Alright – so today we’ve got the honor of introducing you to Iana Tokarchuk. We think you’ll enjoy our conversation, we’ve shared it below.
Iana, looking forward to hearing all of your stories today. Going back to the beginning – how did you come up with the idea in the first place?
I’ve been doing photography professionally for at least 15 years, and then, when I had to leave Ukraine in 2022, I decided to start a retouching studio. It was a way to reset during that really stressful time when I felt burned out, and to support myself through all the changes. It also felt like the right moment to diversify my income and build something that could work remotely—so I wouldn’t have to look for new clients every time I changed location (and I did move a couple of times over these years). I wanted to be able to take my clients with me wherever I go.
I named the studio Gentle Retouch. The name actually came from the first reviews and testimonials—clients kept using the word “gentle” to describe my retouching style, and it felt right on point. I then used it in social media communication, and I think it really helped attract the right clients and crystallize the idea behind our approach.
As a photographer, my editing style had already started shifting when I got into 35mm film. I became more focused on preserving natural look, and I knew there would be demand for this kind of retouching—especially now, with the trend toward natural, untouched beauty.
So it felt like the right next step. It helped me feel steady when everything else was uncertain.
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?
I’m a photographer from Kyiv, Ukraine, currently living and creating in LA. I also started Gentle Retouch studio a couple of years ago.
When I was a child, I loved painting. We joke in my family that our parents got us into the arts because we were always singing—and we were really bad at it. So my mom told my sister and I that we were very talented in visual art, probably to redirect us and get some peace at home :)
I spent most of my free time painting and drawing as a kid and teenager. Then, for our 14th birthday, my dad gave me my first point-and-shoot camera, and that’s when I got into photography. By 19, I was working with Ukrainian fashion designers, and my work was first published in magazines, like Harper’s Bazaar.
Over the years, I’ve worked with Ukrainian creatives and celebrities—including a portrait session with Volodymyr Zelenskyy back in 2017. I shoot fashion, portrait, and commercial photography, but my personal favorite project is my Nude Series shot on film.
What’s been the best source of new clients for you?
It’s definitely been Instagram. I don’t always have the mood for it, but it’s been essential.
For photography, I’ve found that when you shoot more of what you truly like and avoid everything else, your style starts to come through naturally. People can see it more clearly—and that’s when they start getting interested.
And for the retouching studio, I came up with a simple strategy for Gentle Retouch: I just rephrase our name into lines like “gently retouched by us” or “our gentle retouch.” It takes the pressure off, and I knew that if we repeated it enough, it would eventually stand out. I love it because it works on a few different goals for us with very little effort.
What do you find most rewarding about being a creative?
I wanted to be an artist since I was 2 years old, and I first started painting apples and horses, and our mom exhibited our works on the walls of our one-bedroom apartment. I’ve been doing this all my life, and to be honest, it doesn’t really feel like living without it. I think it gives my life meaning and pleasure, and when I go home after a great shoot, I feel like I’m flying. This is something I do for myself, first of all. I enjoy beauty and enjoy the process, and when I see the beauty, I want others to see it too—and I’m there to share it, in a way.
Contact Info:
- Website: https://ianatokarchuk.com
- Instagram: https://www.instagram.com/ianatokarchuk/
- Other: https://www.gentleretouch.com/
Image Credits
Iana Tokarchuk