Apoem

Apoem is a Spanish skincare brand based in Barcelona that launched in early 2017 [4]. Founded by Paola Gugliotta, it builds its products around aromatherapy and plant-based formulation, presenting skincare as a slow, Mediterranean-inspired ritual rather than a purely functional routine. Apoem is the third label created under Sepai Laboratories, the Barcelona company Gugliotta also runs, sitting alongside its sister brands Sepai and Gen Decode [4].

The brand remains active, selling directly through its own site and through natural-beauty retailers in several markets.

Gugliotta grew up assisting her molecular biologist mother in a laboratory, and worked on the business and marketing side of cosmetics before starting her own company [4]. According to Apoem, the brand grew out of her habit of formulating gentle products for her three children's delicate skin, an impulse the company describes as blending family life with a love of formulation. Colleagues have described her as someone who "formulates everything" at home, from creams to household products, when she wants to unwind [4].

Apoem operates under Sepai Laboratories, the Barcelona firm Gugliotta founded and which also owns the Sepai and Gen Decode brands [4]. Sources give slightly different dates for the parent company: a Beauty Independent profile places its founding in 2009, while an earlier web summary reports 2008 [4]. Apoem's own launch in 2017 is not in question.

Apoem's stated outlook draws on what it calls the Mediterranean way of life — "living slowly, savoring the moment," and caring for others with intention. The company organizes its identity around a set of pillars including phytotherapy, aromatherapy, sensorial healing and an eco-friendly, family-oriented approach. Scent is central to this positioning: the brand says its use of essential oils is meant to evoke calming sensations and connect skincare with emotional balance [4]. Its tagline is "Self-Love by Nature."

The range spans facial care, intimate care and hair care. Signature products include the Renew Capsules, made with cold-pressed Musk Rose Hip and Damask Rose; the Secret Oil, which the brand pairs with probiotics and botanical extracts; a Resilient Scalp Mud; and the Replenish Body Oil, described in trade press as a bestseller [4]. Formulas lean on essential oils, plant-cell extracts and rose-derived ingredients.

Apoem frames its formulation approach through two named methods: chemotyped aromatherapy and what it calls Bio-Plasma Phytotherapy. The latter is described as a bioactive broth enriched with secondary metabolites — flavonoids, carotenoids, enzymes, vitamins and minerals — produced by plant cell cultures under controlled conditions [5].

Apoem positions itself as clean and ethical skincare, and says its formulas avoid silicones, parabens and synthetic fragrances in favor of plant-based ingredients. Retailer listings describe the products as vegan and cruelty-free [5], and as roughly 97.7% natural under the ISO 16128 standard, a measure of natural ingredient content rather than a certification [6]. The products are made in Barcelona, Spain [3]. No formal third-party certifications are documented.

Coverage of Apoem has been limited; the brand was profiled by the trade publication Beauty Independent, which examined its aromatherapy and phytotherapy positioning within the wider Sepai Laboratories portfolio [4].

Apoem is active. It runs a direct-to-consumer store with a current catalog and a rewards program, and is distributed through concept stores, perfumeries and pharmacies with natural or organic sections, as well as a range of online natural-beauty retailers [4].