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32 articles

Olha Bielousova on the moment a colorist has to say no — and why that decision is the mark of real expertise

Living

The Cost of Blonde

Olha Bielousova on the moment a colorist has to say no — and why that decision is the mark of real expertise.

By The Cost of BlondePublished
After years of effortless layers and undone texture, hair is getting a shape again. A very specific one.

Beauty

The Return of the Fringe

After years of effortless layers and undone texture, hair is getting a shape again. A very specific one.

By Valeriia KizchukPublished
AI skin diagnostics and scent profiling are no longer a novelty. In premium retail, they are becoming the baseline.

Living

The Beauty Algorithm

AI skin diagnostics and scent profiling are no longer a novelty. In premium retail, they are becoming the baseline.

By Sergei AndreevPublished
Beauty’s most powerful marketing story is over. What replaced it is considerably more interesting.

Beauty

The End of Clean

Beauty’s most powerful marketing story is over. What replaced it is considerably more interesting.

By Valeriia KizchukPublished
Ekaterina Kutsner carried grief across an ocean, left behind the life she knew, and built something entirely her own — one nail at a time.

Beauty

Never Too Late

Ekaterina Kutsner carried grief across an ocean, left behind the life she knew, and built something entirely her own — one nail at a time.

By Vladyslava KovalenkoPublished Updated
Dilyara on American inspiration, Michelin discipline, and the catering company she built — and now runs from California.

Shopping

The Art of the Invisible

Dilyara on American inspiration, Michelin discipline, and the catering company she built — and now runs from California.

By Vladyslava KovalenkoPublished Updated
What Science Actually Says About Photopolymerization

Beauty

LED vs. Traditional Lash Glue:

What Science Actually Says About Photopolymerization

By Alina IsakovaPublished Updated
Some careers follow a straight line. Olga Yemtseva’s did not and that, it turns out, was entirely the point.

Living

Two Wings of a Woman™

Olga Yemtseva on leaving the corporate world behind, the method that earned international recognition, and the invisible forces that run our lives whether we see them or not.

By Sergei AndreevPublished Updated
Artistic cover image for an article titled "FALL 2026: BEAUTY GETS REAL". The background features a blurred portrait of a woman on the left and a dark bouquet of deep red and cream roses on the right. A central rectangular text block, framed in yellow, contains the main title and a descriptive paragraph: "The sterile minimalism... Here are the four looks defining the season."

Fashion

FALL 2026: BEAUTY GETS REAL

The sterile minimalism and manufactured flawlessness that defined recent seasons are giving way to something richer, deeper, and far more interesting. Fall 2026 is about intention over precision texture over finish, character over correction. Here are the four looks defining the season.

By Sergei AndreevPublished Updated
Three smiling women posing in front of a branded "BEAUTY" backdrop, holding awards and trophies. A graphic text overlay reads "BBF 2026 THEY COME BACK".

Living

BBF 2026 THE MAIN EVENT OF THE YEAR

The Fourth Beauty Business Forum expects twice the attendance of its third edition. And a significant number of those attendees have already been here before.

By Sergei AndreevPublished Updated
Cover image for the article "The New Beauty Equation": a glass flask with a chemical formula, a compact powder mirror reflecting a woman's face, a cream tube, and a modern fitness band with a digital interface on a light fluffy background.

Beauty

THE NEW BEAUTY EQUATION

Industry Intelligence | Fall 2026 Three shifts redefining the American beauty industry right now.

By Sergei AndreevPublished Updated
Kateryna Lushakova, is a Platinum Brand Ambassador and the brand’s exclusive representative in the United States

Shopping

KATERYNA LUSHAKOVA

A NEW PERSPECTIVE ON THE LASH INDUSTRY THROUGH INNOVATION AND EXPERTISE.

By Sergei AndreevPublished Updated
A portrait of a smiling woman with long dark hair wearing a pink uniform top with "YARCO STUDIO" branding, standing in front of a dark wall with the "YARCO STUDIO" logo. A golden textured graphic overlay features the text: "Real cases. Two salons. Thirty people."

Fashion

Every Recurring Problem Deserves a Rule

Today, YARCO STUDIO operates on a simple principle: If the same problem occurs twice, we stop treating it as coincidence. We treat it as a system design task. Not a personnel issue. Not a conversation to have again. A process to be examined, a standard to be rewritten, a checklist to be added, a loophole to be closed. The goal is not to become the person who can solve any problem. The goal is to build the company where most problems stop occurring.

By Yara YaroslavnaPublished Updated
Championship titles evaluate what I’ve achieved as a master.

Fashion

The Art of the Detail

Oksana Zozulya — champion, judge, mentor on what it really takes to reach the top of the nail industry, and why staying there has nothing to do with titles.

By Valeriia KizchukPublished Updated
The difference between having a Yelp profile and having a Yelp presence

Culture

Your Yelp, Decoded

The difference between having a Yelp profile and having a Yelp presence...

By Sergei AndreevPublished Updated
How Beauty Professionals Can Turn Their Expertise Into a Product Brand

Beauty

How Beauty Professionals Can Turn Their Expertise Into a Product Brand

Most beauty professionals build their business around services. But there is a limit to how many clients you can see in a day. Creating your own product line allows you to generate additional revenue, strengthen client loyalty, and build an asset that grows beyond your treatment room.

By Natalie VaulinPublished Updated
A portrait of a woman with blonde hair wearing a black top and a plaid blazer, seated on a stool against a dark background. She has a floral tattoo on her right arm. A stylized black brushstroke graphic with a gold border is overlaid on the image, featuring the white text: "Beautiful Hair Doesn't Start With a Haircut".

Fashion

Beautiful Hair Doesn’t Start With a Haircut

Daria Abdunova: Real Hair Health vs. the One-Visit Effect Daria Abdunova is a hair reconstruction expert, trichologist, and international beauty judge (IBIA Level 5), who built her own restoration methodology while scaling the LoveMark Hair brand in the US. In this interview, she talks scalp diagnostics, lasting results over quick fixes, and the biggest myth in hair care today.

By Valeriia KizchukPublished Updated
The Return of Marc Jacobs Beauty

Culture

The Return of Marc Jacobs Beauty

It’s back. After a five-year silence, Marc Jacobs Beauty has officially returned summer 2026, new Coty partnership, same unmistakable energy.

By Sergei AndreevPublished Updated
The IBPA Business Retreat in Coachella

Culture

The image came off the work began

The IBPA Business Retreat is organized by the International Beauty Professionals Association. Coachella, California. When the Beauty Industry Steps Out of Instagram and Sits Down to Talk.

By Sergei AndreevPublished Updated
Working Legal in the U.S. Beauty Industry It Starts Here

Culture

LightWay by iulia andreeva

Working Legal in the U.S. Beauty Industry It Starts Here

By Valeriia KizchukPublished Updated
A portrait of a woman with long dark hair wearing a white blazer and a patterned top, standing against a dark background. A stylized black brushstroke graphic with a gold border is overlaid on the image, featuring the white text: "First, the Lashes. Then the Design."

Beauty

First, the Lashes. Then the Design.

Inna Bahriantseva on lash recovery, the architecture of the eye, and work that begins long before the final photo.

By Valeriia KizchukPublished Updated
IBPA-preview

Beauty

Beauty Is More Than Just Doing Nails

Iuliia Andreeva, President of the International Beauty Professionals Association — on hollow memberships, the professional community missing in the U.S., and the organization the industry never had.

By Valeriia LizchukPublished Updated