What led Green Mama to collapse

In 2007, Green Mama, which produces "natural cosmetics", had a turnover of more than $60 million and was preparing for the IPO. In 2016, the turnover of the company did not exceed 2-3 million dollars, and it was in a pre-bankruptcy state.
Origin source
From the Urals to the Cote d'Azur

In France, a native of Sverdlovsk and a graduate of the Ural Polytechnic Institute, Oleg Nasobin was in 1997 in transit through the Czech Republic, where he moved back in 1992. The reason for his departure from post-Soviet Russia, he commented vaguely, which gave rise to some ill-wishers to suspect the businessman in connection with the so-called. "Uralmash group":

- In the late 80's and early 90's our country had to endure a terrible cataclysm. Collapsed plans, careers, habitual life. Irina and I were lucky in the sense that we were already old enough to take responsibility for our destiny, but at the same time young and romantic, so as not to be afraid of change. Nevertheless, we had to give up our plans for the future life. I'm an engineer, Irina is a violinist. In 1992 we found ourselves in Prague. In 1993, they started selling cosmetics, - said in 2007 a businessman.

In Prague, the Nasibs tried to build a business in the distribution of goods of the American cosmetic brand Freeman in Russia. However, the matter did not burn out. Oleg Nasobin, who was then turned 30 years old, according to the published on the website of his company "legend", collected a miracle surviving 50 thousand dollars and in 1996 launched the production of its own line of cosmetics. First in the Czech Republic, under the brand name of the new company Green Mama - Green Mama CZ s.r.o. (founded on March 19, 1997, currently in the liquidation phase, Oleg Nasobin was the owner of 100% of the shares), and then in France:

"They decided to make creams with a plantain, and not with jojoba." Nasobin himself came up with a design for a package of sheets of plantain and elderberry. "The comic symbol of the company was a funny human figure - a drawing of a four-year-old son of Nasobiny, depicting his mother in a green dress. factory, packaging - a German firm, promising to pay off after the sale of the goods. "

Here it is necessary to say separately that the level of business journalism and business perception of Russian society was then and now at a primitive level. The sacramental question "where did the money come from" practically never was asked, among other things, because a variety of "oligarchs", owners of newspapers, factories and steamboats grew literally out of nowhere as mushrooms on rotten stumps. Yesterday the Komsomol member was hoarding computers or generally engaged in scrap metal, and a year or two later he had banks, a fortune of a billion dollars, a personal business jet and a fleet of yachts. Lopouhy man in the street could not even turn his head.

But in Europe there was no such euphoria of the 90s. Therefore, tales of the Germans who made the packaging in the calculation that they will be paid after the sale, you can tell only the inhabitants of northern Eurasia. In reality, the cost of admission to the market for the production of cosmetics and skin care products was then several million dollars, a minimum. This amount included not only the equipment and hiring of personnel, but also the purchase of raw materials, distribution, marketing, logistics and so on until the settlement of legal issues. About this in his numerous interviews, Mr. Nasobin modestly ignored, but managed in his blogs years later to hint at cooperation with the special services of the Czech Republic.

Czech special services in the 90 years of the last century actively invested "money from the Communist Party" and the Italian mafia in the Russian Federation - this, for example, the billion-dollar fortune of the owner of PPF Group and Home Credit Bank Peter Kellner (also "a guy from nowhere", now this richest businessman in the Czech Republic, who until recently had owned the Eldorado trading network in Russia). In turn, from the Russian Federation to the West, they distilled art, engaged in export-import operations and brokering services in the arms trade.

In the official history of Green Mama, it is touchingly reported that the lack of money and expensive labor in France did not become an obstacle for an energetic business couple from Sverdlovsk:

- The difficulty was that we did not have any money. To take out loans seemed completely unrealistic, both because of their price (rate) and because of the lack of any security. There were everyday difficulties, with office space, like everyone else at that time. But there was love of the market "at first sight". What we expected to sell for three months, we sold in 7 days. Then again and again. The rapid growth in all aspects, some boundless love of the market, were our reward for all the trials, "Nasobin told" Family Business "in 2007. He told all this to the Russians, but he did not talk about business in Russia, but in the Czech Republic and France. On the realities of which most of his readers did not even have an idea.

Quick takeoff Green Mama

For some reason, the plant in the Czech Republic did not "shoot" and Nasobiny in 1998 launched a new enterprise called Le Plantain (Podzdorozhnik) 40 kilometers from the resort town of St-Tropez on the Cote d'Azur in the city of Montour (Le Plantain Zi Le Plan Oriental 83440 Montauroux) in France. In the vicinity of this city settled Oleg Nasobin's family in a cozy villa. The plant was registered with Le Plantain sas, established on November 12, 1998. The cost of construction and start-up of this enterprise amounted to 16 million francs or about 3 million dollars. Where did such money come from people who just "did not have any collateral for loans" - in itself an exciting story, but it is still beyond the scope.

At the end of the 90's, it seemed that the Nasibs had found the right road and were in the right place at the right time. All the cosmetics they make under the Green Mama brand were leaving France for the growing Russian market, just survived the consequences of the 1998 default and crisis. Every year, the market for care and cosmetics in the Russian Federation grew by 25-35%, and Nasobiny attempted to first build a new enterprise in the Ryazan region (based on a former ceramic factory), but eventually open a Russian plant in the city of Egorievsk in the Moscow region in 2003. The company's staff grew to 540 employees (500 in the Russian Federation and 40-50 in France). In Russia, Green Mama produced mainly shampoos and cosmetic masks. More high-tech products - creams, milk - were made in France and from there they were brought to Russia. The company's business grew rapidly, its turnover in 2001 was about 20 million dollars, in 2007 - about 55-60 million dollars (all according to unofficial data and estimates of Euromonitor).

Nevertheless, already in the 2000s, the company had problems that would further ruin it. So, the company's turnover by 2002-2003 reached about $ 40 million, but then, until the crisis of 2008, it grew relatively slowly. This, moreover, we repeat that the Russian cosmetic market grew then by leaps and bounds, but the business of Nasibiny did not develop. For an increase of 5-10% in a market with annual growth of 20-30% (and in some years or more) could mean only stagnation and a slow but sure loss of share on it. Among Russian business media, Vedomosti published the first in 2003:

"According to KOMKON-Pharma, Green Mama's advertising budget in Russia last year was only $ 50 000. For comparison, $ 2.9 mln was spent on advertising the Black Pearl (the largest budget for the domestic brand in our market) "Occupying the 14th place in the consumption index in the skin care products segment, the Green Mama brand is only the 35th for advertising costs."

Nasobin himself explained this by the alleged lack of funds:

"The word" marketing "in Green Mama is not used, first, because it is" too general and diffuse "discipline. Secondly, because behind it (according to Nasobin) is the technocratic, mechanistic application of some tools to the live market. "We are all a part of God, and we are clichéed on us," says Nasobin, but that does not mean that he categorically rejects advertising. "We would like to advertise," the entrepreneur confesses, "but for this we We need huge budgets. If we have $ 1 million, we will better direct it to research. "

Such an arrangement proved to be erroneous, although in 2003 marketers warned businessmen about the threat of increased competition:

"Some experts believe that inadequate advertising spending could harm companies in the future, according to ACNielsen, retail sales of face and body care products in Russia rose 48% to more than 9 billion rubles between 2001 and 2002. And players in this market more and more. "Sooner or later, when a strong competitor appears, it will be hard for them," says Alexander Fridman, head of research projects on cosmetics and perfumery of COMCON-Pharma.

The Russian market of perfumery and cosmetics in the 2000s attracted not only amateurs with a factory in France - large corporations began to come out with its impressive advertising and mareting budgets, as well as unlimited possibilities for distribution and development.

On the fracture

The edition of Forbes in 2005 paid attention to the paradoxical stagnation of the Green Mama business against the background of the same size businesses with this company:

"Although the Russian cosmetics and perfumery market is expanding, by various estimates, by 15-25% per year and in 2003 amounted to $ 5.3 billion, Green Mama with revenue of $ 41 million, according to Euromonitor, occupies no more than 0.8 For comparison: the revenue of the Russian cosmetic company Faberlic, founded in 1997, is almost three times as much. "

Former employees of Green Mama, who did not find a common language with Oleg Nasobin, explained this with the contempt of the guide to marketing and advertising:

"At the beginning of the new decade, the Russian market became cramped: foreign manufacturers came in, former Soviet enterprises became active - and the Moscow factory" Svoboda ", and" Nevskaya Cosmetics ", and" Ural Gems "from Ekaterinburg (" Kalina "concern.)" But Green Mama allowed herself to ignore competitors, worked by inertia, the word "marketing" was simply forbidden, and misinformation was spent on the promotion of the goods, a month - no more than $ 20,000. The situation was critical, "says Evgeniy, former head of advertising at Green Mama Karasev. "Marketers betrayed cardinal ways of solving the problem:

"Companies, in my opinion, need repositioning. Now this brand is forgotten and pressed. You can rise to the previous height only if you have a very powerful marketing program. If I had such a task, I would give up 50% of the turnover for the promotion of products, "says Evgeny Karasev (now he heads the advertising and promotion department of the Russian representative office of the Latvian perfume company Dzintars). "Green Mama's innovation has now faded. The company needs "star" products, which will be talked about, which are actively advertised and able to pull out the entire line, "adds Anna Dycheva-Smirnova."

However, in Nasobin's position there was still one sound grain - he believed that a good product would advertise himself, so why spend more money on "mass graves in magazines"? The trouble with Green Mama was not so much lack of marketing and advertising as in a meager product line and its relative quality, weak financial base and incompetent leadership. Nasobin himself never recognized the last problem for anything.

The mouse did not go to Asia

In 2005, Nasobin planned to conquer the market of the countries of Southeast Asia - first of all, China, Japan, Taiwan and other states. To the "onslaught on the East", the Ural business genius treated as all its enterprises - that is, as a cavalry attack.

"We are entering into fatal battles," he said, "and we win in these fights. Not by force, but by the fact that we have nothing to lose. Imagine that we are a mouse. But we are an evil mouse.

But in Asia, the "evil mouse" was waiting for a complete failure. It turned out that they, firstly, are overstocked, and secondly, to surprise someone there with "natural cosmetics", and even at high prices it was impossible. The failure also resulted in Green Mama's attempt to break into a very competitive American market. Back in 2001, Green Mama funds were successfully tested in one of the largest American networks, as Vedomosti reported in 2003. However, the American retail price of $ 2 per tube Nasobin did not suit: in other places his cosmetics sold for 6-7 dollars. As a result, in the West, Green Mama cosmetics were then sold mostly to a few independent pharmacies. Meanwhile, the Russian market did not stand still.

In the 2000s, competition in the Russian Federation became even more acute, and Green Mama's investments in some segments (for example, lipsticks, blushes, etc.), which were occupied by strong competitors, did not bring any result. Mind Nasobin needed in the middle of the last decade to look for a strategic partner and go to a deal to sell his business or exchange for a stake in someone else's, but larger. In 2007, Green Mama estimated at the Russian cosmetic and perfume market with a turnover of $ 8.6 billion, about 0.7% (less than $ 60 million), and there was little hope of increasing its share. In 2008, a number of Russian media reported that the management of Green Mama was finally "ripe" before attracting a strategic investor partner and even seriously thought about going to an IPO (from which the president of the company disowned in 2007). And Nasobin himself admitted that he was ready to give up the steering wheel of his company:

Oleg Nasobin is ready, under certain circumstances, even to leave the director's office and become an adviser. If, of course, an applicant for a place can prove that he is worthy of it.

However, the market did not wait for the turtles from Green Mama. In 2008, a thunder broke - in Russia there was a sharp and sharp collapse in sales of consumer goods after the fall in oil prices. Even after the situation in the second half of 2009 began to improve, it turned out that to expect the best is not necessary. Until 2008, Green Mama was a very specific, niche player, which could theoretically be of interest to third-party investors. After 2008, it ceased to be a liquid asset. In the Russian market, there were even more cosmetic products from large producers, who invested serious money in retail, advertising and marketing. Competing with which the Pots could not. Own investments in new product lines - shampoos, soap and other products, which Green Mama tried to produce, did not bring returns.

For 2010, the company's turnover was estimated at only $ 15-20 million, which was three times less than in 2007, and in 2011 - $ 10 million (unofficial data). All this meant that the family business of the Nasibins was sinking. The lack of professionalism and adequate management only spurred the objective process.

The fish rots from the head

The management of the holding, consisting of about fifteen different sales and manufacturing companies, drowned inside the family clan: Irina Nasobina, Oleg's wife, being the director of Green Mama development and a musician-violinist by education, supervised the development of new products. The Russian division was run by the husband of Oleg Nasobin's sister, and the business director of business in Russia was the wife of his cousin Nasobin.

Virtually none of the Nasobins on a professional level could understand either cosmetology, chemistry, or medicine. And the rare attempts of Nasibins to talk about the subject led to ridiculous embarrassments.

So, a very stormy reaction of the public was caused by an interview with Irina Nasobina, published on the company's website about essential oils and aromatherapy. You can try to evaluate it at least on such a passage (spelling and vocabulary saved by author):

"But probably not everyone knows that the Essential Oil is one of the most mysterious substances on the planet Earth.Nobody has yet been able to understand its essence completely and to measure its strength.It is capable of miracles.For example the human body does not represent for molecules of essential oil There is no obstacle, they pass right through if they so want. "

Or here such:

"What is the chemical composition? The whole Mendeleev's table, including the elements that have not yet been discovered." What is this essential oil? "This is not known by anyone." The Sacrament is also called the Liquid Sun, the Soul of Plants, etc. Here is an ancient alchemical book It is the coeval of the dynasty of the Rurik dynasty, that is, the contemporary of Ivan Vasilyevich Grozny.This book describes many potions and recipes, but on two thirds it consists of recipes for the art of distillation, which is what the process of obtaining essential oils is called. "

Such charlatan reasonings from the head of the cosmetic concern first drove the readers of the LiveJournal into a stupor, and then - they forced to scoff at the aromatherapist:

It's enchanting. Do not know, laugh or cry.

Undiscovered elements --- these Kurds will heal people with highly radioactive isotopes? Well, well =) Better they would have added GMOs.

It would be better to be silent and continue to be beautiful. Now I'm not going to buy Green Mama's products exactly - crawling. Little wonder of what natural oil, they cram down grandfather-grandmother's recipes.

And where is the Philosopher's Stone? It's messy!

Laughter, but Russian consumers quickly figured out that the cosmetics and cosmetic care products offered by them at sufficiently high prices from Green Mama are in general mediocre goods, which they do not really want to buy a second time. Despite the fact that the Internet was carefully cleaned by the Nasibs from negative or critical comments, they could not be hidden.

For example, such ambiguous reviews in the distant 2008 were left by users on woman.ru:

- Yes, it is not bad, but it is not good! :) There are some good products, but in general - below average. And the price is too high. I used it at one time, but then I got bored and I'm unlikely to return to it. Mirra-lux will be better, in my opinion.

- It seems to me that the price-quality ratio is not very good. For this quality, the price is too high. Creams of the "Aleut" series with vitamin F - a pitiful resemblance to the cream F99, which is sold in pharmacies (and cheaper than Grinmama). A series of "taiga formula" quality resembles some "clean line", but it costs hoo. In general, I tried everything and went back to the essential oils and bases. Expensive, but the effectiveness is incomparable. But to me already 37. In a youth and Grinmama will descend.

- Disgusting quality and service! Creams are heavy, many with a bad, sharp smell. Allergenic, teary eyes. Moreover, they play dishonestly! One of the creams that the courier brought me was already used by someone, there was not enough of it and there was a dirty tube (in cream). Reviews on their website they write to themselves and skip only positive ones! I wrote 10 reviews, did not miss a single one, except "normal cream". Rascals!

- The quality of the creams worsened, I tried many different. For example, foam-gel for washing Camomile and Lingonberry began to dry even my fat skin, for those two minutes until I applied the cream, the skin already cracked. But, maybe, this is an individual case, but in general, creams do not bring a tangible result, they are suitable for teenagers more, it seems to me.

- Excellent products, the first time it began to use in 1998, was delighted. Shampoos, balms, scrubs just super! During this period, I used a lot of money from other manufacturers, but I decided to return to the production of Greenmam .... the means for caring for the body and hair are wonderful !!! The price is also normal! You want a lot of young lady, and that the quality was MAX and the price of MIN ...

At various Internet sites in Runet, until recently, there was a sluggish struggle between a few and often frustrated consumers and writing as a carbon copy bravura reports "positivists." However, since 2011, media publications on the business successes of Green Mama have practically ceased, and the company itself is taking a marginal position in the deep basement of the Russian cosmetic market.

The fate of Crow's Sloboda

The revenue of Le Plantain sas (a legal entity owning the Sapinan plant in France) in 2006 was 2.7 million euros, staff - 37 people, the payroll - 690 thousand euros (the average salary was just over 1,500 euros). The declared high operating costs - 2.86 million euros, as well as social payments of 250 thousand euros, made production very expensive, and net profit - scanty. All this existed only while the products were sold in Russia. The threefold drop in Green Mama's revenues in Russia in 2008-2010 led to the fact that Nasobin was unable to maintain such a costly enterprise in France. In 2011, the plant "Podzhorozhnik" (Le Plantain) practically ceased its production. On February 28, 2012, the legal entity was closed due to lack of assets (jugement prononçant la clôture de la procédure de liquidation judiciaire pour insuffisance d'actif).

Subsequently, Nasobin repeatedly stated that his "business in France was destroyed by enemies," but rather, the reason was economic. In 2012, the question remained unresolved as to what to do with the production and storage facility in Montora with an area of ​​6,000 square meters. The Nasobins had ideas to rent it out, but in the future the events developed according to the principle of the Crow's Slobodka, which could not help but burn.

On a dark night from 4 to 5 September 2012, the building of the former Poddorozhnik plant was embraced by a flame. The fire was very strong - almost 70 firefighters fought with fire until the morning, 3000 square meters of the building burnt out. According to firefighters, the fire began at the spirits warehouse:

Dans la nuit du 4 au 5 septembre, près de 70 pompiers étaient mobilisés pour éteindre le feu qui s'est déclaré vers minuit dans un entrepôt de Montauroux, dans le Var. Le feu a été circonscrit vers 6 heures du matin. Sur les 6000 m2 que compte l'établissement, plus de 3.000 m2 ont été détruits. L'incendie serait parti du centre de l'entrepôt où sont stockés des parfums. Une enquête a été ouverte pour déterminer l'origine du sinistre.

Nasobin himself gave confused comments in the spirit of "it's strange that the fire started here, at this time and so quickly spread" (and what's to be surprised if spirits began to burn?):

Later it turned out that although the premises were insured, it was not so easy to get an insurance payment. For this or some other reason, but Oleg Nasobin's attitude towards France has changed dramatically from positive to negative. If in the 2000s the businessman explained why it is convenient for him to live on the Cote d'Azur (mountains, sea, curative climate), then in the second decade of the 21st century he hit Russian social networks and blogs. They turned it into a stream of bilious comments about corruption and legal lawlessness in France, openly calling it "police and terrorist state", where business is strangled by taxes (it's strange that he noticed it only after 2012).

- France - a provincial, disrespectful country in the world, and therefore "dating" in it sucks, - he wrote in the Live Journal (Livejournal) in 2013.

The businessman in general named the French police as the perpetrator of the fire at the factory, acting allegedly at the instigation of the then authorities of the country headed by President Nicolas Sarkozy! Here is a typical comment of Nasobin from his blog about this (the former president of Green Mama nevertheless kept silent about the fact that the factory that was already not operating was burned down, but closed almost a year before due to bankruptcy):

"When the French police Sarkozla fouled me with impunity in 2012, burned the plant to me and destroyed the business, I warned the tax inspectorate in France that I can not pay taxes because there are no revenues." I showed my applications to the prosecutor, and the tax showed understanding, and agreed to wait until the trial.The sarcophagous oprichnina, who recruits and lays prostituted judges, sold their services to insurers, and the case dragged on for four years, and suddenly, the other day, the tax has withdrawn the money without our acceptance. New "managgers" to whom everything is pohber.Now, I will then reply with the publication of real names and photographs of Sarkozlina's agent of oprichnina, with a description of their activities. "Fuck you, scum."

The second legal entity Nasobinyh in France - Laboratoire Cosmo Di Medici sarl (created on February 21, 2005, owned by Irina Nasobina), engaged in the development of cosmetics, in 2012 showed a net loss of 144 058 euros and in subsequent years worked in negative territory. Until it was closed on January 14, 2017. As a result, after 2012 the company retained production only in the city of Yegoryevsk, Moscow region. In Russia, where its products were considered to be "Franco-Russian" by inertia, but now in Europe it is almost impossible to find Green Mama cosmetics (it goes there as an exotic species).

In France, the Nasobins still have only three legal entities that demonstrate the desire of the business couple to go into new industries: Phoenix 7 sarl (restaurant management, founded on April 15, 2014), GREEN MAMA INVESTISSEMENTS (real estate transactions, founded on June 26, 2015 ) and LES PIERRES (real estate transactions, founded on October 29, 2008). In the Russian blogosphere, a brief analysis of the business empire of Nasobins in France flashed in 2015. At the same time, it became obvious to many observers that the collapse of Green Mama was due to economic reasons, rather than the insidious intrigues of French special services that set fire to the closed factory of a Russian businessman at night.

Saving Russia?

In Russia, the activities of the four "aromatherapists" in recent years demonstrate all the signs of an impending financial collapse (only those firms whose founders are members of the Nasobiny clan are considered below).

So, according to the annual reports of LLC "DK +" (Oleg Nasobin himself owns 75% of the shares, his father is Bronislav Aleksandrovich Nasobin, 25%), one of the main marketing structures of Green Mama in Russia (she sells cosmetics through the corporate Internet- store), its gross income in 2012 amounted to 22.7 million rubles, in 2013 - 17.58, in 2014 - 13.82, in 2015 - 13.14, in 2016 - 10.24 million rubles. That is, the company's revenue for 5 years fell by more than 2 times. Net profit under RAS in 2012-2016 declined almost three times from 1.74 to 0.65 million rubles (according to SPARK-Interfax).

Sales of cosmetics from Green Mama via the Internet have never occupied more than 10% of the total, but this trend still provides food for thought. Apparently, the aggregate turnover of the Green Mama cosmetic business in Russia in 2016 was hardly more than 100-130 million rubles.

Other companies of the business empire of Nasobins in Russia are not in the best position - almost all of them are bankrupt.

Wholesale of perfume and cosmetics

"Salvia" LLC (co-owners: Oleg Nasobin - 60%, Bronislav Nasobin and Dmitry Bulanov - 20% each) received the latest reporting with income in 2007. Mr. Bulanov owns OOO "BS", which, with a revenue of 55.5 million rubles in 2016, accumulated "modest" accounts payable of 38.7 million rubles.

Sage 2 LLC (co-owners: Oleg Nasobin - 75% of shares, his father Bronislav Nasobin - 25%) is entangled in serious accounts payable. The revenue (gross revenue) of the company in 2012 amounted to 16.8 million rubles, in 2013 - 22.2, in 2014 - 22.2, in 2015 - 20.9, in 2016 - 19.3 million rubles , the net profit fluctuated all the years at the level of 1.8 million rubles, and in 2016 fell to 1.2 million rubles. In 2016, the company accounts payable amounted to 125.6 million rubles (48 million short-term and 77.6 million - long-term).

LLC "Lavender N" (co-owners: Oleg Nasobin - 95% of shares, Elena Nasobina - 5%). In 2012-2016 gross revenue has collapsed almost threefold. Revenue in 2012 is 61.77 million rubles, in 2013 - 52.16, in 2014 - 38.5, in 2015 - 32.64, in 2016 - 19.1 million rubles. Net profit ranged from 0.3 to 0.8 million rubles per year, and in 2016 the company was in negative territory. The company's accounts payable at the end of 2016 was more than 97 million rubles (by comparison, in 2010 it was slightly more than 5 million rubles).

Manufacture of soap and detergents, cleaning and polishing agents; perfumery and cosmetics:

OOO GM Produkion (owner of 100% of shares of Oleg Nasobin) gross revenue in 2014-2016 fell by half from 14.5 to 7.4 million rubles. Net profit decreased from 880 to 434 thousand rubles. At the end of 2016 the company had 13.7 million rubles of accounts payable.

Wholesale of non-food consumer goods:

OOO "Sheet 3" (co-owners: Oleg Nasobin - 95% of shares, Elena Nasobina - 5%). Here everything is the same. In 2014, the company's gross revenue amounted to 22.53 million rubles, in 2015 - 17.77 million rubles, in 2016 - 10.6 million rubles. Net profit - decreased from 930 to 140 thousand rubles. Accounts payable at the end of 2016 amounted to more than 40 million rubles.

Letting of own uninhabitable immovable property:

OOO "Design combine" Three Bears "(co-owners: Oleg Nasobin - 60% of shares, Bronislav Nasobin - 20%, Dmitry Bulanov - 20%, left the company in July 2017.) The company's revenues in 2010 - 11.27, in 2011 - 11.5, in 2012 - 17.41, in 2013 - 24, in 2014 - 31.86, in 2015 - 29.33 million rubles. Net profit varied over all these years from 30 to 250 thousand rubles per year.The company's accounts payable at the end of 2015 - 22.64 million rubles.

Other companies of the business empire Nosobinyh significant economic activity was not shown: it is LLC "French Confectionery Denis Ozornin" (owner 100% Oleg Nasobin), LLC "Green Nova" (100% owner Dmitry Bulanov), LLC Albatross (until June 2013 Oleg Nasobin owned 50% of the shares in it), OOO Timyan 7 (owner Oleg Nasobin, general director - Stepan Nasobin).

In the past five years, the already modest Green Mama spending on advertising and marketing has declined to zero, since 2014, the articles on the corporate website have ceased to update, in 2015 even the "cleared" corporate forum has ceased to work, and since the spring of 2016 news has ceased to be published companies (they moved entirely in Vkontakte). On a number of third-party forums in RuNet, very critical remarks about work on Green Mama began to reproduce, which was blamed for low salaries and their delays. Rare positive reviews were blocked by negative ones (especially in Russian regions):

The company sucks. The one who wrote a positive review, just lies and terribly prettifies. There is no family and team there. The fluid is creepy, the director is a terrible hysterical woman. ZP was delayed for three or more months. They are given out in crumbs. For being late, they are secretly fined. So I do not advise anyone.

They gave a test task to analyze competitors and develop a new brand of cosmetics. I spent all weekend doing it, because went to the store, watched the competitors, evaluated their prices, the site, the number of positions, etc. drew 2 concepts to a new brand, sent a presentation, even thanks for participation did not write to me. The vacancy is still hanging on the hh-such a feeling that people are collecting free work, or they want to take a person who will perform strategic work for a penny. The office is small - 2 rooms, located in the ass, but the director has a separate office. Think yourself to waste your time or not.

If they offer them to work, disown them and run the other way.

If this trend does not change, in the coming years the Green Mama brand in the Russian cosmetic market may become a museum rarity.