Fragrance house

Bielenda

Bielenda Kosmetyki Naturalne was incorporated in 1990 by Barbara Bielenda and began as a family business. Its identity combines natural active ingredients and skin-friendly care with biotechnology. Bielenda Professional was established in 2004 for beauty salons and professional customers. In 2009, Barbara Bielenda’s sons, Marek and Jacek, joined the management board, marking a transition to the next family generation. A significant rebranding in 2012 modernized the brand image and aligned its marketing and communications with market needs and consumer expectations. In 2020, Innova Capital acquired a stake from the existing founders and became Bielenda’s strategic investor. The transaction formed part of a broader consolidation that also involved Bielenda’s acquisition of the Soraya and Dermika brands from Orkla Group. In 2024, Innova Central Holding SCA was the company’s dominant parent, with Innova/6 SICAV RAIF as its highest-level controlling entity. As of July 2026, Innova Capital was considering an exit, including a possible Warsaw Stock Exchange listing, but no sale had been finalized.