Still, he wanted to infuse the company with the good characteristics of Siberia. Despite being from Moscow, he was convinced consumers would associate the remote region with snow, isolation and cleanliness, and not the dark clouds hanging over political leaders in the Russian capital.

Image Shampoos and conditioners on sale in the flagship store of Natura Siberica in Moscow. The company operates 70 of its own brand stores in Russia and six other countries, while its products sell in more than 40 nations. Credit... James Hill for The New York Times

He eventually settled on the brand name, Natura Siberica, in 2008.

The company has now moved from its original dish-soap factory to a larger facility outside Moscow and runs six organically certified herb farms as well as a herd of yak in Siberia. It also has a factory in Estonia and presses to extract herbal essences in Scotland and Romania.

Mr. Trubnikov’s sprawling executive suite on the third floor of the building is a veritable temple to cosmetics and beauty products. Sunlight filters through and around thousands of bottles of shampoo, soap, gel, lotion and conditioner made by companies around the world, all stacked on floor-to-ceiling shelves.

He largely ignores the contents of the products, and instead studies the bottles and labels for marketing ideas, all with the eventual goal of entering the American market. If Natura Siberica were successful, it would become one of the first major Russian consumer brands to do so.

“I like this idea because it is difficult,” Mr. Trubnikov said, “and I like difficult projects.”

In its early years, the company concentrated on its domestic market.

The logic was simple. Women in Russia spend about 30 percent of their income on beauty products, according to the Perfumery and Cosmetics Association of Russia, far more than in higher-income countries.