Breaking Stereotypes: Men in the Beauty Industry Share Their Journeys

September 9th marks International Beauty Day. The concept of beauty is often intrinsically linked to women, leading to the perception that the beauty industry is exclusively their domain. However, we had the privilege of speaking with men who work tirelessly every day to help us look our best. A nail technician, makeup artist, brow specialist, and permanent makeup artist share their experiences, debunking myths and stereotypes about their “non-masculine” profession.

Nail Technician Alexander Zmitrovich: “A Man Can Make a Woman More Beautiful”

Alexander Zmitrovich has been a nail technician for over a decade. He trained and worked in St. Petersburg before returning to Minsk, where he now runs a family business—a beauty school and training center called Zmitrovich Studio.

“I started when I decided to leave the hospitality industry. I was working as a waiter in a St. Petersburg restaurant. My ex-girlfriend was a nail technician, and I thought it wasn’t a bad idea,” Alexander recalls.

Today, his primary focus is teaching, a task he shares with his wife. They also help friends find jobs in salons and strive to keep their school at the top. “Girls now react normally to male technicians, unlike before. There were times when a 50-year-old woman would get angry when assigned to me. It was tough, but I wanted to build a client base, and that’s all that mattered,” he says.

Alexander believes that clients always have a choice. He often tells his clients, “A woman can’t make another woman more beautiful, but a man can!” He strives to make his clients stand out from those who visit his competitors.

Despite the profession being seen as “feminine,” men also enroll in his school. However, Alexander notes that men require more time and guidance to master the craft. “Men are more rigid when it comes to implementing feminine themes. They need more practice and supervision. A nail technician must keep learning and improving,” he explains.

Alexander thinks that women are more flexible and goal-oriented in this field, as they grow up understanding what it takes to be beautiful. However, he believes that having a goal is crucial in any profession.

Makeup Artist Sergey Stalnoy: “Men Understanding Makeup is Not a Myth”

Sergey Stalnoy has been a makeup artist for four years. He has worked on TV and fashion shoots, published his work in Ikon Magazine California, and conducted his own masterclasses and beauty breakfasts.

“I remember noticing girls as a teenager and thinking how beautiful they were. I wanted to enhance their features with makeup,” Sergey shares. He started exploring makeup at 16 but pursued another profession due to societal perceptions. He only began his makeup career at 25.

Sergey faced challenges initially, as clients were not ready for a male makeup artist. He gained experience through TFP shoots and self-learning. “I jokingly call myself a ‘Self-Made Makeup Artist’ because I acquired most of my knowledge independently,” he says.

Sergey believes that makeup has no gender. He acknowledges that male and female perceptions of beauty differ, but both have their clientele. His makeup teacher once told him, “You’re a man—that’s your main advantage.” He finds that women often prefer male makeup artists and trust their expert opinions more.

Sergey debunks the myth that men don’t understand makeup. He recalls instances where sales consultants assumed he lacked knowledge and tried to sell him unnecessary products. “At first, I was self-conscious, but now I’m proud of my profession,” he states.

Brow Specialist Alexander Nechvolodov: “Clients’ Reactions to Male Specialists are Interesting”

Alexander Nechvolodov has been a brow specialist for nearly five years. Although he dreamed of becoming a tank driver as a child, life led him to the beauty industry. He believes that life is a continuous learning process.

“After school, I considered becoming a barber but ended up studying to be a chef. I knew it wasn’t my lifelong passion, but I needed a job,” Alexander explains. He worked in a restaurant while studying but decided not to renew his contract, as his heart was elsewhere.

Alexander saw an ad for a beauty studio staffed only by men and was intrigued by the concept. He has always been interested in how appearance affects perception. His relatives did not support his choice, but he was undeterred. “I knew what I needed to succeed. If something doesn’t work, I try again,” he says.

Alexander enjoys clients’ reactions to male specialists. He finds it rewarding to contribute to women’s beauty. Most of his clients come to him with over-plucked brows, seeking his expertise to fix their appearance.

Alexander aims to develop the beauty industry in Belarus and ensure the safety of procedures. He wants to change the stereotype that some mistakes are irreversible.

For more information on the beauty industry, visit Beauty Industry.