CEO of Aman Essentials on creating a brand that instills stillness and movement

Emirates Woman

03-06-2025

CEO of Aman Essentials, Kristina Romanova, on creating a line of wellness essentials that instills stillness and the inspiration behind Aman Tennis Club – a new, refined leisurewear line of on- and off-court staples.
What do the first 30 minutes of your day look like, your morning routine?
I start my mornings quietly and without a rush. I wake up early, take a few moments to breathe deeply, and ease into the day with warm water and a short walk or stretch – ideally outdoors. It's a way to check in with myself before the world starts asking things of me. That sense of calm is essential – it sets the tone for everything that follows. What are the values that define Aman Essentials as a brand, and how do you ensure that it meets these expectations in every product?
Aman Essentials is rooted in simplicity, integrity, and sensory depth. Every product we create must feel purposeful – never excessive, never trend-led. From formulation to design, it's about delivering quiet luxury that genuinely supports wellbeing. I'm involved in the details, always asking: does this feel aligned with how we want our customers to feel – held, restored, and at peace? The products are designed to bring the Aman experience into daily life. How do you envision Aman Essentials enhancing one's personal rituals?
We all yearn for grounding moments in our day, especially in a world that moves so quickly. Aman Essentials harnesses the healing powers of the earth to create these moments. A body oil that turns your morning into a ritual, a fragrance that signals transition from work to rest, or a T-shirt from The Aman Tennis Club that fuses function and style. These are tools that elevate the everyday into something more intentional. Aman is synonymous with serenity and intentionality. How do you personally define self-care, and how does that philosophy shape the products you develop?
For me, self-care means creating space to pause and reconnect – whether that's through skincare, a walk in nature, or simply turning off notifications. It's about tuning in rather than tuning out. Our products are designed to support that mindset. They're not about masking or fixing; they're about caring deeply and consistently. We believe that self-care is not just at the surface level but comes from within. The Aman lifestyle emphasises minimalism and mindfulness. How do you balance the demands of entrepreneurship and lead with intention while maintaining a centered mindset?
It's an ongoing practice. I've learned to prioritise clarity over control, choosing what truly needs my attention. That's where stillness comes in. Whether it's taking 10 minutes to reset between meetings or walking instead of emailing, I lead best when I'm grounded. Intention is a muscle – it gets stronger with use. Aman Essentials offers a range of skincare collections – Grounding, Purifying, Nourishing, and Essential Skin. How do these lines reflect different facets of well-being?
Each line supports a different emotional and physical state. Grounding helps anchor you when life feels hectic. Purifying is about releasing and restoring clarity. Nourishing offers comfort and replenishment, while Essential Skin is a minimalist, everyday foundation. They're designed to meet you where you are and support what you need most in the moment. Aman Essentials has expanded into ready-to-wear and accessories. How do these offerings complement the brand's wellness-focused origins?
Our expansion into ready-to-wear and accessories has been a natural extension of our philosophy – thoughtful, timeless, and deeply attuned to how something makes you feel. These pieces are not just about form, but about function, grounded in comfort and confidence. Whether it's the softness of hand-combed cashmere, the fluid elegance of silk, or the refined tailoring of a versatile silhouette, each item is crafted to support ease and presence in motion. The Aman Tennis Club collection is a beautiful example – athletic yet elevated, it reflects the harmony between movement and mindfulness. Designed for both performance and leisure, it carries the spirit of Aman into moments of play, discipline, and self-discovery. Together, these offerings extend our vision of wellness into every layer of daily life – from rituals of rest to rituals of activity.
The recently launched Aman Tennis Club spans on- and off-court essentials. What inspired this?
The Aman Tennis Club was born from a desire to explore movement as a mindful ritual, where precision, rhythm, and breath come together in quiet focus. Tennis, in particular, embodies that duality: it's both powerful and poised, competitive yet deeply meditative. We envisioned a collection that could support this experience holistically – on the court with refined, technical performance pieces, and off the court with elevated layers designed for recovery, travel, and everyday elegance. Rooted in Aman's philosophy of intentional living, the Aman Tennis Club reflects the beauty of presence in motion. To you, what are the brand's hero products?
It's hard to say, as I love them all. However, several pieces have become essential to me, each for different reasons. The Nourishing Sacred Heart Balm is something I reach for daily – it's deeply comforting, both physically and emotionally. The Purifying Palo Santo Salve is incredibly grounding, especially during travel or transitional moments. Our Essential Skin collection, developed and made in Japan, is the quiet hero of my skincare ritual – elegant in formulation, intuitive in use, and incredibly effective. And of course, the Grounding Smoked Body Butter continues to be a personal favourite – its scent alone is transformative. These products each reflect a different dimension of well-being, and together they form a powerful foundation for ritual and renewal. As a mother and CEO, how do you instill the values of balance and intentional living in both your family and your company culture?
It starts with presence. I try to be fully wherever I am – whether that's at home, at work, or with myself. At Aman, we talk a lot about quality over quantity – creating space to think, create, and care well. At home, I model that by protecting quiet moments with my family and encouraging my children to slow down and notice how they feel. This is The Self-Care Issue – what are your non-negotiable self-care rituals?
Breathwork is at the heart of my self-care. Just a few conscious minutes of deep, intentional breathing can shift everything – energy, focus, emotion. I try to begin and end my day that way. Whenever possible, I take my yoga practice outdoors. Moving through breath and posture in nature – under open sky, with the sounds of the earth around me – is both humbling and restorative. It's a ritual that recenters me, no matter where I am in the world. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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