Ela Magic – Natural Soaps with the scents of Ulqin
In 2012, inspired by her love for nature, plants, and a healthy lifestyle, Eleonora the founder of Ela Magic began a journey that would transform raw materials from Ulqin into something truly unique. “I wanted to launch a new business using what our land gives us,” she recalls. What started at home soon became a recognized name across Montenegro: handmade soaps crafted from olive oil, goat milk, honey, and medicinal herbs.
From chamomile, rosemary, and lavender to mint, sage, calendula, and St. John’s wort, each ingredient is carefully chosen. “Our soaps are made by cold process, completely natural, without chemicals, and safe even for sensitive skin. They’re biodegradable and promote a healthy lifestyle.”
Over the years, the brand grew steadily. In 2014, she founded Ela Magic D.O.O., and by 2016 her soaps were officially recognized as Montenegrin souvenirs. Packaging evolved into eco-friendly designs, and in 2025 her work was awarded the Golden Plaque for the best olive oil soap in Montenegro.
Recognition, however, is only part of the story. What truly defines Ela Magic is the passion behind the craft.
“I enjoy my work. I meet producers, take part in events, and create friendships. The biggest reward is being the largest producer of natural soaps in Montenegro.”
But the work is not without challenges. Ensuring the highest quality olive oil, sourcing pure essential oils, and keeping up with rising costs are daily struggles. Still, her persistence is unwavering.
“This work requires a lot of effort, dedication, and energy. It’s beautiful but hard. Success depends on engagement and commitment.”
Visitors and locals alike are increasingly drawn to her products — not only for their quality but for their story. Small group presentations of the production process offer a window into Ulcinj’s traditions and natural wealth. Each bar of soap carries not just care for the skin, but also a piece of heritage. Symbols like pelicans and flamingos, embossed into silicone molds, honor the Ulcinj Salina Nature Park and its biodiversity.
Looking ahead, she envisions her soaps as a timeless souvenir:
“They carry both beauty and value from Montenegro. With dedication and quality, these products are sustainable and profitable.”