In recent years, despite the war, women's festivals, creative collaborations and fashion initiatives have been actively developing in Odessa. "ElitExpert" talked to Natalia Burova - a makeup artist, hairdresser and fashion stylist who participates in numerous festivals and shows both in Ukraine and abroad. We talked to her about makeup and hairstyles, fashion and style, self-confidence, working with clients, internal changes, a profession after 40 - and how not to be afraid to start all over again.
— Natalia, you are a makeup artist, a hairdresser. Why did you start supporting creative projects — participating in collaborations, festivals, initiatives? Why didn't you limit yourself to just "working on the flow"?
— First of all, I'm really interested in it. Creativity is probably the main reason why I got into this profession in the first place. Before, I was doing something completely different: I was a manager, then a regional manager in a large company. It was useful, but it wasn't about creativity at all.
I came into the world of makeup only about five years ago, and I also got into hairdressing relatively recently. So this is all a relatively new field for me, but it is about the real thing. About people, about energy, about beauty. This is what I was missing before.
This is a feature of my character. I love people, I love to communicate with them, to make new acquaintances. I think I am good at finding a common language with almost anyone.
— Each of us wants to be beautiful. There is even a phrase: “the worse things are around, the better you should look.” Right now, I especially want to look good. What do you think influences how we perceive beauty? What makes up an image? Why can the same hairstyle “fit” perfectly on one person and not on another?
— It seems to me that beauty is a very abstract concept. Everyone has their own. It is primarily not about external standards, but about an internal feeling. For me, the main thing is that a person, looking in the mirror, sees himself beautiful. This emotion, this state - it is real. As soon as a person feels beautiful, he begins to radiate it, and becomes truly beautiful.
— Are there any details, "tricks" that you immediately pay attention to when you start working with a person?
— It all depends on the person themselves. There is no universal recipe. When I start interacting, in the process of communication an understanding is already born of what will suit them. I do not have any pre-prepared solutions — I always start from the person, from their energy, facial features, character. Everything is formed in the moment.
— What is your opinion on styles, on fashion — haircuts, makeup? To what extent, in your opinion, should you follow trends, and what can you ignore?
— Of course, we always track certain trends. People want to be stylish, and we, as professionals, cannot ignore this. But it is important to understand that one thing is fashion on the catwalk, and another is everyday life. What looks impressive at a fashion show may not suit the client at all in reality.
In our usual work, we do rely more on the classics, on what is comfortable and appropriate. Of course, there are guidelines. There is a certain taste, aesthetics. But this does not mean blindly following fashion. We choose what really works, not just what looks good in a photo.
We also keep an eye on new products that are being released - it's important to stay informed in order to offer our customers the best.
— And if we talk about today, what haircuts, makeup, and colors are considered fashionable right now? What's trendy for everyday wear?
— Now is a time when fashion has become much broader. There are no strict rules about what can be worn and what cannot. Everyone can choose what emphasizes their individuality. And that's great. Different styles exist in parallel, and people are free to choose what is close to them.
— But are there still some trends that are clear at first glance?
— Of course. Every year, some new or forgotten old trends appear, because fashion is cyclical. For example, this year, bold arrows on the eyes, of different shapes and colors, will be relevant. Blue shadows, colored eyebrows - hello from the rebellious 70s. 90s vibe, bare face with an emphasis on the lips, the most natural eyebrows. "Naked makeup", so to speak? makeup without makeup. Glowing skin has not gone out of fashion. Metallic accents in makeup, shiny shadows will be in trend. That is, today makeup is no longer just an addition to the image, it is an opportunity for self-expression.
— But now the old money style is fashionable — both in clothes and in hairstyles. And at the same time, you can see girls with ultra-short haircuts, literally “like a boy.” Is it all part of the same fashion, or do some trends contradict each other? And is it worth pursuing it at all?
— Old money is, in essence, the same naturalness, just in a more expensive, restrained version. It is “quiet luxury”, and yes, it will always be in fashion. It is a classic that never loses its relevance.
But, of course, new trends are emerging. Young people, for example, are actively following Korean trends - this is the influence of TikTok, K-beauty trends. They have their own makeup, styling, and short haircuts. But I wouldn't say that it has directly become mainstream. It is more like one of the trends, not the opposite, but simply an alternative. Someone will find themselves in one, someone in the other.
— Tell me, is it true that you can radically change your life simply by radically changing your image? Is it worth doing this if you feel inside that you want changes? I'm talking about those girls who suddenly cut off their long hair, dye their hair a different color, do something with their eyebrows and eyelashes — how much of an effect does it have?
— Of course! I think it's definitely worth a try, especially if your inner state requires it. We women often feel the need to change - it's like a call from the soul. And changing your appearance can be a powerful impetus for changes in life, it's a kind of symbolic step.
— Do you advise everyone to do this? For example, a client comes to you with a clear desire — and you, as a hairdresser, understand that this haircut will not suit her. Will you fulfill her request or try to refuse?
— First of all, I try to advise. If I see for sure that the image will not suit her at all, I will not just say “no”. I will suggest alternatives, try to explain why it may not work, and show other options that will take into account her wishes and suit her. But if she still insists, of course, I will not refuse. Sometimes a person just needs to live this experience, even if it is temporary.
— Do you have any professional secrets? Something that you apply in your daily work that distinguishes your style?
— You know, I didn't even think about it specifically. You work and you work, it seems like everything comes naturally. But to be honest, of course, I have my own style, especially in working with older women. Because with young girls everything is easier — they are a priori beautiful. Youth is already half the success. I emphasized it a little — and everything worked out. But with older clients it is more difficult. But I think that this is what I do well with. I have my own observations, experiences, understanding of how and what works. Of course, I still start from a specific person — there are no universal solutions.
— You weave braids, and not everyone can do that. Do you think the braid is still a symbol in Ukraine today? What does it mean in the modern context?
— I think that braids have always been and remain a part of our culture. It is history, roots. Even in songs they sing: “Why is the braid untied” — this already has symbolism. The braid is associated with purity, femininity, beauty. Now, unfortunately, it is a somewhat forgotten trend, although it was not in vain that it receded into the background. Today, braids are also braided, just in a different style — more freely, carelessly, with elements of modernity. And it is beautiful.
— You are a fashion stylist. Tell us more about your work in this field. What is fashion for you? What shows and festivals do you participate in, how is it all organized?
— I participate in fashion shows both in Ukraine and abroad. Including fashion weeks in Paris and Milan. It is an interesting and very valuable experience.
First of all, you work with designers from all over the world. Models, teams, make-up artists come - it's a completely international story. Each show is a separate world, its own atmosphere, its own tasks. A very inspiring environment.
— And what trends do you see there in makeup and hairstyles? Is there something in common, or does everyone dictate their own?
— There are no specific universal trends. Each designer comes with his own vision. He creates a collection, and then makeup and hairstyle are selected for it - everything is subordinated to a single idea. Therefore, makeup can be both supernatural and extremely avant-garde - it all depends on the concept of the collection.
— So when you work with a designer, does he completely set the look? The hairstyle becomes a continuation of his idea?
— Yes, that's right. The designer sets the concept, and we already adapt to it. But there are other, very interesting formats when the designer trusts the master and gives more freedom. In this case, I can offer my vision, and I simply adore it. Because then my full creative potential is revealed.
— It turns out a real creative tandem, right? Shared energy?
— Yes, that's right. This is what I love most about my profession. That's why I try to participate in various creative projects - it inspires, energizes, and develops.
— And which designers are you particularly interested in working with? Can you name any?
— In fact, I have worked with many talented designers, I can highlight several of our Odessa designers, with whom I am especially interested in working. Danylo Gulyaev. A very interesting creative designer. He has bright, unusual images, working with him is a pleasure. Also, Natalia Pototskaya, with whom I collaborate on many projects, participated in the filming of her collections. She is not only a creative designer, but also a wonderful person. Another brand is “Akel”, this is Zarina Semenyuk, she is the organizer of Odessa Fashion Week. I have been collaborating with this brand for several years and was with them at Fashion Week in Paris.
— Now, during the war, do you have a lot of work? Has it changed? Maybe in these three years, something has returned to the way it was before? How do you feel about it as a craftswoman?
— If you put your hand on your heart, yes, the desire for beauty is gradually returning. There was a period of calm, and it was felt very strongly. Of course, it is not what it was before the war. But there is work. Especially in Odessa — the city lives its own life, and there has always been a special attitude to appearance, to style. We even take out the garbage — and we paint our lips. It is already part of the culture, an inner feeling.
— What are your plans now? What lies ahead?
— Odessa Fashion Week will be held soon — I will be the team coordinator. This is my immediate priority.
— How does your work fit in with your family life? What from work flows into your home, and what from home flows into your work?
— My work is so closely intertwined with everything I do that I don't separate: this is work, and this is personal life. I just live it.
— Don't your friends ask you to do something nice? Like, "Do something nice"?
— – Previously – constantly. We took advantage of the opportunity, as they say. Now I simply don’t have time. Of course, I don’t mind doing something for my loved ones, but my schedule is very tight and I can’t always pay attention.
— Finally, tell us about your path into the profession. Was there a moment when you doubted whether it was worth starting from scratch, especially as an adult?
— Of course, at first I thought that hairdressing was not very serious. It seemed that it was too late to go to school, to start from scratch. But my husband really supported me in this decision. He saw me doing hair, dyeing myself, my friends' hair. And I do it well and I like it, but I didn't decide. He said: "Try it, it won't work out - it's okay." And I was almost 40, I said: "But where will I go?" But I still decided - I went, and I succeeded.
Then, for a complete look, I needed to do makeup and I decided that I needed to go and study to be a makeup artist. I started and got so carried away that I got completely involved. Makeup turned out to be incredibly interesting, I went into this profession with my head. Then came fashion projects, trips, shootings and it became even more interesting.
I just can't sit still. It all started with the fact that I believed - it's never too late. Before, it seemed: well, that's it, age, and there are young people around, they have so many prospects. But now I know for sure - you can't give up. You just have to move forward.
Olena Ovchinnikova communicated
