Kiri Yanchenko

This is the side of e-commerce nobody sees. 
We’re a small Aussie brand, not a giant US retailer. 
Every dishonest claim costs us real money and real time — and impacts the real humans behind the screen. 
I’m speaking up because someone needs to say it. #SmallBusinessTruths #AussieBusiness #FemaleFounder #SupportSmallBusiness #BehindTheBrand #HonestBusiness #FounderLife #EcommerceLife #RealTalk #BusinessTransparency #AustralianBrand #SmallBizOwner #FraudPrevention #ScamAwareness #OnlineBusinessTips #AMPERNA @sarestore1 @adam_sullo

My skin changed overnight. 🚨
One reaction left it red, reactive, and sensitive to almost everything. I searched everywhere for ultra-gentle skincare with real actives — but I couldn’t find it. Most “sensitive” products were full of irritants… or so watered down they didn’t actually do anything. So I did what I had to: I spent years researching, testing, and creating what I couldn’t buy. Seven years later, AMPERNA® exists for anyone who’s ever felt like their skin was “too sensitive” for skincare. 💙 No man-made fragrances. No harsh ingredients. Just gentle, evidence-based formulations designed to support your skin barrier — every single day. ✨ This is skincare for real skin. #AMPERNA #PostbioticSkincare #SensitiveSkinCare #SkinBarrierSupport #SkincareThatWorks #ReactiveSkin #RosaceaSkin #PerioralDermatitis #AcneProneSkin #BarrierRepair #CleanBeautyAustralia #FounderStory #RealSkinStories #SkinHealth

me: booked and busy taking an everything shower with @ampernaskin HAIRCARE and a side of tea ☕️ #letsgocamping #everythingshower #justagirl

Enjoy 20% OFF sitewide on all AMPERNA skincare, body care & haircare for a limited time. The perfect excuse to refresh your routine with formulas designed to support calm, healthy-looking skin 🫧 ✨ EXTRA BONUS ✨ Spend $300 AUD during our Sale & receive a $30 AUD AMPERNA voucher! Treat yourself—you deserve it 🤍 T&Cs apply

Self-doubt doesn’t disappear. You just decide it doesn’t get the final say. In this moment, @kiriyanchenko founder of @ampernaskin gets real about backing herself… even when everything felt on the line (yes, even her house deposit 😳). Here’s what she wants you to hear: – You won’t know if it works until you try – Belief isn’t blind, you build it through research, testing, and action – Self-doubt will show up… but it doesn’t lead – And having an exit plan? That’s not fear, that’s smart This is for the woman sitting on an idea, waiting to feel 100% sure. You don’t need certainty. You need to move anyway. 🎧 Save this for the days you’re doubting and press play when you’re ready to back you. #businessmumcompass #businessmum #mumentrepreneurs

Hot take: product testing should be part of a brand’s investment - not the customer’s. Everyone’s talking about the Lipstick Lesbians / Leaked Labs launch, so I wanted to share my thoughts as a skincare founder. I actually love the idea of involving customers in product development. At AMPERNA, we ask our community what they want, what gaps they see in the market, and we test formulas before launch too. But here’s the part I’m struggling with… If a customer is helping you test an early-stage formula, giving feedback, and shaping the final product, that’s incredibly valuable. That’s R&D. And personally? I don’t think people should have to pay to be part of that process. From what I’ve seen, these products are around $34 USD and are essentially sample-size prototypes. So the customer is not only acting as the test panel - they’re also funding the development. That’s where I pause. At AMPERNA, we invest in testing. We send samples, collect feedback, and treat that insight as a valuable part of the development process. So I’m genuinely curious… Would you pay to be part of a brand’s R&D phase? Is this an innovative way to involve customers in the process? Or are brands starting to shift the cost of development onto their community? #kiriyanchenko #amperna #skincarefounder #beautyindustry #productdevelopment skincareroutine skincarecommunity beautybusiness founderthoughts consumerinsights brandbuilding skincareeducation indiebeauty beautyfounder startupfounder

What I’ve learnt living with rosacea For me, it wasn’t about doing more - it was about doing less, but doing it right. Understanding my triggers, simplifying my routine, and supporting my skin barrier made the biggest difference. And honestly… learning that sleep, stress and lifestyle all play a role changed everything too. If you’re navigating rosacea, be patient with your skin - it’s a journey, not a quick fix. #rosacea #sensitiveskin #skinbarrier #amperna #rosaceaskincare

That screenshot? It’s literally my notes from the brand strategy phase - before AMPERNA launched. Messy, unfiltered, and exactly where the foundation was set. Back then I wasn’t trying to build a “pretty” skincare brand. I was trying to build a useful one. Because I know what it feels like to be: overwhelmed by skincare marketing stuck in a cycle of “try this / purge / react / start again” told your skin is “just sensitive” when it’s actually inflamed, acne-prone, barrier-impaired, or chronically reactive So I wrote down what AMPERNA had to be - and we’ve stuck to it: AMPERNA core values Formulation integrity, always (skin-first, evidence-led, no gimmicks) Honest education (we explain the “why”, not just the product) Real support (not scripted - actually helpful) Inclusive, respectful community (skin struggles are real; no judgement here) Proudly Australian-made (supporting local manufacturing + science-led indie brands) Brand personality (aka: how we show up) Practical. Sincere. Witty when it fits. Honest. Reliable. Intuitive - because real skin isn’t one-size-fits-all. Hype fades. Skin health lasts. And I’ll choose brands built for real skin issues over viral trends every time. If you’ve ever felt like skincare became a source of stress instead of support - you’re not alone.

Skincare shouldn’t be rushed! Behind every AMPERNA product is time, research and intention. 12-24 months of formulation, years of testing. We take our time to deliver you the best of the best ✨

Topical Steroid Withdrawal (TSW) doesn’t just affect the person experiencing the visible skin symptoms - it deeply impacts the caregiver too. When you’re the primary carer, especially for a child, you’re often managing everything at once: the skin care, the flares, the disrupted sleep, the uncertainty, the worry, and sometimes the guilt. It’s both physically and emotionally exhausting. When it comes to managing the skin itself, more occlusion isn’t always better. Using zinc balms with gloves can sometimes trap moisture. Latex may increase maceration, and cotton can stick to compromised or weeping skin. In many cases, allowing zinc to sit on clean, dry skin without occlusion can be a gentler option - particularly if the skin is crusting or weepy. Healing with TSW is rarely linear. Crusting, peeling, and thickening can all be part of the skin barrier trying to repair itself. But increasing pain, spreading redness, fever, or signs of infection should always be reviewed by a medical professional. Caregivers need support too. You’re not “just helping” - you’re carrying a lot. TSW affects far more than the skin. It can impact the entire household. #TSW #TopicalSteroidWithdrawal #SensitiveSkin #SkinBarrier #CaregiverSupport

Can we talk about skincare “trends” on TikTok + Instagram for a second? So many are pure clickbait. Even when they’re framed as a joke… they’re still ridiculous - and the problem is, people try them. When I was on Beauty Industry Leaders, I was asked if I ever feel the urge to reply/stitch and debunk the misinformation. Honestly? Yes. Every single day. I’d love to break down why most of these trends don’t make scientific sense - or worse, can damage your skin barrier… but there are just too many. I don’t have time to debunk the internet. So here’s the rule: if it sounds extreme, overly dramatic, or like a “hack” derms don’t want you to know… it’s probably not skincare science. It’s content. Protect your barrier. Not the algorithm. #SkincareMyths #SkinBarrier #SkincareEducation #DermApproved #TikTokSkincare

Over the years - through my own skin journey, building AMPERNA, and helping thousands of customers - I’ve learned a lot about skin, business and what actually matters. Not the hype.
Not the trends.
Not the 10-step routines. Just real lessons about barrier health, sensitive skin, honesty in business, and why skincare should make your life easier - not more complicated. So I put together 44 things I’ve learned about skin, business and building AMPERNA. Some are about skincare.
Some are about entrepreneurship.
And some are reminders we all need sometimes. If there’s one thing I believe now more than ever, it’s this: Protect your barrier.
Question the hype.
Keep skincare simple. Save this for later if you’re navigating sensitive skin or building something of your own.