She started by performing in kindergarten, and today millions know her. A blogger, actress, singer, and one of Ukraine’s most recognizable influencers — Olya Shelby has long since turned her social media presence into a large-scale personal brand.
In an open conversation for Business Woman, Olya talked about her journey from a small town to a massive audience, shared her plans for launching her own beauty brand, revealed the secrets of self-discipline and self-care, and explained why she believes female leadership is a force born out of love. Read our interview to learn about her inspiration, stereotypes about bloggers, the challenges of the profession, and advice for those who only dream of starting their journey in the world of content.
1. Where did your journey in blogging begin, and at what point did you realize that it was no longer just a hobby, but your life’s work?
It all started very early. I was about five years old, performing in kindergarten — singing, dancing — and even then, I clearly understood: I was going to be the next superstar. It sounds funny, but that feeling was completely mature and confident. That was exactly when my journey began.
After that came clubs, competitions, and the city children’s council. I was everywhere I could possibly be, performing at almost every event in the city. And even then, I started developing my social media. I am from a small town, but that never stopped me — on the contrary, I wanted to try everything. As a child, I even tried modeling in Chernihiv, which was something completely unusual for our small town. My parents supported me in everything, and I am endlessly grateful to them: they didn’t extinguish this desire, but instead fanned the flames.
And then came “Shkola” [The School]. It was after the TV series that everything exploded — the reach, the first commercial integrations, the attention that I had previously seen only in my dreams. And that’s when I felt — very calmly and very accurately: this is no longer a hobby, this is for the long haul. This is mine.
2. Do you have your own business or entrepreneurial projects outside of blogging? If so, how did they come about, and what is most important to you in them?
Yes, I do. The main project of my life is simply called — Olya Shelby. And it is much more than just a blog. To be honest, in terms of tasks, work, team, and revenue, it can be larger than many small businesses in Ukraine.
Many directions grow out of this project: film shoots, ad sales, music, long-term integrations, ambassadorships, and development in business partnerships. All of these are different branches of one big tree.
And I’ll open the curtain just a little bit: I have global plans that are no longer just in my head, but on paper. I am in negotiations with potential partners regarding the creation of my own brand in the beauty niche. I’m not ready to reveal other details just yet — but very soon, everyone will hear about it.
3. What is your biggest source of inspiration for creating content today?
There isn’t one single thing here — I am inspired by several things. One of them will probably sound a bit funny and infantile, but it’s honest: sunny days. I am a terribly sun-dependent person; my mood literally depends on the weather.
Another thing is big projects. When there are many of them and I feel that I am needed, that my work really matters to someone — that is what charges me up the most.
And also — people. When people come up to me on the street and say warm words, telling me that they’ve been following me for 10 years, that I inspire them… You know, they think that I inspire them. But in reality, it is they who incredibly inspire me.
4. What stereotypes about bloggers have you encountered most often, and how do you react to them?
There are plenty of stereotypes. In all movies, bloggers are shown as infantile, a bit arrogant, with a perpetual selfie stick. But in reality, it’s quite the opposite. We are just as shy to approach someone, ask a question, or ask for a photo — because we understand very well how important personal space is. If I met a global star, I probably wouldn’t dare approach them for a photo: I understand how uncomfortable that can be for a person.
And then there’s my personal stereotype. For some reason, almost everyone I meet initially thinks I’m a bitch — probably because of my hair color and appearance. People tell me this directly. And only later they say: “Listen, we thought you were completely different.” I treat this with humor — it actually amuses me.
5. How do you understand female leadership, and what, in your opinion, helps women today to develop in entrepreneurship and realize their potential?
I adore businesses created by women — I sincerely admire them. Because, in my opinion, very often where men build a business through testosterone, excitement, and ambition, women build it through love. And you can feel it — in the details, in the care, in how they treat their business and the people around them. For me, female leadership is exactly about this: leading not by force, but with warmth and sincerity.
And I believe that the world is finally ready to instill faith in women and support them. Today, there are countless incredible cases — businesses created by women — and sometimes it’s enough just to look at them to get inspired, believe in yourself, and be ready to move mountains. This, in my opinion, is what helps women develop the most: the example of others and belief in oneself.
6. Blogging is a daily job that requires constant presence and energy. Despite this, you always look flawless. How do you take care of yourself and maintain your appearance and resourceful state?
First of all, I want to say: blogging is a daily job that many people devalue. It seems like: well, what’s the big deal, shooting a couple of stories. But behind those “couple of stories,” behind every advertising integration, lies daily work — on content, on engagement, on shooting trends, on searching for inspiration.
You can’t have a day off. There can be no “today I’m not in the mood” or “I don’t want to shoot anything.” In theory, you can, but that immediately drops your reach. You are constantly corresponding about ads and replying to messages, looking for inspiration even when there is none, keeping your finger on the pulse — news, trends, context. You have to come up with something new all the time because the viewer quickly gets tired of the same thing, and in parallel, you have to grow in editing and visuals so that everything is pleasing to the eye.
Plus, you always have to look good — you don’t have the right to appear in the frame with dark circles under your eyes. Unless you are intentionally talking about a difficult period, then it makes sense. I don’t hide behind a perfect Instagram picture: I show life as it is, shoot everyday videos, my days, my real skincare routine.
And as for how I maintain myself… The basis is nutrition, sports, and sleep. It is very important to find your sport. For example, I discovered figure skating — something I had never even thought about before. And I got seriously into wellness: what I eat and why, how it affects the body, how sugar and fast carbs work, what happens if you eat sushi at night. All of this is really felt.
I’m already 27, and I’ve started turning to cosmetology — for now, it’s more of a care-oriented story. From injections, I only do mesotherapy, vitamins for hair. And separately — skincare: I scrutinized absolutely everything because I shoot a lot of beauty content, and my skin is my calling card, it must be clean. I’ll be honest: all of this costs a lot of money.
7. What would you advise those who are just gathering the courage to take their first steps in blogging and doubt whether it’s worth starting?
First and foremost — believe in yourself. It sounds simple, but it really is the starting point of everything. Don’t look at the reach and don’t compare yourself to anyone — just do what makes your eyes light up. The audience feels it instantly: it doesn’t like fakery, but it adores sincerity. And believe me, in every niche — beauty, sports, even your home recipes — there is its own magic and its own viewer who is waiting exactly for you.
And you shouldn’t think that you need expensive equipment worth thousands of hryvnias to start. The most valuable thing is you and what you tell people. The rest will follow: you’ll figure out a bit how to edit, how to catch good light (and if there is none — just stand by the window, and everything will work out), how to sketch a light script. And the process will take off.
Don’t give up if the first weeks don’t bring reach — this is a cumulative story that works quietly at first and then explodes. One morning you can wake up and realize that people already know you. I sincerely believe in this because I went through it myself.
If we go exactly step by step: believe in yourself → write down your categories (lifestyle, workouts, beauty, recipes, and definitely trendy videos) → make a content plan → write light scripts — and start. Just start, today. Social media loves consistency, and the world loves the brave. Believe, dream, and act — and you will succeed.
Photo: Anna Prykhodko