Backstage is proud to announce that Founder and CEO Karina Dubinia has been awarded a Medal of Honour for Inspirational Leadership and Societal Impact by the Parliamentary Society for Arts during a special ceremony held at the Houses of Parliament.
Hosted by Alex Davies-Jones MP, former Minister of Justice for Victims and Violence Against Women and Girls, the awards recognise individuals whose work has made a positive contribution to society, promoting ethical leadership, safety and positive change within institutions and the creative industries.
The recognition is particularly meaningful given Karina’s unconventional route into the beauty industry. Growing up in Ukraine, a career in beauty was not an obvious path.
As Karina often recalls, her family had “one cream for everything” – a day cream, a night cream and even a remedy for the family cat. Looking after yourself was a practical necessity rather than an indulgence, and building an international beauty business was something she could never have imagined at the time.
Today, that journey has taken her from opening her first salon at 23 to leading a business that supports hundreds of employees across Ukraine and the UK, while remaining guided by the same belief that everyone deserves to feel confident, cared for and valued.
Karina comments:
“Receiving this honour at the Houses of Parliament is something I never expected and I am incredibly grateful to the Parliamentary Society for Arts and Alex Davies-Jones MP for this recognition. For me, it reflects the values that have always guided Backstage – safety, dignity, opportunity and caring for others. Most importantly, it belongs to every member of the Backstage family in Ukraine and London, and to the clients who have supported us throughout our journey.”
From Kyiv to Chelsea
Before opening Backstage Chelsea in London, Karina spent many years building the Backstage brand in Ukraine, growing from a single salon into a respected network of locations across Kyiv, including a flagship salon at the Hilton Hotel and a location at Boryspil Airport.
The business also partnered with SkyUp Airlines to develop hair and makeup concepts and training programmes for cabin crew, helping employees feel confident and professional in their roles.
London had long been part of Karina’s plans and ambitions. While recent events accelerated that journey, the desire to bring Backstage to the UK had existed for many years.
Opening Backstage Chelsea also created new opportunities for Ukrainians rebuilding their lives in the UK.
Building More Than a Salon
Today, Backstage employs more than 400 people across Ukraine and continues to support every member of its team despite the ongoing challenges created by the war. The company has also created employment opportunities in the UK, including for Ukrainians rebuilding their lives in London.
Throughout her acceptance speech, Karina spoke about the values that guide Backstage: safety, transparency, honesty, joy and creating positive outcomes for both clients and team members.
“For me, beauty has never been only about appearance. It has always been about people, about confidence, dignity and creating spaces where individuals feel seen, safe and cared for.”
These values are reflected throughout the business, from rigorous hygiene and safety standards to the Backstage Academy, which provides ongoing education and professional development for beauty specialists.
Championing Safety and Dignity
Alongside her work with Backstage, Karina has supported a number of charitable initiatives. During the war, she became an ambassador for Zemliachky, a foundation supporting women serving in the Ukrainian Armed Forces by helping provide properly fitted uniforms, body armour and equipment designed specifically for women.
Speaking at Parliament, Karina reflected on the importance of supporting others.
“Freedom is not a destination. It is a responsibility – to protect safety, uphold dignity and create opportunities for others.”
A Recognition Shared by the Backstage Family
Accepting the award, Karina was quick to recognise the people who have supported the Backstage journey.
“This award belongs to every person who believed in Backstage, every client who trusted us and every team member who has helped shape our culture day by day.”
Everyone at Backstage is grateful to the Parliamentary Society for Arts for this recognition and proud to celebrate this moment with the teams, clients and partners who have been part of the journey.