The Story of Be in Love

Some of our most cherished memories are the ones that shape who we become. For Irina Bilka, founder of Be in Love , those memories trace back to the vast, untouched forests of Siberia, Russia, where she spent her childhood exploring nature’s beauty.

One of her fondest traditions was walking through the forest with her mother, collecting wild berries, mushrooms, and birch water from her favorite tree—the White Birch (Beroza), known as the “Tree of Russia.” It was more than just a ritual; it was a connection to something pure, something timeless.

When Irina moved to the United States in 1994, her love for beauty and nature remained strong. She always knew she wanted to be a hairdresser, and in 2004, she graduated from Loraines Beauty Academy in Florida, beginning what would become a lifelong passion for hair. Over the next two decades, she worked with thousands of clients, touching every hair type and texture. And while every client was unique, the same concerns came up again and again: slow hair growth, dryness, breakage, dullness, and overall hair health struggles.

Irina knew she wanted to do more—to make a real difference. She dreamed of creating a haircare line that blended her deep-rooted heritage, years of experience, and the power of nature. But like many dreams, it was easy to put off for "the perfect time."

Then came 2020—a year that changed everything. The world slowed down, and Irina realized that there was no perfect time, only now. She took the knowledge she had gained over the years, her passion for healthy hair, and her childhood connection to Birch Bark Extract—an ingredient long used in Russian beauty rituals—and created a science-backed, plant-based haircare line designed to restore strength, nourish hair, and enhance natural beauty.

And so, Be in Love was born.

Today, Be in Love is more than just a haircare brand—it’s a celebration of nature, science, and heritage. Our products are vegan, paraben-free, gluten-free, color-safe, and handcrafted in the USA—made for all hair types and inspired by Irina’s belief that everyone deserves to be in love with their hair.

With every bottle, you’re not just nourishing your hair—you’re connecting to a piece of Irina’s Russian heritage, rooted in the wisdom of nature and the science of haircare.

Welcome to Be in Love—where healthy hair begins with nature.