An open-hearted discussion between two magnetic business figures
A particularly captivating part of the ELLE Active Forum, hosted on October 21 at UNIT.City, featured an unreserved exchange between Andriy Zdesenko*, founder of Biosphere Corporation, and Marina Avdeeva**, shareholder and chairwoman of the supervisory council at Arsenal Insurance.
Moving beyond a standard presentation or panel event, this was an energetic conversation between two compelling entrepreneurs concerning career pathways, the impact of personal characteristics, the trials of direction, and source of encouragement. Without a facilitator or prepared notes — simply experience, sincerity, and authentic enthusiasm.
Regarding difficulties and the impulse to innovate
Andriy Zdesenko recounted how, during wartime, he made the decision to launch a fresh division — Tea&Food (featuring modern tea creation under the labels Graff and Ritz Barton) — within the Biosphere organization:
“Why choose tea? I had never manufactured any food products previously. However, 45% of the Ukrainian tea market was controlled by Russian entities that were embargoed during the conflict. By 2023, the market had essentially become open. An additional 15% was sadly affected by the war. Upon learning this, and while considering developing another product, I opted to proceed in this route. I was the primary force behind this venture, given that the executive team was committed to other ventures. We established this area anew: a dedicated workplace, a specialized group, artists, traders. And now, it operates independently.
I acknowledge, I felt like a 35-year-old newcomer venturing into the business sector. With Freken Bock or Smile, we had already captured prominent roles, but here we were novices. It appeared as though everyone opposed us, leading to rumors, preconceptions, skepticism. Yet, we were awarded several top prizes for all 12 varieties and received recognition for the branding and messaging of the Graff brand.
The degree of dedication, eagerness, and affection I invested! For the Biosphere unit, familiar with routine duties, this became a novel obstacle and a significant motivator. This is a young project that we are cultivating. It is ambitious and challenges us. But it is rewarding!
Concerning development and female drive
Marina Avdeeva shared that for her, Arsenal Insurance represents expansion and structure, rather than inception.
“Arsenal is maturing. It is no longer a startup. We are celebrating our 20th year this year. It's a large organization. I never imagined it would reach this point. When we began, we were placed 38th within our area. And this year, we achieved first position for the first time. Our personnel consists of 1,000 individuals, with women comprising 60%, and this proportion is rising daily.”
In response, Andriy Zdesenko underscored that the women within his enterprise are responsible for the most impactful achievements and stimulate commercial advancement:
“The most impressive professional advancement within Biosphere has been achieved by women. Their creative energy, service-oriented mindset, and exceptionally skillful supervision are remarkable. I am confident, recognizing the expertise of my female colleagues.”
Regarding uncertainties, self-assurance and courage
One of the most affecting moments of the dialogue involved Marina Avdeeva's insights on female management, hesitations, and inner confidence.
“Both of us are entrepreneurs. But are you familiar with the disparity between us? According to my observations, male business owners, particularly those with substantial wealth, possess immense self-belief. It's different for us women. We tend to question our abilities extensively. We frequently wonder: am I competent? am I accepting too much?
I will often diminish my own worth prior to someone taking the initiative and doing so. It is common for women to possess doubts. If I could, I would advise my younger self: never hesitate. Observe those men – and be bold like they are. Audacity creates a distinction.
Varied methods — unified principles
The conversation between Marina Avdeeva and Andriy Zdesenko was more than merely a discussion between two thriving business owners; it was an encounter of two perspectives – distinct in methodology, yet remarkably insightful.
They discussed business as an embodiment of character, trust in individuals, motivation resulting from engagement, and the strength to maintain authenticity, even amidst unpredictability.
The entire discussion is accessible here:
*Andriy Zdesenko is the creator and Chief Executive Officer of Biosphere Corporation, a prominent manufacturer of household and personal care products in Ukraine, and a significant participant in Eastern Europe and Central Asia. Proprietor of Charisma Fashion Group, co-founder of the Inspira business association, Honorary Consul of Italy in Dnipro, benefactor and cultural figure. In 2025, he was celebrated as the leading CEO in Ukraine according to delo.ua.
**Marina Avdeeva serves as a shareholder and the chairwoman of the supervisory board for Arsenal Insurance, a leading insurance provider in Ukraine. Creator of the Easy Peasy Insurtech startup, which established the “usage-based insurance” model. Included in the rankings of “Top 100 Most Influential Women in Ukraine” (Focus), “Top 30 Ukrainian Women in Business” (NV), “Top 50 Most Influential Women in Fintech” (UAFIC).
