The art of confidence: an interview with Zara Yuldasheva, who is transforming the beauty industry

In the world of beauty and the art of permanent makeup, Zara Yuldasheva holds a special place as a professional master, educator, and source of inspiration. Her journey began not in a salon, but in a childhood filled with creativity and personal challenges. Today, Zara is a recognized expert with international experience, whose work and teaching help thousands of women feel more confident.

ELLE Oʻzbekiston spoke with the permanent makeup artist, founder of her own school, and multiple international award-winner about the modern face of the industry, her journey, and the values that truly matter in the profession.

Phone: Liana Shagitova

Roots, creativity, and the journey

The story of Zara Yuldasheva is an example of strength, talent, and perseverance. Born in 1985 in Tashkent, into a large family where traditions and internal order were an inseparable part of life, she carried within her from childhood a drive for creativity and self-expression. “As a schoolgirl, I loved to draw, and my work in art classes often received high marks,” Zara recalls.

Her path into the beauty industry was no accident. After experiencing the early loss of her father, she found in the art of tattooing a way to express her emotions and inner strength. “My first tattoo was my zodiac sign on my leg. It was my challenge to myself and my future,” she admits.

A key moment came during a visit to a studio in the center of Tashkent, where she was inspired by the atmosphere and the professionalism of her colleagues. “I rented a room and began to master piercing, tattoos, and later permanent makeup. Gradually, I built my client base, and I realized that I wanted not only to work as a master but also to create my own philosophy and share knowledge,” says Zara.

By 2009, she had already begun training students, gradually developing her own teaching methods. Her professional growth was shaped by experience and studies at international schools such as Biotouch, Biotec, and, especially, her collaboration with Goar Avetisyan Beauty School in Moscow, which gave her confidence and a broader scope in her teaching.

Today, Zara Yuldasheva is a recognized international expert and founder of her own studio in Tashkent, where innovative techniques meet high standards of quality. Her signature method has already gained popularity among masters from different countries.

Phone: Liana Shagitova

Signature innovations in permanent makeup

In permanent makeup, Zara has always sought a balance between durability, aesthetics, and a gentle approach to the skin. This pursuit led to her signature brow technique, the “Velvet Effect”. For years, she analyzed existing methods, refined her skills, and ultimately developed a universal option suitable for almost everyone. It is neither tattooing nor classic powder fill, but a light, translucent veil that creates volume and softness. The brows look natural, require no heavy correction, and maintain a beautiful shade for two to three years, fading gradually into a transparent effect.

When it comes to lips, Zara also chose her path. Inspired by watercolor techniques, she created her own method. “I achieved a way for the pigment to be applied as evenly as possible, without overload. The color comes out natural, with no sharp outlines. That is my principle – to enhance natural beauty,” the master explains.

Her fastest procedure is the lash line shading. Zara perfected the technique to the point where she can complete it in 10 minutes – with no swelling, pain, or long recovery. The client gets expressive eyes with a natural effect.

All of Zara’s signature techniques are built on a single philosophy: minimal skin trauma, quick recovery, no heavy scabbing, and, most importantly, preserving the individuality of the client.

photo: Liana Shagitova

Perfection in the details: learning from Zara Yuldasheva

Over 15 years of teaching, Zara Yuldasheva has trained hundreds of masters who have successfully found their paths. She actively integrates Western hygiene standards and customer service practices she adopted during her professional training abroad. This allows her to maintain a high level of procedures and train students in the correct safety techniques for the industry.

Zara’s training programs are unique in that they combine technical practice, artistic hand development, and accessible theory. She also includes modules on a master’s business positioning, working with social media, proper content shooting, and building a personal brand, as she believes that a modern professional should not only be a skilled specialist but also a strong personality capable of promoting themselves.

photо: Liana Shagitova

Recognition and professional success

“For me, each award is confirmation that I am on the right path,” says Zara. “But the most valuable are those that reflect my contribution to the profession and recognition at the national and international level.”

Her professional achievements have been honored with the prestigious. Most Successful Specialist of 2024 award in the field of medical tourism in Uzbekistan, underscoring her contribution not only to the aesthetic cosmetology industry but also to the country’s image on the international stage.

International platforms also hold special significance for her: “I am proud to represent Uzbekistan at major events such as Beautyworld Middle East in Dubai and Beautyworld Central Asia in Tashkent. To perform as an expert, to share my signature techniques, to communicate with masters from all over the world – that is a great honor. It is recognition of my authorial approach and my contribution to the development of the industry beyond my home country.” 

In June 2025, Zara was a speaker at the WULOP 2025 Semi-Final international conference, held in Almaty, Philadelphia, and Armenia. At the Kazakhstan 2025 Semi-Final in Almaty, she presented the topic “A true master thinks – and only then acts,” sharing her philosophy and professional approach to permanent makeup. On August 27, Zara will participate in WULOP USA 2025 Semi Final in Philadelphia as a non-stop speaker, presenting her signature “Velvet Effect” eyebrow technique. The next stage will be Armenia: on September 6, Zara will speak at WULOP Armenia 2025 Semi Final, and on September 7 at the PMU Stars conference in Yerevan. At both events, she will demonstrate her “Velvet” technique, now a hallmark of her professional style.

Teaching occupies a special place in Zara’s career. After training in Germany and Russia, she earned the right to teach on behalf of European schools, including LCN – a milestone in her professional journey. This experience laid a solid foundation for her to become an international-level trainer.

photo: Liana Shagitova

Trends of 2025: what stays and what must be left behind

According to Zara, the permanent makeup industry in 2025 has fully entered the era of conscious naturalness. “Clients want to see their natural features, not overt makeup. For brows – light shading is in demand, for lips – watercolor techniques, for eyes – lash line shading without swelling or pain,” she explains.

She also notes a growing interest in personalized services: “The same template no longer works – a master must take into account the anatomical features of the face, skin structure, and the client’s personality. There is also increasing focus on safety, the choice of certified materials, and quality aftercare,” she concludes.

What, on the other hand, is outdated? First and foremost, graphic, dense brows that visually weigh down the face. Zara is also firm in her stance against working without proper training or using uncertified materials.

A mission to move forward

Zara Yuldasheva believes that a permanent makeup artist must grow not only in technique but also in the ability to see more broadly, think strategically, and work with the future.

At her studio in Tashkent, she focuses on innovative techniques she has developed herself, such as “Henna Effect”, “Asian Lips”, and “Airy Strokes”, which she and her students study and perfect in detail. These techniques are universal, gentle, and deliver stable results even after the first session.

Zara has set herself an important goal – to make professional education accessible to masters around the world. Since 2025, she has been working on creating an online course with detailed video tutorials in three languages – Russian, Uzbek, and English – to train specialists from different regions and countries. Today, she proudly announces that she has obtained official copyright for her “Pro Master-3” permanent makeup course, now available to an international audience.

“Belief in the power of knowledge and education is the driving force of my work. I believe that one opportunity can change a destiny. And if I can be that opportunity for someone, then everything I do has meaning,” Zara notes.