OLIINYK IRYNA is a Business Consultant in the Beauty Industry, specializing in systemic transformation and the growth of service-based businesses.
Originally from Kyiv, Ukraine, Iryna holds a master’s degree in marketing and has over eight years of rich experience in salon management, client experience design, and operational development. Her expertise encompasses strategic growth planning, service standards, team culture, and brand positioning. After relocating to the United States, she has continued her consulting practice in California, guiding beauty founders in crafting profitable models, defining client pathways, and establishing cohesive internal systems. Iryna’s signature approach merges analytics with emotional intelligence, integrating her Ukrainian heritage with a deep understanding of the American client.
Q: Iryna, when you moved to the United States, what was your professional background and what expertise did you bring to the market?
A: I arrived with robust experience. Before coming to the U.S., I was directly involved with beauty studios and salons in Kyiv, focusing on operations, service excellence, client journey, and team dynamics. The skills I developed in Ukraine have seamlessly translated into my consulting work here, allowing me to adapt rather than start anew.
Q: What were the first differences you noticed when you began consulting American-based businesses?
A: The beauty industry in Ukraine operates at a rapid pace—decisions are made swiftly, owners are intensely involved, and clients engage with heightened emotional investment. In contrast, the U.S. values predictability and clarity significantly. Here, documentation, agreements, and well-defined roles matter deeply. The American client seeks structure, while the Ukrainian client emphasizes flexibility and personal engagement. My work bridges the gap between rigorous systems and personal connections.
Q: Who are your clients today, and what do they typically seek from consulting?
A: My clientele ranges from boutique beauty studios and independent founders to multi-chair salons preparing to scale or restructure. Many of these talented specialists transition into ownership without formal training in leadership, operations, or client experience design. They often approach me when growth stagnates, team dynamics falter, or revenue does not align with efforts. Immigrant-owned studios commonly seek guidance in conveying their unique value in a market that has different communication norms and customer expectations. Most do not need simply to gain followers; they require clearer systems—pricing, standards, onboarding, and retention are essential. My focus is to create predictable growth, consistent service, and a business identity aligned with their vision. With this solid foundation, the idea of expansion shifts from a daunting risk to a well-defined strategy.
Q: What did you personally need to learn to offer consulting within a new business culture?
A: I had to translate my experience into a language that resonates within the American market—structured, clear, and measurable. I needed to document more rigorously, articulate more effectively, and explain the reasoning behind my methodologies. Structure builds trust in the U.S. It’s not a matter of better or worse; it’s simply a different framework. Now, I guide my clients in navigating this structure while remaining genuine to their identity.
Q: Is there something from the Ukrainian market that works surprisingly well in the U.S.?
A: Definitely—the human-centered approach. Viewing clients as individuals rather than mere bookings is paramount. Paying careful attention to the emotional experience, the ambiance, and the narrative your space conveys resonates deeply. I had a client whose average ticket increased not from changing the price list, but by enhancing the atmosphere and fostering better team communication. When clients feel understood, they engage with confidence.
Q: Speaking candidly, what has been the most challenging part of this transition?
A: The biggest challenge wasn’t the market itself; it was navigating without a clear map. Arriving with experience yet lacking context requires learning the unwritten rules: the communication styles, the rhythms, and the expectations. However, once you grasp these nuances, your expertise shines through.
Q: Looking ahead, where is your consulting practice going, and what impact do you want to make?
A: My vision is to expand my consulting practice by developing structured educational programs aimed at beauty founders and specialists transitioning into leadership roles. I plan to create a model that merges service culture, emotional intelligence, and operational clarity, customized for the U.S. market. My mission is to assist entrepreneurs who desire growth without sacrificing their values or identity. I view service as an interconnected ecosystem rather than a simple transaction, and I aim to reshape how teams communicate, collaborate, and build client trust. Ultimately, I aspire to contribute to a more sustainable, human-centered beauty industry, where systems enhance human potential rather than overshadow it.
