The global nail care market hit nearly $25 billion in 2024, according to Fortune Business Insights. Projections from analysts at Coherent Market Insights suggest it could expand to $36 billion by 2032, solidifying manicures as a key segment in the beauty industry.
Yet, amid this surge, not every nail technician finds success. We spoke with Inkar Birzhan, the founder of a beauty studio in Almaty, Kazakhstan. As a skilled researcher and award-winning master in the industry, she represents a talented professional navigating the complexities of a growing market.
Birzhan began her journey by offering manicures from home and is now preparing to take her business into the American market.
– You’ve made a name for yourself as a specialist who prioritizes nail health over mere aesthetics. What led you to adopt this philosophy?
– For me, quality manifests in the cleanliness of a manicure. I wanted to understand nail health—why nails peel and break, what materials are harmful, and which ones promote better health. This drove me to pursue continual education, analyze various techniques and materials, and engage deeply with the scientific aspects of the craft.
This method allowed me to establish professional standards grounded in knowledge and real-world application.
In my perspective, manicure transcends the simple act of painting nails.
– What techniques are trending in the industry right now?
– Recently, the upper form technique has gained traction. It allows one to shape nails without cutting the natural plate, resulting in an aesthetically pleasing and precise look. Simultaneously, combined manicures that blend hardware and classic techniques remain popular. They deliver the smooth surface necessary for aesthetic appeal. Watercolor design continues to thrive; it enables the creation of unique, light art, encouraging both clients and technicians to unleash their creativity.
– After starting with home manicures, what prompted you to open a beauty salon?
-I realized that for meaningful growth, I needed a professional space. The beauty industry demands high standards of service and comfort that aren’t achievable at home. Unfortunately, launching my studio coincided with the onset of the coronavirus pandemic.
– How did you navigate such challenging times and emerge as a successful entrepreneur?
– Those were tough days. Luckily, I was in a unique position since my business was just starting, and I had a practical outlook for the worst-case scenario.
I constantly reassessed my budget to protect my team, which I had invested time in training and developing.
Our team emerged stronger from that trial. We endured a long recovery, but by early 2022, we noticed positive trends; all our clients returned, along with many new ones attracted by our reputation. Deferred demand revived the beauty sector as people grew tired of postponing their desires.
– You’ve secured prestigious awards like The Fashion & Beauty Awards (2024) and People Awards International (2023). How significant are such competitions for you?
– Competing in these events goes beyond obtaining accolades; they serve as benchmarks for professional growth and responsibility. They provide insights into global trends and allow for meaningful networking with talented peers.
Each event enriches the experience—one gains insight into industry changes, meets creative professionals, and exchanges knowledge. This fuels innovation and inspires new experiments within my own techniques.
– Recently, you served as a jury member at the Gold Bar Asia Award. What criteria did you focus on when judging the candidates?
– I evaluated submissions not only on aesthetics but also on professionalism, technique, and the artist’s commitment to their clients. I leaned towards those demonstrating creativity while adhering to safety and execution standards.
It’s rewarding to see candidates who blend individual style with an understanding of contemporary trends and prioritize nail health. These individuals often have the potential to be the industry’s future leaders.
– What are your upcoming plans for further professional growth?
– I aim to scale my business in the US. The American market values precision, innovation, and an emphasis on nail health—all principles developed in the CIS. This ambition feels like a natural progression in my career journey.
