Kristina Barbakar and Alexandr Vreme are a couple who combine family, entrepreneurship, and shared values. Together, they created LoveSelf as a platform for holistic care for women, built on an individual approach, modern technologies, and genuine empathy. In this interview, they share how the idea was born, what makes London’s wellness culture unique, how they manage to be partners both in business and in family life, and why self-love is not a trend but a vital necessity.
How was the idea and the name LoveSelf born — was it intuition, personal experience, or a conscious desire to create a system of care for women? And at what moment did the project stop being just a dream and become a reality?
The name LoveSelf fully reflects our mission — it is about love for yourself, your body, your health, and your life. Before the idea of creating the brand, I had been connected with the beauty and wellness industry for many years; it was always my passion and a natural part of my life. At the same time, I was developing a women’s club — a space for support and growth — and I wanted to bring something more than just meetings.
When we moved from Crimea to London, everything came together: here there is a wonderful environment for wellness, strong production partners, a high level of quality and transparency. From the first idea to the launch of the brand, about four years passed — it was a path of searching for the right philosophy, technologies, and team.
The UK is one of the world’s largest wellness hubs, and London has a very active wellness scene. How did the environment and culture of the city influence your decisions, and what exactly did you bring there that London did not yet have?
London may be the capital of wellness trends, but we saw a clear gap: endless beauty promises and marketing, yet little depth or clarity. Women are bombarded with thousands of supplements, often without guidance, leaving behind confusion instead of real solutions.
That’s why we built LoveSelf as an intellectual system of women’s care — combining diagnostics and biomarker testing to uncover underlying factors, expert guidance and support, personalised, highest-quality supplements, fitness mentoring, and the philosophy of self-love. All of this comes together in one place with a holistic, personalised approach that we felt was missing.
You are a married couple and at the same time business partners. How do your roles combine in the team? Where do the hottest disagreements arise, and what in the end helps you find balance between a rational approach and emotional intuition?
We see ourselves as one team. My focus is the heart of the brand, the philosophy, the woman’s experience, and the community. Alexandr brings the structure, strategy, processes, and technology. We don’t argue, we exchange. Sometimes he just listens quietly to my ideas, taking time to think before coming back with a refined answer.
That’s our rhythm, my intuition and feel for the audience, his analytical, systematic approach. Together, it creates decisions that are both alive and thoughtful.
That balance is what keeps LoveSelf strong.
Your brand combines nutraceuticals, diagnostics, expert support and guidance, including doctor consultation and prescriptions, and even a digital AI coach. Where is the line between a personalised approach and universal solutions? And how do you see the future of such a symbiosis of “science + technology + human empathy”?
At LoveSelf, personalisation starts with clarity, not claims. We offer food supplements built on well-studied nutrients, and we pair them with wellness and biomarker testing that gives women useful insights into things like vitamins, minerals and lifestyle factors. These tests are informational and help guide smarter everyday choices; they’re not a medical diagnosis.
From there, we combine three layers:
The future of wellness, as we see it, is evidence-led, privacy-respectful and genuinely caring, so a woman feels seen, supported and in control of her own health journey.
At the core of your philosophy is the idea of “no guesswork.” How does this manifest in practice — from the development of formulas and quality standards to creating rituals that become part of a woman’s everyday life?
At LoveSelf, “no guesswork” means clarity at every stage. Our supplements are created with well-researched nutrients, without unnecessary additives, and produced in the UK under strict, audited quality standards. For those who want deeper insight, we also offer access to optional biomarker and wellness tests, expert consultations, and coaching. Every woman is free to choose the level of support she needs. Whether it’s a single product or a full ecosystem of care, the principle is the same, making wellness simple, transparent, and truly personal.
Products with names like Glow Boost or Hormone Harmony sound like promises. Where for you is the boundary between a beautiful marketing metaphor and the honesty of results you can truly stand behind?
For us, beautiful names are a way to inspire women to begin caring for themselves, but they never replace the real substance. Glow Boost or Hormone Harmony sound emotional, and behind each jar, there are transparent formulas with science-backed ingredients, correct dosages, and strict quality control.
Marketing can be beautiful and inspiring, but it must never mislead. A lovely name is an invitation to try, and the quality is what we take full responsibility for.
