Alright – so today we’ve got the honor of introducing you to Irina Sednev. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Irina , thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I was born into a family of medical professionals—my father was a surgeon, and my mother a nurse. Naturally, I was expected to follow the same path. I even completed a year of medical school back in my home country. From an early age, I knew I was meant to help people and make a positive difference in their lives. That sense of purpose has always guided me, even as my life took unexpected turns.

Although I eventually earned a degree in a completely different field, I was always drawn to chemistry, anatomy, and beauty. I had an intuitive sense for aesthetics—understanding what suited someone and what didn’t. Still, I had no direct experience in the beauty industry. Then one day, everything changed. I came across a photo online showing the art of brow design—what people now call “brow lamination.” This was over seven years ago, when the trend was just emerging in Europe. I was fascinated. I couldn’t believe how much a well-crafted brow could transform someone’s face—it could literally change facial morphology.

Out of pure curiosity, I decided to take my first professional course. From that moment, my journey in the beauty industry truly began. Things clicked almost immediately; My background in anatomy and chemistry gave me a deeper understanding of how to deliver precise, high-quality results. More importantly, I could clearly sense what my clients needed and how to bring out their best features. That connection between science, artistry, and human emotion is what made me realize—this wasn’t just a new skill. It was my calling.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

At our studios — we currently have two locations in Texas, one in Houston at River Oaks and one in Katy — we’ve been creating beautiful, natural brows for over six years. Our focus has always been on enhancing what’s already there rather than masking it. We specialize in natural brow design, offering services such as brow balancing (shaping), lamination, tinting, and a range of lash treatments.

One of the things that truly sets us apart is our signature Brow Balancing technique — a completely unique method that you won’t find anywhere else in the world. This process was developed by me personally, based on years of studying anatomy, facial structure, and client behavior. I realized early on that brows aren’t just about mapping points — the beginning through the nostril, the arch through the pupil, and the tail through the outer corner of the eye. They are so much more than geometry. Brows reflect emotion, personality, and the energy we project into the world.

Our approach considers everything: the intensity that suits a person’s facial features, the color that harmonizes with their skin tone and hair, and even the emotional expression that the brows help communicate. Sometimes, just a subtle adjustment in tone or shape can transform the entire face. It’s a full harmonization of image — aesthetic, emotional, and even physical.

We also care deeply about brow health. During consultations, we assess the condition of our clients’ brows, discuss any needed recovery treatments, and sometimes even identify vitamin deficiencies that may affect hair growth. Our process is holistic — we don’t offer one-size-fits-all services. Every client receives a completely customized experience tailored to their unique needs and features.

What I’m most proud of is our integrity and authenticity. We never upsell or push unnecessary services. We work from a place of honesty, care, and genuine intention — treating every client the way we would treat a family member. That foundation of trust and respect is what truly sets our studios apart from others in the beauty industry.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

In the beginning of my career, I wanted everything to happen fast. I wanted a full schedule of happy, loyal clients from my very first day of work seven years ago. I believed that success should come quickly if you worked hard enough. But over time, I learned that it doesn’t work that way.

Growth takes time — and that’s actually a good thing. Slow growth is harmonious growth. It teaches you patience, confidence, and faith in your own path. It also allows you to build real expertise. Experience in the beauty industry can’t be rushed — you can’t buy it or learn it overnight. Every person is unique, with their own skin chemistry, bone structure, and emotional energy. To truly master your craft, you need years of working with different faces, analyzing, observing, and learning from each client.

That experience becomes your foundation — it gives you stability, wisdom, and the ability to train your team with confidence. It allows you to handle unique cases and meet the diverse needs of every client who walks through your door.

So the biggest lesson I had to unlearn was the need to rush. Real mastery takes time, and the experience that comes with it is priceless. It’s what allows you to provide exceptional service — the kind that keeps clients coming back again and again.

Let’s talk about resilience next – do you have a story you can share with us?

Like any entrepreneur — and really, like any human being — I’ve had my share of ups and downs. But one moment that truly tested my resilience was when I decided to open my second studio.

Our first location in Katy had been growing steadily for over six years. It was a slow, organic process — I started as a solo artist, then gradually brought on a second team member, then a third. Everything evolved naturally, without pressure or rush. But when it came time to open a studio in Houston, I wanted something different — a space that reflected my dream and my vision from day one.

I saved money for years and searched for over two years to find the perfect location — in the right neighborhood, with the right feel. When I finally found it, I invested everything I had into it. At the same time, I was also working on launching my own brow serum in collaboration with a doctor from Italy, while still managing the Katy studio and my existing clients.

Everything happened at once — the design, the build-out, custom-made furniture, import delays, and even sudden increases in customs fees. The pressure was intense. I poured all of my energy into the project, emotionally and physically, until I completely burned out. When the Houston studio finally opened and things began running smoothly, I found myself unable to function. I was exhausted, and for the first time, I actually considered closing the business.

What saved me was my support system — my family, my long-time clients who noticed what I was going through and showed incredible compassion, and my amazing team of girls who had been with me for over four years. They reminded me that real strength doesn’t mean doing everything alone. It means allowing others to lift you up when you need it most.

That experience taught me that authentic relationships matter deeply — both in business and in life. There’s a common saying that you can’t be close friends with your employees, but I don’t believe that anymore. When you’re sincere, kind, and fair, you naturally attract people with the same values. It was those people — my team, my family, my clients — who helped me rise again. And because of them, we’re still here today, creating beautiful brows and giving women in Houston something truly special they can’t find anywhere else.

Contact Info:

• Website: https://www.airenbrows.com
• Instagram: Airen_Brows
• Other: Google
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