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Tirzetta® received the prestigious award "Best Wow Effect of the Year" at the Brand Awards 2025

27.10.2025

Corporate
For investors
Medicines
Industry development

27.10.2025

At the annual Brand Awards ceremony brand Tirzetta® won the nomination "The best Wow effect of the year". This victory marks recognition of the brand's unique approach and revolutionary impact on the beauty and wellness industry.  

On October 27, the 16th Brand Awards ceremony, an annual project founded by Artyom Sorokin in 2008, took place at the Moscow Evening Restaurant. The award has long been a cult event that unites business, cultural and media leaders.

The victory in the nomination "The Best Wow Effect of the Year" is a natural result of the philosophy of the Tirzetta® brand, which is based on advanced scientific developments and high quality. The brand does not just follow trends, but creates them by offering innovative solutions that redefine the standards of self-care.

The event was attended by famous artists and public figures, including singer Slava, Zara, Kevin McCoy, Angelica Agurbash, Natalia Vlasova, Ilya Zudin and the Brilliant group. The hosts of the evening were Yulia Baranovskaya, Igor Skripko, Maria Topchy and Konstantin Tarasyuk.

"It is important for us that Tirzetta® has received such high appreciation and recognition. This award is a reflection of the users' trust and the effect they receive. PROMOMED continues to develop innovative areas, striving to make people's lives healthier, more beautiful and more comfortable."

Lyudmila Kovalchuk

Director of the Endocrinology department of PROMOMED Group

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Alexander Efremov

Alexander Efremov

Member of the Board of Directors, General Director

Candidate of Medical Sciences, specialization "Cardiology", treatment of cardioarrhythmias

Work experience

He has been working in the field of healthcare for more than 30 years. He consistently worked his way up to General Manager of the representative office, led a number of large diversified foreign pharmaceutical and device companies in Russia and the CIS, including companies with localized production of medicines and vaccines, in particular Novartis, Baxter, Sanofi, Roche, Bausch Health.

In 2021, he joined the PROMOMED team as Executive Director of PROMOMED DM LLC. In April 2023, he was appointed General Director of PJSC PROMOMED.

Education

Higher.

about the Kirov Military Medical Academy, Saint Petersburg, specialty "Medical Science"
about the Adjunct of the Military Medical Academy, specialty "Cardiology"
about the Russian Academy of Public Administration under the President of the Russian Federation, specialty "State and Municipal Administration"
about Harvard Business School (USA)
about IMD Business School (Switzerland)

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Owns shares of PJSC PROMOMED.

Alexander Efremov

Alexander Efremov

General Director

Member of the Board of Directors
Candidate of Medical Sciences, specialization – Cardiology

Work experience

He has been working in the field of healthcare for more than 30 years. He consistently worked his way up to General Manager of the representative office, led a number of large diversified foreign pharmaceutical and device companies in Russia and the CIS, including companies with localized production of medicines and vaccines, in particular Novartis, Baxter, Sanofi, Roche, Bausch Health.

In 2021, he joined the PROMOMED team as Executive Director of PROMOMED DM LLC. In April 2023, he was appointed General Director of PJSC PROMOMED.

Education

o Kirov Military Medical Academy
o Russian Presidential Academy of Public Administration
o Harvard Business School (USA)
o IMD Business School (Switzerland)

Dejan Jovanovic

Dejan Jovanovic

Member of the Board of Directors, Independent Director

Knight of the Order of Friendship, medal "For Services to National Healthcare"

Work experience

He has been working in the field of healthcare for more than 30 years. As CEO/Head of Representative Office, he was responsible for the business in Russia and Eastern Europe of the largest international pharmaceutical companies (Astellas Pharma, ICN Pharmaceuticals, Sanofi, Abbott Laboratories).

Participated in the creation of one of the leading industry associations in the pharmaceutical market – the Association of International Pharmaceutical Manufacturers (AIPM).

He was awarded a Certificate of Honor "For his contribution to the development of the Institute's research activities" by the Institute of Legislation and Comparative Law under the Government of the Russian Federation, as well as a Certificate of Honor from the Ministry of Health of the Russian Federation.

Education

o Higher education, Warsaw Medical Academy (Poland), specialty "Anesthesiologist-resuscitator".

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Does not own shares of PJSC PROMOMED.

Igor Mayev

Igor Mayev

Member of the Board of Directors, Independent Director

Doctor of Medical Sciences, Professor, Academician of the Russian Academy of Sciences, Honored Doctor of the Russian Federation, Honored Scientist of the Russian Federation, laureate of the Government of the Russian Federation Award in the field of science and technology, laureate of the Government of the Russian Federation Award in the field of quality, holder of the badge "Excellent Healthcare Worker", Knight of the Order of Friendship, Order of Honor, Order of Pirogov, has awards and the encouragement of the President of the Russian Federation and the Federation Council of the Federal Assembly of the Russian Federation, laureate of the Government of the Russian Federation in the field of education

Work experience

Vice-Rector, Head of the Department of Propaedeutics of Internal Diseases and Gastroenterology, Faculty of Medicine, N.A.Semashko Scientific and Educational Institute of Clinical Medicine, RUSSIAN UNIVERSITY of MEDICINE, Ministry of HEALTH of the RUSSIAN FEDERATION.

Igor Maev's research interests include problems of gastroenterology and hepatology. He is the founder of a well-known scientific school in Russia dealing with the problems of diagnosis and treatment of diseases of the upper gastrointestinal tract.

Igor Mayev is the author and co–author of more than 800 scientific papers. He is a member of the Presidium of the Russian Gastroenterological Association, a member of the Presidium of the Higher Attestation Commission, a member of the Working Group on Education and Science at the Commission under the President of the Russian Federation for State Awards in Higher Education and Teachers, as well as a member of the editorial boards of the journals Kremlin Medicine, Therapeutic Archive, Clinical Medicine, Russian Journal of Gastroenterology., Hepatology, Coloproctology", "Experimental and Clinical Gastroenterology", "Pharmateca", "Consilium Medicum", "Bulletin of the Russian Academy of Medical Sciences".

Education

o Higher education, Moscow State Medical and Dental University named after A. I. Evdokimov of the Ministry of Health of the Russian Federation, specialty "Gastroenterologist".

Date of the first election to the Board of Directors
PJSC PROMOMED: 16.07.2021.

Does not own shares of PJSC PROMOMED.

Kira Zaslavskaya

Kira Zaslavskaya

Member of the Board of Directors, Director of New Products

Author of more than 50 scientific papers, more than 20 patents for inventions

Work experience

He has been working in the field of healthcare for more than 15 years.
She joined the PROMOMED Group team in 2009 and worked her way up from a medical representative to a top manager of the company.

As Director of New Products of the PROMOMED Group, she is responsible for shaping the strategy for the development of the product portfolio, the introduction of new technologies in the development of medicines, the organization of preclinical and clinical trials and the launch of products on the market.

With the participation and under the leadership of Kira Zaslavskaya, landmark PROMOMED projects have been implemented, including an observational post-marketing study of the efficacy and safety of Reduxin® in routine clinical practice (the largest study in global endocrinology), the development, research and market launch of a drug for the treatment of novel coronavirus infectionAreplivir® (favipiravir) in tablet and parenteral forms.

Education

Higher.

o D. I. Russian University of Chemical Technology. Mendeleeva, specialty "Chemical technology of synthetic biologically active substances", qualification "engineer", diploma with honors
o A. N. Nesmeyanov Institute of Organoelement Compounds of the Russian Academy of Sciences, specialty "Organic and Organoelement Chemistry", postgraduate course
o MBA, PwC Academy

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Owns shares of PJSC PROMOMED.

Kira Zaslavskaya

Kira Zaslavskaya

Director of New Products

Member of the Board of Directors
Author of more than 50 scientific papers, more than 20 patents for inventions

Work experience

He has been working in the field of healthcare for more than 15 years.
She joined the PROMOMED Group team in 2009 and worked her way up from a medical representative to a top manager of the company.

As Director of New Products of the PROMOMED Group, she is responsible for shaping the strategy for the development of the product portfolio, the introduction of new technologies in the development of medicines, the organization of preclinical and clinical trials and the launch of products on the market.

With the participation and under the leadership of Kira Zaslavskaya, landmark PROMOMED projects have been implemented, including an observational post-marketing study of the efficacy and safety of Reduxin® in routine clinical practice (the largest study in global endocrinology), the development, research and market launch of a drug for the treatment of novel coronavirus infectionAreplivir® (favipiravir) in tablet and parenteral forms.

Education

o D. I. Mendeleev Russian University of Chemical Technology, diploma with honors
o A. N. Nesmeyanov Institute of Organoelement Compounds
of the Russian Academy of Sciences
with a degree in Organic and Organoelement Chemistry
o MBA, Academy of PwC

Kirill Rubinsky

Kirill Rubinsky

Member of the Board of Directors, Independent Director

Work experience

An investment banker with extensive experience, a professional manager of large assets.
Currently, he is an international investor, engaged in his own projects, manages a portfolio of personal assets through a family office in Zurich (Switzerland), invests in real estate, media, venture capital companies.

Education

Higher.
o Paris Graduate School of Commerce
o Moscow State Institute of International Relations (University) Ministry of Foreign Affairs of the Russian Federation, Degree in Economics and International Economic Relations
o ECOLE SUPERIEURE DU COMMERCE DE PARIS (Graduate School of Commerce in Paris), Master of Science (specializing in communications and information management)

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.12.2021.

Does not own shares of PJSC PROMOMED.

Mikhail Malinovsky

Mikhail Malinovsky

Member of the Board of Directors, Non-Executive Director

Work experience

Since 2012, he has been managing the LECAP law firm. Since 2023, he has been a member (until 2025, Chairman) of the Primary Stock Market Committee of the Management Board of PJSC Moscow Exchange. Since 2025, he has been a member of the Expert Council on Securities Listing of PJSC St. Petersburg Stock Exchange.

Mikhail Malinovsky specializes in equity and debt capital markets, structural products, financial regulation, private equity, and corporate law / M&A. He supports the development of Russian law and participates in the preparation of regulatory and legislative initiatives as part of the expert councils and working groups of the Bank of Russia, the SRO NFA, the IFC and the State Duma of the Russian Federation. He is a member of the Public Council of the Charity Foundation "Be Human".

Education

Higher.

o Kutafin Moscow State Law University
o Institute of Legislation and Comparative Law under the Government of the Russian Federation
o Educational Program for the Protection of Human Rights (national and international system) of the Ametistov Center for the Protection of Human Rights (Ametistov Foundation)

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Does not own shares of PJSC PROMOMED.

Peter the White

Petr Bely

Chairman of the Board of Directors

Founder of PROMOMED Group and Chairman of the Board of Directors

Recipient of the Order of Pirogov for services in the field of drug production. Doctor of Medical Sciences, specialization – "gastroenterology". Author of numerous
scientific publications.

Work experience

He has more than 25 years of experience in the healthcare sector. In 2005, he founded PROMOMED, which is currently the leader of the Russian biopharmaceutical market with its own innovative products and biotechnological developments.

Petr Bely is actively involved in the development of the human resources potential of the Russian pharmaceutical industry. He is one of the initiators of the opening of the Department of Chemistry and Technology of Physiologically Active Substances, as well as the launch of the newest educational and scientific laboratory of chemical and pharmaceutical technologies at the Ogarev Mordovian State University.

Education

o higher education, Moscow State Medical and Dental University named after A. I. Evdokimov of the Ministry of Health of the Russian Federation, specialty "Medical business"

Date of the first election to the Board of Directors
PJSC PROMOMED: 16.07.2021.

Owns shares of PJSC PROMOMED.

Timofey Solovyov

Timofey Solovyov

Director of Economics and Finance

Work experience

For more than 17 years, he has been successfully working in the financial departments of international and Russian commercial companies in various countries and in various fields (pharmaceuticals, FMCG, construction). For the last eight years, he has held senior positions in the financial sector at international and Russian pharmaceutical companies in the Russian Federation market (AstraZeneca Pharmaceuticals, Generium JSC). He has extensive experience in financial analysis and strategic long-term planning.

He joined the PROMOMED Group team at the end of 2022 and is responsible for managing the entire financial and economic block of PROMOMED Group.

Education

o Monash University (Australia)

Яна Смольникова

Yana Smolnikova

Corporate Secretary

Since 2024, Smolnikova Yana Vyacheslavovna has been acting as corporate secretary. The Corporate Secretary of the Company also performs the functions of Secretary of the General Meeting of Shareholders and Secretary of the Board of Directors of PJSC PROMOMED.

Smolnikova Yana Vyacheslavovna has extensive experience in the field of corporate governance in the largest Russian public companies, is a member of the Association "National Association of Corporate Secretaries", and has completed advanced training in the additional professional program "Corporate Secretary" (awarded the qualification "Certified Corporate Secretary of the National Association of Corporate Secretaries").

Work experience

2022 – present. Time – PROMOMED PJSC, Corporate Law Legal Adviser, Secretary of the Board of Directors, Corporate Secretary (since 2024);

2022-2024 – PROMOMED DM LLC – Corporate Law Legal Adviser;

2021-2022 – Representative Office of the Druzhba Association, Moscow, Deputy Director for Legal Affairs;

2018-2021 – Rosneft Oil Company, Chief Specialist of the Office for Ensuring the Activities of the Board of Directors and the Management Board, Manager of the Corporate Practices and Procedures Department of the Corporate Governance Department;

2010-2018 – PJSC ANC Bashneft, Specialist, Senior Specialist, Manager of the Securities Department of the Corporate Relations Department.

Education

o Udmurt State University, specialty "Jurisprudence".

Does not own shares of PJSC PROMOMED.

Yuri Litvishchenko

Yuri Litvishchenko

Member of the Board of Directors, Independent Director

Candidate of Medical Sciences, specialization "Psychiatry"

Work experience

He has been working in the field of healthcare for more than 30 years. He has worked his way up to senior positions in major international pharmaceutical companies: Sanofi, AstraZeneca, Chiesi Pharmaceuticals.

Since 2021, he has been conducting independent consulting projects in the field of healthcare and pharmacy.

Education

Higher.

o Pirogov Russian National Research Medical University of the Ministry of Health of the Russian Federation
Russian Federation, specialty "Medical Doctor"
o Educational Center Europe (MCE) (Belgium)
o Ashridge College (UK)
o Bocconi University (Italy)

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Does not own shares of PJSC PROMOMED.

Yuri Troyankin

Yuri Troyankin

Member of the Board of Directors, Director of Human Resources and Organizational Development

Work experience

He has been working in the field of human resource management for more than 25 years, having worked his way up from a specialist to a top manager in holding type organizations - industry leaders (banking/financial institutions, oil industry, mechanical engineering, metallurgy, housing and communal services, construction and real estate, agro–industrial complex, light industry). He has successful experience in building an organization, forming teams and managing talent, transforming corporate culture, strategic development and change management.

He joined the PROMOMED Group team at the end of 2020. The area of responsibility includes human capital management, organizational development, and transformational processes.

Education

Higher.

o Moscow Institute of Physics and Technology, specialty "Applied Mathematics and Physics", qualification "Engineer-physicist"
o Plekhanov Russian University of Economics, program "Finance and Banking
o Thunderbird American Graduate School of International Management (USA), SHRM Certification

Date of the first election to the Board of Directors
PJSC PROMOMED: 14.05.2024.

Owns shares of PJSC PROMOMED.

Yuri Troyankin

Yuri Troyankin

HR and Organizational Development Director

Member of the Board of Directors

Work experience

He has been working in the field of human resource management for more than 25 years, having worked his way up from a specialist to a top manager in holding type organizations - industry leaders (banking/financial institutions, oil industry, mechanical engineering, metallurgy, housing and communal services, construction and real estate, agro–industrial complex, light industry). He has successful experience in building an organization, forming teams and managing talent, transforming corporate culture, strategic development and change management.

He joined the PROMOMED Group team at the end of 2020. The area of responsibility includes human capital management, organizational development, and transformational processes.

Education

o Moscow Institute of Physics and Technology
o Plekhanov Russian University of Economics
o Thunderbird American Graduate School of International Management (USA)