Crafting Beauty Without Borders: Svetlana Kuzmychova on Style, Strength, and Success

Svetlana Kuzmychova is a gifted makeup artist and beauty stylist whose career reflects both determination and transformation. Starting from humble beginnings, she rose through the ranks of the beauty industry to become a sought-after freelancer working on fashion editorials, TV productions, and global celebrity shoots. In this interview for Global Networker Magazine, Svetlana opens up about her early inspirations, the leap into freelancing, and what it really takes to build a name abroad in the ever-evolving world of beauty.

Do you recall your childhood and any early signs of creative interest?

As a child, I often accompanied my mother to the hair salon just to watch her get her haircut. I loved the atmosphere of that beauty space and the entire process fascinated me. By the age of 12, I was already certain I wanted to become a hairdresser, and that conviction led me to pursue my first professional education right after high school.

Kelly Rutherford and Svetlana Kuzmychova

How did your career in the beauty industry begin?

I enrolled in a hairdressing vocational school, where I studied for a year and a half. After graduation, I worked for two years as a full-service hairdresser. Then I received an invitation to join the LVMH group as a cosmetologist for the KENZO brand. Following my training in makeup, I began working as a makeup artist for Givenchy.

Why did you choose the freelance path rather than working in a salon or studio? What attracted you to it?

After 11 years with LVMH, I felt it was time to grow beyond that environment. I’m a creative person and a natural leader, and I’ve always been drawn to the worlds of fashion and film. My freelance journey began when I was invited to teach makeup at one of Ukraine’s top academies, MakeUp Me Academy. That opportunity opened the doors to the fashion industry and local show business. Soon after, I began assisting top makeup artists on large-scale projects in Kyiv. Over time, I was invited to lead beauty teams by production houses, celebrities, designers, stylists, and well-known photographers.

How important is social media for freelancers today?

Instagram is my favorite platform for visual content. It acts as both my business card and my portfolio. New clients almost always ask for my Instagram first. I currently work in an international region with a lot of tourists, so word-of-mouth is less effective here. I also enjoy expressing myself through photography, and Instagram offers the perfect canvas for that.

How difficult was it to start over in a new country? What was the biggest challenge — language, clients, or adaptation?

The hardest part was genuinely starting from scratch. Back in Ukraine, I had already established a strong reputation and earned my clients’ trust. In a new country, I had to prove myself all over again. I also had to adapt to different aesthetics and preferences depending on the clients’ cultural backgrounds. Emotionally, it was very tough — it felt as though my previous experience was being overlooked. But today, I feel back in my element and fortunate to be working with global celebrities.

What challenges did you face in this new environment, and how did you find the strength to keep going?

My biggest motivator was the realization that I now carried full financial responsibility for my family. What drove me forward was pure survival instinct. In the beginning, it was all about meeting basic needs — food and shelter. Gradually, I began to return to the level of quality and professionalism I was used to. Clients appreciated both the standard of my work and my approach, and the adaptation process evolved naturally from there.

What skills from your childhood or early career have proven most valuable in your work today?

I’ve always had a refined sense for beauty and fashion. I love working with my hands — a talent I inherited from my mother. During my time with LVMH, I received extensive training in communication and customer relations. But I also believe that connecting with people and understanding them is something I was simply born with.

What inspires you most about working with celebrities?

It’s the people themselves — their powerful energy is tangible from the first moment. Working on this level is always a step outside your comfort zone, but that’s exactly where growth happens. When you collaborate with global stars, there’s an undeniable inner upgrade — both professionally and personally.

Many celebrities are very clear about what they want — and that’s not a bad thing. It simply means they know the result they’re after. Your job is to understand that vision and execute it to the highest standard. At the same time, it’s important to contribute your own ideas — ones that are tasteful, thoughtful, and aligned with the overall image. That takes experience, confidence, and a refined sense of style.

Each project leaves me with a sense of deep satisfaction. You evolve with every new challenge. I’m constantly impressed by the work ethic and resilience of many celebrities — and of course, the prestige of working at this level strengthens your personal brand in a meaningful way.

Over the past two years living on the French Riviera, I’ve had the chance to work with global stars like Kelly Rutherford, Charles Leclerc, Abigail Spencer, Erica Pelosini and others. What moved me the most was being personally recommended by Kelly as a makeup and hair stylist — a true honor. Her kindness, humility, and love for her craft left a lasting impression.

The higher the celebrity’s status, the harder it is to connect with them — right? How do you break through that barrier?

Absolutely — the more high-profile the celebrity, the more gatekeepers you’ll encounter. Most of the time, their social media accounts are managed by assistants or content teams, so the odds of them seeing a random DM are close to zero.

That’s why building trust and credibility through a professional, strategic approach is key. You can’t just appear out of nowhere — you need to be seen as an expert who’s already trusted by industry insiders. Without a strong portfolio and a proven reputation, it’s nearly impossible to reach that level. In the end, celebrities only trust professionals who’ve already demonstrated their value through consistent, high-quality work.

How can a freelance artist land a role on a team working with celebrities?

It starts with experience. No one just stumbles into these opportunities — you have to earn your place. I began by assisting lead makeup artists on major projects back in Ukraine, and eventually became the lead myself. Even before that, I worked at Louis Vuitton Moët Hennessy, which gave me a solid international foundation.

When I moved to the French Riviera, I already had a strong portfolio and a clear sense of my positioning. I leveraged Instagram, tapped into my network, and let word-of-mouth work its magic — just like it had in Ukraine.

What truly helped was having close friends with direct access to celebrities. Because they fully trusted me as a professional, they started recommending me to their teams. In this industry, personal referrals are gold. But they only happen if you’re already operating at a top level — not just in skill, but in your ability to listen, adapt, and deliver results that match the standards of a global stage.

Did you have a mentor or someone who inspired you in the beauty industry? How did they influence your path?

Yes, I had a mentor who was also my colleague, employer, and a close friend. We worked together at LVMH. Her name is Marusya — she was one of Ukraine’s top makeup artists. I always looked up to her, both professionally and personally. When she launched her own makeup academy and invited me to teach there, she helped shape me not only as a professional but as an educator. I owe much of my growth and confidence in the field to her.

How would you define your style as a makeup artist? What inspires your work?

My style is heavily inspired by runway fashion and Vogue aesthetics. I’m a fan of clean beauty and natural looks — minimal foundation and powder. An evening look should feel chic and effortless. Hair and makeup should complete and elevate the image, not cheapen or age it.

How do you deal with criticism and negativity on social media? Any advice for aspiring freelancers?

Criticism is always part of the journey, and the more successful you become, the more haters appear. We can’t and shouldn’t try to please everyone. The key is to follow your creative instincts, define your own style, and develop a unique signature. Only then can truly talented individuals succeed and find fulfillment in their craft.

How do you balance work and personal life, especially in freelancing?

There’s no perfect balance — I’m always searching for it! I try to prioritize differently depending on the stage of life I’m in. But freelancing gives me freedom, and for me, that’s essential. Freedom is what fuels my inspiration and motivation.

What goals do you have for the future? Any dreams or projects you’d like to bring to life?

One of my goals is to launch my own agency of makeup artists and focus primarily on production and wedding agency collaborations.

Svetlana’s story is a testament to resilience, creativity, and passion for the beauty industry. Her experience underscores the power of adaptability and the drive for both personal and professional growth.