AUTHOR'S DIRECT

Evgenia Gerashchenko on tattooing, mistakes, loyalty to her philosophy and masters who too often change techniques

Evgenia Gerashchenko entered the beauty industry at the age of 18. She started with tattoos and tattoos, went to nail service, and then returned to permanent makeup with a different view of the beauty and responsibility of the master. Today, her approach is built on harmony, customer experience, and the ability to say no if the result is contrary to her professional principles. We talked with Evgenia about how author’s handwriting appears and why your way is more important than fashion solutions.

Yevgenia, you've been in the beauty industry since you were 18. Where did you start, and when did you realize that you wanted to join the profession?

I started with a tattoo and a tattoo. Then I went to the nail service: I didn’t like how the tattoo looked on my faces, so I decided to leave this direction. And in 2012, I saw that permanent makeup can be beautiful and harmonious. Then I came back, and since then I have not been drawn to look for myself in anything else.

Your first major challenge was not to create a new job, but to fix an old one. How did this happen?

I started to get clients who needed to cover up my tattoo when I was just starting out. Then I realized it wasn't enough to make beautiful new eyebrows. You need to be able to work with complex cases: overlap, delete, correct.

How has your idea of beautiful and quality permanent makeup changed over the years?

I knew from the beginning that it was ugly, and I did not stay long in this approach. I have a clear philosophy of what I do and what I don’t do. Quality does not begin with a desire to make money, but with your own professional outlook.

I’ve come a long way – from tattooing to micro-branding – and I’m well aware of where work will be appropriate and where it won’t be. It’s easier for me to say no to a client than to accept a result that I consider ugly.

“It’s easier for me to abandon a customer than to do something ugly.”.

On what principles does your work rest?

You can’t completely go into coaching and lose touch with your clients, no matter how many students and regalia you have. You need to work a lot with real customers and clearly distinguish between client work and work on models. This experience helps to maintain a professional sense and understand how the technique behaves in the real work.

How did you find your handwriting?

I studied a lot and looked for the details that gradually formed my approach. I have a medical degree, so skin care is especially important to me. I want the color to look like a second skin, only with the right color and shape.

My style is harmony. The permanent should not appear on the face as something alien or foreign. And I don't want to tie the result to fashion: the face and its harmony are more important than the trend.

How to understand that the master has already found his handwriting, and not repeating someone else’s work?

When they start copying it. (Laughs)

Which is more important to you: original equipment, stable quality or personal presentation?

I never sought recognition for the sake of recognition. It is important for me that the client was happy, he liked the result and recommended me to others.

My social networks can live without consistent content, and the record can remain complete because I am recommended. Students often come not because of the content, but because they heard about me from others.

Mistakes are an inevitable part of development. How do you feel about them?

A mistake for me is a growth trigger. Even if one out of a hundred strong works fails, I will be disappointed. But then I will start to understand what happened and how to fix it.

Mistakes have taught me to deal with difficult cases: scars, overlaps, color correction. It was my own experience of correction that helped me learn to help women who come with different problems.

What advice would you give to craftsmen who doubt themselves and are constantly looking for new techniques?

If you've already started, don't give up. No need to jump from one technique to another. Choose one thing, hone it patiently, get results, and then move on.

If you constantly abandon what you started and look for a new solution, you can never achieve results in any direction.

“Do not jump from technology to technology. First get the result in one – then go on.

What principle would you like to pass on to future generations?

You have to have a philosophy of your own that you are willing to defend. Customers are different and everyone wants their own results. But it’s important to have a vision and understand who you’re working for.

You don't have to adapt to everyone. Bend your line and go forward.

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