The EVA retail chain once again confirmed its status as an expert in the private label segment. At the PrivateLabel&FMCG Master-2025 conference, the company presented successful cases and won an award for its own private label.

On September 4–5, the 17th International Exhibition and Conference PrivateLabel&FMCG Master-2025 took place in Kyiv, bringing together retailers and suppliers to discuss business recovery, new partnerships, and sustainable development under new market conditions.

Among the event’s speakers was Halyna Obodets, Director of the Private Label Department at EVA and EVA.UA, with the presentation “Private Label as a Tool for Developing a Brand-Dependent Category: The Multi-Brand Strategy Case.”

Using the Hair Care category as an example, Halyna explained how EVA develops private label products in segments traditionally dominated by brand loyalty. She showcased successful cases of Estima, IZUMI, Level (care), IQ Code, ABOUT hair (coloring), OneMe, and Rambootan (styling). Halyna also shared insights on key tools for developing and promoting private labels in the beauty segment, and how to create PL brands with added value rather than simply “affordable substitutes” for established ones.

As part of the event, winners of the annual National Award “PrivateLabel-2025” were announced. EVA’s private label Viv’en petty took first place in the “Private Label Category Leader” nomination.

Viv’en petty, a tights brand, is one of the most recognizable on the Ukrainian market. It offers competitive prices and high quality — 90% of its assortment is produced in Italy according to European standards and certified with OEKO-TEX. The brand enjoys a high level of consumer trust, holding a 30% market share in its category in Ukraine.