Hey, sweetie!
We met Lina (@lina_kutumov) almost 12 years ago, when our founder Zofija did her makeup for her school graduation. Soon after, she became one of Zofija’s very first hair clients, and over the years, that connection grew into a beautiful friendship.
Today, Lina is part of our little BOHEMA world, helping us tell our stories through social media. A lot has changed since those early days, but our shared love for creativity, beauty and meaningful connections has only grown.
In this Love Letter, we talk about finding beauty in the little things, learning to slow down, following your dreams and, most importantly, being kinder to yourself. ☀️
Who is Lina when she's not busy creating content?
I'm a girl who's constantly chasing her dreams, usually jumping from one goal to another before even celebrating the last one! But I've also recently become a mum to a wonderful little girl who's teaching me something I've struggled with my whole life: to slow down, be present and actually enjoy the journey.
Apart from that, I'm obsessed with nature, animals, fashion, psychology and pretty much anything related to self-development. I'm endlessly curious about the world and understanding myself a little better every day.
How did your journey into the creative world begin?
I think deep down I always knew social media would play a big part in my life.
It started with marketing myself as a photo editor while working with magazines. Later, I developed marketing strategies for a luxury personal shopping company and eventually found myself recruiting social media strategists for creative agencies.
And now, here I am, helping to develop strategies for brands while growing my own platforms around beauty, self-development and everything in between.
Looking back, all those experiences feel like little pieces of the same puzzle. I just didn't realise it at the time.
What's been inspiring you lately?
I'm a visual person through and through. I genuinely try to notice beauty in absolutely everything; the perfectly imperfect architecture of old European towns, the mystical beauty of mountains and volcanoes, the incredible power of the sea during a storm, or simply spotting an animal in the wild.
There's something about these moments that makes me feel connected to the world around me. As if everything is part of one incredibly beautiful, almost divine creation.
Oh, and on a completely different note, I’ve recently developed a little obsession with light rock music!
What made you want to become part of our little world?
I actually knew about BOHEMA when it was still just an idea in Zofija's head.
We met almost 12 years ago, when I was still in high school in Lithuania. Even then, I remember thinking Zofija was going to do something incredible. Her energy was impossible to ignore.
Over the years, I've watched her grow into the free, successful, kind and incredibly creative woman she is today.
Somewhere along the way, I went from being her client to becoming her friend, and I've always felt emotionally invested in both her personal journey and BOHEMA's success.
Everything Zofija creates comes from the heart. There's so much love, passion and intention behind it, and being able to contribute to BOHEMA's next chapter feels incredibly special.
What's one thing about BOHEMA you wish more people knew?
That BOHEMA wasn't born in a corporate boardroom. It was born behind a colourist's chair. It started with a hairstylist who genuinely cared about her clients' hair and wanted to create something that would make a difference.
And that's also what I love most about working with BOHEMA. In an industry that so often makes us feel like there's something about ourselves that needs fixing, BOHEMA celebrates you exactly as you are.
It's not about becoming somebody else. It's about bringing out the beauty that's already there.
I think there's something beautiful about a brand that started not with the question "What can we sell?" but "What do our clients actually need?"
You work with brands and people every day. What do you think makes someone truly fall in love with a brand?
Feeling understood. Without a doubt.
We're constantly surrounded by ads telling us what we need, how we should look, what we should buy and even how we should feel.
And I think people are getting tired of being told what to do.
The brands that truly stand out are the ones that stop talking at people and start connecting with them.
Because attention might make someone notice a brand, but feeling seen and understood is what makes them stay.
At BOHEMA, we believe beauty is so much more than appearance. What does feeling beautiful mean to you?
To me, beauty is harmony between our inner and outer worlds.
I believe that when you're at peace with yourself, when you learn to accept your strengths, weaknesses and even the parts of your story you'd rather forget, that's when real beauty begins.
We live in a world obsessed with physical appearance, but I've always found that someone who radiates inner peace, kindness and genuine self-acceptance is infinitely more beautiful than someone who looks perfect but constantly tears themselves apart.
Real beauty, at least to me, starts from within.
If you could give one piece of advice to someone who’s afraid to follow their own path, what would it be?
Do it scared anyway.
I know it sounds simple, but I genuinely wish someone had made me understand this earlier.
I've postponed some of my biggest dreams for over five years simply because I was so terrified of failing that I didn't even allow myself to try.
And the funny thing is, I eventually realised that the perfect moment when you feel completely confident, prepared and ready simply doesn't exist.
So start before you feel ready. Make mistakes, change direction, figure things out along the way.
Because looking back, I think the only thing more frightening than failing is realising you never even gave yourself a chance.
A little love letter from you to our BOHEMA community. What would you like to tell them?
It might sound cliché, but if there's one thing I'd love to remind you of, it's this: love yourself. Truly.
And I don't mean feeding your ego or convincing yourself that you're perfect. Quite the opposite, actually.
I mean having the courage to get to know yourself completely. Your light and your shadows. Your strengths, your insecurities, your mistakes and the parts of yourself you might have spent years trying to hide.
And learning to accept them all.
Be your own most loyal friend. Allow yourself to make mistakes, to feel vulnerable, to change your mind, to grow at your own pace.
Forgive yourself for the things you didn't know any better about at the time. And please, stop speaking to yourself in ways you'd never speak to someone you love.
Because at the end of the day, you're the only person who will be by your side from your very first breath until your very last.
And I truly believe that the relationship you build with yourself is the most important relationship you'll ever have.
So make it a loving one.
