Yuma Yuma

Yuma Yuma (; born 1972), known simply as Yuma, is a Turkmen-born Russian psychotherapist and LGBT rights activist. She became known in Russia after appearing on an advertisement by the supermarket chain VkusVill along with her lesbian family.

Biography Yuma became an activist for LGBT rights after the Federal Assembly passed its gay propaganda law in June 2013. However, after the material was distributed among ultra-conservative Telegram channels, VkusVill, as well as the families of the women from the ad, began to receive threats, including physical violence. As a result of public outcry, the company's management removed the ad from their website and social networks and apologized for their mistake. Due to the threats, Yuma and her partner and daughters fled Russia for Spain.

Awards and recognition In 2021, Yuma was listed as one of the BBC 100 Women of the year.