Today we’d like to introduce you to Olya Kult.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Before immersing into content making and social media promotion for beauty businesses, I was a nail artist myself. My path started in 2017 — just two years after I moved to the USA from Russia — when I opened my nail studio right after getting a license. I was an inexperienced and self-employed, and I needed clients, so I started learning social media promotion and experiment with it. I understood that if I want to attract people, my content should be pleasant for eyes, I have to make myself buy my services from me using pictures. A half-year later I was fully booked with over 120 people on my waitlist, raised my prices for 40%, and worked as a nail stylist for magazines and local influencers.
I always thought that nails cannot be considered separately from outfits. We see our hands even more often that our faces, so they should be neat. I learned the Russian manicure technique, and my clients were raving about its quality. I was absolutely in love with my work and my customer’s emotions. Then, I was contacted by the Staleks company.
I was about to participate in the 6-day intensive nail boostcamp before championship. I had known Staleks as a big nail brand before, so I was super excited to get an offer to become their ambassador. At the camp, I tried their tools and posted a video overview on them on YouTube. Since then, the company made me their official content maker and representative on social media.
In 2020 during the pandemic, I have focused on content-making in the beauty industry. My aesthetic Reels and stories were gaining thousands of views and new followers for my clients. Later, I created my own course called “Nailgram” for nail specialists, who want to increase their sales through social media. I found my mission in helping beauty professionals upgrade their skills in content making and grow their income using it.
I’m sure you wouldn’t say it’s been obstacle free, but so far would you say the journey have been a fairly smooth road?
The biggest obstacle is to break the industry’s standards.
People are taught at the nails schools to complete services as fast as possible, to work in the “in and out” system. No one even mentions how to be a self-employed and to promote services as an independent specialist.
The nail school program doesn’t include even basic information about content making or social media advertisement for future specialists. I presume we can fit a 6-hour lesson with practice about it into 300 hours of the State Board approved program. I would tell this module right after finishing the first nails on a model to train taking pictures. So, after these courses a student may have a prepared portfolio for the future employee or a packed social media account.
But the challenge is quite dipper. Beauty courses have to develop aesthetic mindset in their students. They have to teach seeing color combinations for stylish manicures, basics of composition, nail art. They have to teach researching fashion trends because nails is a part of fashion. There is a long list, and I even haven’t started talking about the e-file techniques…
Appreciate you sharing that. What else should we know about what you do?
I specialize on content making in the beauty industry and account audits when I analyze strengths and weaknesses and give my recommendations for improvements. I film video, create Reels and photos for beauty salons and entrepreneurs, and teach them how they can do it themselves on my course or personal coaching. That’s so exciting to watch my students’ and clients’ accounts changing during our cooperation!
For big brands such Staleks and Emi, I create content and make an aesthetic visual plan for their accounts, organize online events with famous nail specialists, share the company’s values through videos and photos. Matching with your client or employee by values is important. Working for small businesses is quite similar. People come when they need a professional opinion about their social media and assistance with their goals.
I consider a page of a beauty specialist as a blog of their business. I advise sharing not only results of work, but also what brands people work with, their space, their personality on their nail pages. People buy from people, not from a silent perfect rows of nails or eyelashes. My approach to beauty content is working on the border of showing yourself as a professional and as a living person with aesthetic mindset.
What matters most to you?
I think seeing life from the perspective of beauty is important. Harmony around generates harmony of minds. I wasn’t taught style and related things when I was a child, my mom didn’t pay attention to it that much.
So, as a content creator, I had to learn presenting things in an aesthetic way myself in order to promote clients’ services and goods. I completed the course and personal coaching about content making. Then, I became a curator of the course dedicated to aesthetic content shooting and taught over 200 students to take pictures and film videos.
Constant development is important. Mindset and skills should be refreshed with each new level of life. Sometimes people are afraid to raise prices because they think that clients will leave or they don’t feel that their skill is good enough to do it. These are two different problems that require a different approaches to work them out.
I’m inspired by people who quickly apply recommendations from professionals into their work and life. After getting new knowledge during classes or a consultation, we feel so motivated and those who act rapidly are true heroes. I still learn to do it.
- Account audit – $109 (PDF file is included)
- Personal coaching – $209/month
- Nailgram course – $69 – $209
- Content editing/shooting – $100 – $800
- SMM/design services – starts at $100
- Website: http://kult-pro-club.tilda.ws
- Instagram: https://instagram.com/kult_nail_lab
- Youtube: https://www.youtube.com/channel/UCMSZOfSAYxlVrzfP9tWyWWQ