SIA AM Holding

SIA AM Holding is a Latvian limited liability company headquartered in Riga that operates Amarina (amarina.lv), an online retailer of beauty, personal care and wellness products serving the Baltic market. Registered in 2016 at Dammes iela 32-47 in Riga, with operations based at Ulmaņa parks 2 in Mārupe, the company positions itself in the beauty segment of the FMCG sector, with the Amarina platform stating a trading heritage dating back to 2009.

The Amarina web store carries a wide multi-brand assortment spanning hair care (shampoos, treatments and styling), facial skincare (creams, serums and masks), body care, oral hygiene, decorative cosmetics, fragrances, men's grooming, children's products, vitamins and food supplements, and home care items. Brands represented include Guam, Dermaceutic, K18, Stratpharma and Nouba, among others, with a notable emphasis on professional-grade products for hairdressers, manicure and pedicure specialists, cosmetologists, depilation professionals and massage therapists — indicating a B2B clientele of salons and beauty professionals alongside end consumers.

Sales are primarily online, with free delivery on orders above €50 and fulfilment through courier partners including DPD, Omniva, Venipak and PostNL; the website is available in English, Latvian, Russian, Lithuanian, Estonian and German, reflecting a pan-Baltic customer reach. The company also advertises wholesale operations, supplying professional beauty products in larger volumes.

AM Holding remains a modestly scaled enterprise: it employs fewer than 10 people, operates with a registered capital of €2,800 as a micro-company under Latvian commercial regulations, and reported turnover below €1 million as of 2023. Financial filings show the company as stable, with positive capital and adherence to tax obligations. Its market activity is concentrated in Latvia and the wider Baltics, with a limited physical footprint consistent with its size. As a buyer, AM Holding sources branded and professional cosmetics, skincare, haircare and beauty accessories from international suppliers for resale through its online store and wholesale channel. For manufacturers of niche, professional or dermocosmetic products, the company offers a low-volume but specialised entry point into the Latvian and Baltic beauty market, with direct access to salon professionals as well as online consumers.