Some dreams stay with us for years. Others quietly wait for the right moment to become reality.
For Liliia Kartseva, becoming part of an international campaign for L’Oréal in Dubai was one of those defining moments. Growing up, she often heard the brand’s iconic message, “Because You’re Worth It.” Long before stepping in front of the camera, she believed those words carried a deeper meaning: every woman deserves to feel seen, valued, and confident enough to pursue her dreams.
That philosophy closely aligns with the mission of BRANDFACE. Both celebrate authenticity over perfection and believe that confidence has no age limit. Rather than presenting unattainable ideals, they highlight women with real stories, life experience, and individuality—qualities that inspire far beyond the world of fashion.
Liliia’s campaign was photographed in one of Dubai’s most atmospheric locations, where contemporary architecture met timeless elegance. The setting perfectly complemented L’Oréal’s refined aesthetic, creating a campaign that felt both sophisticated and deeply authentic. Every image reflected natural beauty, confidence, and the quiet strength that defines today’s woman.
We spoke with Liliia about staying true to herself, pursuing lifelong dreams, and the experience that has transformed her life.
“Change Doesn’t Define Me—My Values Do”
“I’ve learned to see change not as a threat to my identity, but as the environment where my values become even stronger. Staying true to yourself means relying on your inner principles.
During the past two years I’ve met remarkable people who have taught me so much. In today’s world, honesty, loyalty, and openness sometimes feel less appreciated than they should be. Yet when you look at people through the lens of your own values, you continue to find sincerity, kindness, and love.”
Dreams Don’t Have an Expiration Date
“Since childhood I’ve loved acting and traveling. Whether it was performing in school plays or taking part in university productions, I always imagined myself as the heroine of a great film.
‘Gone with the Wind’ fascinated me. The drama, the costumes, the elegance—I dreamed of playing Scarlett O’Hara. What I love about today’s world is that age no longer defines what’s possible. BRANDFACE proved that to me.
Today I’m living both of my childhood dreams. I travel to extraordinary places, work on international fashion projects, and wear beautiful creations that Scarlett herself would have admired.
And I never stop dreaming. Today, for example, I’d love to work with Dior. I’ve always admired Christian Dior’s vision, his timeless femininity, and the elegance that continues to define the House.”
Confidence Comes from Experience
“I began my modeling career at 39. Many people thought it was too late, but for me it became proof that confidence comes from experience, not age.
I’ve been a wife, a mother, a businesswoman, and someone who has started over more than once. Those experiences taught me to accept myself completely.
Today I’m 41, and I truly believe this is one of the most beautiful chapters of my life. Everything I’ve lived through has given me a confidence I simply didn’t have at twenty.”
A Journey Back to Yourself
Women often dedicate themselves to their families, careers, and everyone around them. At some point, an important question appears: where am I in all of this?
“That’s exactly when BRANDFACE entered my life. Looking back, I don’t believe it happened by chance. It happened at exactly the right time.
The atmosphere, the care, and the genuine support that every woman receives here are unlike anything I’ve experienced before. Every participant discovers something different—hidden dreams, forgotten ambitions, or new talents.
I’ve met incredible people, and some of the women have become close friends. We often say that without BRANDFACE, we would never have found one another.
Most importantly, I’ve changed. I like the woman I’ve become, and I feel that an entire world of opportunities is now open before me. For me, BRANDFACE has become a journey back to myself.”
Liliia Kartseva’s story is a reminder that confidence is not defined by age but by the courage to begin. Through BRANDFACE and her collaboration with L’Oréal, she continues to demonstrate that authenticity, life experience, and self-belief remain the most powerful expressions of beauty—because every woman is, indeed, worth it.
PROJECT: BRANDFACE
BRAND: L’Oréal
MODEL: Liliia Kartseva
MUA: Daryna Kalinichenko
