Wyles Daniel
Image Credit: Oksana Hrebeniuk
A makeup and aesthetics expert explains why Eastern Europe is becoming the new epicenter of beauty standards.
In June, the international beauty industry competition Brilliant Cup kicked off once again. Launched in 2019, this event blends both online and offline formats and attracts participants from across the globe. Ukrainian makeup artist Oksana Hrebeniuk took home the top prize in the Master Instructor category. It’s far from her first international win—Oksana has previously earned awards in Poland and the United States.
Having not only experience in makeup, Oksana teaches across multiple countries, judges global championships, hosts masterclasses, and mentors up-and-coming artists. She helps them understand where trends originate—and what it really takes to succeed on the global beauty stage.
In this interview, she breaks down how the international beauty market functions, why makeup in Asia is treated almost like a ritual, and how a new beauty philosophy is emerging—not in Paris or New York, but in unexpected places like Eastern Europe.
— Oksana, congratulations on winning the Brilliant Cup! What would you say are the key differencesbetween the beauty markets in Europe, the U.S., and Asia?
Over the years working in makeup, I’ve noticed the biggest difference lies in the approach to beauty and in consumer expectations. In Europe, there’s a strong emphasis on individuality, skin clarity, and understated aesthetics. In the U.S., the focus is much more commercial—there’s a big push on marketing, bold visuals, and universal techniques optimized for photo and video. The Asian market, on the other hand, is all about subtlety, perfectionism, and extraordinary attention to detail. Makeup there isn’t just a service—it’s part of a larger cultural ritual.
— As a judge in many international competitions and courses, what differences do you notice in how participants from different regions prepare and perform?
You can really see a difference in how artists conceptualize their work and manage their time. In Europe, there’s often a strong philosophical or artistic concept behind each look. American participants usually shine when it comes to presentation—there’s a lot of visual impact and showmanship. But right now, I see the highest potential in artists from Eastern Europe. They combine passion, discipline, and ambition. High competition within the region means they build a strong technical foundation early on and constantly push themselves to grow. Their work tends to blend classical and creative elements, with precise technique and bold expression. For many of them, competing isn’t just about prestige—it’s a strategic step toward global recognition. And that’s exactly why they so often place among the winners.
— You’ve spent years training both new and experienced makeup artists. In your opinion, what cultural nuances should makeup professionals keep in mind when working with clients from different parts of the world?
It’s not just about eye shape or skin tone—it’s also about how people perceive beauty in their own culture. In Europe, there’s a big appreciation for art history, style, and fashion—makeup is seen as a form of self-expression. In the U.S., there’s a balanced mix of technical skill, trend awareness, and personal branding. In many Asian countries, commercial makeup is heavily focused on precision and detail. I’ve found that the best approach is to combine these perspectives, depending on the client.
Another major factor is touch sensitivity. Clients in Europe and the U.S. are generally comfortable with physical contact during makeup sessions. In Asia, clients tend to be more reserved—so it’s essential to be gentle, attentive, and observant.
— You’ve an experience of participating in large-scale beauty events like InterCharm and closely follow developments in the industry. Where are new trends being born today, and where does classic style still dominate?
Innovation is thriving in South Korea, Japan, China, and the U.S. These countries are leading in digital beauty, skin tech, glowing textures, and unconventional accents. As for classic beauty, it still reigns in France, Italy, and parts of the U.K., where makeup is more about elegance than shock value. Eastern Europe offers a blend—traditional techniques paired with a modern aesthetic.
Social media plays a huge role in shaping global tastes. You can clearly see artists around the world adopting similar styles—like soft glam or clean girl. But at the same time, there’s growing demand for originality. What once felt like a regional twist can now spark a global trend—if it’s presented well. I’ve personally seen makeup looks from Ukrainian and Polish artists go viral and inspire U.S. audiences through Instagram. A trend can be born in Kyiv today—and go viral in Los Angeles tomorrow.
— Would you say that some countries have a more deeply rooted professional makeup culture? And what’s your take on aspiring artists trying to replicate Western trends?
South Korea sets the gold standard when it comes to hygiene, packaging, and presentation. France has a long-standing cultural influence from the fashion world. In the U.S., there’s a powerful self-made beauty culture driven by platforms and personal branding. Ukraine and Poland—where I started—are now seeing a surge of new professionals with serious skills and global ambitions.
As for copying Western trends—I always say this: a trend isn’t just a visual, it’s a context and a philosophy. A great makeup artist doesn’t just replicate—they interpret, create, and adapt to the individuality of each client. That’s what makes their work truly powerful.
— In your view, where is it easier for a makeup artist to launch a career—and where is it tougher, but more prestigious?
Based on the demand for beauty services and the power of social media, I’d say the easiest places to start are the U.S., Poland, and Canada. The U.S. remains a top choice for career growth because of the entertainment industry and major festivals. France is more challenging due to fierce competition and strict standards, but for those willing to go the distance, it opens the doors to the elite circles of the industry.
South Korea is a great launchpad because of its technological edge in beauty products and high audience engagement.
And Eastern Europe—especially Ukraine—is an exciting growth zone right now. Young artists there are reaching global stages through competitions and a strong online presence.