How the brand of Masha Efrosinina Mashsh went bankrupt

Ukrainian TV presenter Masha Efrosinina reported the closure of her clothing brand Mashsh, which went bankrupt after the full-scale war began.

Brand Mashsh of Efrosinina: how the business developed

According to Efrosinina, the homewear brand Mashsh was launched in 2019. Initially, it specialized in pajamas and bathrobes, which quickly gained popularity among buyers.

Over time, the assortment was expanded:

• homewear and pajamas

• fleece suits and hoodies

• comfortable clothing for everyday use.

The business developed steadily, and demand remained high even during the pandemic when people more often worked from home.

Closure of Mashsh: what caused the bankruptcy

The turning point was the full-scale war. The brand's warehouse in Kharkiv, where fabrics and fittings were stored, was lost after the entry of Russian troops.

Efrosinina noted: «Since then, we haven't seen anything from what we purchased for tens of thousands of dollars».

After that, the company tried to stay on the market for a while, but without access to resources and new investments, it became impossible to continue operations.

Among the key reasons for the closure:

• loss of warehouse and goods in Kharkiv

• lack of funding after the war began

• inability to restore production.

The presenter also emphasized that she was unable to recoup the invested funds and ceased to invest in the project in 2023.

Despite this, Efrosinina stated that she perceives the experience as a temporary loss and does not rule out new business ideas in the future.

Let’s recall, the presenter of the Ukrainian national selection for "Eurovision 2025" Masha Efrosinina commented on Instagram Stories the kiss of Ukrainian singer Ruslana, from which she recoiled, grimacing.