The year 2025 is ending under circumstances that were difficult to predict even a year ago. Ukraine continues to fight, the world is undergoing an artificial intelligence revolution, and business models are transforming at an unprecedented speed. Forbes, Time, and Fast Company have already summed up their results, and we are making our own ‘Choice of the Year’ selection, but with a different focus: not on the size of companies or profits, but on value, sustainability, and innovation.
Our selection is a collection of stories about brands that proved in 2025 that:
- it is possible to create global products from Ukraine;
- it is possible to scale up during wartime;
- it is possible to invest in education and defence;
- it is possible to develop an ESG culture and shape future markets.
Alongside them are global leaders who are setting the technological agenda for decades to come: from Apple and NVIDIA to OpenAI and Logitech. Their decisions affect the lives of billions, and Ukrainian companies are gradually entering this global dialogue on equal terms. 2025 has become the year when Ukrainian and global brands are jointly shaping a new economic, cultural, and technological reality.
‘2025 has shown that Ukrainian brands are not catching up with the world — they are shaping it together with it.’
Brands shaping the new reality of 2025 — from Ukrainian innovators to global leaders
In 2025, companies from different countries demonstrate unprecedented resilience and innovation. Ukrainian businesses continue to grow even during wartime, entering international markets and setting new standards in technology, logistics, education, and design. Meanwhile, global giants are rethinking the role of artificial intelligence, environmental responsibility, and digital infrastructure, shaping global trends that will define the next decade.
MacPaw — world-class Ukrainian software
MacPaw, founded in 2008 in Kyiv, has grown from a student project into a global software company with over 400 employees and 30 million users. One in five Macs worldwide has an app from the company installed.
In March 2025, Fast Company recognised MacPaw as one of the most innovative companies in the EMEA region, ranking it 10th. CleanMyMac has over 20 million downloads in 13 language versions, and the company is preparing for an IPO, continuing to operate from Kyiv even during the war.
Important facts:
- The MacPaw Foundation has raised over $12 million for humanitarian aid.
- Free ClearVPN for all Ukrainians since 2022.
- Preparing for an IPO — among the first Ukrainian tech companies planning a public listing after Kyivstar’s historic debut on Nasdaq.
Ajax Systems — the largest manufacturer of security systems in Europe
Ajax Systems, founded in 2011 by Oleksandr Konotopskyi, has become the largest European manufacturer of security systems with over 4 million users in 187 countries.
After 24 February 2022, the company relocated its Kyiv plant to the west of the country in two weeks and resumed full production in April without losing a single customer. In 2025, Ajax opened its second foreign plant in Hanoi, Vietnam, where it plans to create over 1,000 new jobs.
Key achievements in 2025:
- 55 new devices for security, video surveillance, and automation
- The world’s first Grade 3 wireless system
- Entry into the Brazilian market
- Over 4,100 employees
SoftServe — ESG leader in the Ukrainian IT industry
SoftServe, founded in 1993 by a group of graduate students from Lviv Polytechnic, has grown to over 10,000 employees in more than 50 offices from San Francisco to the UAE.
The company has been a member of the UN Global Compact network since 2021 and supports the 8 UN Sustainable Development Goals. In 2025, the Drive for Life: Okean Elzy Edition project won first place in the Corporate Philanthropy category, and the company received the DOU Awards 2025 in the Most Powerful IT Company Initiative Bringing Victory Closer category.
Why it’s in the selection:
- In 2023, it received 24 awards for sustainable development
- Donated over $25 million to support Ukraine
- Corporate University: over 12,000 courses
- Collaboration with over 600 IT teachers
Rozetka — Ukrainian e-commerce infrastructure
Rozetka celebrated its 20th anniversary in June 2025 since its founding by Vladislav and Irina Chechotkin. What started as an online store in an apartment with a team of 10 people has grown into Ukraine’s largest online retailer with 6,000 employees.
As of 1 June, the company has 555 stores in 161 cities. In the first half of 2025, it opened 32 new stores, and its network of parcel lockers grew from 4 at the beginning of 2024 to 78, with plans to install at least 300 new ones by the end of the year.
2025 figures:
- 555 stores in 161 cities
- 78 parcel terminals (300+ planned by the end of the year)
- 87 partner delivery points
- 43+ million website visits per month
- Own delivery service and Rozetka Pay
- Launch of the ROZETKA Card credit card in partnership with Unex Bank and Mastercard — a card with a credit limit of up to 200,000₴, a grace period of up to 62 days, and bonuses for purchases in the Rozetka ecosystem.
Nova Post — international logistics expansion
Nova Post demonstrated an ambitious strategy for international expansion. In the first half of 2025, the NOVA group delivered 238 million parcels, 7 per cent more than in the same period in 2024, and revenue grew by 23 per cent to 24.6 billion hryvnia.
The company expanded its network by 708 branches and 4,069 parcel terminals, opened 128 branches and over 87,000 service points in 16 European countries. Investments in Europe will grow by 43 per cent in 2025 to 10 million euros, and the EBRD has allocated 50 million euros for modernisation and decarbonisation.
International expansion:
- 5.9 million international parcels in the first half of the year
- 128 branches in 16 European countries
- Plans to enter the markets of Switzerland, Belgium, Portugal and Ireland
- 1.4 million humanitarian shipments (35,700 tonnes)
Monobank — a fintech ecosystem for everyone
Monobank, Ukraine’s first neobank operating without branches on the basis of Universal Bank, has transformed from a neobank into a full-fledged financial ecosystem. The ‘Hunting for Lemons’ campaign from 16 to 19 October in honour of its 10 millionth customer became one of the most talked-about marketing phenomena of the year.
More than 1.8 million users took part in the game, the load on the servers increased eightfold, and at peak moments, up to 750,000 users were simultaneously in the application. The prize fund included 100 iPhone 17s, 4 BMW 3 Series cars, an apartment, 1 million hryvnia in cash, and a 3 million hryvnia donation to the Armed Forces of Ukraine.
On 8 December 2025, Monobank launched monoбазар, a platform for buying and selling used items directly in the banking app. Within three hours of the beta test launch, 17,000 ads were registered.
Innovations 2025:
- ‘Hunting for Lemons’ campaign: 1.8 million participants
- monoBazar: 0.1% commission until 8 January 2026, then 1.9%
- Automatic verification of sellers by the bank
- Own network of payment terminals
- Integration of charity into every transaction
Logitech — performance technology with Swiss precision
Logitech is a Swiss company that creates devices that combine design, innovation and comfort. Its products include PC peripherals, solutions for creativity, work and video communications. The brand emphasises environmental sustainability: it uses recycled plastic and labels the carbon footprint of all its products.
Thanks to its combination of functionality and thoughtful user experience, Logitech has become one of the most trusted personal technology brands in the world.
Key product lines
- MX Series — tools for professionals who value precision and productivity.
- Signature Slim Solar K980 — a solar-powered keyboard for those who appreciate eco-friendly solutions.
- POP Icon is a stylish series for those who want to personalise their workspace.
- Ergonomic devices are designed for comfortable and healthy computer use.
- Logitech Zone 300 are wireless headphones for clear sound and flexible use.
Sustainability as part of Logitech’s DNA
- Use of recycled plastic in device casings.
- Carbon footprint labelling for each product on labels and in descriptions.
- Sustainable manufacturing and logistics optimisation programmes.
Liki24 — Ukraine’s No. 1 online pharmacy
Liki24, Liki24 — Ukrainian healthtech platform for finding and delivering medicines, which cooperates with over 5,000 pharmacies in Ukraine, Romania and Italy. The service aggregates prices and availability of medicines in partner pharmacies and allows users to reserve medicines, order home delivery, delivery to Nova Poshta or Ukrposhta, pay online and receive cashback.
Some of Liki24’s partner programmes, together with foundations and businesses, are aimed at supporting vulnerable groups — in particular, people affected by the war, including military personnel and their families — by compensating for part of the cost of medicines and delivering them in difficult conditions.
Apple — Apple Intelligence revolution
Apple has unveiled Apple Intelligence, a personal artificial intelligence system integrated into the iPhone, iPad and Mac. Unlike its competitors, Apple Intelligence runs locally on the device, ensuring maximum data privacy without sending it to external servers.
The system helps write texts, generate images, summarise messages and automate routine tasks, setting a new standard for personal technology where power and privacy are not a compromise.
NVIDIA — GPU for artificial intelligence
In 2025, NVIDIA strengthened its position as the absolute leader in the GPU market for artificial intelligence. The H100 and Blackwell B200 chips became the core of new data centres, providing more than 80 per cent of the global market for model training chips.
The company’s revenue grew from $4.4 billion in fiscal year 2023 to over $73 billion in 2025. In October 2025, NVIDIA became the first company in the world with a market capitalisation of over $5 trillion.
Incredible figures:
- Capitalisation of over $5 trillion
- Revenue grew from $4.4 billion to $73 billion in two years
- Supplies over 80% of the global market for AI chips
- Capitalisation exceeds the combined value of AMD, Arm, ASML, Broadcom, Intel, Qualcomm and TSMC
ChatGPT / OpenAI — AI as a working tool
ChatGPT from OpenAI has finally evolved from an experiment into a full-fledged working tool for millions of professionals in 2025. On 31 January, o3-mini was released for all users, on 16 April — o3 and o4-mini, and on 10 June — o3-pro.
The o series models are trained to ‘think’ before responding, using reinforcement learning. For the first time, models can actively use all ChatGPT tools: internet search, file analysis via Python, image processing, and visual content generation.
Incredible Ukrainian brands shaping a new cultural and business reality
Ukrainian companies are increasingly appearing in global media, collaborations, and on global stages. Despite the war, instability, and economic pressure, these brands are not only surviving — they are growing, scaling, and shaping the image of modern Ukraine in the world.
Kachorovska — footwear with adaptive collections
Kachorovska creates footwear and accessories with adaptive collections for people with special needs, without compromising on aesthetics and style. The brand demonstrates the social responsibility of Ukrainian business, proving that inclusivity can be an integral part of modern design.
byMe — clothing with Ukrainian meaning
byMe, founded in 2015 by husband and wife Alina and Dmytro Serdyuk with an initial capital of only 10,000 hryvnia, has grown into a recognisable clothing brand with Ukrainian ornaments.
In the first nine months of 2023, the company generated 36 million hryvnia in revenue — twice as much as in the whole of 2022. In seven years, the company has grown to have its own production facility in Vyshhorod, a team of 30 people and a showroom on Khreshchatyk. The collections are dedicated to Hoverla, the Red Book of Ukraine, Lesya Ukrainka and Shevchenko.
Ruslan Baginskiy — world-class headwear
Ruslan Baginskiy is a Ukrainian headwear brand founded in 2015, whose hats are worn by Madonna, Bella Hadid, and Beyoncé. Three of Baginskiy’s hats were presented at an exhibition at the Musée des arts Décoratifs in Paris.
In 2025, Lever Couture dresses became a trend among global stars. Ruslan Baginskiy proved that Ukrainian fashion can compete with Dior and Chanel in the global luxury accessories market.
Guzema Fine Jewelry — minimalist jewellery of world class
Guzema Fine Jewelry, founded in 2015 by Valeria Guzema, created the ‘modern Kyiv minimalism’ style, which has gained international recognition.
Meghan Markle wore Guzema three times in a row in October 2025: twice at the Project Healthy Minds festival in Classic Flats and Mini Sphere Earrings, and at the Forbes ‘Most Powerful Women’ forum in Washington. The jewellery was gifted to Meghan by Prince Harry during his visit to Ukraine.
Kochut — three brothers from Uzhhorod and the mokume gane technique
Kochut, a jewellery brand founded in 2013 by three brothers, Yuriy, Roman and Igor, has grown from a small workshop in Uzhhorod to an international company with showrooms in Ukraine, Europe and the United States. The brand has 945,000 followers on Instagram.
They are the only ones in Ukraine who work with the mokume gane technique, in which several layers of silver and gold are fused together to create unique patterns. It takes almost two months to make one piece of jewellery.
In May 2025, in collaboration with Antonov JSC, the brand created a pendant in the form of an AN-225 Mriya aircraft — an almost exact miniature of the air giant.
Gunia Project — art + ethnicity
Gunia Project combines art and ethnicity through ceramics, textiles and jewellery, preserving Ukrainian cultural heritage and transforming traditional ornaments and techniques into contemporary art objects.
Fedoriv Agency — branding and Ukrainian visual language
Fedoriv Agency shapes the Ukrainian visual language through its work with cultural institutions, businesses, and start-ups, proving that Ukrainian design is a systematic approach to creating the country’s visual identity.
Orner / Gifty — gifts and art objects
Orner and Gifty have created a cultural phenomenon by popularising Ukrainian illustration and lettering, transforming Ukrainian visual culture into a high-quality mass product through notebooks, diaries, postcards and gift sets.
SCANDI HOUSE — modular houses and energy efficiency
SCANDI HOUSE, a Ukrainian manufacturer of modular energy-efficient houses, demonstrates in 2025 how to build quality housing quickly, ecologically and affordably — critically important for the post-war reconstruction of the country.
EdEra — democratisation of quality education
EdEra, a Ukrainian EdTech platform, has created over 200 educational products since 2014, ranging from online courses to national learning platforms and games. Over 2 million users study with EdEra.
The platform became the first Ukrainian online educational studio whose course has been adapted into 14 languages and posted on Coursera.
Ugears — world-class wooden 3D construction sets
Ugears, a Ukrainian brand of wooden 3D construction sets founded in 2014, exports its products to 85 countries around the world.
On 19 February 2025, the company announced a partnership with Star Wars (licensed by Disney and Lucasfilm), creating mechanical models of iconic ships: AT-ST, TIE Fighter, Millennium Falcon, X-Wing Starfighter. It is also licensed by Warner Bros. — the magical collection includes models of the Hogwarts Express, Quidditch Pinball and Golden Snitch.
Why these brands are in the UAspectr selection
Our ‘Choice of the Year’ includes companies that combine three criteria that we consider key to the landscape of 2025:
1. They create real value
Not just products or services — but solutions that change user behaviour, set new quality standards and affect the daily lives of millions of people.
2. Demonstrate sustainability and responsibility
Brands that not only maintained their operations during the war and global crises, but also expanded opportunities for employees and invested in communities, education, culture and defence.
3. Shape future markets
These are companies that:
- open new production facilities
- enter international markets
- create technologies for the next decade
- integrate ESG and AI into strategic decisions
- bring Ukrainian identity into the global context
These are brands that do not adapt to the future — they construct it.
Ukrainian entrepreneurial ecosystem
Despite the war, the Ukrainian entrepreneurial ecosystem in 2025 demonstrates resilience and adaptability. Behind every major brand are thousands of small and medium-sized enterprises: suppliers, partners, franchisees, distributors. The Rozetka franchise network creates opportunities for regional entrepreneurs, the Nova Post partner network provides employment in the most remote corners of the country, and platforms such as monoбазар enable thousands of Ukrainians to monetise their goods and services.
Manufacturing companies are keeping jobs within the country. Ajax Systems manufactures electronics in Ukraine and Vietnam, MacPaw develops software in Kyiv, and SoftServe invests in education and creates programmes for universities. Creative industries demonstrate that Ukrainian culture can be commercially successful: Ruslan Baginskiy competes with Dior, Guzema Fine Jewelry is worn by Prince Harry’s wife, and Ugears partners with Disney.
Social responsibility has become a necessity. Almost every company in the selection invests in the army, humanitarian aid, education or medicine:
- MacPaw Foundation: over $12 million
- SoftServe: over $25 million
- Monobank: charity in every transaction
- Nova Post: free delivery of humanitarian aid
The support ecosystem is also developing. Endeavor has accepted Ajax Systems into its global community of entrepreneurs, universities are collaborating with IT companies, and fintech solutions are creating tools for small businesses.
Conclusions and trends for 2026
Summing up 2025: the war did not stop Ukrainian business — it made it stronger. MacPaw is preparing for an IPO, Ajax is opening a factory in Vietnam, and Nova Post is entering 16 European markets. This is a pragmatic business strategy, not heroism.
Five key trends of the year:
- ESG as a competitive advantage. SoftServe receives 24 awards for sustainable development, Logitech marks its carbon footprint, Nova Post receives €50 million from the EBRD for decarbonisation.
- Ukrainian culture as a global trend. Meghan Markle wears Guzema three times, Ugears partners with Disney — not out of solidarity, but because of quality and uniqueness.
- Fintech sets the standards. Monobank launches a built-in marketplace with a commission of 1.9% — significantly lower than traditional ones — and integrates charity into transactions.
- The artificial intelligence revolution. Apple Intelligence works locally, NVIDIA has a market capitalisation of over $5 trillion, ChatGPT becomes a working tool. Privacy — a new competitive advantage.
- The globalisation of Ukrainian business. Companies scale internationally even during the war, attract investment, and enter new markets.
What to expect in 2026:
- MacPaw’s IPO will not be the last Ukrainian company to enter public markets
- Artificial intelligence will become a commodity — every product will have built-in AI
- Post-war reconstruction of Ukraine will become a global case study in sustainable construction
- Fintech will continue its transformation into super apps
- Cultural expansion: more collaborations with global brands
- Education as infrastructure: corporate universities and cooperation with higher education institutions
2025 has proven that Ukrainian brands create world-class value. They are shaping a future in which Ukraine is an integral part of the global innovation ecosystem.
This article is not about popularity or budgets. It is about brands that create value — even in the most difficult times.
There are no random companies in the UAspectr selection. Each of them is proof that in 2025, leadership is determined not by scale, but by the ability to transform, invest in people, be bold in technology, and honest in their intentions.
Ukrainian and global brands are shaping a new economic, cultural, and digital reality together — and we believe it is important to capture this moment.