From Kyiv to New York: How Roman Ustymenko Built and AlfaBeauty into Global Powerhouses

How Roman Ustymenko Built and AlfaBeauty
Photo courtesy: Roman Ustymenko

The path to success is seldom a straightforward journey. It is often paved with hurdles and obstacles that test the limits of one’s resilience and determination. Yet, amidst these trials, there are individuals whose stories of relentless pursuit and triumph serve as a source of inspiration for many. Roman Ustymenko, a name synonymous with tenacity and entrepreneurial prowess, embodies such a narrative. From his early beginnings in Ukraine to his recent ventures in the USA, Ustymenko’s journey is a testament to the power of unwavering ambition and the impact of a visionary mindset.

Roman’s initiation into the business world took root during his college years, marking the start of an illustrious career that would see him navigating the complexities of various industries with remarkable acumen. His first venture, LLC “Salon Sveta,” laid the groundwork for what would become a series of successful business endeavors. The company, which supplied lighting fixtures and electrical products to prominent factories and companies in Eastern Ukraine, benefited greatly from Roman’s education in economics and his innate analytical skills. This foundation allowed him to effectively manage his team and spearhead the company’s growth.

The entrepreneur’s ambitions did not stop there. With a keen eye for opportunity, Roman expanded his business interests into the construction and real estate sectors, engaging in the reconstruction of old industrial buildings and the development of modern office centers. These ventures were not only profitable but also showcased his ability to adapt and thrive in different business landscapes.

A significant portion of Roman’s business acumen can be attributed to the rich legacy of entrepreneurship in his family. The managerial expertise of his mother and the commercial acumen of his father, combined with Roman’s legal education, equipped him with a comprehensive skill set that proved invaluable in navigating the challenges of entrepreneurship.

However, Roman’s journey was not devoid of setbacks. The conflict in Donbas forced him to leave everything behind and start anew in Kyiv. It was here that he ventured into the world of Korean cosmetics, a decision fueled by careful market analysis and a modest initial investment of $300. This bold move marked the beginning of “,” an online retail store that would become a cornerstone of Roman’s entrepreneurial rebirth.

Within a few short years, transformed into a thriving platform, partnering with over 20 suppliers and expanding its product range to include 3,000 items. Roman’s success was not only a testament to his business acumen but also his ability to forge meaningful connections and anticipate market trends. His contributions to entrepreneurship earned him the distinguished titles of “Great Ukrainian” and the “Order of Honor,” acknowledgments that celebrated his ability to make a positive impact on the world through his ventures.

The story of Roman Ustymenko did not pause with his achievements in Ukraine. Seeking new horizons, he turned his sights to the American market, founding “AlfaBeauty” and launching This new venture, specializing in exclusive Korean cosmetics for American business clients, has shown remarkable growth, testament to Roman’s strategic planning and his knack for identifying and capitalizing on emerging opportunities.

Roman Ustymenko’s journey, marked by adversity, innovation, and success, serves as a powerful reminder that the path to achievement is forged through persistence, hard work, and a relentless pursuit of one’s goals. His story is not just one of personal success but also a blueprint for aspiring entrepreneurs across the globe, demonstrating that with the right mindset and dedication, there are no limits to what can be accomplished.

Published by: Martin De Juan


This article features branded content from a third party. Opinions in this article do not reflect the opinions and beliefs of CEO Weekly.