Iryna Bublyk: «We are all inspired by the same trends»
Iryna Bublyk, a leading Ukrainian makeup artist, spoke about her career and how her profession helps women believe in themselves.
Tell us about your move to the United States and how you started working as a makeup artist there?
A year after the war in Ukraine started, I decided to move to America. The American government created a special program for Ukrainians, which made it possible to immediately obtain an official work permit upon arrival. But to work as a makeup artist, you still need to have a separate beauty license. Therefore, upon arrival, while I was preparing a package of documents for obtaining a license (this is not a quick process), I took an online marketing course, improved my English, developed my online products, and, of course, arranged many creative shoots with models.
What are the differences between makeup trends in Ukraine and the US?
To be honest, I haven’t noticed any major differences in makeup. We are all inspired by the same trends. We use identical cosmetic products. The only difference is in the variety of skin types and shades. As for our colleagues, American makeup artists work in a slightly different technique than we do. But the client is always interested in the result, not the technique. The general trend is similar to Ukraine. Therefore, it would not be difficult for our masters here.
What steps do you need to take to become one of the most sought-after wedding makeup artists in the US in a year?
⁃ Start by obtaining a license, if required (in some states, it is not mandatory).
⁃ Study the local market; understand the most popular requests, pricing, and rules.
⁃ Invite models and practice techniques that you can sell; create a visual for the page.
⁃ It is desirable to know English at least at an intermediate level.
⁃ Be able to drive a car skillfully (the distances here are incredible).
⁃ Become the best marketer for yourself and promote yourself in the local market.
⁃ Meet a lot of people from related professions (photographers, modeling agencies, wedding salons, florists, event organizers, etc.)
⁃ If possible, involve an SMM specialist, targeting specialist, and PR specialists.
That is, all possible areas should be involved. Yes, it looks very complicated, but it will be difficult only at first. Gradually, everything will become clearer. Regular customers will appear. Recommendation marketing (“word of mouth”) will start working.
What kind of makeup do brides in the US usually choose?
American brides prefer natural looks that don’t change their appearance too much. A common request is: I want to look like me). This means any kind of nude makeup or soft glam. Rarely, but sometimes there are full glam looks with the most dramatic makeup. When working on weddings, I focus on beautiful skin with soft contouring and expressive eyes.
What are the best platforms or tools to promote your services in America?
The best tools for promoting your services, in my opinion, are honesty and responsibility! You won’t get far without the right reputation. As far as platforms are concerned, the good old Facebook and Instagram work best here. Specialized groups, hashtags, collaborations – everything will only work to your advantage.
What makeup techniques are the best sellers and why are they so popular?
The beauty world has set a course for naturalness. Nude shades, light contouring, soft blush, natural eyebrows and slightly emphasized lips are very relevant not only for daytime/business looks, but also for filming and weddings. Maximum naturalness and minimal contrast. Emphasis on the eyes, but thanks to eyelashes or a delicate arrow, not dark shadows.
If we talk about the best-selling techniques, it’s definitely nude, the classic technique with darkening the outer corner of the eyes, and smokey eye in delicate pastel shades.
