Zarbazani, the Georgian grape-based cosmetics brand founded in 2021, is steadily expanding its presence across the country’s major pharmacy chains. Speaking on Business Morning, founder Aleksandre Bolkvadze outlined the company’s journey, achievements, and future ambitions, including a goal to achieve full coverage in partner pharmacy chains within the next year.
Bolkvadze explained that the brand was born from Georgia’s wine-making tradition. Originally involved in the wine business, he saw an opportunity to stand out in a highly competitive market by leveraging the country’s natural advantage-grapes.
“Georgia is known as the country of grapes and wine. I wanted to connect this heritage with something new and competitive. When I looked at international examples like the French brand Caudalie, I realized we could create a Georgian alternative that could compete on equal footing,” he said.
The transition required significant investment, both financial and personal. In November 2021, Zarbazani launched its first line of wine-based cosmetics with an initial investment of 0.5 million GEL.
Since then, the brand has secured placement in major pharmacy chains, including PharmHouse, Aversi, and PSP. At present, Zarbazani products are represented in around 30 branches per chain, but Bolkvadze’s ambition is much larger.
“Hopefully, in half a year or a year, we will fully cover the partner pharmacy chains. Imagine the scale if we were represented in all 300 Aversi or 350 PSP branches, that’s the direction we’re working toward,” Bolkvadze emphasized.
Zarbazani’s range includes shampoos, shower gels, massage oils, liquid and solid soaps, and other hygiene products, all made from grape extracts and wine byproducts.
Beyond pharmacies, the brand has also established partnerships with the hospitality sector. Its products are now available in more than 60 hotels across Georgia. Additionally, Zarbazani is featured on Veli.Store, where items are priced between 12 and 80 GEL.
Bolkvadze’s long-term vision is to position Zarbazani as a Georgian cosmetics brand capable of competing internationally. By blending local heritage with modern cosmetic innovation, the company aims to stand alongside established European players from France, Italy, and Spain.
