Lawyer, biohacker, and founder of a vitamin brand with a personal quality guarantee
My name is Yevhen Kovtunenko, and today I am an entrepreneur, biohacker, and founder of the vitamin giant PESIVIMA. For many years, I have been deeply immersed in the topics of health and longevity. I see that most people don’t get even the basic vitamins their bodies need to function every day. That’s what prompted me to launch PESIVIMA—a brand backed not just by a product, but by my personal responsibility for its quality and results.
Today, I am developing in three key areas: a product business in health and longevity, building personal and commercial brands through content, and legal expertise.
I started working back in eighth grade. My first job was putting up and handing out flyers in Kyiv. It was a simple start, but it shaped a fundamental entrepreneurial mindset in me at an early age: if you want results, take action and do it consistently.
The turning point in my life was deciding to become an entrepreneur. Everyone in my family had been an employee, so this step meant breaking away from the familiar path. I didn’t wait for ideal conditions: while working as a lawyer and already managing a department, I openly said that I wanted to earn more. When that didn’t happen, I suggested that my managers start a business together—they didn’t support the idea. So I simply started acting on my own: I saw clients in my office, created a website, set up advertising, built a steady flow of clients, and eventually scaled up—opening a separate office, bringing in partners, and strengthening the team.
Spiritual development also plays a special role in my life. At a certain point, I consciously moved beyond an exclusively material way of thinking and began exploring myself and the world more deeply. For me, happiness is an inner state that doesn’t depend on external circumstances. It’s about being able to come to terms with yourself and build inner stability. If that state is disrupted, I believe in working on yourself, including through psychotherapy.
I also believe that everyone should live a happy life. If that isn’t happening, it means there are inner issues that need to be recognized and resolved.
Another important milestone I see ahead is starting a family. For me, it’s the next level of personal development and a new scale of life.
My position on business is simple: action matters more than doubt. If you have an idea, you need to test it by taking action. Don’t wait for the perfect moment or put it off. At most, get a few consultations from experienced people to understand what mistakes you might make—but the decision should always be yours.
You only live once, and if you’ve had an idea to create something, it means you have the potential to make it happen.
In the next five years, I see myself as Ukraine’s number one business influencer and an entrepreneur who systematically scales his projects. And at the same time, as a happy person who has found fulfillment not only in business, but also in family life.
Charity has a special place in my life. I support initiatives by people who create real value—for example, I help the Alla Martyniuk Charitable Foundation. At the same time, I believe there’s no one-size-fits-all way to help: it’s important to support causes that resonate with you, whether that’s children, the military, or other areas. The main thing is to take action and help when you can.
Monetizing a law degree, vitamins during wartime, and an agency born from unexpected results
How did you come up with the business idea?
The legal business was a logical continuation of my education. It was the first skill I was able to monetize. I learned how to advertise, started attracting clients, and gradually grew it into a full-fledged business.
The idea for vitamins came about during the war. I’ve been interested in health and longevity for a long time, so I saw a gap in the market: Ukraine had no brands backed by a public figure who guaranteed quality with their own name. I decided to change that and create a product with a strong reputation.
The marketing agency came about unexpectedly. I started working with personal brands and achieved strong results. I realized that an individual approach wasn’t scalable, so I created an agency that handles these tasks systematically.
Quick decisions and communication: an entrepreneur’s foundation
What key skills helped you launch your business?
I make decisions and take action quickly. This allows me to launch projects without unnecessary delays.
The second key skill is communication and networking. The ability to build relationships is fundamental for an entrepreneur.
My managers’ refusal became the starting point—I launched a website, set up advertising, and got started on my own
What were the 3 most difficult challenges you overcame in the early years?
I didn’t see them as challenges—more as a natural process.
When I began to feel constrained by being an employee, I simply took action: I suggested starting a business with my partners, and when they refused, I started on my own. I launched a website, set up advertising, and began attracting clients.
Over time, I scaled up, built a team, and reached a new level. My principle is not to overcomplicate things, but to try and keep moving forward.
The first year of the vitamin business was entirely subsidized: not all businesses grow at the same pace
What crises has your business faced, and how did you overcome them?
The most significant crisis came when I launched the vitamin business.
I expected it to grow as quickly as my previous projects—with a quick start and immediate sales. But reality turned out to be different. The first year was entirely subsidized: I kept investing in growth and made no profit.
It was a difficult experience. It was surprising to realize how many resources this market actually requires. But by the second year, we had become profitable. The main lesson is that not all businesses grow at the same pace, and you need to be financially and psychologically prepared for that.
Ease and flexibility lead to better results than constant pressure
What decisions proved most effective for the company’s growth?
The most effective decision for me is to work with ease.
I’ve noticed that when I act without putting internal pressure on myself, without excessive striving for achievement or rigid constraints, results come much faster. As soon as I overload myself with plans, control, and expectations, my effectiveness drops.
Even though I’ve studied a lot, attended training programs, and read books, my practical experience shows that ease and flexibility lead to better results than constant pressure.
Choose your education for yourself—without pressure from others
What mistake do you now consider your most valuable learning experience?
I wouldn’t call it a mistake, but an important lesson is that you should choose your education for yourself, without pressure from those around you.
Perhaps if I had made my own decisions earlier, I would have achieved certain results sooner. But at the same time, my path is what made me who I am today.
The main thing is to learn from childhood to take responsibility for your decisions and your dreams.
