Iryna Loboda: "Beauty really saves the world"

On the birthday of Iryna Loboda DIGITAL, the cover of the festive issue of BOMOND VIP Fashion is dedicated to a woman for whom beauty is a responsibility and meaning. Hair expert, technologist-colorist and hair modification technologist, Mrs. Iryna went from the tax service to an appointment in the beauty industry, where she works at the intersection of practice, technology and trust. In the interview, we talked about professional choice, the image of a modern woman, about quality as the main reference point and about the strength of a woman who is not afraid to change direction when she feels the call of her heart. And let today the words: "The world needs your light" become the main truth on the pages of gloss.

Mrs. Iryna, I really liked how you once said that you do not dye your hair, but color the world ...3 how did your story begin and what was the decisive moment to choose this particular area?

I guess it's really in my blood. Back in school, I did my friends' hairstyles and cut my bangs myself - because no one in the hairdressers could do what I felt. However, I graduated from school with a medal, and in those days the profession of a hairdresser was not considered prestigious at all.

So my path began with two higher educations - "Programming" and "Accounting and Auditing". I worked as a tax inspector, got married, went on the first decree, then on the second - I gave birth to two beautiful sons.

And that's when everything fell into place. While the boys were playing on the playgrounds, I braided all the girls around. It was the man who first said, "You need to go to study to be a hairdresser."

It was 2013, my youngest son was one year old, and I went to study. A month later, I had my first clients at home, and my hairdressers were surprised at how quickly I was learning. I was absolutely delighted with the work and the emotions of people who were radically different from those I saw while working in the tax office.

After the haircuts, I deeply immersed myself in coloristics (and I'm still learning it), later — in hair modification: keratins, botox, restoration. And at some point I realized: I don't work — I get pleasure. It was my dream.

The decision to resign from the tax service caused many surprised glances - they say, "from the tax collector to the hairdresser". But I didn't regret it for a moment. Because I sincerely believe: beauty really saves the world.

Not having the fear of getting down to work when other craftsmen are spreading their hands is worth it. Do you remember a time when your work was a real salvation?

I have a lot of such cases. I often receive messages with the words: "Irina, you were recommended, you are my last hope". It is incredibly pleasant - and at the same time very responsible.

The most interesting situations are when other masters do not know what to do and send a client with the words: "Only Loboda can help you."

One of the most striking cases is the story of a teenage girl. I performed a complex staining technique for her and immediately warned her: after 2-3 months, be sure to come for restoration and toning. But in three months, the girl and her mother decided that they would cope on their own.

In the mass market, the consultant advised them to remove the discoloring powder, oxidizing, apply the mixture to their hair and put on a cap. Please don't ever do that.

Mom applied the composition at the end, but the girl decided that she wanted even lighter, and added the mixture closer to the roots. After 10 minutes, smoke came out from under the cap. She immediately ran to wash.

She came to me with the so-called "leopard" color. There was no question of complex techniques — we dyed in natural color and carried out intensive restoration. It was a real salvation, but also an important lesson.

What is the portrait of a modern woman in your eyes?

For me, a modern woman is a strong, courageous, multifaceted personality who combines inner power and external beauty. She is active in all spheres of life - from business and professional implementation to volunteering and defending the country. Especially today, in the conditions of war, Ukrainian women demonstrate incredible resilience, responsibility and femininity.

Technologist-colorist, expert, mentor — you work at the intersection of creativity and technology. What guidelines help you form your own approach and teach others?

As a technologist of three brands, I strive for every master to have access to a quality product, be able to close all customer requests and at the same time earn decently.

My main focus is quality. Quality product, quality information, clear protocols, effective training and, as a result, high-quality work and healthy, beautiful client hair.

I'm not just a technologist, I'm a practitioner. The theory may sound perfect, but it doesn't always work in reality. I only share the experience that has been worked out in practice and gives a stable result.

I am often asked if I am afraid of competition, because I give a lot of information at master classes. No, I'm not afraid. Because customers go not only for the service — they go for the energy of the master.

And I will be a happy woman if all the masters work qualitatively, and the need to correct other people's mistakes disappears.

In the world of the beauty industry, new products and trends appear every day. How do you feel that it is really worth paying attention to and what remains a temporary fashion?

Here I want to say with a smile: you can't drink the experience. But in fact, behind every quality product there is a long and difficult way.

For example, this is how we chose a brand that entered the Ukrainian market last year. In March 2024, together with the head of Beauty Profico, I visited an international exhibition in Bologna, Italy. We went through dozens of pavilions, collected contacts, samples, technical information - and found a brand that really responded and fell into the soul.

After returning to Ukraine, negotiations and months of product testing began. And only after making sure of the quality and efficiency, we went to Italy for training: we visited the production and underwent practical training with the brand's technologists.

And only in April 2025, the official presentation of the trichological brand Revivre took place in Ukraine.

This is a huge job that is not visible from the outside, but it guarantees responsibility and quality.

Imagine that today every woman on the planet will receive a postcard from you with a message. What words would you write?

"Trust yourself. Don't be afraid to change the path, even if others don't understand. Your strength is in uniqueness, your beauty is in authenticity, and your dream is worth fighting for. The world needs your light.”

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