According to Fortune Business Insights, the global nail care market reached a value of nearly $25 billion in 2024. According to forecasts by Coherent Market Insights analysts, its volume could grow to $36 billion by 2032, confirming the status of manicures as one of the most sought-after categories in the beauty industry.
However, even against the backdrop of rapid market growth, not every nail technician is able to turn their talent into a successful business. We talk to Inkar Birzhan, head of her own beauty studio in Almaty (Kazakhstan), a talented researcher, international-level master, and winner of several prestigious awards in the beauty industry.
Birzhan once started her career by doing manicures at home. She is currently preparing to expand her business into the American market.
– In professional circles, you are known as an extraordinary specialist and researcher who, above all, values nail health over aesthetics. What prompted you to choose this particular approach?
– The main criterion of quality for me has always been the cleanliness of the manicure. It was important for me to understand what happens to nails, why they peel and break, which materials are harmful and which have a beneficial effect. That’s why I always tried to learn and improve my skills, experiment with different techniques and materials, and delve deeper into scientific aspects.
This format allowed me to develop professional standards based on real knowledge and proven practice.
In my system of coordinates, manicure has never been just about “painting nails.”
– What techniques are particularly popular today?
– Over the past six months, the upper form technique has been gaining popularity, which allows you to model nails without cutting the natural plate and create an architecturally accurate, aesthetically perfect result. At the same time, combined manicures based on hardware and classic techniques remain in vogue. It ensures the perfect shape and smooth surface of the nail, thus creating the ideal base for aesthetics. Watercolor design remains at the top of the list of aesthetic techniques. It allows you to create light and unique art, and the abstract motif leaves room for the imagination of both the client and the technician.
– You started out doing manicures at home. Tell us how you decided to open a beauty salon.
-I realized that if I wanted to grow in this direction, I needed to go beyond the home format. The beauty industry requires a certain level of comfort and service that is impossible to provide at home. But the opening of the studio coincided with the height of the coronavirus pandemic.
– How did you manage not only to survive such a difficult period, but also to become a successful entrepreneur?
– It was a difficult time. I think it was easier for me than for other experienced entrepreneurs because my business was just starting out and I was prepared for pessimistic outcome.
Nevertheless, I revised the budget several times, trying to preserve jobs and the team that I had trained and believed in.
The pandemic was a test of strength that our team was able to overcome.
It took us a long time to recover from the crisis. I only noticed positive dynamics at the beginning of 2022. All of our clients returned to us, without exception. Many new ones appeared thanks to our reputation and word of mouth. Deferred demand literally revived the beauty industry. We are all tired of putting our lives on hold.
– Over the years, you have won The Fashion & Beauty Awards (2024) and People Awards International (2023) – very serious beauty competitions. How important is it for you to participate in professional events?
– Participating in competitions and international awards is not so much about status as it is about professional responsibility and development benchmarks. It is a point of reference with global trends and an opportunity to influence the future of the industry.
Each such event provides a unique experience: observing how the industry is changing, meeting talented colleagues from around the world, and exchanging knowledge. This inspires new experiments, innovation, and the development of one’s own techniques.
– The Gold Bar Asia Award, where you participated as a jury member, recently came to an end. Which candidates did you prefer?
– For me, it was important to evaluate the works not only from an aesthetic point of view, but also from the perspective of professionalism, technique, and the master’s responsibility to the client. I paid attention to those who combine a creative approach with safety and well-thought-out execution techniques, who know how to innovate without sacrificing quality.
It is especially valuable when a master demonstrates an understanding of modern trends, displays individual style, and at the same time complies with nail health standards. In such candidates, I see future industry leaders who are capable of setting new benchmarks and inspiring colleagues.
– What are your future plans for professional development?
– Scaling the business in the US. The American market highly values techniques developed in the CIS countries for their precision, innovation, and attention to nail health. For me, this is a logical continuation of my professional path.
