Kseniia Murai (Oksana Tikhonova): «Today for me, beauty is a way of thinking»
In the new material for BOMOND VIP, together with the magazine’s ambassador Kseniia Murai, we talked about how the attitude towards the beauty industry is changing in the modern world. The topic of research, professional development and standards that determine the quality of the modern beauty sphere was raised. The ambitions of a woman who builds her own business shape not only the scale of her work, but also the reputation she creates around her name. It is this reputation that over time becomes one of the most effective indicators of professional maturity. In the conversation, Kseniia Murai also talks about her own ambitions, principles of work and vision of the future of the beauty industry.
Ms. Kseniia, it is a great honor for the BOMOND VIP Fashion editorial office that you are the ambassador of our publication. This is not our first conversation, but today I would like to go beyond the usual dialogue about the beauty industry. In recent years, not only the profession itself has changed, the idea of beauty has also changed. At what point did you personally realize that beauty ceased to be the result for you and became a way of thinking?
Apparently, it didn’t happen in one day. At the beginning of my professional career, beauty was primarily the result for me - impeccable work, technique, quality. But over the years, I began to notice that the most important changes do not occur on the nails, but in the eyes of a woman.
I saw how after the usual, at first glance, procedure, a person began to smile differently, speak more confidently, make decisions that he had been putting off for a long time. That’s when I realized: beauty is not about appearance. It’s about the inner state.
Today, beauty is a way of thinking. This is self-respect, discipline, development, courage to change and become a better version of yourself every day. Aesthetics does not begin with a mirror - it begins with a person.
It seems to me that today women come to the expanses of beauty not only for a new image. They come to an internal state that allows them to return to themselves at least for a moment. Do you feel that the modern beauty industry is increasingly working with this invisible dimension?
Absolutely. And this, in my opinion, is the biggest transformation of the modern beauty industry.
Today, a beauty salon is no longer just a place where services are provided. It is a space in which a woman can stop in the midst of the frantic speed of life, exhale, feel care and remember herself.
This topic is very close to me, and that is why it has become the basis of my scientific research. I study the psycho-emotional impact of aesthetic procedures on female confidence, because I am convinced that beauty can be a tool of psychological support. It does not solve all problems, but often helps to take the first step towards internal changes.
Over the years of work, “Territory of Beauty” and NAIL STUDIO by Kseniia Murai have become recognizable not only due to the professionalism of the team, but also to the special feeling with which women leave them. What, in your opinion, is the origin of this atmosphere, which cannot be reproduced by any quality standards?
I am convinced that the atmosphere cannot be prescribed in the job description.
It is born from the values of people who work next to you. Out of sincerity. Out of respect. Out of desire not just to perform the work qualitatively, but to make a person feel important.
I always tell my team: we don’t work with nails — we work with trust.
A person may forget the shade of varnish, but will never forget how they felt next to you. It is these emotions that bring customers back again and again.
Women’s entrepreneurship is less and less associated only with the ability to do business. It becomes a way to form a new culture of relationships, trust and responsibility. What place in this process, in your opinion, does a woman occupy today?
I think today the woman entrepreneur has stopped prooving that she can. She just creates.
Creates companies, teams, workplaces, educational projects, international partnerships.
Women’s entrepreneurship is increasingly based not on competition, but on cooperation. We begin to share experiences, support each other, create an environment in which the success of one woman inspires others.
This is how a new business culture is formed - humane, responsible and long-term.
The most interesting thing with ambitions happens when the first peaks have already been conquered. It is at this point that they cease to be a way to prove something to the world and begin to talk much more about the person. What are your professional ambitions today? And what does real success mean to you now?
Once upon a time, my ambitions were related to personal achievements. Today they are much wider.
I want to leave behind knowledge, methods, school, books, new standards of the profession and people who will surpass me.
True success for me has long been not measured by diplomas or awards.
It is measured by how many people, thanks to my work, believed in their own strength.
I want the Ukrainian school of nail mastery to be associated in the world with high culture, innovation and professionalism. If I manage to make at least a small contribution to this, I will consider that I have achieved the most important goal.
The beauty industry is always ahead of time. If you look behind the scenes of 2027 today, what trends do you think will determine a new stage in the development of the industry?
I think that the main trend will not be technology itself, but personalization.
Artificial intelligence, digital solutions, new materials and automation are already actively entering the beauty sphere. But at the same time, human contact will become more and more valuable.
Customers will come not only for service, but also for expertise, trust and emotions, which no technology can replace.
The future belongs to those specialists who combine innovation with humanity.
Ukrainian professional handwriting is becoming more and more confidently part of the world conversation about beauty. What do you think makes him recognizable today? And how do you see its next great evolution?
Today, Ukrainian masters are known all over the world for their extremely high level of technology, hard work and desire for continuous development.
But I am convinced that the next stage will be connected not only with professional skills.
We are increasingly becoming the authors of our own methods, scientific research, educational programs, international projects and innovations.
The world is beginning to see in Ukrainian specialists not only strong performers, but also people who shape the future of the industry.
And for me it is the most valuable. After all, true international recognition begins when you do not just follow trends, but create them yourself.
