One Vision, Many Teams

Irina Lubanets is Executive Director of ARAVIA, a vertically integrated cosmetics manufacturer with an international network of professional training centers. She has spent more than a decade with the company, progressing from HR leadership to responsibility for the entire organization. As HR Director, Irina built a robust recruitment strategy, strengthened ARAVIA’s employer brand, and improved working conditions for employees. Her work created the people-management foundation the company needed to attract, develop, and retain talent during a period of rapid expansion. In 2024, Irina was appointed Executive Director, assuming responsibility for manufacturing, sales, marketing, human resources, customer service, and professional education. In her new role, she applied her people-centered approach at an enterprise level, establishing new specialist functions, clarifying responsibilities, and aligning departments around shared priorities. Under her leadership, ARAVIA more than tripled its production capacity and expanded its training-center network into four CIS countries. Irina also broadened the company’s role beyond cosmetics manufacturing by developing an educational ecosystem for both beauty professionals and consumers. Free consumer courses and monthly Beauty Clubs now make professional skincare knowledge more accessible and help build a lasting community around the brand. Over the past two years, more than 97,000 women have completed ARAVIA’s educational programs. Irina’s career demonstrates how a strong people strategy can become the foundation for operational transformation, international expansion, and sustainable business growth.