Cohort 01 opens June 25, 2026 · Five spots

A Personal Brand Studio for Women

Build the brand.
Keep the woman.

HER EGO is a personal brand studio that builds your identity, positioning, and content strategy around your body — not against it. We work with creators, founders, and women building a name. No daily-post pressure. No grind. A studio built for the way you actually work.

Join Cohort 01 →

1:1

Archetype & positioning calls

28d

Cycle-aware content calendar

Spots in Cohort 01

The Problem

The personal brand industry
broke you on purpose.

Post every day. Stay consistent. Show up at 6 AM. Never miss a Monday. The personal branding industry sold women a male productivity model in a pink wrapper — and called the burnout a discipline problem.

It isn't a discipline problem. The model was never built for a body that runs on a 28-day hormonal cycle. It was built for one that doesn't.

Your brand is suffering because the playbook isn't yours.

1993

the year the U.S. NIH first legally required women to be included in clinical research (NIH Revitalization Act)

10%

of reproductive-age women live with endometriosis — roughly 190 million worldwide (WHO, 2025)

1st

European country to legally protect menstrual leave: Spain, Feb 16 2023, passed 185 to 154

How we work

A personal brand,
built on your rhythm.

The HER EGO Method™

We don't post for you. We don't run your ads. We build the woman first — archetype, positioning, voice, on-camera presence — and then we design a content rhythm around the way your body actually moves through twenty-eight days. Below is what the work looks like, phase by phase.

Phase 01 · Menstrual

Days 1–5

Archive & Ideation

Energy is low. We don't ask you to film. Instead we recycle your strongest archive footage with new hooks, capture every idea on paper, and protect the window. Your brand keeps moving. You don't.

Phase 02 · Follicular

Days 6–13

Scripted Output

The phase to batch the educational, structured, value-driven content — scripted reels, how-tos, tutorials, carousels. The work that requires sharp recall and a clear head. We script and shoot a week or two in advance, so the rest of the cycle has runway.

Phase 03 · Ovulation

Days 14–16

Camera & Charisma

The three-day window where, anecdotally, the magnetic version of you shows up on her own. We schedule talking-head reels, podcast guesting, sales calls, launch days, and the most personal storytelling content here. The brand wins this week.

Phase 04 · Luteal

Days 17–28

Strategy & Edit

Quiet, internal, detail-oriented. We use this window for editing, analytics, planning the next cycle, refining offers, building systems. The phase that turns the previous three into actual business.

Phase 05 · Pre-menstrual

Final 1–2 days

Off the Grid

The day no algorithm needs you. You don't post. You don't sell. You don't perform. We protect this window deliberately — because the women who burn out are the ones who never have one.

What we read. What we use.

We're not scientists. We're two women who read the research, applied it to our own work, and built a method out of what worked.

The honest premise of HER EGO

Women were left out of clinical research until 1993

The U.S. NIH Revitalization Act of 1993 was the first federal mandate requiring women and minorities to be included in NIH-funded clinical research. Before 1993, female bodies were treated as a variable to remove, not a population to study. The productivity culture we inherited was built on three decades of male-default data.

Source: NIH Revitalization Act, Public Law 103-43 (1993) · orwh.od.nih.gov

Endometriosis affects 1 in 10 women — and we still under-diagnose it

The World Health Organization estimates endometriosis affects roughly 10% of reproductive-age women worldwide — about 190 million people. The average diagnostic delay reported across studies is three to ten years. The same medical culture that ignored women's biology in the lab still under-diagnoses it in the clinic.

Source: World Health Organization, Endometriosis Fact Sheet (Oct 2025) · who.int

A country has now codified the cycle into labour law

On February 16, 2023, the Spanish Parliament passed Organic Law 1/2023 by a vote of 185 to 154, becoming the first European country to legally protect paid sick leave for incapacitating menstruation. The law took effect on June 1, 2023. The cycle is no longer a private inconvenience. It's a public matter.

Source: Spanish Government, Organic Law 1/2023 · Official State Gazette

The research on cycle & cognition is real — and still developing

Published studies show that estrogen levels relate to verbal working memory and attention performance (most consistent finding), while progesterone correlates with shifts in emotional processing and amygdala reactivity. Large meta-analyses also note that many cognitive effects are small, mixed, or inconsistent across the literature. We don't oversell the data. We use what's published, we apply it, and we update the method when the research updates.

Sources: PMC12384028 (cycle & verbal working memory, n=71) · PMC4241821 (cycle, cognition & emotion review) · PLOS One meta-analysis (2025, 102 articles)

We are not doctors, scientists, or clinicians. We are practitioners. HER EGO reads the same open-access research everyone can read — WHO, NIH, peer-reviewed journals — and translates the parts that hold up into how we run our work and our clients' work. For medical questions, see your physician. For a personal brand that doesn't burn you out, you're in the right place.

The Founders

Two founders.
One ocean apart.

Amaliia runs strategy, growth, and systems from Miami. Irina runs aesthetics, methodology, and client work from Russia. Together, they're building HER EGO across continents — and documenting every step.

Strategy · Growth · Operations

Amaliia

Miami, FL

"Discipline isn't a personality trait. It's a system."

Architect of the operating layer. Built HER EGO's content engine, growth strategy, and the method's translation from research into practice. If it scales, she structured it.

Method · Client Work · Aesthetics

Irina

Russia

"The cycle is the calendar. Everything else is noise."

Lead practitioner of the HER EGO Method. Runs client transformation, sets aesthetic direction, holds the standard. Ten thousand kilometers and eight time zones away. Not a distance — a design.

Founding Cohort

Real women.
Real cycle. Real method.

Our founding cohort began April 25, 2026. Two active participants, mid-method. We are documenting their transformation in real time — with their full consent — as proof that the HER EGO Method works on biology, not on belief.

Active founding clients

Weeks documented to date

100%

Method completion rate

Refunded for medical reasons

We accepted one applicant we shouldn't have, recognized it within four days, paused her program, refunded fully, and referred her to a psychiatrist. That's the difference between a method and a marketing funnel. — Founders' note · The Boundary Episode

What HER EGO Is — and Isn't

A personal brand studio.
Not a coaching account.

We get this question often. We work on your brand — archetype, positioning, voice, content, on-camera presence. We do it differently because we design it around the way your body actually works. Here is what that means.

Not this

A social media marketing agency

This

A personal brand studio for women

Not this

Generic content tips on Instagram

This

1:1 archetype, positioning & voice work

Not this

Hustle-culture daily-post pressure

This

A 28-day content rhythm with rest built in

Not this

A wellness or self-care brand

This

A business system that respects female biology

Not this

Medical or clinical advice

This

Practitioners applying open research to our work

Programs

Three ways
to build the brand.

Whether you want the method as a self-paced study or the full eight-week founder-led brand build, there is one entry point for every level of commitment. Every tier is built around personal brand work — archetype, positioning, content, presence — and every tier is timed to the way your body actually moves through a cycle.

Tier 01

The Cycle Audit

A self-paced study of the HER EGO Method. The framework, your phases, and your first 28-day content plan — without the founders. For the woman building solo.

$49

One-time · Instant access

The full 28-page method document
Cycle-phase content calendar template
Self-applied archetype audit
Founders' worked examples

Begin the Audit →

Tier 02

The Cohort Method

Eight weeks. Small group. The full personal brand build — archetype, positioning, voice, content rhythm — applied to you, with both founders present every week.

$497

Eight-week program · Group format

Group archetype & positioning calls
Live weekly sessions across cycle phases
Personal content calendar built with you
Private cohort community
Founders' direct feedback on your content

Join Cohort 01 →

Tier 03

The Full Transformation

Eight weeks. One-to-one. We build your entire personal brand with you — archetype work, voice development, content production, the whole identity layer. Application required.

$5,000

By application · Five spots

Direct 1:1 work with both founders
Custom archetype & brand positioning
Weekly 1:1 sessions across the full cycle
Hands-on content production support
Full documentation package

Apply →

The Origin

Two girls.
One ocean.
One method.

We met as children in Russia. Two girls who watched reality shows about women building empires and decided — quietly, at first — that we would be next.

In 2022, Amaliia moved to Miami. Irina stayed in Russia. Four years apart. Eight time zones. Ten thousand kilometers. A friendship that was supposed to fade.

It didn't fade. It studied. While we were apart, we read everything we could about why we — and every woman we knew — kept failing at male productivity systems.

The answer wasn't discipline. The answer was design. Every system we'd been handed had been built on a 24-hour male hormonal cycle. We operated on something else entirely.

So we built our own. HER EGO is the result. A method designed by two young women who refused to keep blaming themselves for failing at systems that were never built for them.

We are documenting the build in real time. The cohort. The launch. The convergence in August 2026 when we finally meet in person for the first time in four years. You're not buying coaching. You're entering the first chapter of a method that's about to outgrow us both.

HER EGO

Cohort 01 · Five Spots