When beauty insiders throw around the phrase “gel cream” they’re not talking about a product or a texture—but a person. Or rather, an Instagram account run by a former magazine editor turned photographer Yana Sheptovetskaya. In just a few years, Sheptovetskaya (who we will refer to as Gelcream going forward) has turned the @GelCream account into a safe space for over 100,000 beauty enthusiasts looking for honest dialogue on buzzy products.
Gelcream’s photography aesthetic is unmistakable: clean and crisp product shots posed weightlessly in a slender hand. Her photos are like a glass of cold water in a social feed dominated by faces heavy with contour. (If you’ve seen a photo of a skincare product held up to an airplane window—that is Gelcream’s influence.)
One of the core pillar’s of Gelcream is that she does not produce sponsored content or ads of any kind. That commitment to authenticity trickles down into the comments section, where beauty junkies can share their opinions on products or ask genuine questions in a manner you won’t find anywhere else on the influenced internet. She often posts Insta Stories aimed at reminding her fans to drink some water, because from her minimalist product shots to her no-nonsense reviews, Gelcream is all about getting back to the basics of beauty.
When did you start thinking about your anti-aging routine?
“I am 30 and I only recently started noticing first signs of aging: wrinkles, my texture is not the same, and sadly, my skin often looks dull. My approach to aging is very friendly I am excited to get older: in my 30s I feel and look way better than in my 20s. I believe that diet, exercise, and mental wellbeing are the key factors of aging naturally and gracefully. And maybe some weekly pasta and a glass of red wine do the trick as well. I like that the beauty industry is changing it’s approach and vocabulary towards aging and that brands include more diverse age range in their advertising campaigns. It’s cool to age, it means you are alive!”