My story

ALENA ERDYNEEVA

I founded my business in 2013 in the beautiful city of St. Petersburg, Russia. Since the first days I focus on creating and performing natural techniques of permanent makeup.

There is quite high competition in Russia and, accordingly, the quality standards of cosmetic services. In these demanding conditions, I have successfully developed my business. Over time, the trends in makeup and permanent makeup have often changed, but I have remained true to my philosophy of natural appearance. I believe that by being stubborn and principled, I have been able to attract an audience of clients and students who support my values.

I have an academic art education. This has shaped the approach to my current profession, which is primarily based on an understanding of anatomical and natural features and an admiration for the individuality of each person. Every client is a special art project for me.

Another equally important principle of my work is responsibility to the client for the final healed result and safety. I am constantly analyzing my work, keeping up with certifications and understanding the products I use. From the chemical composition of the pigments to the quality of the steel in the needle systems. Everything is only of the highest quality from manufacturers in the USA and Europe.

Throughout my professional history, I have taken many continuing education courses on the technical and cosmetology aspects of the procedure. I am licensed to work in the USA and Europe. And of course, I am always up to date with the latest developments in the industry and never stop learning.

Since 2016 I have been training students in Russia and Europe.

Since 2018 I am an expert in an international company Beauty Training & Design. Together we create and constantly update the knowledge base in the field of permanent makeup and create the best materials for trainings. Our goal is to disseminate safe and modern methods of work in permanent makeup in a beautiful and understandable way. Permanent makeup teachers from all over the world cooperate with us.

In 2023, I moved to New York City to build my business here. I continue to promote my mission of natural beauty and high quality permanent makeup.

If you’re close to my philosophy, I’d be happy to meet you.