Overview of the Ivleeva family business and recent financial developments
Recent reporting indicates Nastya Ivleeva, known for her work as a blogger and television host, has accumulated substantial earnings from ventures tied to chips and energy drinks. Life published figures showing that in the latest completed fiscal year, the enterprise level earnings and ownership structure positioned Ivleeva as a significant figure in the company. The entity, referred to in press materials as Knees of the Bee LLC, is described as having Ivleeva holding a 45 percent stake. The reported annual revenue for 2023 stood at roughly 2.8 billion rubles, with net profit reported at 93.324 million rubles, marking a notable increase compared with the previous year. Public financial disclosures highlighted liabilities including VAT obligations of about 398,206 rubles, a separate NGO-related obligation around 1.302 million rubles, and compulsory insurance premiums near 1.116 million rubles. These figures were summarized by Shot as part of coverage on the business operations linked to Ivleeva’s name.
The same reporting notes that Knees of the Bee LLC markets Easy Peasy chips and energy drinks that are presented as Ivleeva-branded products. This branding strategy aligns with a broader trend in which public figures leverage consumer goods lines to extend their personal brands into tangible retail items.
Further developments were reported by Super in February 2024, which stated that Knees of the Bee accounts had been blocked by the Federal Tax Service. While the precise rationale was not disclosed in the publication, it was suggested that the action could be connected to unsettled tax matters, fees, penalties, or fines. The reporting underscored the potential for administrative actions to impact the liquidity and operational flexibility of the business entity.
In March, a new venue, Nudles bar, held a technical opening in central Moscow. Several observers signaled that Ivleeva could be connected to this establishment, though official ownership details remained unclear. Industry commentary pointed to the increasing convergence of media personalities with hospitality ventures as a recognizable trend in the contemporary entertainment and lifestyle space.
Earlier coverage from Cocktails referenced a menu change described as a removal of a section labeled as a “naked party.” The development was framed in media reports as part of the evolving branding and experiential strategy tied to Ivleeva and her associated businesses. The characterization of events and menus in lifestyle outlets reflects ongoing media interest in how public figures curate their public image through themed experiences and offerings.