Building Calm in Times of Uncertainty: By_Oreo

WOF-UA grantee Aliona Machulina, an entrepreneur from Kharkiv, has reached the final round of the Ukrainian Women Entrepreneurs Hub (U&WE Hub) program. Through this assistance, she successfully pitched her online home goods store, By_Oreo, and received a $2,000 grant to support its launch.

After testing different retail ideas, Aliona found her niche in home aroma diffusers and candles with a clear mission: to support mental well-being during wartime by creating small moments of calm and comfort at home. Inspired by her rescue cat Oreo, the brand is uniquely pet-safe and donates a portion of its sales to animal shelters.

The WOF-UA grant proved critical during frequent power outages. Aliona used the funds to purchase an EcoFlow power station, enabling her to continue operating, communicating with customers, and fulfilling orders despite rolling blackouts.

Today, By_Oreo is more than an online store — it is a values-driven business rooted in care for people, pets, and mental health during a time of profound uncertainty.