In conversation with Gelcream
Yana Sheptovetskaya of Gelcream
Only recently Sauce caught up with Yana Sheptovetskaya, the mastermind behind a distinguished project, Gelcream, for a good ol’ chat. Being a true visionary and just a very good person in general, Yana’s talent is no secret to anyone in the beauty industry with Gelcream’s ever-growing list of partnerships and collaborations — Esteé Lauder, Harrods, Essie, Into The Gloss, Vogue UK and Vogue Australia just to name a few.
What makes her so different though, apart from taking gorgeous photos, is her absolute honesty with the readers and no paid reviews — on @gelcream’s account not only she shares photos of penetration bumpers but also her personal experience with hormonal acne, PCOS, depression and anti-depressants.
In this interview, you’ll find out how Gelcream’s Instagram account survives no ads policy and where Yana finds inspiration when she feels lost. For all the details, just keep reading — she’s a long one but a good one!
Sauce: Hi Yana, how are you? As @gelcream's bio reads, Gelcream is a texture... and so is Sauce, well kind of. That makes us feel like we are friends already. While the story of Gelcream's beginnings could be found all over the internet, here in New Zealand we’re wondering, does Gelcream actually bring you joy? Do your eyes spark with love and happiness when you take shots of beauty products and write your blatantly honest reviews?
Gelcream: Hi! Haha, yes we are both textures, yours also has a taste which is so cool! I only update @gelcream when I’m excited about the products and what I’m doing in general. And, of course, there are times when I don’t feel inspired and those are the times when I go silent for a while. Even though Gelcream is my full-time job now, I still don’t force the content — I want it to be organically created and carry some good energy. I believe readers don’t just read the copy and see the photos, they can feel what’s behind every post and I will always try to keep the vibe real and high.
Sauce: That totally makes sense. Tell us, what are your tools and tricks to beat the creative block? You do experience it in full, don’t you?
Gelcream: Yes, like right now! I’ve learnt not to rush and not to force myself — I watch movies, listen to music and my inspiration and creative force always come back, I guess they miss me too!
Sauce: Does it still feel like working to you when you love what you’re doing?
Gelcream: In general it doesn’t, but sometimes it does — mainly due to the specifics of my work. At times, I’m having a hard time organising or motivating myself... you burn out if you put too much energy into one place and don’t get enough back. There are different periods of time.
Sauce: Fair enough! The first thing we did to prepare for this interview, even though we've been following you for ages, is that we scrolled to the very bottom of your Instagram feed and had a look at @gelcream's very first post: a hand shot of the Maison Louis Marie perfume. Was that actually the first post or did you tidy the feed up a little bit since it evolved into something much bigger than anticipated?
Gelcream: Technically, it was the first post, but I always say that @gelcream has started because of the Sunday Riley Luna Facial Oil — that was the first picture I took in this format. I posted it to my personal Instagram (it’s still there) and then when I decided to start @gelcream I for some reason posted this perfume first. I think because it was a gift from a great person — some sentimental value around it (smiling).
Sauce: Apparently a lot has changed since you came up with the idea of @gelcream nearly three years ago — a few new iPhones with upgraded cameras, new angles and filters but what we like the most is that the aesthetic is still exactly the same. On-point and true to your vision. In the age of social media, influencers and ads, the question is how did you manage to stick to your beliefs so strongly? We are so impressed!
Gelcream: Thanks! I updated my phone maybe three times since the beginning haha! I launched some new features in Stories and I post some series that are a bit different from the usual content, however, yes, you are right. I am doing the same thing and I enjoy it. Isn’t there some comfort in stability, especially on Instagram? I’m different in real life though — I love experiments, I’m living on a whim. I love doing new things and meeting new people — whenever I have a chance to experience something new, get some memories, I do it.
Sauce: That’s so interesting how you only find comfort in stability when it comes to Instagram. With no ads policy at Gelcream, what do you actually do for a living apart from your passion project?
Gelcream: I just left my last freelance job that wasn’t related to Gelcream and now I am fully in the beauty industry. I work with brands as a Creative Director or Photographer and all my clients found me through Instagram.
Sauce: Who’s your biggest/favourite client so far?
Gelcream: Can’t tell yet as I’m working on a big project right now! Oh, maybe British Vogue so far? Or Harpers Bazaar US?
Sauce: Haha we understand. Can’t wait to see what you’ve been working on. Is Gelcream still a one-person project or does Gelcream has its little helpers on the side?
Gelcream: At the moment it’s just me but I do have plans to expand the project. I started working with an agent and it’s super helpful — she is amazing and deals with all commercial contracts (I shoot a lot for brands). I have a freelance team for shoots but will expand the editorial team soon too.
Sauce: Sometimes it's really hard to believe that all imagery has been taken with iPhones only, especially the series ones — was there a moment when you tried to switch to professional photography or would you rather always keep it beautiful but very real?
Gelcream: Actually, some series are shot on Canon Mark III. When I shoot for a client such as a publication, I use a professional camera. Everything else is taken with an iPhone only. Honestly, I feel like soon there will be no need for professional cameras, Apple is getting there.
Sauce: You know what we’ve also noted while going through your feed, the length of your captions increased drastically from 1-2 sentences to a few paragraphs over the last few years. Do we owe that change to a better understanding of beauty products, Gelcream's demand or something else?
Gelcream: Haha, I didn’t even notice that! I think I just became more confident with my writing and it’s more like a conversation to me. I know my audience better now and we just chat. Sometimes I feel like I don’t always say enough — I want to talk more about ingredients, company’s background, mention more useful info, so who knows maybe soon it will get even longer — some products and brands deserve that!
Sauce: Absolutely! We know you've dealt with some unnecessary hatred last year due to your candid reviews. In what way did it affect you?
Gelcream: Haha, no it was fun! It’s a great way to get to know the people behind the brands better. Also, I actually like passionate responses, I don’t like rudeness. Social media has been rough lately, I learn a lot but still, take some things personally. It’s a great school of learning how not to give a fuck (laughing).
Sauce: It’s indeed. Re social media, was it a big day in the history of Gelcream when it has been presented with a verified badge?
Gelcream: Nah, it was nice but I don’t care about it. For me, the big day is when I post something and get a lot of feedback — like my History! features or Hers! post. The big day is when I see that people care about something, that they enjoy the content and I’m being helpful or when someone I love reposts or mentions @gelcream. I don’t think the badge is a good form validation, I’d rather like to know my content makes someone feel/look better, be happier, more inspired or hydrated.
Sauce: We agree! Given working on the editorial side of the beauty industry for a while now, we know how hard it can be to test new products, especially when it comes in bulk. So when checking out a new product, which one of your senses do you rely on the most: visual, tactile or olfactory?
Gelcream;Oh thank you for this question — it is really hard to choose just one! First of all, I don’t get excited easily — I’ve tried so many things that it’s hard to surprise me now. Second of all, I only have one face and body so sometimes this set-up is just not very effective — I do test products for a while, which makes it difficult to post/review often. And finally, my skin condition changes from time to time, thus are my needs — for the past month I’ve been using only a moisturiser, sunscreen and make-up remover. I don’t wash my face with cleansers, I don’t use serums and oils and you know what, I’m actually pretty happy with my skin right now. So I have a lot of products bulking up at home, waiting for its moment. To answer your question, I fall in love with the energy that comes from a brand - I think it’s a combination of factors.Some products speak to me, some don’t. The packaging is an important part but I like to know who is behind the brand.
Sauce: Not using cleansers is an interesting thing to try... don’t you feel the need to wash your face after a make-up remover?
Gelcream: I allow myself to use a cleanser when I feel like I need to but I don’t use it daily as a routine — I usually want to wash my face with something extra after the gym or any other sweaty activity.
Sauce: Fair enough. We’d also like to know what are your favourite products of all time for face, body and hair?
Gelcream: I love Ilia make-up products, Esker body oils and still very into Sunday Riley.
Sauce: Sunday Riley’s oils are absolute gems! Juno’s been one of Sauce’s all-time favourites since day one. Aside from skincare, what’s your morning routine like? Do you have life hacks that help you to wake up and get shit done faster or maybe you are a member of the 5am club?
Gelcream: Oh no, sadly I’m not, I really try to be a member of the 6:30am club though but I’m having trouble with keeping up with a steady regimen. One week I’m really proud of myself and thinking of starting a healthy-living-sport-happy-me page, next week I’m a burger eating night worker who hardly wakes up at 10am.
Sauce: We think that’s what happens when you work for yourself and do it from home. How do you define such a term as self-care? What does it mean to you on both physical and emotional levels?
Gelcream: Putting yourself first, stop and think what do I need now, what would make me happier? When you are in harmony with yourself and others you shine brighter than Glossier Play.
Sauce: For example, what do you actually do to take your mood up a notch when you feel upset or to treat yourself when feeling burnout?
Gelcream: I usually go to the beach by myself — I also love driving and I listen to my favourite music on the way. Or I go to palm springs, it’s like a little getaway from reality to reset. If I can’t travel, I would just take a bath and eat some pasta.
Sauce: Do you have a Gelcream playlist which you listen to while working?
Gelcream: Yes I do!
Sauce: Are you happy with who you are right now? What, in your opinion, made you the person you are today?
Gelcream: I am still figuring myself: letting my insecurities go, learning to accept my good and bad qualities. Experience, I guess, and I want more of it... I want to have more knowledge!
Sauce: In a few words or sentences, how would you describe your year of 2018 and what it taught you?
Gelcream: Hardest year of my entire life, but I’m so thankful because I wouldn’t be myself without it.
Sauce: And what would be your choice of words for your 2019?
Gelcream: Seems like the best year in a decade so far!
Sauce: Unfortunately, here comes the last question, even though we would love to talk to you non-stop. Is there something you want to say to the Sauce readers as a way of saying goodbye?
Gelcream: Right now I am sitting at Sunset Tower Hotel, answering these questions and drinking coffee. It’s 10am and I’m smiling and waving you hi… have a great day!
