G.Bar

Founded in Kyiv in 2015 by Sabina Musina and Valeria Borodina, the network revolutionized the Ukrainian beauty industry by abandoning the classic salon format in favor of the "beauty bar" concept — a space where girls can quickly get makeup, hairstyling, manicure, and pedicure in a party atmosphere with sparkling wine, a special pink interior, and high-quality service. The network rapidly expanded worldwide through franchising, opening over 40 locations in more than 10 countries, including the USA, the United Kingdom, Poland, Georgia, Cyprus, Kazakhstan, and the UAE.

Public scandals related to the founders' personal lives

Despite its image as an ideal women’s business, media waves periodically arose around G.Bar. In 2021, following Sabina Musina's divorce from blogger and crypto trader Andriy Trushkovskyi, who accused his ex-wife of using dirty PR and the network’s business model of excessive indebtedness. At the corporate level, the brand faced criticism over some franchisees' operations (notably, the closure of beauty bars in Moscow and Minsk after February 24, 2022, was accompanied by difficult legal and reputational processes of contract termination). However, no official criminal cases, financial suspicions, or tax investigations have ever been brought against the G.Bar brand itself or its owners.