The makeup profession has become incredibly popular in recent years. According to analytics platform Zippia, demand for makeup artists in the U.S. is projected to grow by 17% by 2028. Yet, finding a truly skilled artist remains difficult - even for top-tier celebrities. A report by Allied Market Research notes that the salon industry continues to face a shortage of qualified specialists.
In an exclusive interview with our editorial team, renowned makeup artist Anastasiia Lazarenko spoke about the nuances of her craft and shared what it takes to succeed in the beauty industry while working with celebrities. Lazarenko is a recognized beauty expert, educator, and member of the International Association of Beauty Artists, as well as a finalist for the International Beauty Industry Awards 2025.
Sticking to the Plan
“Today, it’s not enough to simply be a makeup artist,” says Anastasiia. “If you want to receive great bookings and work with clients you truly enjoy, artistic skill alone isn’t enough. You have to stay updated on trends, love communicating, and be an entrepreneur who builds a personal brand.”
Following these principles helped Anastasiia earn recognition as an award-winning professional and a sought-after artist for VIP clients. Her recent win at the International Beauty Industry Awards in the Full Face category confirmed her success - the jury highlighted her contribution to the beauty industry. She was also named a semifinalist in the Eyes category.
Media Presence Isn’t Everything
Many aspiring makeup artists believe they must become bloggers to attract clients. According to Anastasiia, that’s only partly true.
“Yes, blogging brings visibility, publicity, and new followers,” she explains. “But that doesn’t guarantee clients will come back. Real demand is earned through quality work.”
Her opinion aligns with McKinsey & Company’s State of Beauty report (June 2025), which found that consumers are becoming increasingly skeptical of online hype and now demand higher professional standards. In today’s market, having a popular blog isn’t enough - artists need proven expertise through certifications and portfolios.
“Sometimes, assistants to famous personalities might reach out through social media and offer collaborations,” Anastasiia adds. “But a blog doesn’t guarantee consistent demand. You can only earn that through your work. If you’re filming fun challenges but have no clients, that’s something to think about.”
Anastasiia herself holds several professional certifications, including training with renowned beauty educators Alena Antonova (A Priori Beauty Institute) and Sofia Baburina (founder of the FaceTime Beauty School).
Celebrity Clients as a Measure of Success
From Miley Cyrus and Kylie Jenner to Angelina Jolie, every celebrity has their go-to makeup artist. Pamela Anderson, for example, reportedly stopped working with others after her longtime artist passed away. It’s no secret that finding a person who understands you perfectly is extremely rare.
Anastasiia explains that many professionals - even very talented ones - often turn down offers to work with celebrities. “They’re afraid of awkward moments or difficult personalities,” she says. “It’s sad to see talented artists lose opportunities just because they feel insecure.”
Over the years, Anastasiia has worked with dozens of public figures and learned how to connect with each one. Her clients include Olympic karate champion Anzhelika Terliuga, Top Model in Ukrainian 3 finalist Anastasiia Rudaya, fashion blogger and influencer Anastasiia Burlaka, and Seattle Ballet’s prima ballerina Amanda Morgan, among others.
She has collaborated with them multiple times, preparing looks for photo shoots, public events, and interviews. “You know how shoots can last for hours,” she says. “Makeup has to hold up under any lighting and still look flawless.” According to her, the secret to success when working with celebrities is to listen carefully: for public figures, a makeup artist becomes a safe space - someone who helps them feel confident and comfortable.
Being Versatile
A makeup artist is, above all, a creator - and like any creative professional, must express themselves in different ways.
Anastasiia Lazarenko has built her reputation not only as an artist but also as an educator and the author of her own teaching methodology. She has developed original courses on color theory and modern makeup techniques, assessed graduation projects at beauty schools, and helped top students secure job offers based on her recommendations.
She has trained up to six groups per year, each with around ten students, and even designed advanced training materials for other instructors. During the pandemic, she successfully adapted her teaching to an online format - preserving both the practical component and the quality of instruction.
In May 2025, Anastasiia joined the jury of The European Beauty Awards, one of Europe’s largest professional competitions in makeup and hairstyling - a recognition of her pedagogical and professional achievements.
Building a Business Against All Odds
For many women, maternity leave can pause their careers. For Anastasiia Lazarenko, however, it became a turning point.
“It was during that time I realized I didn’t want to work in an office anymore,” she recalls. “I took professional courses and started working in a beauty salon.”
Since 2022, Anastasiia has been living in the United States, where she launched her own practice as a licensed makeup artist and beauty expert. Moving abroad, she says, helped her grow as an entrepreneur.
“As a child, I studied drawing. But believe it or not, I graduated with a degree in Mathematical Methods in Economics,” she says. “Those analytical skills later helped me develop my own teaching system and manage beauty projects efficiently.”
As demand for qualified, creative makeup professionals continues to rise across the U.S. and globally, Anastasiia Lazarenko stands as a prime example of how artistry, education, and entrepreneurship can go hand in hand - and how one woman turned her passion into a thriving international career.
