By: Fifty5 PR

For years, Rio de Janeiro has been a global hub for beauty and fashion, yet the nail art industry has remained relatively untapped. Karina Proshina, a London-trained nail artist with a passion for transforming nails into miniature canvases, aims to make a significant impact on the Brazilian beauty industry through her technical knowledge and artistic flair at the newly established Nail Art Studio in Copacabana.

From Advertising to Nail Art: A Journey of Passion and Reinvention

Her journey from advertising to entrepreneurship is a testament to following one’s passion and embracing the unknown. Having built a successful 11-year career in advertising, Karina felt creatively unfulfilled in her role and decided to enroll in an intensive nail technician course right before the pandemic hit in March 2020. “I’ve always loved to draw and do my own nails. One of my first memories is painting my grandma’s nails by the window in Moscow before we moved to the UK in 1999,” she recalls.

With the onset of COVID-19, remote opportunities became a practical next step. “I started my own business during lockdown by doing press-on nails and selling them on Etsy. I then decided to rent a chair in a newly opened salon where I could do nails under my own brand.” Yet, with heavy restrictions still in place in the UK and low footfall, the venture was somewhat short-lived but still a valuable experience.

Bringing Nail Art to Rio de Janeiro

Having visited Rio for over a decade, Karina used her salon experience as a launching pad to make her dreams a reality. When travel restrictions were lifted, she took the leap. “I didn’t have a concrete plan in place, just an Airbnb which I had rented for a few months to begin with, and I figured all the rest would hopefully fall into place,” Karina shares. “And luckily, it did! I met my partner, and we started my business together. He’s my biggest supporter when it comes to nail art.”

In Brazil, Karina noticed what she perceived as a significant gap in nail services. “Nail art is something that doesn’t really exist here, and it’s not widely requested in salons,” she explains. “The girls here don’t have access to formal training, as it’s not a regulated profession. They often start doing basic manicures at a young age in nail salons and are self-taught. You can buy nail kits and art supplies on Shopee nowadays if you’re practicing at home as a hobby,” she adds.

In her view, the Brazilian market is somewhat closed off to nail art trends. “Nail art hasn’t taken off here yet like it has in the US or Europe. Even Gel-X nail extensions are not widely used here because they’re virtually unknown, but you can get them done at Nail Art Studio Copacabana.” This is exciting for tourists, who can now access what they consider high-quality services similar to what they are used to back home.

Why Nail Art is More Than Just a Trend

Karina is passionate about one thing: “I really want to give nail art the attention that it deserves. It can be as simple or as complicated as you’d like it to be. It’s worth investing in, just like a great haircut or a night out. It’s a mood lifter.”

After all, nail art has become an increasingly popular form of self-expression and a cultural movement featured in the pages of Vogue Magazine, with trends emerging from Japan, South Korea, and the United States.

Yet, in Brazil, traditional manicures still dominate the industry, and Karina is determined to gradually shift this mindset. “I want to introduce a new perspective—one where nails are seen as an extension of personal style, just like fashion or makeup.” Even a classic gel manicure can be an art form when done right. “I focus on creativity and precision because I want my clients to feel delighted with their nails. I love vibrant and cartoon designs using stickers—it’s my specialty,” she beams.

Overcoming Challenges in a New Market

One of the biggest challenges in opening a nail studio has been customer awareness. “People are not always open to trying something new,” she notes. “They often return to familiar, affordable salons, even if the results are not great.” The cultural gap has been difficult to bridge, even with traditional advertising, as the demographic is completely different. To address this, she had to get creative with paid Google ads, branded stickers, and other strategies.

Additionally, nail art can be time-consuming, and the cost can be high relative to a regular Brazilian salary. “The majority of my clients are either expats or tourists from France and the US, where nail art is more established,” Karina affirms.

Why High-Quality Nail Services Are a Necessity, Not a Luxury

Providing high-quality nail services is more than just about aesthetics—it’s about safety and professionalism. “I remember coming home with bleeding cuticles and ten infected nails after getting gel nail extensions done at a reputable salon in Ipanema. The situation worsened overnight, and I had to return the next day to ask for a refund,” she recalls. To this day, she has clients coming to her to fix their nails after similar experiences.

Having studied everything from gel nails to fibreglass and acrylics, the UK course focused heavily on health and safety, with a lot of practical and theory-based exams. “This knowledge is essential here in Brazil. Many nail technicians don’t have access to training or the knowledge base that is crucial in this business.” She goes on to add, “Gel nails are still relatively uncommon here, as it’s a newer material. Many salons still use regular nail polish and simple gel and acrylics, which suggests the industry has room to grow.”

Elevating the Brazilian Nail Industry

Nonetheless, Karina envisions a future where nail art is a more prominent part of Brazilian beauty culture. “If you look at Japan and South Korea, they’re leaders in nail innovation,” she says. “Every year, new techniques and products emerge, disrupting the industry. I want to bring that level of expertise and creativity to Brazil.”

Nail expos, such as Beautyworld in Tokyo, are visited every year by leading professionals to stay ahead of trends and further their education. “Learning never stops in this industry. Every new technique I learn, either while attending these expos or on Instagram, I bring back to my clients.”

Expanding Her Vision: What’s Next?

“I’ve recently partnered up with Fifty5 PR to get the word out there about nail art in Rio and my studio because it may be a niche market right now, but nail art is poised to grow here.”

Karina is not just introducing a new beauty trend to Rio—she is helping to gradually redefine the industry abroad. She is continuously working on expanding her reach and creating engaging content for her followers on Instagram. And that’s not all. “I’m looking at expanding into a new space later this year in Ipanema or Copacabana, so it’s more visible and accessible to clients,” she says.

With a clear vision for the future, Karina is determined to make nail art a more sought-after service in Rio de Janeiro. To find out more or to book an appointment, follow @nailartstudio_copacabana on Instagram.

Published by Tom W.