Business

Marketing, Beauty, and a Bit of Nudity

March 18, 2024

By: Irina Tsyrenova

On March 8th, the first beauty conference for Russian-speaking masters took place at EVA BEAUTY COWORKING in Manhattan.

Over 60 beauty masters from Russia, Ukraine, Belarus, and other Russian-speaking countries gathered at the EVA coworking space on International Women’s Day. Successful entrepreneurs in the beauty and marketing industry spoke at the conference.

The theme of the event, “How to Dominate the Competitive Market in New York,” is particularly relevant now as there is a new wave of migration to the United States from CIS countries.

EVA BEAUTY COWORKING Project

The conference was organized by EVA BEAUTY COWORKING SPACE, founded by entrepreneur Irina Arefeva. Irina, originally from the distant Republic of Buryatia in Siberia, has come a long way in business and can be considered a self-made woman.

In her homeland, Irina built a nationwide chain of cafes and was recognized as the “Best Young Entrepreneur of Russia-2020” and “Businesswoman of Russia-2021.” She is a member of the London Business Club “Ambassador,” a business mentor, influencer, and expert in the field of marketing and management.

Project Mission

Irina started her project in Manhattan in 2023 in the beauty industry. Today, her EVA BEAUTY COWORKING SPACE is a gathering place for Russian-speaking freelance masters. Here, they can rent workspace in the coworking space on an hourly basis, saving money on rent and working for themselves in the heart of Manhattan.

“The mission of the project is to help new immigrants start in the United States, help them become part of the American market, and bring their knowledge and skills to it,” explains Irina.

Furthermore, Irina creates a supportive community for Russian-speaking freelance beauty industry professionals. EVA BEAUTY COWORKING SPACE regularly hosts business workshops, themed events, and networking opportunities.

And on March 8th, International Women’s Day, the most significant event to date, “How to Dominate the Competitive Market in New York?” took place.

The Conference

Some of the event attendees arrived in the States less than a year ago, while others have been living and working in America for several years. They all have ambitious plans and a burning desire to stand out in such a competitive market.

But how can one differentiate themselves in today’s highly competitive market and find their audience?

“We invited premier speakers who can share valuable knowledge for newly arrived masters. How to work better, attract an audience, and promote their business, among other topics. I believe it is essential to support our community because Russian-speaking masters raise the quality of beauty services in New York,” explains Irina Arefeva about the event’s concept.

For example, Boris Zakopko, co-founder of the marketing agency DigiSpark, specially flew in from Miami to share his knowledge on setting up independent advertising and the main marketing mistakes to avoid. The guests appreciated the status and level of the conference speakers.

“I’ve been living here for 20 years, and we didn’t have such events before. With the influx of new migrants, conferences like this are especially important for specialists in the beauty industry. It’s about knowledge, networking, and personal growth, not just professional development,” says Olesya Smith, creator of the Goldhands app. “A big thank you to Irina Arefyeva for her project. She’s amazing, and I adore her. She’s simply brilliant!”

Makeup artist Aryuna Yakovleva moved to America just over a year ago and is still in the process of establishing herself in the States, which events like this conference are helping her with.

“Firstly, I was attracted by the list of authoritative speakers, and secondly, it’s no secret that during the process of adaptation in a new country, on a new market, many of us lack communication. Here, there is a wonderful atmosphere and an opportunity to build connections,” shares the conference attendee.

Many of the speakers already collaborate regularly with the EVA BEAUTY COWORKING SPACE. These include biohacker and holistic cosmetologist Anastasia Natura, permanent makeup artist Natalia Verk, stylist Janna Feiguinova, beauty school owner Ekaterina Isakovan, and psychologist-coach Lena Svetlova. Photographer and content creator Andy Stark put on a real show by changing into a robe right in front of the audience, causing a real sensation.

“I feel at home in the coworking space. I love the project’s philosophy that as a master, you can be your own boss here. Everything has come together: a super host, a superb location, and the superb opportunity at this conference to quickly absorb so much useful information and meet so many interesting people!” shares Andy.

And this was only the very first conference for beauty masters in the coworking space. But already, it can be said that it is an excellent start and a significant contribution to the development not only for the masters themselves but also for the entire beauty industry in New York.