So in 2012, she turned to her family’s botanical heritage, reviving an old floral remedy that became Londontown, a women-owned brand redefining nail care through science, transparency, and plant power.
Known for her exacting standards – she’d rather halt a launch than compromise purity – Marina has proven that integrity can scale. In our conversation, she opens up about risk, resilience, and what it takes to build beauty that’s truly clean, inside and out.
Ladies Drive: What is the scent of your childhood?
Marina Dimentman: Ooh, that’s an interesting question – probably vanilla.
I hope your childhood wasn’t vanilla…?
(Laughs) No, just the scent! I’ve always loved sweet things. Anything sugary and warm brings me back to childhood. I grew up with my grandmothers – lots of cooking and baking – so from vanilla in the kitchen to vanilla in products… everything vanilla.
So may I ask, where did you grow up – and why with your grandmothers?
We immigrated from St Petersburg, Russia, to the US in the late ’80s – all together, one big family starting over. When you arrive in a new country, knowing no one, you stay close. My parents were studying, so I spent much of my time with my grandparents. During World War II, my grandmother’s sister married a British soldier and escaped Russia to settle in the UK. Back then, communication was nearly impossible – no visits, only letters. That long-distance bond inspired what became Londontown, connecting generations of women in our family.
What remains Russian in your DNA – in everyday or business life?
Honestly, not much. I was nine when we arrived, and I’m 46 now – so most of my life has been American. My parents focused on assimilation, learning the culture and way of life. We adopted many US traditions, though we still speak Russian at home sometimes, and I’ve tried to teach my kids the language.
And some cooking recipes?
Cooking, for sure! It’s so deeply rooted in our culture – the link, the bridge to our ancestors.
And the older we get, the more we think about that – where we come from, where we’re going.
Exactly. The older I get, the more I crave my grandmother’s cooking and miss all those dishes.
So, did you ever have that aha moment – when you knew what you wanted to become?
I still don’t think I’ve had that aha moment.
(Laughs)
Oh, maybe you’re just not grown up yet?
Hopefully not! I didn’t come from the beauty world – I’m an intellectual property attorney by training. As a teenager, my dream was to go to law school and become an attorney.
Why?
This will sound funny – it was an act of rebellion. I come from a family of doctors, and I absolutely did not want to go to medical school. So, like any rebellious teen, I went to law school instead. I practised intellectual property law and genuinely enjoyed it.
When I became pregnant with my first child, I was wearing acrylic nails. Taking them off for the first time, I realised I should probably care about what I put on and into my body. My nails were ruined, so I started researching. My grandmother told me to moisturise them and gave me an oil. It sounded odd – everyone says to harden nails, not moisturise them. But she said, “You moisturise your face, you condition your hair – nails are the same keratin.” I tried it, and to my surprise, it worked. My nails stopped peeling; polish lasted longer. I thought, Why don’t women know this? As an IP attorney, I worked with many scientists and started asking if oils could be infused into nail products. That was 2007 – long before “clean beauty” was a trend. Londontown began as a side project. I never planned to leave law – I just wanted a creative outlet. But over time, I realised I enjoyed mixing polish and creating beautiful things far more than drafting contracts or patents.
How did it feel back then, before founding your own company and starting that entrepreneurial journey?
Like for many people, it was stressful – you don’t know what the future holds. You have a vision, something you want to create, yet no idea how to make it real. Beyond some scientific background, I knew little about running a business – building a company, hiring, growing. Each step brought new challenges, but it was a journey of learning every single day. It was a scary time in my life, yet I’m deeply grateful for my family’s support and encouragement. I could do this because it fulfilled me completely.
How was year one of your entrepreneurial journey with Londontown?
Year one was spent balancing my legal work while developing our first products. We launched as a nailcare line with one simple idea: to restore nails to health naturally, without harmful or carcinogenic ingredients. Many polishes back then dried nails out; ours aimed to nourish them instead. That first year was all about learning the industry – where products are sold, who buys them, and what matters to them.
Did you onboard an investor or a business angel?
Never. From day one, this has been my baby – now a 13-year-old teenager still growing and evolving.
What was your best strategy for growth?
Never compromising on passion. When you truly believe in what you’re building, it becomes more than business – it’s heart work. I began alone, then added one assistant, today we’re a full team with international distribution and major retail partners. My biggest takeaway? Never sacrifice passion.
And what’s the secret sauce behind your long-term success after 13 years?
Hard work – that’s the core of it. It’s easy to get lost in the noise or feel like giving up, but when you return to passion and purpose, you keep going. I see obstacles not as failures but as lessons. Everything in life is learnable; detours are simply directions with hidden insights. If you treat them as stepping stones, you move forward stronger. We’ve been fortunate – customers respond well to our products. My biggest challenge has been learning what it truly means to manage a growing company while staying faithful to our original DNA and true north star. You know, when there are a hundred moving pieces in a day – and as entrepreneurs, that’s every day. No two days look alike; there are countless things needing attention. So staying authentic and focused on your true direction is essential. Everything else is just noise – secondary tasks you’ll get to later. The key is to keep executing your vision.
Are you a good troubleshooter? How do you handle a crisis?
Crises are inevitable. Things will always happen, so I try to see them through the lens of learning. Every challenge holds an opportunity to improve or refine what caused it. That’s how I stay grounded – by asking: What’s the lesson here? Where’s the opportunity? How do we move forward?
Maybe that’s easier said than done, right?
Of course! Easy isn’t always fulfilling. If everything were simple, we’d never feel challenged or rewarded. It’s like raising kids – you love them deeply, but every difficulty becomes a lesson. Business is the same. The calmer you stay, the better you can look ahead rather than reacting to the immediate moment. First, identify the problem and understand it clearly. Then, as a leader, lean on your team – no opinion is bad advice. Solutions come from collective insight and shared passion. Everyone wants the company to thrive. Together, we map our options, choose the best short- and long-term path, and build a concrete step-by-step plan for execution. That’s my roadmap for navigating any crisis.
Is there a “fuck-up” story you can share with us?
(Laughs)
Oh yes – a funny one. Our very first trade show, back in 2012: we flew in, the booth was nearly built, “Londontown” everywhere… and our shipment never arrived. The show opened the next day and we had zero product. No one could locate it. Long story short: my husband jumped on a plane back to New York, went to our warehouse, packed the products into suitcases and flew straight back. That’s how we had anything to display.
Sounds like you married the right guy.
Absolutely – without him, none of this would be possible. He’s not deeply involved day-to-day, but he’s our firefighter. Whenever there’s an operational or logistical blaze, he’s the one putting it out.
What’s the craziest idea you’ve ever had, given the circumstances?
I’ve always wanted to redefine how things are done. From the start, I had high standards for merging self-care with colour – creating products that were both clean and effective. Clean formulas existed, but pairing efficacy with purity was new then. Pushing innovation that way sometimes looked crazy, yet it came down to trusting my instincts. Business is about following that gut feeling, that inner voice saying, “I believe in this – keep going.”
And where do you want to see your company evolve next?
We’re planning further international expansion, but I want to grow smart – developing products people genuinely love, and keeping the brand meaningful and authentic. Staying ahead without losing our core beliefs is vital. I hope we continue to resonate globally, creating products people feel passionate about. And personally, I want to keep it fun. The moment work stops being fun, I’m not sure I’d want to show up. That’s the spirit of Londontown: evolve, stay true, and keep enjoying the journey.
Are you sometimes worried about the economic troubles we see at large right now?
You can’t be a business owner without worrying about many things – this is certainly one of them. But some things are within our control, and others aren’t. For me, it’s about keeping faith and a positive mindset: believing things will work themselves out while continuing to push forward, work hard, and stay committed. Of course, we all worry – but we can choose where to place our energy.
Where does your faith come from?
When I take a step back, I realise how much I have to be grateful for: an amazing family, a strong support system. No matter what’s happening, there’s always something to appreciate. Gratitude leaves little room for excessive worry. I’m deeply thankful for the people I’ve met along the way – each connection reinforces my faith that things will keep working out. When you have purpose, you act – and faith follows.
So you found your purpose, your mission?
I think we all have several purposes. There’s the one you serve in your family, in your business, in your community. I’m lucky that many of mine overlap. As a business leader and a mother, I’m teaching my children what hard work and dedication mean. I try to weave those roles together. Have I found my ultimate purpose? Probably not – I’m still discovering it. Life evolves: young mother to older mother, new founder to seasoned entrepreneur. Each stage brings a new layer of meaning.
True. And I think at times like this, we need to be adaptable and flexible.
Absolutely. I always tell my kids to think of themselves as grass – when the storm comes, it bends and moves with the wind. Whatever happens, adapt. Adaptability is essential for leaders, entrepreneurs, and anyone navigating change, because the journey is never a straight line. Uncertainty is constant; predictions often fail.
Exactly – and perhaps that’s what Darwin meant by “survival of the fittest”: not the strongest, but the one who adapts best.
Yes, completely. And now we’re entering a new age – technology, AI – it’s time to buckle up. We’re in for an exciting new ride.
Further information:
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