We were lucky to catch up with Yuliia Tereshchuk recently and have shared our conversation below.

Yuliia , thanks for taking the time to share your stories with us today Has your work ever been misunderstood or mischaracterized?

Have I ever felt misunderstood in my work? Absolutely – especially when it comes to the role of a marketer and brand strategist in the beauty and fashion industry.

In businesses that aren’t directly connected to beauty, the role of marketing is often treated as “optional” – as if it’s just about posting on social media or making things look nice. But in my experience, no project works without a clear strategy. There needs to be a visual direction, a brand voice, a story – and above all, a positioning plan that helps the brand stand out in a saturated market.

I’ve seen firsthand how many businesses launch campaigns without knowing who they’re really speaking to or what their unique brand identity is. And every time I get brought into a project that’s already struggling, I realize one thing: it’s not the product that fails – it’s the missing strategic foundation.

What I do is not just styling or creative visuals. As a beauty marketing specialist, I help brands define how they’re seen, what they stand for, and why their audience should remember them. This goes far beyond aesthetics – it’s about market clarity and long-term positioning.

And yes, these roles are often undervalued – until the business hits a roadblock. That’s when they start to realize that strategy isn’t a luxury, it’s a necessity. And that’s when my work speaks for itself.

If there’s one thing I’ve learned, it’s that the most powerful creative solutions always start with a clear, intentional strategy — and that marketing isn’t just support work. It’s what shapes the entire direction of a brand.

Yuliia , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I never planned to build a career in New York — but creativity has a way of taking you where you’re meant to be.

My professional story began in Europe, where I worked in the beauty industry as a brand manager and event strategist. I was based in Ukraine, then Poland, building wellness and beauty brands from the inside out. I didn’t just promote services — I built identities. I learned how visual language, tone of voice, and story can define how people remember a business.

When I moved to the U.S. during the war, I made a promise to myself: not to start over, but to keep going — just on a different scale. I brought my experience with me and entered the U.S. market with a clear focus: to help brands grow through clarity, creativity, and meaningful communication.

Today, I work as a digital marketing expert and stylist, creating strategy-led social media ecosystems and visual storytelling campaigns for beauty, wellness, and fashion brands. I’ve helped local businesses grow into recognizable names, and supported global campaigns for brands like Beauty Blender, BetterMe, and Mandarin Oriental.

My work always begins with identity — asking: who are you, what do you believe, and how do we make that visible? I integrate strategy, content planning, aesthetic, and positioning into one cohesive vision. Some clients come to me for social media, others for visual direction — but the result is always the same: authentic growth built on intentional branding.

I also work in fashion styling and creative direction, especially for shoots and branded visuals. These two worlds — digital marketing and styling — are not separate for me. They come from the same place: understanding how people see, feel, and connect with a story.

My mission is simple: to help brands and creators express who they truly are — and to show that even in a fast-moving digital world, authenticity is what makes you unforgettable.

We’d love to hear the story of how you built up your social media audience?

When I started working with Orlando Beauty Studio, the brand had no digital presence. It was a local spa relying entirely on word of mouth. But I saw the potential to build something much more — a wellness brand with a soul and a strong voice.

I created the entire strategy from scratch: the logo, the tone of voice, and the full visual and content direction across Instagram and TikTok. But beyond aesthetics, I focused on building a brand that speaks to people. I positioned the studio not just as a place to relax, but as a community for wellness, energy, and personal growth.

Over time, our audience began to grow — not just in numbers, but in connection. Today, Orlando Beauty Studio is followed by people who are genuinely inspired by our content, values, and lifestyle message. We host wellness events, invite speakers, and create content that educates and uplifts. And yes, it’s helped business grow — but it’s also created something meaningful for our followers.

My advice for anyone starting out: Don’t post just to post. Ask yourself — what does your brand believe in? What change are you trying to create in someone’s life? Then build content that reflects that. Consistency, authenticity, and clarity of message are more powerful than any trend.

Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?

Absolutely. One of the biggest misconceptions about creative work — especially in the digital space — is that it’s all about aesthetics. Many people see a beautiful visual or a trending video and assume it was effortless, spontaneous, even superficial. But behind every compelling piece of content lies a deep structure of strategy, research, and insight.

As a marketing and visual specialist, I spend just as much time studying data, culture, and human behavior as I do crafting visuals. Before I post anything, I analyze market trends, shifts in consumer psychology, the tone of the current economy, what’s happening in politics, pop culture, music, and even fashion — all of it matters. These things don’t exist in silos. They directly influence what people are feeling, what they trust, what they respond to — and how they connect with brands.

A strong visual identity today is not just a “look.” It’s a business tool — a bridge between what a company offers and how people emotionally connect to it. Social media is not simply a place to share photos — it’s one of the most powerful platforms we have for shaping perception, building credibility, and communicating value. It’s storytelling, positioning, and monetization combined.

What non-creatives often miss is that a truly effective visual presence is not about being trendy — it’s about being timely, intentional, and aligned with a bigger strategy. Creative work, when done well, isn’t fluff. It’s functional, measurable, and drives real results.

Contact Info:

• Website: https://www.terjules.com/
• Instagram: https://www.instagram.com/ter_jules/
• Facebook: https://www.facebook.com/terechshuk
• Linkedin: https://www.linkedin.com/in/yuliia-tereshchuk-1a191a193/