The number of women engaged in industry increases nowadays. However, there are still just a few ladies heading the industrial enterprises. At the same time, such women produce an essential effect in improvement of their fields. Work of Elena Popovkina is a bright example of it. She is the managing director of Aerosol Novomoskovsk LTD which is a part of the Arnest group.

Elena Popovkina noted that managing the industrial enterprise isn’t easier or harder than working in any other field. Though it may seem like production isn’t ‘woman’s work’, our interlocutress is sure that the main part that matters is loving your job.


Being a perfumer is Elena Popovkina’s true purpose. She got a degree of a technologist in a perfume technical field and committed herself to this industry. Thus, our interlocutress has been working in a perfume and beauty production for more than twenty years. She has many proprietary solutions. Nowadays her products became leaders on the Russian market. What’s more, Elena Popovkina’s achievements were recognized by the Russian Perfumery and Cosmetics Association. She was awarded the Certificate of honour in 2010 and the badge of merit ‘For Service in Development of Cosmetic Field of Russia’ in 2017.

Our interlocutress told that she also worked as the head of marketing section and then the innovation architect in the Arnest company. Now it is the biggest producer of the perfume and cosmetics in Russia and the CIS states. As a result, Elena Popovkina knows well not only how to make a qualified product, but how to sell it too. She can identify the segments of consumers who have a current demand of her products right now, and share the information about it correctly. Our interlocutress said that all the posts she held provided priceless experience in different fields to her, and this knowledge helps her to improve the Aerosol Novomoskovsk company now.


Elena Popovkina said that now her primary goal as the director is providing such conditions that her enterprise would become the leader in its field and the products would please the consumers. It is necessary to say that the Aerosol Novomoskovsk company has already achieved many things. Thus, in 2016 it entered the list of the most fast-growth companies of Tulskaya oblast. ‘Of course, I wasn’t the only one who worked for it. We have a wonderful team. I think that the manager should firstly be able to work at collective. A concerted and friendly effort of the team allows achieving fantastic results’ – commented Elena Popovkina.

With help of people like Elena Popovkina and her colleagues who take their job very sincerely and responsibly, Russian perfume and cosmetic products are now one of the most innocuous and effective in the world. Our interlocutress said that she herself prefers her company’s products or even products of other Russian companies-peers which she respects. She is proud of the fact that our country has achieved so many things in this field.

By the way, there are many women among the employees of the Aerosol Novomoskovsk company. It’s not surprising because the enterprise produces perfume, cosmetics and household chemicals. These are the goods which are mostly used by ladies. This way, no one but women themselves knows better what should be done for the consumers to like the product. According to Elena Popovkina’s words, the stereotypes about industry being a ‘man’s’ field are in the past now. That’s why she advises women to overcome their fears and not be afraid to realize their potential in the job they like.

Our interlocutress is sure that modern world allows people to combine working, doing household chores, and caring about relatives. By the way, Elena Popovkina has a close-knit family. She has a successful daughter whom she is proud of, and a wonderful husband with whom she has been together for more than twenty years now. The key to success is not only in one’s wish to improve and love to one’s work, but also in support from one’s friends and family.

Viktoria Yezhova, news agency of the Eurasian Women’s Community

Translated by Irina Nikishina