Natalja Zemljanuchina writes in her Instagram account under the name @Tysya that it is time for women in Russia to look positively on their bodies even if they do not meet the prevailing beauty ideal. She has started the campaign #SoMnojVsioTak, which freely translated means "#SoHere is I".

Women tell

Natalja has 1.2 million followers and more than a million views on the video where women tell that every body is unique and beautiful no matter what it looks like. "Every inch is life experience of joy and sorrow and is always you," says young women with scars, birthmarks and obesity.

"All bodies carry traces of life experiences such as joy and sorrow," says Russian influencer Natalja Zemljanuchina, who started a campaign against the beauty ideal in Russia. Photo: Natalja Zemljanuchina / @ Tysya / Instagram

- In Russia, women are expected to please men. It is important to be sexy and slim. A man can look like he just got out of bed while the woman at his side is dressed in gala. The women spend large sums on beauty care, says Elin Jönsson, former correspondent in Russia for SVT News.

Women Surplus

Because of war and unrest, there has long been a surplus of women in Russia. The men also have a shorter life span and more often suffer from cardiovascular disease. The women have had to compete for the men, which has led to tough demands on women's appearance.

- Mental illness and suicide are major problems among young women. Many are extremely pressured to match the beauty ideal, says Elin Jönsson.

Eating disorders

Natalja Zemljanuchina has had problems with eating disorders and poor self-confidence. She got tired of the stress and began to encourage her followers to post pictures of themselves.

"In Russia, people with ordinary bodies are rarely shown, but all bodies are beautiful," she says in a comment to Reuters.

- It is gratifying that young women are reacting to the conservative and nationalist values ​​reinforced under President Putin, Elin Jönsson believes.