We recently connected with Iana Karpusha and have shared our conversation below.

Iana, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

Absolutely — and it’s the foundation of everything I’ve built at my studio.

In the U.S. beauty industry, it’s common to see fast, impersonal service: no one asks how you want your coffee, there’s no cozy welcome, no aftercare explanation — just “next.”

At Karpusha Beauty, I do things differently.

I brought the European beauty culture to San Diego — where every client is treated like a guest.
We serve carefully chosen coffee or tea on arrival, create a calming environment with soft lighting and music, and take time to explain every step and aftercare recommendation.
Clients leave with a little gift, like a brush or a balm, and often text later just to say how good they felt — not only about their brows or lashes, but about the whole experience.

I believe people don’t come just for the result — they come for how we make them feel, for an experience.
And that difference? It’s why they keep coming back.

Iana, 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?

My name is Iana, and I’m the founder of Karpusha Beauty, a boutique beauty studio based in San Diego, specializing in brows and lashes with a European touch.

I started my journey in the beauty industry years ago in Russia, where beauty services are deeply rooted in culture and attention to detail. When I moved to the U.S., I noticed a huge gap in how beauty services are delivered — often rushed, impersonal, and lacking the warmth and care that clients truly deserve.

That’s why I created Karpusha Beauty — a space where every client is welcomed like a guest in my home. We serve coffee the way you like it, light a candle that makes you feel cozy, and take time to listen, advise, and create a look that enhances your natural beauty — never something cookie-cutter.

We offer high-quality brow architecture, lash lifts, and natural-looking extensions using European techniques and products. What sets us apart is not just the result, but how we make people feel — relaxed, seen, and taken care of. From aftercare gifts to soft music and tailored services, everything is designed with heart.

What I’m most proud of is building not just a studio, but a space of trust — where beauty meets soul.
And we’re just getting started

Any advice for growing your clientele? What’s been most effective for you?

One of the most effective strategies for growing my clientele was actually slowing down.
Instead of trying to take as many clients as possible, I focused on giving each person a truly personalized experience — from custom brow design to serving their favorite drink and checking in with them days after their visit. This built loyalty, trust, and lots of referrals. People talk — and when someone feels truly seen and cared for, they’ll bring others.

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

As for social media — my journey started way before I moved to the U.S. I built my personal brand in Russia by being consistent, open, and sharing both the behind-the-scenes and the heart behind what I do. When I opened Karpusha Beauty in San Diego, I didn’t just post before-and-afters — I shared stories, education, client transformations, my team, our vibe. That’s what people connected with.

My advice? Don’t try to look like everyone else. Instead, show who you really are. Your energy, your values, your daily moments — that’s what builds community, not just a feed.

Contact Info:

• Instagram: https://instagram.com/karpusha.beauty
• Linkedin: http://linkedin.com/in/iana-karpusha-82968a374

Image Credits

Konstantin Karpusha