Behind DailyCare.ro: Two businesswomen, one rule: better, not more
Mihaela Radu and Diana Baltac built DailyCare into a curated destination for premium beauty and wellness and they're rewriting what it means to shop with intention in Eastern Europe.
Mihaela Radu and Diana Baltac built DailyCare into a curated destination for premium beauty and wellness and they're rewriting what it means to shop with intention in Eastern Europe.
Twenty years ago, buying toothpaste in Romania was an act of pure habit. You picked up whatever brand you’d always used, spent as little as possible, and moved on. No one talked about oral care as wellness. No one was brushing their teeth with a tube that smelled of Grasse roses or Nordic pine. That world, the one Mihaela Radu and Diana Baltac quietly helped build, feels like a different era entirely. The two co-founders, who have worked together for over two decades, built Diviodent into one of Romania’s most respected distributors in the dental space, home to Opalescence, the world’s number one professional whitening brand. Then, more recently, they did something that surprised even some of their peers: they launched DailyCare.ro, an e-commerce destination pointedly unlike anything else in the market. No thousands of SKUs, no overwhelming grid of products. Instead, a tightly edited selection of things people genuinely aspire to own. From habit to ritual The transformation of oral care from utility to lifestyle is not something that happened overnight and Mihaela Radu and Diana Baltac lived through every phase of it. When they entered the market, they were swimming against a tide of indifference.
“What has changed the most is the level of awareness. Today people care much more about prevention, aesthetics, and overall wellbeing. A healthy smile is increasingly seen as part of personal confidence.”, Mihaela Radu, Co-founder, DailyCare
Part of that shift, Diana Baltac notes, was driven by global culture seeping into the Romanian consumer’s daily life. Travel widened horizons. Social media delivered aspirational imagery. Hollywood teeth became a shared reference point, then a personal goal. The whitening category is a useful lens here. When Opalescence arrived in Romania, the idea of professional-grade whitening at home was still considered vaguely extravagant for people who cared a little too much about appearances. Now it’s table stakes for a broad and growing segment of consumers who simply see it as part of caring for themselves.
“Today whitening feels much more normal, and many people see it simply as another way of taking care of their smile.”, Diana Baltac, Co-founder, DailyCare.
The case against the infinite scroll The decision to build DailyCare as a curated shop rather than a full-scale marketplace is a deliberate philosophical stance. In an era where e-commerce defaults to abundance, Mihaela Radu and Diana Baltac made the opposite bet: that people don’t want more options. They want better ones.
