Publicity, social networks, and running one’s own business have become for many today not just a way of self-expression, but a full-fledged profession. The heroine of our interview is Iryna Kuleshyna — a blogger, content creator, founder of a swimwear brand, and participant of the 14th season of the romantic reality show “The Bachelor.” She admits that she never sought popularity for the sake of popularity, and considers the opportunity to live by her own rules, create a business she loves, and inspire others to be her greatest achievement.
Exclusively for the international gloss magazine Business Woman, Iryna Kuleshyna candidly spoke about life off-camera, her path from the first barter collaborations to her own brand, her experience participating in “The Bachelor,” her attitude toward criticism, professional burnout, and the main goals that motivate her to move forward today.
— Off-camera and away from social media, who are you really?
Off-camera, I am the same as in real life — sincere, emotional, loving to laugh, fond of adventures, and not afraid to take risks. I think that was clear back when I dared to join “The Bachelor.” I didn’t find love there, but I did find wonderful female friends, and that is also very valuable.
I love to travel, find beauty even in the simplest moments, and spend time with loved ones. After the project, my circle changed a lot, and today I especially value people who sincerely support me, rejoice in my successes, and stay around not only during the good moments.
Right now, development holds a special place in my life — of my swimwear brand, my personal brand, and creating content that can inspire others.
— Do you remember the moment you realized that content could become a profession?
Honestly, I could never have imagined that taking photos in clothes I like, in beautiful places, and sharing them on social media would one day become my profession.
Back in the days of “VKontakte,” I really loved taking photos, running my page, and sharing atmospheric shots. Then Instagram appeared, and this love simply moved there.
My first collaboration was with a foreign brand — they offered me a barter deal. They sent me a few items, and I created content for them. For me, it was ideal: I already loved taking photos, and here I could also get new clothes. Naturally, I agreed.
After that, Ukrainian brands started noticing me. At first, these were barter collaborations, then the first commercial projects appeared. And so, my hobby gradually turned into my life’s work. Today, I work mostly on a commercial basis, leaving barter only for truly special brands.
— What is the most difficult thing about being a content creator today?
The hardest part is constantly coming up with something new. There is so much content right now, so you want to do more than just repeat what others have already done; you want to find new ideas, seek inspiration, and create something of your own.
It is also very important for me that the content not only pleases the brand but also stays true to my style. I always want people to see not just an advertisement, but me and the atmosphere that I convey through my videos.
And, of course, the process of creating content itself takes a lot of time. A single video or photoshoot can take a whole day: preparation, finding a location, the shooting itself, and then editing. Personally, editing is one of the most difficult parts for me because I edit most of my videos myself.
— How much did participating in “The Bachelor” change you as a woman and as a person?
Even before the project, I already had my audience, worked with brands, and was developing as a blogger. Therefore, for me, “The Bachelor” was not a way to become famous or get certain opportunities. I went there with a different goal.
But the project gave me something much more valuable — it helped me understand myself even better. I realized that fighting for a man’s attention is not about me at all. In real life, I have never chased anyone, and it was on the project that I finally realized I am not ready to do that. I am not ready to spend my time where there is no reciprocity.
After all, time is the most valuable resource we have. And I no longer want to spend it where I am not chosen.
— How did you learn to handle criticism, hate, and burnout?
To be honest, I like attention. Probably like most people who work in the public sphere. But attention and criticism always go hand in hand.
I can’t say that hate never affects me. There were moments when I could even cry, and that’s normal. I am a human being, too. Especially when you are judged by people who only know about you from social media.
Now I take it much more calmly. I like constructive criticism because it helps me become better. And I try to simply filter out everything else.
Of course, burnout happens too. But I realized that you shouldn’t force yourself to work through the pain. Sometimes it is enough to go out of town, rest, or meet up with a friend, talk, have a glass of wine, reset — and return to work with entirely different energy. For me, the main thing is not to give up, but to simply give yourself time to recover.
— What motivates you to move forward today?
Money motivates me. Not because I like to save it — I don’t know how to do that. But because it gives freedom.
The freedom to travel, discover new countries, implement my ideas, and live the way I want. That is precisely what motivates me to work and move forward.
And more global goals — buying my own real estate, developing my brand internationally, and launching new projects.
And yes, right now we are preparing several new projects, which I won’t even hint at for now. I don’t like to speak in advance — I like to show results.
— What main piece of advice would you give to girls who are just starting their path in blogging or running their own business?
I would advise them not to be afraid. Not to be afraid of seeming funny, strange, or imperfect. Not to be afraid to take their first step.
Nowadays, you often hear: “Everything has already been invented,” “The niche is oversaturated,” “It’s too late to enter.” I completely disagree with this. Even if you shoot the same trend as thousands of others, you will still do it in your own way. That is precisely where your uniqueness lies.
And another very important thing — do not listen to people who say that you will not succeed. Most often, they themselves never dared to do what you are only dreaming of. Surround yourself with those who will support you and say: “Try it, you’ve got this.”
Don’t be afraid to declare yourself. Create content, publish it, write to brands. But don’t just ask for a collaboration — first, show what you can do. Create a few high-quality works so that when a brand visits your page, they immediately see your style and understand why it’s worth working with you specifically.
Read also: Andriy Kurkov in Brazil: The Voice of Ukraine Heard on Another Continent
Photo: from the heroine’s archive