Beauty for export - Style - Kommersant

Beauty for export - Style - Kommersant


About how make-up artists, stylists and other professionals of the beauty industry fit into the new environment and apply the skills they acquired in Russia, they tell in a series of mini-interviews "Kommersant Style".

Valentina Pernik, cosmetologist, lives and works in Rishon Lezion (Israel) since 2019:

- In Israel, there are a lot of people with problem skin - acne and pigmentation. These are the patients I work with. Due to the hot climate and the active sun, I cannot use all the cosmetic functionality all year round, so I have to call for greater responsibility for the patients themselves, which is not good for cosmetologists.

Home care is very developed here. There are few professional international brands on the local market due to the need to obtain permission from the Ministry of Health, mainly Israeli ones dominate. On the other hand, you can enter the industry immediately after the course, without having a higher medical education. Therefore, competition among cosmetologists is high.

Anton Zimin, make-up artist, lives and works in Hong Kong (China Special Economic Region) since June 2022:

“Here, all the organizational aspects of filming are worked out in great detail, as well as detailed references and lists of everything necessary, right down to the name and color of the product, are compiled. This is convenient, because then the whole team is aware. Since I work on the M·A·C brand team, I work mainly with influencers and celebrities.

The trends here are very different: there is an interest in everything natural and natural - both in life and in advertising. It seems to me that there are not enough experts in the local market, because I notice gaps when working with false eyelashes and eyebrows. Perhaps this is not a problem with makeup artists, but with post-production.

Among the products in the top are care, primer, 2-in-1 tone and with the effect of radiant skin. Here they do not like freckles, and many products are aimed at sun protection and getting rid of pigmentation. Even in decorative cosmetics, the emphasis is almost always on care.

Evgeny Zubov, celebrity stylist, has been living and working in Paris (France) since October 2022:

— Fashion weeks and high-profile premieres are held in Paris. I have already worked with some stars and models, with gloss.

In general, the beauty industry is not very developed here: many stylists receive a fundamental education, but do not develop further. My clients complain that they have been looking for masters for several years, but they cannot cut their hair exactly or the way they want.

I mainly work with a Russian-speaking audience that finds me through social networks and acquaintances. Parisian salons and local masters are not particularly fond of social networks, which, on the contrary, are very popular in Moscow.

Of the trends, balayage is relevant - free lightening of hair without foil. But in general, French women do not spend a lot of time on their appearance, and they do their hair and makeup only for special events.

Sergey Lozin, stylist-colorist, lives and works in New York (USA) since November 2022:

- I can say for sure that people here do their hair more often than in Moscow. New York is a city of early people, so all salons open at eight in the morning. Lots of people go for styling before work, especially in Manhattan. My clients are just that, as well as out-of-state tourists and a few Russians living here.

Of the trends: they love smooth hair - this style without volume was relevant for us about ten years ago. It’s the same with coloring: highlighting of all variations flourishes in New York. They don’t chase nuances in shades, so they often make warm tones.

People in the city are very punctual, polite and smiling. 90% of customers leave tips. Units can make a scandal if they don't like something.

The economy has yet to recover from the pandemic. There are few people: someone works from home, someone has left for other states. While they find me through social networks.

Sandra Istomina, makeup artist and stylist, has been living and working in Dubai (UAE) since November 2022:

– I don’t feel a big difference in my work, because now there are a lot of Russians here, including my clients. It turns out that I work for my audience, for those who know me and love my style. Those who come to me through word of mouth say that they really lacked fresh images. Local trends in Dubai are a dense tone, arrows, thick eyelashes and voluminous styling with curls. It reminds me of how they painted in Moscow 15 years ago. The same images in advertising campaigns - all at once.

Fees here are twice as high as in Moscow. Of the minuses - the heat, that is, makeup and styling must be very persistent. I also notice that shootings are often canceled or rescheduled, and more than once. I think it's because of the relaxed lifestyle.

Lesha Drobkov, nail artist lives and works in Istanbul (Turkey) since November 2022:

- In Istanbul, there is a famine in the beauty services market. This has both pluses and minuses. For example, it’s easy enough to find customers – all you need is regular content. So far, I work mainly with the same relocators as I do. 70% of them find me through word of mouth in Telegram chats and channels for those who have moved. But the locals also began to notice: they pay attention to my nails and ask for an account in social networks.

Of the minuses: the prices for a manicure here are much lower. I work at Moscow prices only because I stand out due to my unusual work and a small number of masters. There are few local manufacturers here, since the beauty market is just being formed, so I buy from representatives of Russian brands for manicure - because of import taxes, it turns out to be much more expensive.

Daria Bogomolova



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