By Bhavna Batra
Irina Pogorevich’s journey to redefining beauty tech began in the Far East of Russia, where she studied international business and immersed herself in different languages. “Studying English and Chinese opened the door to new horizons for me,” she said, recounting how her curiosity led her to Shanghai in 2017. There, she found herself captivated by the city’s blend of wellness traditions and cutting-edge technology. “The innovation and dedication to self-care I witnessed in Shanghai sparked something in me,” she mentioned. It wasn’t long before this spark ignited her entrepreneurial spirit, leading her to build a successful beauty business with friends back in Russia.
Over time, Irina’s vision expanded beyond borders. She soon met the founder of L&L SKIN, a brand that aligned with her mission of making high-quality beauty devices accessible to everyone. “We started working together to bring a new vision to life,” she shared. “Our goal was to develop L&L SKIN in Russia, and we succeeded.” With her business flourishing, Irina made a bold decision to move to Dubai two years ago, leaving her Russian venture to fully embrace the future of L&L SKIN. “I relocated to Dubai to focus on expanding L&L SKIN, bringing advanced, non-invasive beauty solutions to the GCC region,” she said, adding that she’s determined to bring the best in beauty tech to the Middle East and beyond.
The time Irina spent in Shanghai has profoundly influenced L&L SKIN’s product range, infusing it with both modern technology and Eastern wellness philosophies. “Living in Shanghai opened my eyes to the incredible benefits of non-invasive treatments and traditional wellness practices,” she said. She knew she wanted her products to balance relaxation and rejuvenation, allowing users to experience spa-like results at home. This holistic approach is apparent in L&L SKIN’s devices, which include features like microcurrent stimulation, LED therapy, and ultrasonic vibrations. “Our devices are designed to simplify the self-care routine while delivering salon-quality results,” she emphasized.
In Dubai, Irina has strategically adapted to local beauty trends, noting that GCC consumers are increasingly well-informed and selective about skincare. “People here appreciate high-quality, results-driven products that fit their busy schedules,” she said. Understanding the unique environmental factors in the GCC, such as intense heat and humidity, Irina and her team are focusing on developing devices that address hydration, skin balance, and rejuvenation. “It’s about creating products that resonate with the region’s needs,” she further added.
One of Irina’s major accomplishments in her Dubai journey has been her recent partnership with Faces, a prominent retail chain. “Our partnership with Faces allows us to connect with a broader audience in the MENA region. Faces’ deep understanding of local beauty preferences enhances our brand’s visibility, making our devices more accessible to consumers.” This collaboration is a significant step toward establishing L&L SKIN as a trusted name in the beauty tech space, reinforcing her commitment to making high-quality beauty solutions widely available.
Transitioning from Russia to Dubai was not without its challenges, she said, “Moving to Dubai meant adapting to a new market/language with distinct consumer behaviors and preferences. Building brand awareness in such a competitive environment is still challenging, but I’m confident that by partnering with local experts, engaging in community events, and collaborating with influencers, we’ll establish trust and connect with our audience. I’m also actively looking for any potential partners who share our vision for L&L SKIN. With the right strategic partnerships, I believe we can achieve even better results together.”
In a rapidly advancing industry, Irina sees the future of beauty gadgets evolving toward multifunctionality and efficiency. “We’re focusing on creating versatile, high-quality devices that meet a wide range of beauty needs,” she said. While many brands are integrating app-based features, L&L SKIN remains dedicated to offering holistic, easy-to-use solutions. “Our goal is to make advanced beauty more accessible and effective,” she added.
A strong advocate for sustainability, Irina ensures that L&L SKIN’s products reflect her environmental values. “Sustainability is at the core of what we do. We aim to reduce waste by designing products that are long-lasting and easy to recycle. In the future, we’re also exploring ways to make our supply chain greener and potentially launching a recycling program that encourages customers to return old devices responsibly,” she said.
Educating consumers on the benefits and proper usage of her devices is another key priority. “Education is essential for customers to get the best results,” she said. To support this, Irina plans to create user guides, instructional videos, and hold live demos. “We want to help our users maximize the benefits of their devices safely and effectively,” she noted.
Through customer feedback, Irina has learned that people value devices that are both effective and user-friendly. “Our clients have expressed the need for intuitive designs, which has driven us to simplify the user experience,” she said. From anti-aging solutions to acne care, L&L SKIN’s products are crafted to address real needs.
Irina Pogorevich’s journey in the beauty industry exemplifies a commitment to accessible, innovative beauty technology. With her eye on the future, she is determined to empower individuals worldwide to elevate their self-care routines. “Together, we can transform the beauty industry and help people embrace their beauty and confidence,” she said.
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