An Inspired Chat with Katya Rich of Bay Area California

We’re looking forward to introducing you to Katya Rich. Check out our conversation below.

Hi Katya, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing I’ve learned about my clients is that, no matter who they are: stunning top models walking Fashion Week runways, elegant grandmothers with three grandchildren, or a young woman getting ready for a date, they all share one beautiful truth: every woman wants to feel special and to hear something kind and genuine about herself.

We live in a crazy world filled with stress, work, family, and worries , and so rarely do we stop to appreciate ourselves, to think something good about who we are, or to simply give ourselves a moment of attention.

As a professional makeup artist with over seven years of experience, I’ve learned this simple but powerful truth: if you want to see a beautiful, kind woman, just give her a sincere compliment. Notice something special about her: her smile, her hairstyle, her new photo, the way her dress moves, anything that makes her shine. Like a flower in a garden, she will blossom under genuine attention and kind words.

She will remember that she is beautiful, interesting, elegant, and that someone sees her, someone is inspired by her. And she will do everything to stay that way. It’s so simple to make someone’s day brighter. And it truly works for ABSOLUTELY every woman.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Katya Rich, a creative makeup artist and hairstylist recognized internationally for my distinctive approach to beauty and transformation. My work goes beyond makeup, it’s about storytelling through color, texture, and emotion. I believe that every face is a canvas with its own character, and my mission is to reveal the elegance, confidence, and individuality that already live within each person.

Over the 7 years, my passion for beauty and artistry has been recognized worldwide. I’m proud to be a Beauty Expert and Column Author for RED HOT MONDE Magazine, and a multi-award-winning artist, including Winner of the 2025 IBI Awards for Best Eyebrows, 2nd Place for Best Reparative Makeup, and Third Place Main Winner at the Fashion Make-Up Artist Awards 2025. I’ve also served as a pageant judge at the San Francisco MODEFA Gala 2025 and earned top honors in several international competitions such as the Premiere Anaheim Virtual Makeup Competition 2024 and Beyond the Ponytail Editorial Awards.

What makes my work unique is the fusion of creativity and empathy, I see makeup not as a mask, but as a language of self-expression. Whether I’m creating looks for fashion shows, photoshoots, or personal clients, I aim to celebrate individuality and remind every woman how powerful and beautiful she truly is.

Right now, I’m focused on expanding my creative projects internationally, collaborating with brands and artists who share the same vision, to make beauty more emotional, inspiring, and real.

Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
The moment that shaped my worldview and my place in it wasn’t just one single event, it’s been a continuous journey of growth and transformation. I love new challenges and embrace change as a way to better understand both myself and the world around me.

But there is one story that has deeply touched me and left a lasting mark on my creative path. A couple of years ago, I met a young woman who was about to begin chemotherapy after being diagnosed with breast cancer. Our meeting was originally planned as a private makeup lesson, but during our time together, I was so moved by her inner strength, positivity, and resilience that I wanted to support her in the best way I know: through my art.

I proposed a creative photoshoot where I could portray her as a masterpiece, as both the subject and the essence of art itself. It was something completely new for both of us: she had never modeled before, and I had never worked with someone going through cancer treatment. My friend joined us as a photographer, and together we created something truly special. To our surprise and joy, this project went on to win the 2024 IBI Award for Best Reparative Makeup at an international competition (an international competition featuring participants from more than 60 countries).

This experience completely transformed the way I see my work. It inspired me to collaborate more with people who might not fit the “traditional” definition of beauty: those who have faced illness, hardship, or simply life’s challenges — and to reveal their uniqueness through my creative vision. I’ve learned that makeup can heal, empower, and help people see their own light again.

Working with these extraordinary individuals brings me not only artistic joy but also deep emotional connection, sometimes even tears of happiness. I see it now as a special mission: to help people rediscover their beauty, strength, and confidence, and to show the world that every story, every face, can inspire.

If you could say one kind thing to your younger self, what would it be?
If I could say something to my younger self, I would say: don’t be afraid of anything.
Follow your heart and your mind, and learn how to let them work together. Try, make mistakes, try again, explore, experiment, and never stop growing.

Everything that hurts you will eventually become your unique experience, it will lead you exactly where you’re meant to be. Choose work that speaks to your soul, not just your wallet. Do what inspires you, because success and money naturally follow those who believe in the beauty of their dreams and keep moving toward them, no matter what.

And when life starts to feel too comfortable , set new goals, chase new horizons. That’s the only way to truly find yourself and your purpose.

Next, maybe we can discuss some of your foundational philosophies and views? What are the biggest lies your industry tells itself?
I think the biggest lie in our industry is the idea of instant success.
So many aspiring makeup artists believe that if they buy someone’s social media course, suddenly the right people will notice them, contracts will pour in, and fame and money will follow overnight. But in reality, it doesn’t work like that.

Social media often shows only the highlight reel: the invitations, the collaborations, the glamorous moments. What it doesn’t show are the years of volunteering and unpaid collaborations, the sleepless nights, the nonstop learning and practice, the endless content creation, or the silent battles with burnout.

Most real success stories in the fashion and beauty industry don’t start with, “I was in a store and someone discovered me.” They start with, “I spent ten years studying and selling cosmetics, working as an assistant, doing makeup for friends and models for free every day, filming tutorials, and slowly building an audience.”

Our work is like a marathon, not a sprint. The ones who truly succeed aren’t necessarily the most talented or the luckiest. They’re the ones who keep going, long after others have burned out, given up, or lost faith.
Success comes to those who stay consistent, keep learning, and never stop showing up, even when no one is watching.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I sincerely hope that when I’m no longer here, people will tell my real story.
How I lived in Russia until I was 31, then moved to the United States with my husband, without speaking the language, right in the middle of the pandemic. How I worked hard, believed in my dream, carried my mission with me, and kept moving toward my goals, one small step at a time.

Those who have followed my journey for years know every stage of it. Every year, on the anniversary of my move to the U.S., I share a reflection post, so people can look back and see how much time and dedication it really takes. On my Instagram, I have a special hashtag, #katyaamericanlife, where you can trace my evolution: from my very first publications in small magazines during my first year in America, to opening my own creative and trendy makeup amf hairstyle studio in San Francisco, to winning international competitions, becoming a judge at beauty pageants, and being published in major global fashion magazines.

I hope these yearly updates inspire others: to show that growth is a gradual, living process, not something that happens overnight.

And beyond the professional milestones, I hope people will also remember the human side: our conversations, the inspiration we shared, and the moments when my work touched their hearts. Because above all, I’ve always tried to give people more than they expected, to help, to support, and to remind them of their own strength and beauty.

Contact Info:

Image Credits
Models: Shalini, Kat, Tatiana, Jymiah, Molly, Lilia, Nayana
Photo: Michael Meltser, Deena Lyon, Dasha Semyonova

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