Oksana Samoilova, a model and entrepreneur, stepped away from her role as co‑founder of Beauty Innovations LLC, a development first reported on a Russian profile site. The move marks a clear shift in the leadership of the business arm behind the Sammy Beauty cosmetics line, which had been produced under the Beauty Innovations LLC umbrella. In the wake of that shift, Marina Nazarova—formerly the company’s director—assumed management of the Sammy Beauty brand, continuing to steer its market presence while Samoilova’s name remains tied to the brand in various non‑operational ways.
Despite distancing herself from the company’s leadership, Samoilova has kept a visible footprint in the brand’s promotional activities. She continues to advertise Sammy Beauty products through her social networks, where followers still see her associated with the line, adding to the ongoing public narrative around her business ties. This ongoing promotion occurs amid broader questions about corporate governance and brand strategy that have accompanied the leadership transition.
On May 2, regulatory headlines emerged indicating that the Federal Tax Service halted transactions on accounts linked to two entities associated with Samoilova. The suspensions affected Family Fest LLC and Imes Special LLC, with reports suggesting that tax filings may not have been submitted as required. Industry observers note that such actions can have ripple effects on brand operations, supplier relations, and consumer confidence, especially when they intersect with high‑profile personalities connected to the entities. Source attribution: Russian financial press and regulatory briefings published in early May 2024.
Financial disclosure from the year 2022 drew attention to the commercial success linked to the Sammy Beauty brand. Authorities and media sources cited that a significant portion of revenue came from the cosmetic line’s sale through the associated corporate structures. Reports suggested that the parent entities, including Beauty Innovations LLC and its affiliates tied to Samoilova and her husband, the rapper known as Dzhigan, reported substantial earnings for that year, reflecting the brand’s market traction and its role in the wider beauty product segment. Source attribution: financial disclosures and industry coverage from late 2022.
Earlier in the timeline, Samoilova had published a piece of publicity that drew attention for its controversial premise: a shoot described as featuring a fake pregnant belly. The incident sparked discussion about influencer and brand collaboration ethics, misrepresentation, and the responsibilities of public figures who align with beauty brands. In subsequent commentary, media observers highlighted the potential implications for audience trust, sponsorship deals, and the long‑term perception of Sammy Beauty in competitive markets. Source attribution: entertainment and business media commentary, 2023–2024.