CONTINUE TO SHARE about decent social media accounts through which the whole world can be viewed.
Beauty Instagram with the ironic name "Gelkrem" is a tape of pictures of cosmetics from anti-cellulite oil to sprayed nail polish, made in a single manner: always in hand and with charming subjective comments. Among the products are hits like Bioderma micellar water and rare products that are hard to find. The blog is run by Yana Sheptovetskaya. The girl graduated from London College of Fashion in 2009 and has been working in the fashion industry ever since. She started out as an assistant to the director of the fashion department at AnOther Magazine, and then moved to Moscow to work as an editor at Vogue. For the past two years, Yana has been working with the A.W.A.K.E. brand. - and now, having moved to San Francisco, is engaged in its sales and promotion. Thanks to Yana's efforts, the brand is sold at Matchesfashion, Net-A-Porter, Colette and other stores.
Gelcream began with a photo of Luna oil on Yana's personal instagram - she and her friends liked it, and she opened a separate account for her stories about cosmetics. Now Sheptovetskaya is trying to update it daily. There are few subscribers so far, but there are a lot of private messages and comments. Yana says that she has already formed a small club, and admits that in things and objects she primarily values beauty - sometimes for her it is even more important than functionality. That is why her selection includes decent products in spectacular packaging that look beautiful in a conspicuous place in the bathroom.
In America, Yana first studied the Sephora assortment and still orders almost everything there, since the store sends a bunch of samples along with the order - this is how she discovered Coola sunscreen with a matting effect and cucumber scent. Now Yana is trying to buy funds directly on brand websites and find new brands: they are remarkable not only for their original packaging, but also for their always special story and communication with customers. This is how the brands Glossier and Sunday Riley got into favorites: “It's cool that recently our peers, and not giant corporations, are behind the brands of cosmetics.”