How Tina Kandelaki makes money on beauty

TV presenter for the year earned 130 million rubles.
Origin source
Last year, the revenues of the popular TV presenter, producer and media manager Tina Kandelaki more than doubled, exceeding 130 million rubles, which could not help but attract the attention of other journalists. At the economic forum in St. Petersburg, Kandelaki herself explained such impressive results by great achievements in business and, at the sessions, distributed cosmetic patches for the eyes of her own production to everyone. The Bell learned how Kandelaki became an entrepreneur, who became its first investor, and what else is its income.


Tina Kandelak's income in 2018 amounted to 132.7 million rubles, which is more than two times more than in 2017, and four times more than in 2016. The figures are disclosed in the annual declaration of her spouse, the former head of Apostle Media, and now - Rostech’s Director for Special Assignments, Vasily Brovko (Forbes said the first to declare these declarations). The Bell found out what they were made of.

According to Kandelaki, the main part of the income is still brought by commercial performances at events and corporate parties. But growth provides revenue from the cosmetic business, she argues.

Quote: "I give more than 50 performances a year, half of which are free, for children, schoolchildren, students, and half - commercial, where my fee - and this is not a secret - is 50 thousand euros."

If so, then holding concerts, events and corporate events should bring Kandelaki about $ 1.25 million per year (90 million rubles).

For comparison: according to the 2018 celebrity rating compiled by Russian Forbes, the most successful TV presenters - Ivan Urgant, Ksenia Sobchak and Maxim Galkin - earn from corporate awards of 50-80 thousand euros. Kandelaki was not included in the last rating. Urgant ranks fifth in the latest ranking with an estimated revenue of $ 8.5 million per year, Galkin's revenues are estimated at $ 4 million, Sobchak - at $ 1.4 million.

“In addition, I am a co-owner of the spa at Copernicus, and I own the Tinatin restaurant,” Kandelaki continues. “I am also engaged in production, though it does not bring much profit yet.”

Together with CTC Media CEO Vyacheslav Murugov and Goose Goose Films studio owner David Kocharov Kandelaki produced the comedy series about football Big Game (his ratings on STS were slightly lower than the average daily share of the channel, RBC wrote).

At the end of last year, Kandelaki announced that she would become co-producer of the “comedy about the holiday of March 8 and the inextricably linked Stas Mikhailov.” It was assumed that Mikhailov will play in the film himself, the release of the film in the rental was scheduled for spring 2020. And already this year it became known that, by order of the video service Amediateka, she and her partners are filming a series about the relationship of a porn actress and porn actor.

They do not disclose their income from the restaurant business, spa and work as general producer on Match TV channel.

The Tinatin trademark is registered on Brendbox LLC, in which Kandelaki owns 80%. The revenue of this company in 2016 amounted to 7.8 million rubles, the loss - 3.6 million rubles (there are no more recent data in SPARK).

Spa "In Copernicus" Kandelaki and her girlfriend Linda Guseva is registered on LLC Britani. In 2017, the revenue of this legal entity amounted to 30.9 million rubles, profit - 5.1 million rubles.

“I also get dividends from the cosmetic brand AnsaLigy,” says Kandelaki. She calls the cosmetic business the main driver for the growth of her income, but does not disclose the size of dividends. The cosmetic brand itself appeared in 2016. Kandelaki was his face, but in the fall of 2018 became the main owner of Seigl LLC, through which sales of AnsaLigy were organized. At about the same time, the former vice-president of Group and friend of Kandelaki’s spouse Vasily Brovko Alexander Kabakov decided to invest in this business, who immediately estimated the brand at 1 million euros.

Cosmetic brand AnsaLigy works through LLC Seygl. The first line of the brand was launched in 2016, Tina Kandelaki became her face.

Initially, the AnsaLigy trademark was registered to the same company that owns the spa in Copernicus. Now the rights to the AnsaLigy trademark are transferred to Seigl LLC, the Kandelaki press service specified.

Kandelaki claims that her cosmetic business is growing at a cosmic pace. Financial results for 2018 have not yet been published in SPARK, but from the brand presentation (available at The Bell), which was demonstrated at the Moscow Government Prize for Breakthrough of the Year entrepreneurs, it follows that the company's revenue for the first quarter of 2018 was 645 thousand. rubles, and a year later rose to 29 million rubles. It also says that the number of orders of cosmetics for the entire last year increased by 8.2 times. The latest data on the company's profit in SPARK was disclosed for 2017 - then, with revenue of 5.8 million rubles, it earned 1.8 million rubles.

To whom belongs. In October 2018, Kandelaki received 50% in Seigl LLC, her friend Guseva left 20%, another 30% belonged to Anastasia Savchenkova, owner of Solntsevo-fitness. In November, Kandelaki increased her stake in the company to the control, while Savchenkova’s share went to Kabakov.

First investor

Alexander Kabakov is a former vice president of the parent company of the Group social network and co-owner of the online agency Agency 1. Until 2013, Alexey Goreslavsky, the former chief editor of, was the last to lead, and now he is deputy head of the presidential administration. Kabakov is a political scientist. In the last presidential election, he at was engaged in everything related to their promotion on VKontakte, and his office in the company was jokingly called a branch of the presidential administration.
Kabakov is also a co-owner of NtechLab, a company that supplies face recognition technology and claims to Moscow’s multi-million dollar contract to create a city video tracking system. Kabakov's friendship with Brovko served the service of this company - it was Brovko, as The Bell wrote, told about the promising start-up to the head of the state corporation, Sergey Chemezov. In 2017, Rostec became a strategic investor in NtechLab, having bought 12.5% ​​of the company's shares for the start.

Kabakov’s decision to invest in AnsaLigy is not related to their friendship, Kandelaki claims. “He sees the global cosmetics market growing: instagram, filters, photo editors, all this is a human desire to look better, and it leads to an unrealistic growth of the industry,” she explains. Kabakov himself told The Bell that his role in Kandelaki’s new business, in addition to investments, was to build Internet marketing and participate in the formation of the team.

Partners do not disclose details of the transaction. It is only known that Kabakov bought out Savchenkova’s stake in Seigle and undertook to invest in the business. For the transaction brand AnsaLigy valued at 1 million euros, confirms Kabakov. It turns out that he had to pay about 300 thousand for his share, but he did not disclose the amount of the transaction and the amount of investments. The assessment was based on revenue, EBITDA and dividends, Kandelaki says, streamlined.


The idea to make your own cosmetic brand, says Kandelaki, came to them from Guseva when they were developing the spa in Copernicus. “In Tbilisi, where I came from, it was considered a tradition to visit a beautician who can make a cream himself,” she says. “I came to my childhood friend Linde Guseva and offered to make individual cosmetics in Moscow, as in Tbilisi, from natural products.”

At first, Kandelaki and Guseva began to place small orders from Valentina Demenko, general director of Emancy Laboratory (the eponymous cosmetic brand and contract manufacturing of cosmetics are located in 1st Kotlyakovsky Lane in Moscow). Guseva, who has long worked in the beauty industry, led the creation of the product. “They made a gel for washing, then a tonic, then a morning and evening cream, it all cost about 100 thousand rubles,” says Kandelaki. “Cosmetics began to diverge thanks to the word of mouth, but these were micro-sales.”

Then Kandelaki discussed with Demenko the poor quality of the patches that she bought in Duty Free during one of the flights. Demenko is a chemist, doctor of biological sciences, she had an idea of ​​her own patches and a formula that could be worked out, says Kandelaki: “The cost was high, but I said, we do, we carry amber from Kaliningrad, hyaluronic acid is poured into each package of patches manually” .
For patches, use natural amber in granules, mined by the Kaliningrad Amber Plant [included in Rostec. - The Bell], says Kandelaki. After processing, the amber is cleaned, dried and crushed in the volumes necessary for ordering.

“At first, we produced products for about 1 million rubles, and then“ space ”began: we did not have time to order a small batch, how it ended, - Kandelaki says. “Right now, I see one after another customer payments in CRM (customer relationship management system),” says Kandelaki and demonstrates a chat bot in Telegram with a list of online orders for sums of several thousand rubles.

The patches from Kandelaki, judging by the brand's catalog, cost 380 rubles, various creams, serums, gels, lotions and micellar water - from 850 to 2900 rubles, sets of skin care products - from 2700 to 9500 rubles.

All AnsaLigy products are still manufactured at the Demenko factory. “But, if the turnover grows at the same pace, it will be crucial for us to have our own plant,” Kabakov says. So far, most of his investment is planned to be spent on marketing, he adds: "I can not reveal all our methods, but definitely the main channel for promoting the entire beauty industry today is Instagram."

The AnsaLigy patches, besides Kadelaki itself, were advertised by popular instablogers, for example, photo model Anna Korotky (100 thousand subscribers), Doma 2 heroine Alena Vrazhevskaya (200 thousand subscribers), TV presenter Katya Gordon (385 thousand subscribers) and others. All this is a personal initiative of Tina’s friends, says Kabakov, the company did not pay for the placement of these posts.

By the end of the summer, the co-owners of the company plan to launch a platform for selling cosmetics by subscription, Kandelaki said at one of the sessions at the SPIEF. "In Russia, this is the only chance to strengthen a startup, because it is impossible to compete with major brands in the offline store," she explains. The idea is similar to the American startup Scentbird Maria Nurislamova - a service for the selection of perfume, which also works by subscription.