People Behind the Presents: Irina Dovganetskiy, withSimplicity
withSimplicity founder Irina Dovganetskiy started formulating her own products at her kitchen table after becoming a new mom and realizing more about what she put on her skin. She struggled to find products that were both natural and effective, so what began as a personal need to find safer, cleaner beauty products grew into a new business. She first sold out of a retro Airstream parked right in Downtown Harrisonburg. As word spread and customers kept returning for the natural, effective formulas, the business quickly grew and took shape.
Soon, the Airstream evolved into a brick-and-mortar storefront, then into a full skin spa, and eventually into a certified school of esthetics. Today, withSimplicity products ship to beauties across the United States and Canada, yet the heart of the business remains here in downtown.
withSimplicity owner, Irina Dovganetskiy
“Downtown Harrisonburg has this creative, supportive, community-driven energy,” Irina shares. “Everyone wants to see each other succeed. I wanted withSimplicity to be a part of that energy and to help make downtown a destination for self-care, wellness, and connection.”
What Makes withSimpliticy Different
One of withSimplicity’s popular new products
What sets withSimplicity apart is the way it bridges the gap between clean beauty and professional results. “Every formula is made with organic botanicals and science-backed actives, and our spa services are rooted in holistic skin health, not just surface-level results.”
They are also not just a brand, but a destination where you can buy products, book a facial, get certified as an esthetician, and even learn about the ingredients used. “We’re a whole wellness destination.” Everything withSimplicity does, whether it’s a skincare product, a facial, or a class, centers around one core idea: intentional simplicity.
That means clean, easily understood ingredients. It means experiences that encourage people to slow down. And above all, it means connection.
“We want every customer to feel seen, cared for, and empowered to embrace their natural beauty,” Irina says. “Beauty shouldn’t feel complicated. It should feel honest, mindful, and accessible.”
Moments That Matter
Interior of withSimplicity retail space
While no single customer story rises above the rest, the withSimplicity team cherishes the small, heartwarming moments that happen daily, especially with those who support them.
“For us, we really love the power of makeup and the confidence boost it gives women. It's very heartwarming when we give a customer a makeover, and you see their eyes light up” says Irina. “Being able to provide them with a moment that's all about them and how they feel is at the heart of what we do.”
There are so many personal experiences that can only happen at small businesses.
“We cherish every relationship we've made with those who support us! Unlike big box stores, you can walk into small businesses, and the employees know who you are and probably remember your name. It's a personal experience that can only happen at small businesses.”
Gifting Advice
withSimplicity client receiving facial services
For anyone looking to give a unique, meaningful gift this holiday season, withSimplicity’s most-loved option remains the wS Signature Custom Facial ($125). It’s 60 minutes and completely tailored to the recipient’s needs, it blends restorative self-care and targeted skin support.
“Everyone needs self-care, and everyone’s skin is different,” Irina says. “This service gives them both.”
That level of personalization is also what sets withSimplicity apart during the busy holiday season. Shoppers can speak directly with the people who make the products, receive one-on-one guidance, and get an in-store experience even when browsing online.
Experiential gifts are meaningful because they go beyond the material. “They give someone the gift of time and presence.” It's a gift that not many people get themselves but something everyone needs: a change to show down, breath, and reconnect.
“At The Skin Spa at withSimplicity, our spa experiences are designed to nourish both the skin and the soul. Gifting something like that says, “You deserve rest. You deserve care.” It’s not just another item to unwrap—it’s a moment of peace that stays with you long after the holidays are over.”
Images from withSimplicity Instagram
The Downtown Connection
Being Part of Downtown’s Business Community
“When someone shops with us, the impact is immediate,” the team says. “That dollar helps us pay fair wages to our local team, support other small businesses we partner with, and continue creating sustainable, clean products right here in Harrisonburg. It also supports local women and their families—many of whom are part of our team, our spa, and our esthetics school—helping them build fulfilling careers in a positive, empowering environment.”
Buying locally keeps money circulating within the community rather than disappearing into large corporations. It strengthens the local economy and keeps downtown vibrant. Every sale big or small, is important and makes a difference for the entire network of people who make Downtown Harrisonburg special.
If they could share one message with the community, it would be simple:
“Your support matters. Every purchase is a vote for the kind of town you want to live in.”
For entrepreneurs looking to open a business downtown, Irina offers the advice to stay authentic and build connections. “The downtown community is incredibly supportive — lean into that and see what collaborations you can explore. And as you grow, remember what made you unique in the first place. That’s your magic and what should be at the forefront of all of your messaging.”
The Downtown Spirit
The holidays bring a certain magic to Downtown Harrisonburg and a lot of new people come to explore what downtown has to offer. withSimplicty loves seeing all the new people and introducing them to their brand along with seeing all their regular customers.
Some of withSimplicity’s favorite downtown memories come from Winter Wonderfest. Especially the year, team member Mary helped plan it. “Seeing all of our businesses come together to make all of my crazy ideas (especially the carriage rides) a reality was truly heartwarming!” says Mary.
As far as where the team likes to eat and shop. They miss Lola’s Deli dearly, but you’ll often find them at Magpie, Magnolia’s, Bella Luna, or grabbing lunch from the Friendly City Food Co-op hot bar.
Hopes for Downtown’s Future
As withSimplicity continues to grow, the dream is to move into a larger space, one that better supports their fulfillment team, spa services, and community classes. Long-term, the goal is clear: to become one of the nationally recognizable clean beauty brands.
For downtown, their hopes are equally heartfelt. More green space, more places to sit under trees and eat lunch, and more unique shops and experiences that make the district a true destination.
Check out the Downtown Harrisonburg Holiday Gift Guide to meet more people behind the presents, and check out withSimplicity’s social media to learn more about services and products!