About the brand
Predubezhdai brand was founded in 2021 by entrepreneur and blogger Anastasia Mironova. She was previously known as the founder of the online fitness school IRNBY training club and the sportswear brand IRNBY
Brand philosophy
PREDUBEZHDAI is about the compelling truth about how important it is to get to know yourself. Following only the heart and not betraying the inner child is the most important part of your being. To live means to preserve a child’s genuine interest and love for the world around them and the people who fill it, for themselves
PREDUBEZHDAI fragrances are a collection of exciting and soul—stirring states that many will have to experience again with the project. This is an amazing journey into the world of memories and vivid impressions
Assortment
accessories, perfumes for home, perfumes, for body and face, for hair
Predubezhdai offers "a journey into the world of personal memories captured in flavors and textures." The concept is based on memories of childhood in the Russian countryside and the connection with national cultural codes. Each of the five collections embodies a specific stage in life
DETSTVO — the carelessness of early years, notes of dried fruits, cinnamon and vanilla
PREKRASNOE DALYOKO — school years with their joys and disappointments, a composition of carnations, honey and hay
VAM I NE SNILOS — experiences of first love, a combination of incense, white flowers and musk
KATARSIS — gaining maturity and inner cleansing, spices, coffee notes and peach
Brand positioning
The positioning of the Russian brand Predubezhdai (founded by Anastasia Mironova) is based on the concept of «smart absurdity» and an emotional connection with national cultural codes. The brand promotes the values of self-discovery, the courage to be different, and the importance of not betraying one’s inner child.
What sets Predubezhdai apart from hundreds of other cosmetic brands:
"Cultural Code" (Authenticity): Unlike many local brands that try to imitate Western aesthetics, Predubezhdai relies 100% on the Russian cultural context (village, dacha, and childhood memories). The founder explicitly states: "I'm doing what others are afraid to do... calling my cosmetics by Russian words."
The aesthetics of the "imperfect": The brand uses black-and-white photos, pictures on film, images of grandmothers, rural landscapes and even "ugly" octopuses in advertising. This is a deliberate departure from the glossy image in favor of a "raw" but deep aesthetic.
Emotional courage: The name "Predubezhdai" (from the word "prejudice") is a direct challenge. The brand uses provocative images and texts (slogan "You won't like it") . The availability of lubricants with flavors such as "apple compote" and "tarragon" is the essence of this approach: combining the intimate/adult with the naive/childish.
The mission to bring people back to themselves through the scents and feelings of their childhood.
Brand character: Nostalgic provocateur / Sentimental rebel.
Emotional value for the consumer (a sense of belonging, warm memories, and the courage to be oneself), rather than rational value (super-efficiency).
Tone of Voice: Sincere, poetic, but bold. Combines high-flown lyricism (about «a cocoon of memories») with honesty and directness (about «a school sausage in a bun»)
Distribution
- Internet channels (online sales)
Official website The main point of sale for Russia and the world with worldwide delivery
Social network Initially, the entire business started with sales through a social media account. It is now actively used for promotion and as a communication channel
Performance marketing Targeted advertising to attract new customers
- Retail outlets (offline sales)
The brand has a wide network of branded stores and concept spaces. According to the information, some of them combine IRNBY clothing and Predubezhdai cosmetics.
- Unique and partner channels The brand is actively expanding its boundaries, creating points of attraction that also work for sales.
IRNBY Coffee Shop: Opened inside the flagship store in St. Petersburg (on Dobrolyubova). This space combines a clothing brand, an art space, and a cafe .
Integration with art: Art installations and exhibitions by contemporary artists are held in the stores, attracting additional audiences .
Own production: The sewing production is located in St. Petersburg .
Collaborations and opinion leaders: The brand actively collaborates with artists, athletes, and influencers, which is a channel for attracting attention and building trust in the product .
