Founders
The People Behind bemuse
Two different backgrounds. One shared vision.
Meet Asel and Anton, the co-founders of bemuse. Different professional experiences brought us together around one idea: building better partnerships between creators and brands.
Asel Akmatova
Co-Founder & Managing Partner
Asel has built her career as a content creator, growing a combined audience of over 1.2 million followers and being recognised among the Top 20 Beauty Influencers in the UAE by Favikon in 2026.
She has collaborated with international brands across beauty, skincare, fashion and lifestyle. Her experience also includes working as a Makeup Artist at Charlotte Tilbury and being featured in Cosmopolitan Middle East.
Having experienced the industry from both the creator and brand perspectives, Asel understands what creators need, what brands expect and what makes partnerships work.
Anton Shkarbatyuk
Co-Founder & Managing Partner
Anton earned his Master's degree in Sweden before building a career spanning over 13 years at KPMG, one of the world's leading professional services firms.
Working across Moscow, London and Dubai, he progressed into senior leadership roles, working closely with major corporate clients, leading teams and managing complex international projects across Europe and the Middle East.
He brings extensive experience in managing client relationships, coordinating international teams and delivering complex engagements.
Different experiences. Shared values.
We believe the best partnerships start with understanding people.