Penniless Russian gets success in soap

Moscow

HE was rejected by the KGB. He couldn't sell vodka to Russians. He went broke. Then Andrei Trubnikov bet on a dish-soap factory and started making shampoo. He is one of Russia's most successful businessmen, at the helm of a global cosmetics brand.

A strapping man who adorns himself in ethnic jewellery and indigenous talismans and decorates his office with wooden masks and fish tanks, Mr Trubnikov serves herbal tea to guests, speaks in a gravely, reverent voice about traditional Siberian shamanism and eschews any hint of business attire.

In short, he stands out, a distinctive look he has sought to extend to his company, Natura Siberica. The brand's colourfully named products, such as Wild Thistle and Siberian Juniper shampoo and Strength of the Bear shaving cream, are sold in dozens of count…