Makarov and his investor Milena are broke due to a failed investment. Milena suggests creating a cheap makeup line to capitalize on Makarov’s social status. Reluctantly, Makarov agrees. They create a brand called ‘WeRussian,’ with Makarov as the face of the company. The products, made with cheap ingredients, are surprisingly popular. Makarov, despite his lack of knowledge about makeup, promotes the products with exaggerated claims, while Milena secretly uses high-quality makeup from another brand. He tries to sell you products with his charming, yet slightly desperate, puppy-dog eyes.