Meet withSimplicity Founder & Master Esthetician Irina Dovganetskiy

We’d love to start with your story. How did becoming a mom shift your perspective on beauty and wellness, and what inspired you to create withSimplicity?

Becoming a mom was truly the turning point for me. Before having my children, I thought I had a pretty good handle on what "healthy living" looked like — eating clean, exercising, trying different beauty products that promised glowing skin. But once I started having babies, everything shifted. Suddenly, it wasn’t just about me anymore — it was about what I was putting on my body as much as what I was putting in it, because I realized how much those choices could affect them too.

I started looking into the ingredients in my skincare and makeup products, and I was honestly shocked by what I found — synthetic chemicals, harsh preservatives, artificial fragrances — things I would never feel comfortable using around my baby, let alone on myself. I wanted products that were truly clean, but at the time, there weren’t many options that felt both safe and effective, and especially not ones that made me feel beautiful.

That’s what inspired me to create withSimplicity. I wanted to bridge that gap — to create products that were grounded in natural, high-quality ingredients, but still delivered results. Products that moms, and anyone really, could feel confident and empowered using every single day. It wasn’t just about clean beauty — it was about redefining what beauty means: simplicity, authenticity, and taking care of yourself in the most honest way possible.

A lot of that perspective also comes from how I grew up. I spent my early years in Russia (immigrated to the US when I was 12), where everything was much more holistic by nature. We didn’t have a lot of processed foods, and natural remedies and homeopathic treatments were a normal part of life. Beauty rituals were simple but meaningful — women would use beet powder to tint their cheeks and charcoal powder to define their eyes. These traditions were passed down through generations, and there was this beautiful connection between nature and self-care. That mindset — that nature provides everything we need — has stayed with me and is deeply woven into the heart of withSimplicity. Every formula we create honors that legacy by keeping things pure, effective, and connected to the earth.

Your brand began at your kitchen table – such a beautiful beginning. What was the very first product you made, and is there a version of it you're still selling today?

Yes, it’s true — withSimplicity really did start at my kitchen table, and the very first product I ever made was a simple lip balm. At the time, I just wanted something clean and nourishing that I could feel good about using every day — and even more importantly, something I felt my children could safely use.

The formula was super basic in the beginning — just a few natural ingredients like beeswax, coconut oil, and essential oils. I had no idea at the time that it would spark a whole line of products! Over the years, we’ve refined and improved it, making small adjustments to the texture, scent, and ingredient sourcing to make sure it meets the same high standards we now have for all our products.

You have such a hands-on role in product creation. What’s your favorite part of the formulation process – and where do you find the most inspiration when developing something new?

I really love taking a problem/solution approach when it comes to creating new products. For me, it always starts with asking, "What need isn't being met?" or "What challenge can we help solve in a natural, effective way?" I’m very hands-on with the formulation process because it’s so important to me that everything we create has a true purpose — it’s not just about launching new products to launch them. I want every formula to be intentional, thoughtful, and genuinely helpful.

A lot of my inspiration comes from real conversations — with our customers, with estheticians, even from my own experiences or struggles. If I notice my skin reacting a certain way during a season change, or if customers are telling us they can’t find a clean alternative to something they love, that sparks an idea.

Building a small business is a labor of love. What has been the most rewarding part of growing withSimplicity and sharing it with your community?

One of the most rewarding parts has been offering safer alternatives for people who really need them — especially those with autoimmune conditions or sensitivities who often struggle to find products they can trust. It’s also been incredibly fulfilling to build a team of amazing women and watch them grow alongside the company, both personally and professionally. Seeing that kind of growth and impact has been so meaningful!

withSimplicity is more than a skincare line – it’s a philosophy. What does “living with simplicity” mean to you?

To me, living with simplicity means realizing that things don’t have to be overcomplicated to be truly effective or beautiful. It’s about going back to the basics — using high-quality, natural ingredients and keeping our processes intentional and straightforward. When you strip away all the unnecessary extras, you’re left with something that’s pure, honest, and often even more powerful.

As a founder and a mom, how do you prioritize time for yourself? What self-care rituals help you feel grounded and recharged?

Having a nighttime routine has been essential for me. No matter how busy the day gets, I always make time to take off my makeup and go through a full skincare ritual. Even just those 10 or so minutes to focus on myself make a huge difference in how I feel. Also, having a team of incredible women who help run the business has made such an impact — it’s allowed me to create a better work-life balance and truly be present both at home and at work.

For someone new to withSimplicity, what’s the first product you’d recommend they try – and why?

It’s so hard to pick just one, because I really believe skincare works best with a few key steps (at least 3: cleanse, tone, moisturize). But if I had to choose, I’d say start with Blue Dew. A good moisturizer is one of the most essential parts of a routine — it can make such a noticeable difference in the health and appearance of your skin. Blue Dew is hydrating, soothing, and works for so many different skin types, which makes it a great starting point.

You wear many hats – founder, Master Aesthetician, educator. What are your non-negotiables when it comes to a healthy, effective skincare routine?

The basics are non-negotiable: cleansing, toning, and moisturizing every day. I also think having a really good exfoliant is key — it helps keep your skin fresh and clear. And I’m a big believer in face massages. They help with circulation, lymphatic drainage, and just keeping your skin looking more lifted and vibrant over time.

Looking ahead, what’s next for withSimplicity? Are there any new products, projects, or dreams you're excited to bring to life?

Yes! We’re getting ready to launch six brand-new products this summer, and I’m so excited about them. They’re a little different from what we currently offer, but they really complete our skincare collection in a beautiful way. These formulas have been a true labor of love — we’ve been working on them for about three years to make sure they’re innovative, clean, and effective. And while I can't share everything just yet, I’ll just say there are a few more exciting projects in the works that we can’t wait to reveal soon!

We’re honored to be part of your curated selection in your storefront. Are there any EVOLVh products you personally love?

Honestly, so many! I use the UltraShine Shampoo and Conditioner every day, along with the hairspray — they’re absolute staples for me. I’ve been using EVOLVh for over a year now, and I just love how it makes my hair feel. It’s truly salon-quality, but with clean ingredients, which is so important to me. My family and some of our employees have started using it too — it’s definitely a brand we all genuinely stand behind.