By: Monica Stravano

The beauty industry has exploded in recent years — and for good reason. In today’s world, makeup is not just about looking good. It’s about confidence, self-expression, identity, and even healing. Social media has made beauty trends more accessible than ever, and makeup artists play a key role in helping people feel empowered and seen.

Viktoriia Shevchuk’s story is a beautiful reminder that it’s never too late to follow your passion. After working for seven years as a makeup artist in Ukraine, she moved to the United States, bringing with her a fresh, European approach to beauty that quickly caught the attention of American clients. Just a year and a half after relocating, Viktoriia was invited to appear on a morning television show in San Antonio, Texas — a sign of how far her talent had taken her. But her journey to success didn’t happen overnight.

A Passion That Wouldn’t Fade

Viktoriia’s love for makeup began in high school. She would spend hours experimenting with colors and techniques, doing makeup for friends before school dances and events. But like many young people, she faced pressure to choose a more “serious” and traditional career path. Following her parents’ wishes, she pursued another profession and left makeup behind — at least for a while.

Ten years later, she made the bold decision to return to what truly made her happy. She opened her own makeup studio in Ukraine, where she worked for the next seven years, building a strong reputation for her detail-oriented, elegant, and natural style.

New Country, New Opportunities

Moving to the U.S. was both a challenge and a turning point. In a market filled with talented artists, Viktoriia stood out by offering European makeup techniques — known for their subtle contouring, glowing skin, and natural glam. Clients were quickly drawn to her refined, personalized approach.

Within just 18 months, her growing reputation earned her an invitation to speak on a morning television show in San Antonio, where she shared makeup tips and her story as a successful immigrant entrepreneur.

Interview with Viktoriia Shevchuk

Viktoriia, when did you realize that makeup was more than just a hobby for you?

I think I always knew. Even in school, I felt so happy when I was creating looks for my friends. But life took me in a different direction for a while. It wasn’t until much later that I allowed myself to go back to that original passion — and it changed everything.

What was the biggest challenge moving to the U.S. as a makeup artist?

Starting from zero in a new country is scary. You don’t know if people will understand your style or trust your work. But once I had a few clients, they started recommending me — and I saw that my European techniques were something unique here.

How did it feel to be invited to speak on a morning show in San Antonio?

Honestly, I was shocked! I never imagined something like that would happen so soon. It was a huge honor and also a sign that people value not just my makeup, but the story behind it.

Viktoriia’s journey from Ukraine to the United States exemplifies the transformative power of makeup. Her European techniques have introduced American audiences to a new perspective on beauty, emphasizing subtlety and elegance over dramatic transformations.

Viktoriia’s story encourages us all to chase our dreams, embrace our individuality, and create beauty that transcends borders and cultures. Her inspiring journey is a testament to the limitless possibilities that await those who dare to follow their passion.

“It is essential to pursue your goals, even when they seem intimidating, as growth and success often lie beyond fear”

Viktoriia Shevchuk’s inspiring journey from Ukraine to the U.S. as a makeup artist, where she brought her unique European techniques and earned recognition, can be explored further on her website here and on her Instagram @viktoriia___si

Published by Steven S.