Meet Liliia Ivanova

We were lucky to catch up with Liliia Ivanova recently and have shared our conversation below.

Liliia, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?

I used to work in the Ministry of Education, as a financial specialist, and was building a career in the public sector. Everything was going according to plan. The job was stable, and it seemed like this was the path to a good life. But one day, while on maternity leave, I suddenly realized — my soul was calling for something different. I wanted to create something more than just follow established rules. My soul yearned for creation, beauty, and creativity. It wasn’t just a desire — it was a genuine need. That’s when I stepped into the unexplored world of the beauty industry.

My first step was to understand how to learn and grow in this new field. If I was going to learn, it had to be from the best. I reached out to 20 of the most famous champions, international experts. Only 10 responded. Of those, 5 agreed to share their knowledge. But their responses were diverse:

“Go to a public college.”

“You need international training centers.”

“Without an internship with the best, you won’t understand anything.”

“You must study anatomy, architecture, art, color theory, pigmentology, image-making, psychology, marketing, entrepreneurship…”

When I heard this, I had no choice but to accept the challenge. I told myself, “Alright. I will master it all.”

I immersed myself in the process with complete dedication. Learning wasn’t just a part of my life — it became its center. I studied for years, without fatigue or doubt. I invested time, money, and sleepless nights. I didn’t just attend courses — I absorbed every word, every movement, every technique. For me, it wasn’t just education; it was a deep dive into the profession, at the level of a true master.

I obtained over 150 diplomas and international certificates, competed in championships, and performed thousands of procedures. I opened my own successful business, wrote a book, taught, shared my experiences, published, and participated in events — doing everything to not just stay afloat but to become an expert in my field. I continued to inspire and be inspired. On this journey, I learned not only the beauty industry but also that self-development is an ongoing process that requires your maximum engagement and readiness for new discoveries.

Then came another change — I moved to the United States. Despite all my achievements, I had to start from scratch. No connections. No network. No understanding of how the market worked. No ready-made solutions or recommendations. But, most importantly, with the same principle: do everything at 110% and never stop. It all started again: finding clients, building a brand, understanding the specifics of the new culture and market. Once again, I started with a clean slate, but with a strong intent and inner conviction that this was the only way to succeed.

I’m building my business again, but now in a new country. Here, on new soil. Once again, with struggle, faith, and persistence. I’m building a business, being inspired, going through continuous learning, inspiring and motivating others. Today, I’m a licensed master, certified both in the US and internationally, with vast experience, a solid reputation, and a growing client base. This journey has not only given me professional stability but also confidence in my own abilities.

My work ethic is not the result of success. It is its cause.

My work ethic is about not waiting for ideal conditions. I’ve learned to not fear failures, accept rejections, and after falling, rise and move forward. I stopped waiting for the “right time,” the “best conditions,” or “support from others.” I began to act. This process became the most important part of my life. I sought knowledge, asked the best, learned from my mistakes, and chose mastery over the shortest path.

I believe work ethic is about the faith that you’re creating more than just a service; you’re creating a transformation. You’re not working just to complete a task. You’re working to provide a result that changes lives. And this requires total dedication, searching for the best solutions, and the readiness to go all the way, despite obstacles.

My work ethic is not tied to labels of success. It is the willpower that pushes me forward, no matter the difficulties. I’ve learned that there are no ideal conditions for starting, and success comes to those who are ready to keep moving forward, never stopping. This is my philosophy — not to wait, but to create. And no matter how circumstances change, I am certain: the important thing is to take action and believe in your abilities.

I believe that every step is not just moving toward a goal, but creating a new reality for yourself and others. And if you believe in this, then no obstacle will stop you.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

Liliia Ivanova | Permanent Makeup Artist, Cosmetologist, Author, and Educator

For over a decade, I’ve been on a journey to master the art of permanent makeup and skincare. My work as a permanent makeup artist and cosmetologist is not just a profession — it’s my passion. I began my career in a completely different field, working in finance and government, but during a pivotal moment in my life, I realized that my heart was calling me to something more creative and meaningful. That’s when I made the leap into the beauty industry.

What excites me the most about my work is the ability to transform not only how my clients look, but how they feel. Permanent makeup is more than just a service — it’s a confidence boost, a way for people to feel their best every day without the hassle of traditional makeup. My mission is to make each client feel empowered, radiant, and at ease with their appearance.

One of the things that sets me apart in the field is my commitment to continuous learning. I’ve completed over 150 certifications, attended global championships, and collaborated with some of the most renowned experts in the beauty industry. This dedication to mastering my craft is reflected in the results I provide to my clients. I believe that excellence is a journey, not a destination.

I also take great pride in being an educator and sharing my knowledge with others. I’ve written a book, mentored aspiring artists, and have been fortunate enough to publish articles on topics like color theory, skin anatomy, and the art of brow architecture. I’m a firm believer in giving back and empowering others to reach their potential in the beauty industry.

Currently, I’m expanding my business into new areas and continually enhancing the services I offer. I’ve recently opened a second location in Capitol Hill, Seattle, to better serve my growing client base. I’m always looking for ways to innovate and stay at the forefront of trends, including developing new techniques and offering exclusive packages.

At the heart of everything I do is a deep desire to help people express their unique beauty in the most natural, effortless way possible. My work is about more than just applying pigment — it’s about creating a lasting impact, boosting self-esteem, and making each individual feel like the best version of themselves.

As I continue to expand, I’m excited to share new offerings, including advanced techniques, educational workshops, and personalized beauty solutions. My goal is to continue inspiring others and helping them grow, just as I have grown throughout my career.

My brand is built on trust, excellence, and a commitment to artistry. I’m proud of the work I do and the relationships I’ve built with clients and colleagues along the way. It’s not just about the services I provide; it’s about creating a community of individuals who are passionate about their craft and their own personal transformation.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

1. A commitment to continuous learning and self-improvement. This quality has been crucial in my career. Every day, I strive to improve my knowledge and skills by taking courses, participating in international championships, and engaging with experts from around the world. Without continuous growth and learning, it’s impossible to succeed in such a dynamic and competitive field like the beauty industry.

Advice: Never stop learning. Even if you’ve reached a certain level of expertise, always stay open to new ideas and keep developing. Participating in workshops, reading industry literature, and exchanging experiences with peers are key steps toward your progress.

2. Precision and attention to detail. Permanent makeup is an art form where every detail matters. Whether it’s the shape of the brows, the pigment color, or the application technique, precision determines the final result. This quality has allowed me to create natural, long-lasting effects that my clients love.

Advice: Cultivate attention to detail, especially in areas where you need to work with accuracy and care. Consistent practice, working on perfecting your techniques, and paying close attention to the small things will help you achieve great results.

3. Empathy and the ability to listen. This quality is essential for building trust with clients. I always strive to understand their desires, feelings, and concerns. Empathy helps me create a personalized approach for each client and ensures they feel comfortable and confident throughout the process.

Advice: Learn to listen and understand your clients. This will help you not only in your professional life but also in your personal relationships. When people feel heard and understood, they become more open and trusting, which greatly enhances the results of your work.

Alright so to wrap up, who deserves credit for helping you overcome challenges or build some of the essential skills you’ve needed?

My husband has been a cornerstone in my journey. From the very beginning, he’s been my biggest supporter, both emotionally and practically. When I faced challenges and self-doubt, he always believed in me and pushed me to go beyond what I thought was possible. His unwavering encouragement helped me overcome difficult times and stay focused on my goals.

In addition to emotional support, he has also been instrumental in helping me develop key skills. Whether it was navigating the complexities of building a business or refining my craft, his insights and practical advice were invaluable. He’s been my sounding board, my motivator, and my partner in every sense, helping me make the critical decisions that shaped my career.

For anyone starting out, I’d advise you to find someone who believes in your vision and will challenge you to grow. Surrounding yourself with a support system that helps you stay grounded and focused is essential for long-term success. Whether it’s a spouse, a mentor, or a friend, having someone who understands your struggles and can offer both guidance and encouragement makes all the difference.

Contact Info:

• Website: https://seattleeyebrows.com/
• Instagram: https://www.instagram.com/liliya.pmu.seattle/
• Other: https://tatuazh–permanentnyj–makiyazh-ru.translate.goog/?_x_tr_sl=ru&_x_tr_tl=en&_x_tr_hl=ru&_x_tr_pto=wapp