We’re looking forward to introducing you to Natalia Malova. Check out our conversation below.
Natalia, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What are you most proud of building — that nobody sees?
For the last two years, along with my two co-founders, I’ve developed SWANS, a hand-selected booking site that connects clients worldwide with the best hairstylists and makeup artists globally. It was born due to personal experience: for years, my clients have been requesting me to introduce them to the best professionals for the red carpets, Fashion Weeks, weddings, and award ceremonies. After more than two decades in the beauty industry, I found out how hard was the process to discover the person who really is reliable, that why I decided to create the platform that unites only the professionals that I personally know and respect, the people who work on the level with celebrities, leading fashion houses and top magazines.
It took me two years to create the MVP, the initial operational version of the site. It took so many Zoom calls, brainstorms, testing, and refining with our engineers, all happening between my usual work as a makeup artist on set, at Fashion Weeks, with clients, events, and flights. It’s the kind of work most people don’t see, but it’s the one I’m really proud of, because I know I’m building something meaningful not just for myself, but for everyone around the world searching for real beauty professionals.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m a professional makeup artist based in New York, working across Fashion Weeks, red carpets, editorials, and global events. Over the last two years, together with my two co-founders, I’ve been developing SWANS — a curated booking platform that connects clients worldwide with top-tier makeup artists and hairstylists. The idea came from my own experience: my clients were constantly asking for trusted recommendations, and I realized how hard it was to find truly reliable professionals. SWANS was created to bring together the best artists in the world, the ones working with leading fashion houses, celebrities, and top magazines.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What’s a moment that really shaped how you see the world?
It wasn’t one specific moment that shaped how I see the world. Since I chose this profession, I have always been focused on beauty, not just makeup itself but everything around it. When I was learning my craft, I studied art, painting, design, films, fashion, and photography, especially fashion photography, to understand how beauty works in different forms. Later, on set, everything was still about beauty, the light, the clothes, the mood, the story we created together. It wasn’t a single moment, it was a whole journey that shaped the way I see the world.
What did suffering teach you that success never could?
I think difficult moments make you stronger. They help you grow and understand yourself better. You learn how to move through challenges, and you become more confident and stronger. They also make you appreciate the people who support you when things are not easy. Those moments shaped who I am today.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
One of the biggest lies in the beauty industry is that everything is about the final image, the perfect look, the perfect light, the perfect photo. But real beauty happens behind the scenes, in real moments, through real people and emotions. SWANS was created to show that side of beauty, to highlight the artists whose work brings this magic to life, not through filters but through skill, trust, and authenticity.
Okay, so let’s keep going with one more question that means a lot to us: What are you doing today that won’t pay off for 7–10 years?
I’m building something that takes time. SWANS is not just an app, it is a new way of connecting people in beauty. It takes years to grow trust, build a real community, and change how people think. But I know it will be worth it.
Contact Info:
- Website: https://bookswans.com/
- Instagram: https://www.instagram.com/app_swans?igsh=cnB5bmZxdndscHRh&utm_source=qr
- Linkedin: https://www.linkedin.com/in/natalia-malova-4675aa10?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Other: https://www.instagram.com/nataliamalovamua?igsh=bndiYThoMmJzdmo1&utm_source=qr
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