Laura Zakarja Galieva is a successful entrepreneur whose journey in business began at a young age and has led to the creation of several major brands. From founding one of the largest tour operators in Central Asia to launching fashion and cosmetics lines, Laura continues to inspire with her projects and approach to business. In this interview, she shares her thoughts on building global brands, managing international business, and balancing family and career.

How did your business journey start? How did you go from creating a travel agency to launching a fashion collection and a cosmetics brand?

— My business journey started with $20 and a pair of shoes. At 16, after the collapse of the Soviet Union, when university was just a dream, I received that money as a birthday gift and decided to invest it in my future. I bought shoes, resold them at the local market, and that’s how my entrepreneurial story began. The path from selling shoes to creating KAZUNION, the largest tour operator in Central Asia, was challenging but exciting.

Then came what I call a “beautiful twist of fate.” In 2018, I delved into the beauty industry and created WonderLab Cosmetics (now ProstoCosmetics). In 2024, the UMAY project was born — a special space for creativity and inspiration, where I can experiment with lines and textures. Currently, my team and I are working on a major rebranding and the launch of a beauty brand for the global market, starting with the Middle East. This project allows me to combine all my accumulated knowledge: scientific research in the beauty industry, nutritionology, and a creative approach. Every new project feels like a new chapter in an exciting book.

Your capsule collection UmayFashion has been recognized for its minimalism and elegance. How do you balance functionality and style in clothing?

— When creating UMAY, I followed a principle I developed over years of traveling to more than 40 countries: elegance should be comfortable. Each collection is based on a philosophy of premium natural fabrics and limited editions. A special influence comes from the spirit of the nomads that lives within me — this is reflected in the freedom of lines and the unique character of each piece. Every item is designed with the modern woman in mind, who values both aesthetics and practicality. It’s a fusion of minimalism, elegance, and functionality embodied in every detail.

You moved to live in Dubai. How did this decision affect your perception of business and the development of your brands? What opportunities has this city opened up for you?

— Moving to Dubai was a strategic decision after selling KAZUNION in 2021. This city is an amazing blend of tradition and innovation, which aligns perfectly with my business vision. Dubai has opened access to the global market and allowed me to view business through the lens of international standards. Every day here, you’re at the center of global trends and innovations, which is invaluable for the development of both cosmetic and fashion brands.

You are a successful entrepreneur and mother of two sons. How do you manage to balance family and running an international business?

— I’ve long realized that there is no such thing as a perfect balance. But I follow one unbreakable rule: “Event + Reaction = Result.” For me, family and business are not separate from each other — they flow together as one. We have many discussions with my sons, and they often participate in family brainstorming sessions about business. Their fresh perspective helps me see new opportunities and horizons. Moreover, I learn from them — they help me master modern technologies like artificial intelligence. This exchange of energy and knowledge brings us closer and helps us grow together.

What qualities do you consider key to building an effective team? What do you pay attention to when selecting people for your projects?

— I follow a principle I’ve developed over years of entrepreneurship: I look less at experience and more at potential and the ability to learn. I started my own business in the beauty industry without prior experience. Key qualities for me are adaptability, a passion for continuous learning, and a positive attitude. As I tell my team: “Every problem has a solution; if there isn’t one, it’s just a fact that needs to be accepted, and you move on.”

This year has been a turning point for your brand due to a conflict with a partner. How did you handle these challenges, and what lessons did you learn from this situation?

— Over the years of entrepreneurship, I’ve been through a lot. This year, the hardest part for me was not the financial side of things but the loss of a person who was very close to me. But I don’t like to dramatize situations or talk about others. I believe the best solution is to let go and move forward. As life has shown, every trial opens new horizons. These aren’t just beautiful words — it’s my personal experience. Every crisis in my life has become a starting point for something new and more meaningful.

What inspires you when creating new products for your brands? Where do you find sources of new ideas?

— Inspiration comes from everywhere — from traveling the world to simple everyday moments. My experience living in different countries, from Kazakhstan to the UAE, learning new languages (currently, I’m studying Italian), and constant self-education shape a unique vision for creating products. I believe in the concept of “pronoia” — the world is truly full of opportunities, you just need to know how to notice them.

What are your long-term goals for UmayFashion and ProstoCosmetics? Where do you see your brands in five years?

— This year, we are saying goodbye to Prosto — it’s been a wonderful journey that has given us invaluable experience. Starting next year, we are launching a major rebranding with new innovative formulas and international branding. My goal for the next five years is to create a recognizable international brand represented on store shelves worldwide. As for UMAY — it’s a special space for creative freedom and self-expression. I want it to remain that way, allowing me to experiment with design. How exactly it will evolve — I’ll let life decide. Sometimes the best stories are written when we allow them to unfold naturally.

What principles guide you in life and business? What helps you stay motivated and move forward despite challenges?

— My main life principle is simple: life is truly an amazing thing. I follow several rules: take full responsibility for your decisions, never stop learning, and most importantly, maintain a positive attitude even in the toughest moments. When you start your journey with $20 in your pocket, every success feels like a gift and a stimulus to keep moving forward. Motivation comes naturally when you genuinely love what you do and see how your ideas change people’s lives for the better.