The idea for this collaboration was born from the pressing needs of businesses facing constant attacks on critical infrastructure and the positive experience of Ukrainians uniting to overcome the challenges of the full-scale invasion.
Its creators — Karina Dubinina, owner of the BACKSTAGE chain, and Yelyzaveta Petrukhina, co-founder of FIT FOR FACE — affirm the values of respect for expertise and mutual support within the competitive landscape of the beauty industry.
In their shared vision, the union of two major names creates a path for successfully navigating extraordinary circumstances, fostering innovative solutions in the Ukrainian market, and delivering a new customer experience based on the opportunity to access a full spectrum of beauty and health services in one popular location.
When a match happens, you can feel it.
Yelyzaveta Petrukhina.
Direct quote:
“We are living in a time of rapid change and difficult life circumstances. Attacks on Kyiv’s combined heat and power plants and the country’s energy system have undermined the viability of businesses. Consequently, we were forced to consider either a partnership or closing our salon on the Left Bank.
Karina’s proposal for collaboration was unexpected—and incredibly welcome.
BACKSTAGE has a progressive outlook on business, similar client needs and values, as well as undeniable expertise in the beauty industry. Partnering with them opens up the possibility of transforming our entire direction. Moreover, it highlights a steady trend toward open communication about the actual state of brand affairs and the importance of cooperation, signaling a departure from the individualistic era of ‘successful success.’
It’s great to find a promising solution and unite to strengthen one another. Innovation is our greatest value, and we are happy to have found those who share it.”
Karina Dubinina.
Direct quote:
“We have long been looking for strong partners to enhance our cosmetology services. Therefore, the decision to initiate a collaboration with a market leader—one that operates systematically and effectively in this niche, has an appealing approach, and shares our values—was obvious. And clearly the best one.
FIT FOR FACE are experts who combine classical techniques with signature methods born from knowledge and experience. We admire their work and are proud of the opportunity to unite our talents.
The beginning of our partnership at BACKSTAGE COMFORT TOWN is a launchpad capable of unlocking the full potential of this collaboration. This gated community, which encourages visiting a single, time-tested location for services, provides a space where clients can enjoy a new experience with a full spectrum of beauty and health services. And they can take pleasure in the fact that their favorite brands are working together.”
You can book services at our COMFORT TOWN salon.