Blogger Evgeniya Nikulina: “I’ve grown out of the pink walls – I need a rebranding.
Doing what feels good – the main goal of the owner of the beauty salon “Mimi” Evgeniya Nikulina. Today, Zhenya is not only the founder of a beauty salon, but also the creator of natural cosmetics Purrfect, organic store Organic Goods, and is also the ambassador of the international company DuoLife. On how to open a beauty salon from scratch, what is needed for this start-up capital and how to achieve great success – tell us in our interview.
Zhenya, what inspired you to open your first beauty salon “Mimi”?
I’ve been in the beauty business for 10 years. I was originally a master lash extender, so I can firmly say that this field has accompanied me all my life. Initially, it all started with working on the couch in the literal sense of the word. I was sitting at home on a chair, doing eyelash extensions. Later I opened one small studio, then a second one, and so on. And when I realized that we were already very big, decided to expand. At that point I started looking for premises for my beauty salon. And when I walked into one of them, I saw Him – I knew it was the one. I decided to take a risk and try to expand their horizons and be not only a master of eyelash extensions, but also to provide women with a wide range of beauty services.
Tell us where to start for girls who want to try their hand in this difficult field?
To start trying my hand at a lighter field (laughs). Why force yourself and do something that doesn’t come easy. Always in my activities I had a resource for what I was doing. I was getting high and loving what I was doing and what I was doing. For some, the field of salon business will not be easy. You ask why? Because the goal is not true, the task is not set correctly. You will fulfill Mom/Dad’s expectations, but not your own. When you really want something, even the most difficult tasks seem easy. So the most important thing is to determine what your heart is in and what you really want, and then any field of activity will be a buzz, joy and pleasure.
Zhenya, what difficulties do you face during your work beauty salon?
The most difficult for me in the salon business are the routine moments associated with the paperwork, filing reports to the tax office, registration, accounting, and so on. I get out of such situations simply – delegate authority. There is nothing wrong with my delegation. In areas in which I myself am weak – I hire people who are well versed in it and are professionals in their field.
What amount of money is needed to open a salon?
Of course, it all depends on the room you choose. Personally, it took me about $6,000,000 ,000. These costs included all the equipment of the salon, the rental of the room and the actual repair in it. As for employee salaries, they are not included here. That’s a different cost. By the way, it didn’t take me long to turn a profit. It took me no more than six months. Of course, blogging has played an important role in this and has borne fruit.
What criteria guided you in the creation of your team?
I chose masters mostly by acquaintance or by word of mouth. There were also incentive systems. That is, the salon master could bring another master and get a bonus for it. If a specialist stayed for more than two years, the foreman who brought him in received another bonus. It was another such mini-motivation that helped professionals stay in their jobs (laughs).
Today you have reformatted the beauty salon “Mimi” in “Beauty Hub by Nikulina”, what was the reason for this?
Frankly speaking, a beauty salon is not a source of income that I am interested in at the moment. This project has a financial ceiling. I have already experienced other sources of income that can be earned in online projects, in networking, in softmarketing. I realized that the ratio of the resource that I was investing in the Mimi project to the financial turnover that it was bringing in were completely incommensurable things. Moreover, I wanted to grow and develop. “Mimi” with its pink walls was no longer a match for me. A rebranding was needed. After calculating the amounts that would be required to transform this room, I realized that I didn’t want an array. I don’t like huge rooms anymore. I walked around with that thought in mind for about four months. I was aware that I could not part with this field. Another would have said “sell it and forget it. But I identified with “Mimi” so much, I kept saying that this is my baby, this is my child, this is my Mira. There were such units of attention laid down that strongly connected me with him. And I just couldn’t bear to part with it. Moreover, to come to one place and perform many different grooming procedures for yourself is convenient, cool and comfortable. So four months later, I received an offer to rent a new space. For me, Beauty Hub by Nikulina is comfortable, compact, it’s right in the center of the city, new design, new renovations, new energy. All in all, one plus.
What new procedures will you indulge your female visitors with?
Basic services such as manicures/pedicures, hairdressing, eyelash extensions, eyebrow lamination, and makeup will still remain. Now the concept of completely new procedures is being worked out. We actively analyze the market of the beauty-industry and choose those procedures that are very few on the Ukrainian market. I will not reveal all the secrets (laughs), but such procedures can only be performed by those who have received a certificate and have the right to do them or teach them. One thing I will say is that such procedures are only done in Kiev and Kharkov so far. There are none in Dnieper. Also new will be the ability to perform services in parallel, that is, in four hands.
Your pricing policy in the salon is quite democratic, why is that?
It’s temporary (laughs). So far, we’ve moved from Mimi’s and there’s still a stock of materials that we worked on before, the concept of the level we want is not yet fully implemented. On August 21 there will be an official opening and we will slowly start to raise prices, as we will buy new materials. But again, it will not be some exorbitant amounts. All my projects, in one way or another, are me. What I can afford and what is comfortable and acceptable to me will be in the salon. When there was a “Mimi” I could afford a manicure for 200 UAH. That’s why such a price was in the salon. Now I can afford a manicure and for 1000 UAH. And it makes me feel great, I’m proud that I can afford it, and I consider myself a chic woman who allows herself to do it (laughs).
What global goal have you set for yourself regarding the development or improvement of the salon business?
It’s probably not more about the development of the salon business as such, but simply to give pleasure to women, to give them pleasant emotions, a pleasant atmosphere. Because, in fact, I am truly proud of my team. The atmosphere is very important to me. As someone who feels the energy of others with his back, it’s important to me to go to a place where the mood is cool and positive. That’s what my team and the people who work with me provide.
Zhenya, what are your beauty rituals?
I guess there aren’t any (laughs). My beauty comes more from the inside than the outside. The first is nutrition, supplements and supplements. The second is hormonal, emotional balance. When a woman’s eyes shine and a smile never leaves her face, she is the most beautiful woman in the universe. I am an insanely unsystematic person, so I do all procedures on the response of the soul. Whatever I want to do, I do. And as such, I have no “obligation”.
What’s rich in your makeup bag?
If you take complex things that have been with me for a very long time, I love Lumavera cosmetics, I have a lot of care cosmetics from Elemis, Martiderm ampoules. I generally love wow effects that give instant results. My skin is not problematic, so as such I have no requests. I love the healthy shine and glow of my skin.
Do you study the composition of cosmetics before you buy them?
I used to worry a lot about it. Because of this, in fact, I created the brand Purrfect, which is completely natural. But then somehow I relaxed, you could say that I got over this “psychosis,” which is really stressful. Yes, I know the ingredients of the products I buy, yes I read them, but if I see silicones or glycerin in them I don’t faint. If it works, I use it.
What advice do you have for Woman magazine’s female readers on self-care?
I wish the readers of the magazine to have a sound sleep, good sex and happiness in their personal lives. Honestly, when you’re absolutely happy, when you have a cool environment – no wrinkle creams you won’t need (laughs).
Journalist: Bogdana Medvedovskaya