We were lucky to catch up with Simona Rozhko recently and have shared our conversation below.

Alright, Simona thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Before clean beauty was a movement — back when it was still called “green beauty” and Tata Harper was just breaking through — I launched one of the first PR agencies dedicated entirely to it. At the time, I was working inside traditional firms where beauty wasn’t the main vertical, and I saw a massive gap: mission-driven founders, innovative products, and brands setting a new standard for the market and today’s consumer were beginning to emerge — but no one in PR was telling their stories with the depth, care, or strategic clarity they deserved. That’s what inspired me to create EVNA PR — a firm built to champion brands shaping the future of clean beauty with integrity and intention.

From the beginning, my mission was threefold: first, to work with founders whose goal was to leave their industry or market better than they found it — and for EVNA to champion them unapologetically. Second, to give PR a much-needed visual and emotional makeover. At the time, agency websites and social feeds felt cold, corporate, and outdated. I remember thinking, we work in beauty and culture — why doesn’t our own industry reflect that? I wanted EVNA to bring warmth, editorial energy, and intention to every touchpoint.

The third piece was about creating a company culture where people could actually thrive — one grounded in kindness, clear and healthy communication, and intentional growth plans for eager publicists from day one. I wanted everyone on my team to feel supported not just in their work, but in their career trajectory.

While beauty remains our core, we’ve since expanded into sustainable fashion and mindful interior design — categories that share a similar ethos of conscious creation and long-term impact.

I was born in Ukraine and raised in Santa Barbara, and much of my drive and perspective comes from watching my parents rebuild after immigrating to the U.S. in the wake of Chernobyl. Their story taught me resilience, integrity, and the power of leading with purpose — all of which remain at the heart of EVNA’s mission today.

Simona, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I was born in Ukraine and came to the U.S. when I was just a year old. I grew up in Santa Barbara and later moved to Los Angeles in 2012 — and I’ve always been drawn to storytelling. My mom used to subscribe to W Magazine and Victoria’s Secret catalogs, and I still remember sitting cross-legged on the floor, completely mesmerized by the editorial spreads. Even back then, I was asking myself, Who brings these images to life? I thought I’d end up in fashion — but when I moved to LA and started working in the industry, I realized I was craving more soul in the work.

I got my start as an intern at LA Fashion Week, then worked in buyer showrooms while juggling full-time jobs. Eventually, I landed a position as a showroom coordinator, where I learned the ins and outs of VIP and celebrity PR. That role had a small beauty division, and I found myself naturally gravitating toward it — staying late to test products, read up on ingredients, and brainstorm ways to tell deeper brand stories. I’d sit with the publicists and bounce earned media ideas around when they felt stuck. That’s when it hit me: this is where I belong.

I started looking for roles where wellness and storytelling intersected — and landed at a lifestyle and action sports PR agency. That’s where I discovered my knack for business development and signed my first beauty client, who later followed me when I launched EVNA PR. I helped build out the beauty and wellness division there from scratch, which became the springboard for founding my own agency.

Today, EVNA PR is an award-winning public relations agency with teams in New York City, Los Angeles, and Dallas. Our core offerings include earned media, brand partnerships and collaborations, curated events, affiliate marketing, and award strategy — all brought to life through three key pillars: product press, brand and business features, and founder storytelling. From launch-to-market campaigns to strategic collaborations, we help brands grow with clarity, credibility, and a distinct point of view.

At the heart of everything we do is The EVNA PR Method™ — our proprietary approach designed to eliminate ambiguity and drive real performance. It blends data, strategy, and storytelling to create campaigns that not only earn press, but build long-term brand equity. Our work spans earned media, brand partnerships, curated events, affiliate marketing, and award strategy — all structured around three core pillars: product press, brand and business features, and founder storytelling.

What sets us apart is that we see ourselves as long-term growth partners. Our clients’ business goals become our business goals, and we approach every campaign with that mindset. We work closely with founders to uncover what makes them stand out — and then we translate that into meaningful, measurable impact. We’re relationship-first, results-driven, and deeply grounded in the belief that PR should do more than make noise. It should move the needle — and deliver lasting value.

What I’m most proud of is how far we’ve come by staying true to our values — and how many meaningful brands we’ve helped rise along the way. For anyone just discovering us, I’d want them to know that we do PR differently: we lead with heart, move with precision, and never settle for surface-level storytelling.

How’d you build such a strong reputation within your market?

What’s helped build our reputation is staying true to who we are — and playing the long game. We’ve never chased trends or tried to be everything to everyone. From day one, we’ve been intentional about the kind of work we take on, the clients we align with, and the way we operate. It’s been slow and steady by design, and that’s what’s made it sustainable.

It took years to refine our systems, build trust, and get clear on what our true strengths are — and now, we lean into those strengths every time. We don’t force what we’re not. That level of clarity and consistency has allowed us to deliver real value, which is why most of our business comes through referrals. We’re proud to be known as a team that moves with precision, doesn’t overpromise, and always shows up. Our results speak for themselves, and so do the long-term relationships we’ve built across industries.

Can you share a story from your journey that illustrates your resilience?

Resilience has been a defining part of my journey as a founder — but it didn’t always look like strength at the time. In years one and two of EVNA PR, I was a total yes-person. I said yes to every opportunity, every client request, every challenge — even when it wasn’t aligned, sustainable, or healthy. I thought that was what it took to succeed. But the constant push led to burnout, and ultimately, a full-blown panic attack. That moment forced me to step back and re-evaluate what kind of founder — and person — I wanted to be. I had to relearn how to set boundaries around work, honor my limits, and build a business model that could support both performance and well-being. I haven’t had a panic attack since.

Then came years three and four — and the pandemic. Practically overnight, we lost 70% of our business. It was the first time I seriously considered closing EVNA. But instead of giving up, we got scrappy. We applied for small business grants, restructured retainers to meet clients where they were financially, and stayed laser-focused on helping our brands survive. Those months were some of the hardest — but also the most clarifying. We proved to ourselves that we could pivot and adapt without compromising who we are.

Years five through eight have been about evolution. Now that we’re on solid ground, the question became: how do we level up? How do we enrich our services, exceed expectations, and evolve with the industry to make sure we’re consistently delivering value for our clients? That mindset has driven everything from refining The EVNA PR Method™ to expanding our capabilities and team across new markets. Every chapter of our growth has taught me something — but the common thread has always been this: stay the course, stay true, and keep building.

Contact Info:

• Website: https://evnapr.com/
• Instagram: https://www.instagram.com/evnapr/
• Facebook: https://www.facebook.com/evnapr/
• Linkedin: https://www.linkedin.com/company/evna-pr

Image Credits
David Burlacu