We met with Viktorija Lepiochina, the Category Manager for Cosmetics at Livin – the largest natural and organic retail chain in the Baltics – to talk about her journey in the industry, the evolution of natural beauty, and what it really takes for a brand to succeed in today’s conscious market. We are honoured to have Viktorija, also a valued member of our jury, sharing her insights with us.
Can you tell us a little about you and your journey in the natural beauty industry?
Viktorija: My name is Viktorija Lepiochina, and I have over 15 years of experience working with natural and organic cosmetics assortments across the Baltic countries. My journey into the world of ecology began through a personal passion for well-being, health, and sustainability.
I started out in B2B and B2C sales and marketing, supporting brands like Dr. Hauschka, Antipodes, and Citrosept Organic, at a time when ecological awareness was still emerging in the Baltic region. Since 2021, I’ve been the Category Manager for Cosmetics at Livin, the largest natural and organic retail chain in the Baltics. I’m proud to work alongside a team of genuine enthusiasts, all dedicated to bringing the highest-quality natural products to our markets, products we hope will become trusted, beloved staples.
What inspired you to specialize in natural and sustainable beauty products?
Viktorija: I’ve always been drawn to topics around well-being. From a young age, I was curious about how the human body works and what we can do to feel better every day. One area that fascinates me the most is our skin, something we often see as just an aesthetic layer, but in fact, it’s the largest organ we have, constantly working for us, even when we don’t think about it.
These days, self-care and healthy living are everywhere; they’ve become trends, almost expected. But what do they really mean? How do we make caring for ourselves a natural part of our routine, not just another task on the to-do list? And that lingering question: is it selfish to put yourself first?
To me, self-care means reevaluating your priorities. Even ten or fifteen minutes a day, with truly good, natural skincare, can feel grounding and nourishing, both physically and emotionally.
Over time, this mindset has become a way of life. When my personal values align with my work, curating products that genuinely support people’s skin health and overall well-being, it’s more than a job. It’s something I believe in deeply, and it brings real meaning to my everyday life.
How does Livin select the brands and products you work with? What key criteria are you looking for?
Viktorija: At Livin, we care deeply about what goes into our products, because our customers do, too. Every item we carry is carefully curated, with ingredients of natural or certified organic origin and no compromises on quality. We value purposeful innovation, sustainability, and partners who share our vision.
Trends come and go, but we believe in products that work with your skin, not instead of it. Do you want artificial skin intelligence, or to trust your skin’s natural rhythm? In the end, it’s your choice. We’re here to support the one that feels right for you.
What trends has Livin observed in the natural beauty market over the past year?
Viktorija: We can truly be proud that natural and organic cosmetics have evolved from a niche choice into a strong and lasting trend. At Livin, as both retailers and distributors, we witness firsthand an impressive variety of products that combine pure, plant-based formulations with cutting-edge technologies. Brands are investing in complex processes to create smart, nature-based alternatives to the synthetic ingredients often found in mass-market cosmetics.
What inspires us is that many still honor their roots, preserving artisanal methods while embracing renewable energy, rigorous research, modern formats, and eco‑conscious packaging. This is a values‑driven evolution, and we’re proud to be part of it.
What are the biggest challenges in distributing natural beauty products, and how do you overcome them?
In the early days, our focus was on education, explaining what “natural” truly means and why it matters. Consumers are now better informed, yet we still value direct connection.
Of course, like in every market, we also face the challenge of how loosely the term “natural” is sometimes used. But it’s becoming harder to hide behind labels, and that’s a good thing. Thanks to AI-powered tools, people can now easily check ingredients and claims and make their own informed choices.
The reality is, every experience is different. Sometimes you feel a brand is just right for your market, but then external factors, like market shift, unexpectedly change consumer behaviour. That’s why we approach distribution with a long-term vision. It’s not just about listing products; it’s about listening, learning, and growing with our community. That’s what helps Livin evolve, with intention and connection.
How do you see consumer expectations evolving when it comes to sustainability and transparency in cosmetics?
Viktorija: Today’s consumers are not just demanding, they’re informed. With AI tools and easy access to information, anyone can check a product’s ingredients, safety, or ethics in seconds.
This level of transparency means there’s no room for shortcuts or greenwashing. If something doesn’t align with your values, it shows, and conscious consumers notice.
For us, it’s a reminder to stay clear, honest, and committed to what we believe in. Because in today’s market, authenticity isn’t optional, it’s everything.
What do you believe makes a natural beauty brand successful in the retail market?
Viktorija: Retail isn’t just shelf placement, it’s community. When a brand enters our stores, it joins a space with loyal customers who trust us to reflect their values. That relationship is key to a brand’s success.
But it doesn’t stop at placement. We are lucky to have an exceptional marketing team at Livin – creative, strategic, and always in tune with what resonates. When brand owners actively support long-term strategy and storytelling, we’re able to build something powerful together, partnerships rooted in trust, alignment, and shared purpose.
In such collaborations, success is not left to chance; it becomes a shared outcome, built on trust, clear goals, and mutual commitment.
What advice would you give to emerging brands?
Viktorija: You must build your concept on true transparency, not as a passing trend, but as a core value embedded in every part of your process. This is essential not only for gaining customer trust but also for building strong, long-term partnerships with retailers. While trends are important, they should be integrated thoughtfully, in ways that reflect your brand’s authenticity and can be clearly communicated and consistently supported. Only then can you create a story that resonates and a brand that lasts.
Last year in Stockholm, before the awards ceremony, you participated in the Natural Beauty Gallery. How was your experience? And what did you bring back from the event?
Viktorija: Together with my colleagues from Livin, I had the pleasure of attending this exhibition. It was truly an inspiring experience. What stood out to us the most was how naturally the event brought together not just natural cosmetics brands, but also producers from a wide range of other product categories. It was such a valuable setup, each of us had the chance to explore and connect with manufacturers from our areas of focus, discovering exciting new ideas and perspectives from different regions of Europe.
We returned not only with fresh inspiration from the presentation and 1-to-1 meetings at the speed dating part, but also with renewed energy after reconnecting with our existing suppliers and dear business partners. These face-to-face moments are always special. We’re truly grateful for the opportunity. Thank you for hosting such a meaningful and well-curated event!
What does seeing the excellence award on a product mean to you as a cosmetics buyer?
Viktorija: An award is, without a doubt, an added value, but for us, it’s more than just a symbol. It reflects the recognition of those who truly understand the essence of what we do. When products are evaluated and voted on by experts from different fields, professionals who, like us at Livin, care deeply about the quality, origin, and integrity of natural and organic products, that recognition becomes especially meaningful.
It’s not just about validation; it’s a clear sign, almost like a green flag, that signals shared values. It shows that the product stands for more than function; it stands for purpose, responsibility, and trust.
For us, that kind of recognition reinforces the path we’ve chosen and reminds us why we do what we do. It speaks to the heart of the community we’re building, informed, conscious, and driven by quality with integrity.
_____________
LIVIN aligns closely with the ENBA’s values, with their philosophy focusing on transparency, ethical practices, and empowering consumers in the beauty industry.
We are proud to feature LIVIN as part of the European Natural Beauty Awards community — a retailer and distributor that embodies the ENBA values of excellence, transparency, and naturality.
To learn more about LIVIN: