About us


About us: What ASPA Den Haag stands for

Welcome to ASPA Den Haag! Read more about us here.

About us Azra the founder

About us – “My name is Azra Secerbegovic, and I’m the founder of ASPA, a place to find healthy, natural products and treatments that your skin and soul crave! My personal mission is to help you realise that you can look beautiful without using quick fixes and harsh chemicals on your skin. With a passion for nutrition, wellbeing and skincare I embarked on my ASPA journey in 2008. Priory to that I studied and worked as the botanist (The Royal Botanic Gardens, Kew) then moved into the more commercial roles in the organic fresh produce industry. “

I’m regularly asked about my reasons for avoiding mainstream face, body and  haircare formulations, but rarely am I asked about my motivations for choosing clean beauty.

I choose clean beauty for two reasons:

1. Plants have great benefits to offer to our skin and hair.

The mainstream cosmetics industry has for the longest time given us the impression that their formulations are complex combinations made from their laboratories’ finest free-flowing synthetic chemicals. Their marketing ‘techno-babble’ plays perfectly into this image.

However, the recent growth in clean beauty has shown us that when consumers demand organic formulations that are ‘free from’ certain chemicals, the mainstream industry suddenly tones down the high tech rhetoric and starts waxing lyrical about their botanical origins instead.

Using plants to nourish and protect our skin is not new. Before we embraced our synthetic serums and conditioners, people used vegetables, fruit,dairy products and herbs, to name but a few of the ingredients upon which today’s beauty products are based.

Scientific research into the topical benefits of plants is ongoing around the world. Researchers are finding that certain botanical extracts can match or surpass their lab-based counterparts.

2. Clean beauty ties together the concepts of wellbeing and beauty.

The truth is that I hardly wear any make-up except Jane Iredale Mineral Make Up, I use my skincare regulary and I believe a healthy and happy woman and/or man are the most beautiful self.

 Get our FREE ASPA The Hague Beauty & Wellbeing Tips

Everybody deserves good skin! It helps us in our daily life and business ventures, and gives us that extra confidence boost. These free tips will help you to tweak or completely change your current daily routine in the skin care.

Personalised ASPA Skin Analysis 

You can also book ASPA The Hague’s Skin Analysis for tailor-made, in-depth advice. An ASPA beauty therapist takes a long, detailed look to see where there’s room for improving your skin. After that, she cleanses your skin thoroughly and gives you fully customised advice. Book an appointment today to get rid of problems such as acne, fine lines, deep wrinkles, large pores, puffy eyes, dry skin, dehydration, broken capillaries and hyper-pigmentation.

ASPA’s story

We’re proud to be part of the dynamic network of businesses in the bustling Aert van der Goesstraat .  

ASPA Den Haag Aert van Goesstraat

What our customers say 

“Top quality, always relaxing” – Ellie D. 


“A great, truly international salon in The Hague” – Tripadvisor review


“Faultless Facials” – Jvan K. 


“It took me years to find a good beautician in The Hague.  Azra will give you what your skin really needs at the time!” – Anastasia B.


“Best place in the Haag! I love the service, the relationship and the professional advise, best for sensitive skin!” – Dana N.

The importance of giving back 

As a business, we believe it is our responsibility to give back to the community around us and to help improve lives where we have the opportunity to do so. This is why ASPA is involved in projects and foundations that make a meaningful difference. One of these foundations is the The Hague based “Stichting Blijf Vrouw”, an organisation that helps women with life-threatening diseases to have their dreams fulfilled. By offering various beauty and body treatments, we hope to make a little difference for those women who have to live with such as disease everyday!

About us - Stichting Blijf vrouw

ASPA also works with a project in Central Africa that provides opportunities for girls and women to live a more empowered and independent life. By offering funds for education, live stock or means of transport, we want to play our part of changing lives for the better and bring hope to girls and women in need.