Lena Mrđen

With over 20 years of experience in the beauty industry, Lena Mrđen is today one of the key figures behind the development and growth of selective beauty brands at Orbico Croatia, where she works as Business Unit Manager. Her professional world encompasses some of the most desirable names in the global beauty scene, including Estée Lauder Companies, PUIG, Shiseido, Clarins, Anastasia Beverly Hills, Elemis, and Elizabeth Arden — brands that shape habits, trends, and store shelves across the region.

As head of one of the company’s core departments, Lena manages sales and strategic brand positioning across multiple markets, leading teams that cover the entire Adriatic region. She is recognized for her strategic yet practical and trend-conscious approach, focusing on long-term growth, brand relevance, and deep understanding of local markets, balancing business results with an eye for aesthetics and consumer insight.

Lena approaches the beauty industry not just through numbers and strategies. Two years ago, together with colleagues, she launched the Gen B (Generation Beauty) Podcast, envisioned as a relaxed but informed space for beauty insiders. Across more than 50 episodes, the podcast explores topics such as the “business of beauty,” trends, careers, and products that have become classics, all through the personal perspective of hosts and guests who live the industry from the inside.

She believes that the future of the beauty industry lies in a combination of authenticity, knowledge, and emotion — values she applies daily in her work and in the conversations she leads through the Gen B platform.