simplicity is the ultimate sophistication


This story begins with a working relationship at the start of the millennium. Its protagonists, Isabel and Begoña, met while working at a prestigious cosmetics firm, the first as a Technical Director and the second as a Director of Training. Their vision for innovation was immediate and together they introduced a whole new dimension to how to treat the skin, which led them to develop many concepts and products of great value.

After years of scientific and professional experience, these two women decided to combine their knowledge to create their own brand. Their experience in skincare combined with their extensive understanding of the market, active ingredients and application methodology, has led them to a natural evolution in the field of skincare.

From this subtle alliance of knowledge and experience AYUNA · Less Is Beauty is born. An evolutionary, scientific-botanical approach to cosmetics that favors simple beauty and WELL·AGING, a concept inspired by "less is more". AYUNA represents the commitment to pure, effective, clean and safe cosmetics.



Begoña Sanjuan is a passionate beauty industry professional and an expert in product development, Spa and Wellness therapies and aesthetic treatments. She has achieved a wide array of accomplishments in the industry from product trendsetting, to trainer of trainers and facialist guru.

Dr. Isabel Ramos, PhD in chemistry, is one of the brightest and most creative professionals in this industry.  She is an expert in Green Technology and the development of natural cosmetics. At the core of her being is a deep focus in understanding the science the behind the skin, biochemical and biophysical mechanisms, and the art of product textures.