After Lipnius Takes Over the Business, Viktorija Jakučinskaitė Asks: What Will Happen Without Simona?

Viktorija Jakučinskaitė says Mindaugas Lipnius may have taken control of the company, but not the force that made it work. In comments shared over the weekend, she questioned what would become of the family business after Simona Lipnė, described as its founder, stepped aside.

Lipnius reportedly announced on Wednesday that he had returned to managing Simitri after what he called a fair agreement. Jakučinskaitė said he appeared genuinely pleased, but she did not share that reaction. “I don’t think this is very fair,” she said, arguing that the company began with Simona’s idea rather than her husband’s.

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I don’t think this is very fair.

She described Simona’s path from influencer and mother working from home to business founder. Simona initially promoted shampoos, creams and other products, then began selecting brands and offering products she personally liked and used. Jakučinskaitė said that concept formed the basis of the company and could not simply be transferred to someone else.

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The company’s idea was Simona’s, not his.

Her central question was how Lipnius would replace Simona’s constant presence in the business. She said the company’s “fuel” had been Simona, who spent her time filming cosmetics, demonstrating products and explaining how they worked. A replacement influencer, she argued, would not work with the same level of commitment or continuity.

Jakučinskaitė also suggested that Lipnius might need to appear in the company’s promotional material himself or hire other women to do so. She questioned whether anyone could reproduce the work Simona had carried out for the business and family, concluding that Simona had been irreplaceable.

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The fuel was Simona.