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

Svetlana, thanks for joining us, excited to have you contributing your stories and insights. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

My name is Svetlana Popova, and I have over 10 years of experience in the beauty industry. I am a top permanent makeup artist, an international trainer, speaker, and judge at international congresses and championships.

My journey to prominence and scale was not immediate. I spent five years working diligently on my own, without a team. It all began in 2013, starting with architecture and eyebrow tinting. I transformed a room in my home into a welcoming space for clients, handled all advertising, managed appointments, and provided services myself. My schedule was booked months in advance because I had a unique talent for reshaping clients’ eyebrows, setting me apart from competitors. My individual approach and dedication to each client led to glowing recommendations throughout my city.

After a year of success, I realized I was ready for change – I wanted to enhance my clients’ appearances even further and help people more through beauty services. This motivated me to enroll in permanent makeup courses. In 2014, I completed basic training in microblading, followed by my permanent makeup foundation course in 2015, and I opened my own studio to begin serving clients. By 2016, I was simultaneously enhancing my skills with various certifications in techniques and marketing.

My client base grew organically; I didn’t even need to invest in advertising because the quality of my work and how I presented it on Instagram allowed me to stand out. My personal approach and ability to identify clients’ needs further distinguished me from others in the industry.

I shared my journey and insights on Instagram, and in 2016, I received my first invitation to judge a championship in Russia focused on eyebrow architecture. It was incredibly validating to be recognized in such a way, and this marked the beginning of many more invitations to judge competitions worldwide. Following this, I was invited to speak at international congresses, sharing my experiences with participants. This new status enabled me to increase my service fees and launch my own permanent makeup courses. My income tripled, all thanks to my relentless pursuit of perfection and my desire to bring smiles to people’s faces after their procedures.

Remarkably, I achieved all of this without a team, rising to an international level and tripling my salary through sheer determination. But my journey of growth didn’t stop there. In 2020, I began receiving invitations from studios across Europe for on-site training. I consistently gather large groups of eager students, passionately sharing my expertise.

In 2023, I moved to the United States, where I am now building new plans and aiming for new heights. This chapter of my life is just the beginning of yet another exciting adventure.

Svetlana, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

To date, I own my own business. My brand carries the mission of helping women feel unique and confident, radiating just like the sun, the moon, and the stars.
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As a practicing permanent makeup artist, my goal is to enhance my clients’ beauty and boost their self-confidence through my work. What sets me apart is my unique approach to client interactions, my ability to convey information effectively, and my skill in individually addressing each client’s needs. I strive to create modern and high-quality permanent makeup that enhances beauty without causing harm.

I am also a trainer of exclusive courses in permanent makeup, and I take great joy in sharing my experience and methods with my students. I teach not only the techniques of permanent makeup but also the philosophy of beauty, where the value of each client forms the foundation of my teaching approach.

My unique method combines several key aspects that lead to success: exceptional technical skills, instilling confidence in every student, and providing opportunities for financial growth for my pupils.

Can you open up about how you funded your business?

To open my studio, I saved money for about two years. I initially took my first clients for eyebrow architecture and tinting from home, and I subsequently invested that amount into launching my studio.

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

The lesson is that you should never give up. Always believe in yourself and take small steps towards your goals. Whenever you feel like giving up, remember that there is always a dawn after the storm.

Contact Info:

• Instagram: svetlana_popova_pm
• Other: https://svetlanapopova.com/

Image Credits

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