria Labs, as they are grounded in scientific and medical research, as well as Aliaxin dermal fillers and the Profhilo bioremodulator from the renowned Italian manufacturer IBSA Derma. One of our latest acquisitions is the exclusive representation of the world’s leading exosome manufacturer, South Korean ExoCoBio. I also have to mention the holistic cosmetic brand Alqvimia, which might be outside the core activities of our company, but we must acknowledge the fact that beauty stems from comprehensive well-being. Recently, we opened the Alqvima Store & Spa in the heart of Zagreb. This unique place offers 100% natural cosmetics, holistic well-being, and spa rituals.
The biggest challenge along the way was how to reach customers. Even though I was already in the industry and had good relationships with many clients, it wasn’t easy to convince them of the quality of new products on the market. It takes time for end-users to be satisfied so that wholesale buyers can gain confidence as well. It’s incredibly difficult for women in business, regardless of whether you’re young or old, because we still live in a male-dominated world where it’s expected that managers are men, and that smart decisions are made exclusively by men. For a young woman, it’s even harder because no one takes you seriously. However, everything I was told I couldn’t do because of my age or because I was a woman only motivated me to prove the opposite.
- How much is education necessary for success, awards, recognition and how much does it direct or distract us from the goal that is ultimately seen as what you want? How much does the environment, society or something else influence women to be independent?
Education is important because it enables mastery of the subject matter, but I believe that today a person doesn’t necessarily need to be formally educated in the field they work in. Many people often change not only jobs but also the industries they operate in, and they are successful in them. Education helps, but it’s not essential. There are successful entrepreneurs with only a high school education, but they were willing to take risks and tackle the challenges of the business. There’s also increasing talk and writing about the importance of women being independent. Thirty years ago, women were much more dependent on their husbands, but today there’s a growing effort to empower women to be self-sufficient. As a result, they’ve started to believe in themselves more, and it’s proven that they are more resilient and capable of achieving more than men.
- You are the owner and director of Humed Pharma doo. What would You highlight from Your company’s portfolio to our readers and what sets you apart from others?
The brands we represent are primarily characterized by being scientifically backed, safe, and effective. I’m not interested in overnight profits just because certain products are currently trendy or being promoted by some well-known public figures, which other representatives often take advantage of to profit from short-lived trends.
- What is Your message to women in general when we talk about a business and do You have a message for male colleagues? Should this distinction still be made at all?
Women should try doing everything that interests them, take on challenges, believe in themselves, and they will surely succeed. Men need to show more respect towards women, especially in our Balkan region, and be more supportive of their work and progress.