MARIE CLAIRE: THE FORMULA OF SUSTAINABILITY, OR THE PARTNERSHIP THAT IS CHANGING THE BEAUTY INDUSTRY

This July, the Ukrainian brand Re[Sens] celebrates its second anniversary. Yet to grasp the true scale of the occasion, we need to go back 15 years — to the moment when, at the very heart of the professional cosmetics industry, a singular sisterhood began, one that would eventually grow into a manifesto of conscious consumption.

For more than 15 years they have run G&P Group side by side, representing leading skincare and colour cosmetics brands in Ukraine. But genuine closeness came from a shared search for meaning.

The path that led Yuliia Poliakova and Olha Huzhyk into business together began with a fascination for spiritual practice.

"We knew each other, but we could go six months without meeting. Then one day we happened to call each other and discovered we were reading the very same book about positive thinking," Yuliia recalls. "After that we met up, saw how much we had in common and became friends. That became our common denominator."

It was this spiritual connection that allowed them to build a working synergy. In their tandem, Yuliia Poliakova is the visionary — the one who sees opportunity where others see only risk, and who keeps steering the brand towards the future. Olha is the stabilising force, the one who gives shape to bold ideas and keeps the business viable.

"I'm the marketing that spends, and Olia is the one who sets limits, structures and preserves. We complement each other completely," Yuliia says with a smile.

Alongside her work in the business, Olha was actively involved in environmental initiatives: she set up waste-sorting stations in her residential complex and taught children about ecological responsibility. A desire for harmony with nature — and an ambition to change the way the beauty industry works — became the driving force behind a new project.

Recognising the scale of the problem was the turning point.

"We counted a million plastic jars that had passed through our hands. Every one of them is now in the ground, in landfill," Yuliia answers when asked what finally prompted the creation of an eco-conscious cosmetics brand.

The Re[Sens] philosophy is to preserve beauty — not only of the skin, but of the environment — while raising sustainability standards across the sector. It was a bold challenge to a market in which only 7% of consumers are willing to pay more for an environmentally responsible product.

The third equal participant in the brand's launch was Yuliia Haharina, lead formulator at Re[Sens]. Her task was to translate the partners' eco-manifesto into a sound chemical composition. Haharina brought with her a microbiome-friendly philosophy: her scientific background and expertise made it possible to integrate alternative preservation systems and to make the products safe even for the most sensitive skin.

Every formula is the result of painstaking work. The team, for instance, went through as many as 30 iterations on the sensory profile of the textures alone, to achieve a "powdered skin" effect — where the product nourishes the epidermis intensively yet remains imperceptible to the touch.

This approach allowed the brand to build advanced neurotechnology into its products. The flagship is Ceramide Fluid 'ENDORPHIN', created for a happy-skin effect: it works with the circadian rhythms and vitamin D, restoring a healthy glow to the skin.

An unexpected test of the Re[Sens] vision came in the form of genuinely extreme conditions. Yuliia Poliakova, inspired by a story about Ukrainian polar researchers, realised that Antarctica — where skin suffers under aggressive cold and the ecosystem demands uncompromising protection — was exactly where their product would prove indispensable.

The scientists of the 31st Antarctic expedition, who look for brands with a truly sustainable stance, rated both the formula and the recyclable packaging highly. And so Re[Sens] products passed a real-world crash test.

Marking two years filled with both success and serious trials, Yuliia Poliakova calls her partnership with Olha Huzhyk her "most precious diamond." Despite the difficult challenges facing the country, it is precisely this focus on a deep connection between women that keeps moving the brand forward.

"We go through different phases, we learn to hear each other every day, but I know one thing for certain: we are strong only together," Yuliia shares.

Re[Sens] is the story of how 15 years of trust and shared ideals between two women created an innovative product that cares for the skin health of every client, protects the planet from excess plastic and, on top of that, inspires people to live consciously. Every product in the range is proof that the future belongs to those who choose meaning.

It took the founders of Re[Sens] four years to realise their dream of sustainable packaging and unique formulas for sensitive-skin care.

One of their first international accolades was the Green Award at the Édition Spéciale by Luxe Pack 2025 exhibition in Paris.

Re[Sens] is the best sustainable brand in the Beauty category according to the Marie Claire Sustainable Fashion and Beauty Award 2025.