Anastasia Mina is an entrepreneur for whom business is a natural extension of personal values. Starting her career in accounting and corporate services, she later had the courage to change direction and build a business rooted in care, honesty, and human connection. Today, as the founder and owner of NaTrue Beauty & Spa in Limassol, she balances entrepreneurship with motherhood and speaks openly about what it truly means to be a female leader in a world that often demands the impossible. This interview is a story of choice, resilience, faith, and leadership – without harshness, but with deep inner strength.

You started your professional journey in accounting. What was the turning point when you realised you wanted to run your own business – and in a completely different field?

When I moved to Cyprus and began my first degree, I was certain I would never become an accountant – I was interested in marketing at the time. But once I found myself working in a pharmaceutical corporation, I realised it wasn’t so much about what you do, but how you do it. I fell in love with structure, numbers, Excel – accounting revealed itself as a kind of philosophy. Later, when I had to balance the motherhood and career, I understood that it’s impossible to give attention to all without sacrificing something in return. I had to choose: to be a mother to my clients, or to my kids. I chose my family. And once I felt I had the inner strength and desire to create something of my own, I knew it had to be in a field where I could connect with people, feel a sense of purpose, and make a difference. That’s how I entered the beauty industry – and I’ve never looked back.

The beauty industry seems far removed from the world of numbers and reports. What skills from your previous profession turned out to be unexpectedly useful in running your own business?

In truth – all of them. My background in accounting and corporate environments taught me discipline, systems thinking, and structural awareness. That became the foundation for everything that followed. These skills are critical at every stage – from planning and risk assessment to team-building and performance analysis. I also learned to view numbers not as dry reports, but as living reflections of what’s really happening. Marketing, too, has remained close to my heart: how we express value, communicate with clients, tell our story to the world – that’s marketing. And it’s just as vital in a creative, people-centred industry like beauty and wellness.

When did your business stop being just a project and become part of your identity? And how did that change your approach to work?

It happened when I realised I was bringing not only inspiration and joy home from work, but also emotional weight – concern for the team, the processes, the outcome. That’s when I knew the business was no longer an external task, but part of my life. I can’t detach – if something’s wrong, I feel it deeply. And when things go well, I feel that joy just as personally. My husband jokes, “You should go into PR – you’d worry less.” But the truth is, I don’t just manage processes – I live through them. For me, it’s entirely natural that work and family are not opposing forces, but part of the same ecosystem – where emotions, energy, and meaning are all interconnected.

Four children, a business, public engagement, constant development – how do you structure your life to stay grounded in the middle of so many roles?

It’s essential for me to carve out a moment of stillness each day. For me, that’s usually early morning – when the house is still asleep, I have my strong Cypriot coffee, pray, walk through the rooms. It’s my ritual, my way of centring myself and tuning in. Without that, I lose my sense of self in the busyness of the day. I also try to be honest with myself. It’s easy to say, “This can wait,” or “Someone else needs me more.” But if you constantly put yourself last, you eventually run out of energy. I try not to silence my own needs – and not to be afraid of vulnerability. That, too, is a form of self-care.

You’re active on social media and share personal thoughts and experiences. Is that part of building a personal brand, or is it more about dialogue? What does that openness give you?

I don’t see it as a branding strategy. For me, it’s first and foremost a way to stay in dialogue with myself. I started posting as a form of reflection – to process my experiences, share insights, track my growth. If it resonates with others – wonderful. But the main goal is not to lose myself, not to be consumed by the roles of entrepreneur, mother, wife. It’s how I stay whole and remind myself why I do what I do. Of course, the response from readers is encouraging – but sincerity is what matters most.

Are there moments when you feel exhausted or doubtful? What helps you keep going during those times?

Absolutely – like anyone, I have moments of doubt, fatigue, and feeling stretched thin. What helps me most is faith. My family and I attend church, and it’s not just a tradition – it’s a core source of strength. Faith reminds me that not everything is within our control. Sometimes we can act, other times we can only accept. When I know I’ve done everything I can and the rest is in God’s hands, it brings peace. It helps me stay steady. Movement also helps – physical, emotional, intellectual. Even a small step forward gives a sense that you haven’t stopped.

You work closely with a female audience. What themes and experiences resonate most – and how does that influence your business approach?

The most powerful theme is family – and very often, the absence of it. I see how deeply people feel the lack of love, support, and partnership. Careers are usually in our hands, but family isn’t always. That’s a very vulnerable place. Another major theme is motherhood. Even the most independent and career-driven women often hold motherhood as a core value. In our business, we try to be more than a service – we want to be a space of support. A place where you’re accepted, no matter your status, choices, or life stage. A place where you remember: you are worthy of care and attention.

What does true professional fulfilment look like for you today – business scale, influence, or customers’ feedback?

All of those things matter, of course. But the starting point is feedback. When a client feels seen, heard, and understood – that is the highest measure of success. Only then can we talk about scaling, growing profits, or building a team. Without trust, without a sense of meaning for the client, everything else is just form without substance. So for me, it always comes back to people – and the quality of connection.

Tell us about a decision that required the greatest courage from you – and what it taught you.

One of the most courageous decisions I have made was to end my first serious relationship through divorce. It was a complex yet necessary step, reached after a period of deep personal reflection. I found myself at an emotional crossroads – aware that change was inevitable, but uncertain of how to navigate it. To regain focus and avoid becoming consumed by doubt, I made a deliberate choice to begin studying for the ACCA qualification. It was a demanding time – balancing work, motherhood and education – but it provided a sense of structure and direction. Investing my energy in learning helped me emerge from that chapter stronger, more composed and more self-assured. The experience taught me to embrace change and trust my own judgement. In time, with a renewed perspective on myself and on relationships, I built a new family – one I value all the more for having come to it with clarity and intention.

Is there a belief or mindset that helped you grow during times of change – both as a person and as a leader?

There are a few core principles I lean on. First, if you are honest with yourself and doing your best – you’re on the right path. Second, learn to let go of what’s beyond your control. We can’t manage everything, but we can choose how we respond. And another one – don’t judge others. Everyone has their own story, their own starting point, their own pain. The less judgement, the more respect – for yourself, for others, for life. That, to me, is real leadership – not about command, but about presence, strength, and humanity.

How do you envision your development over the next 5-10 years – what do you hope to build, learn, or share?

I’m deeply interested in wellness and preventive medicine. I’m considering a PhD – not for the title, but for the depth of understanding. I’d love to contribute to this field in Cyprus – with its climate, culture, and potential, it could become a powerful direction. At the same time, I want to sustain and enhance the business I’ve already built – not just financially, but in terms of quality. Maintaining high standards is just as challenging as growth. And yes, I keep dreaming. Because everything I’ve achieved began with a dream. A dream isn’t a fantasy – it’s the starting point of movement.

Interview by Kateryna Bila

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