Sasha Mamedova: The Art of Seeing Beauty

From beauty salons and masterclasses to international fashion shows and creative productions, Sasha Mamedova has spent two decades building a career shaped by intuition, creativity and a deep appreciation for individuality. Now based in London, she continues to work across fashion, editorial and commercial projects while remaining true to the artistic values that first drew her to makeup.

For Sasha, makeup has never been simply about products, techniques or trends. It is a form of communication, a tool for transformation and a way of connecting with people. Over the years, her journey has taken her from Ukraine to some of Europe’s most exciting creative environments, including London, Paris and Milan, where she has worked alongside designers, photographers and brands while constantly evolving as an artist.

In this exclusive Interview of the Month for PROMINENT, Sasha reflects on her creative journey, life in London, the changing beauty industry, her experience at London Fashion Day and the role that curiosity continues to play in both her professional and personal life.

1. Tell us about your journey into the beauty industry. How did it all begin, and what became the turning point in your career?

From an early age, I was drawn to everything creative and artistic. My personal experience with skin concerns helped me develop my own makeup skills while I was still a teenager.

When I entered university, I was still searching for my path and trying to understand where I truly belonged. Intuitively, I found myself moving towards the beauty industry. I explored different areas, participated in the launch of beauty salons and quickly gained an understanding of how the industry worked from the inside.

Through those experiences, I realised that makeup was the direction that interested me most and the one I could genuinely see myself pursuing in the long term. That was the moment I decided to begin professional training and fully commit to becoming a makeup artist.

2. You have more than 20 years of experience in the beauty industry. How has the industry changed during that time, and how have you changed within it?

This July marks exactly twenty years of continuous work in the beauty industry, and during that time the industry has changed dramatically.

The biggest turning point, in my opinion, came with the rise of social media, particularly Instagram. It completely transformed the visibility of beauty professionals and elevated the industry to an entirely new level.

When I first started in Donetsk, professional makeup was a much less common service. Most clients would book makeup for weddings, graduations or other special occasions. Today, professional makeup, photoshoots and content creation have become part of everyday life.

At the same time, the beauty market has expanded enormously, with countless new cosmetic brands and innovations constantly appearing. This has significantly broadened the profession and created many more opportunities for artists.

Personally, I have evolved alongside the industry. Experience has taught me adaptability, communication skills and the importance of continuous learning in a profession that never stands still.

3. You have worked across different sectors, from salon business to fashion, film and advertising. Which area feels closest to you and why?

Watching backstage footage on Fashion TV as a child played a huge role in shaping my dreams. Those images inspired me to imagine what it would be like to work behind the scenes and become part of the fashion world.

From the very beginning of my career, I actively sought collaborations with photographers and creative teams, participating in photoshoots and artistic projects whenever possible.

My extensive experience working with private clients has given me a deep understanding of luxury service and client care. It is also, of course, easier to monetise. However, my heart has always belonged to the creative side of the industry.

Fashion, editorials and creative productions allow me to be part of something unique. I love the collaborative process and the opportunity to help create something that did not exist before.

4. What is makeup to you today: a craft, an art form, or a means of communication?

Makeup in my life is much more than a craft or simply a profession. It has become a significant part of who I am and something I remain passionate about even outside of work.

I am constantly learning, following the evolution of the industry and exploring new products and techniques. It is a process that never really stops. Makeup gives me an opportunity to express myself, develop my aesthetic vision and creativity, and connect with incredible people.

Today, I would describe makeup primarily as a form of self-expression and communication. It is something that beautifully combines both a profession and a personal passion.

5. You now live and work in London. How has the city influenced you as an artist and a professional?

Living and working in London has significantly expanded both my professional and creative horizons.

The city inspires through its openness and freedom of self-expression. What fascinates me most is observing different approaches to makeup, beauty and client service while working in such an international environment.

Being able to gain experience on a global level has challenged me to grow, transform my skills and continuously evolve. It has broadened my perspective not only as an artist but also as a person.

6. Do you have a signature style or philosophy when it comes to makeup? How would you describe it?

Much of what I do is guided by intuition, personal taste and an inner sense of beauty.

I enjoy creating makeup that highlights a person’s individuality, although everything ultimately depends on the purpose of the project. It is difficult to define my style with a single description because one side of me loves clean, natural beauty, while another is drawn to bold, unconventional accents and artistic experimentation.

What I particularly love about this profession is that every project tells a different story. Sometimes the priority is understanding the brief and working within clearly defined creative boundaries. Other times there is complete freedom to explore and bring even the most unexpected ideas to life.

That balance between structure and creativity is something I truly enjoy.

7. You work with both private clients and on fashion shoots and runway shows. What is the difference in your approach to people and image creation in these two worlds?

This is a very interesting question because working with private clients and working on fashion productions are completely different experiences.

With private clients, makeup becomes a tool for personal transformation. It is not only about enhancing strengths or softening imperfections, but also about creating a certain emotional state.

For me, personal beauty work is never simply about brushes, products or techniques. It is about understanding the individual, feeling their energy and helping them become the best version of themselves.

Fashion shoots and runway shows operate differently. The focus shifts towards storytelling and the overall image. Makeup becomes part of a larger visual narrative and helps communicate the emotions, atmosphere and creative concept that the team wants to share with the audience.

In both cases, makeup is a powerful tool of communication, but the goals and creative approaches are entirely different.

8. Your professional journey has also included teaching and masterclasses. What is more important to pass on to students: technique or mindset?

Yes, I taught makeup and airbrush techniques for many years. I conducted masterclasses in different cities across Ukraine, participated in beauty festivals and even spent a period actively hosting educational live streams for my audience online.

It was a wonderful and very positive chapter of my career.

However, if I am honest, teaching has never been my true calling. My creative process is highly intuitive and sometimes even difficult to explain logically. I often create makeup looks based on instinct and feeling, which means I cannot always clearly explain why I make certain decisions.

Of course, technical skills and experience are essential for every makeup artist. But I always encourage people not to be afraid of experimenting, remaining curious and following their creative impulses.

That is how artists discover themselves, both professionally and personally. It is how they develop their own visual language rather than simply repeating techniques they have learned from someone else.

At the moment, I am no longer teaching and I do not currently plan to return to it.

9. Beyond makeup, you are involved in various creative pursuits including painting, poetry, singing and dance. How does this influence your work as a makeup artist?

Sometimes I joke that in a previous life I must have been a poet, a singer, an artist and perhaps even a revolutionary.

Creating has always been an essential part of who I am, and I try to express that creativity through different forms whenever possible.

Every new experience influences the way I see the world. It develops visual awareness, attention to detail and sensitivity to emotion. Later, I often notice traces of those experiences reflected in my makeup work and portfolio.

I believe all creative disciplines influence one another, and each new artistic experience enriches the others in unexpected ways.

10. What inspires you today? Are there sources of inspiration that you return to again and again?

I find inspiration everywhere.

History, art, fashion, cinema, music and people continue to inspire me every day. Simply observing life helps me better understand human nature and often gives me new creative ideas.

What inspires me most deeply are the beautiful life stories of the people I meet through my work. Every conversation and every encounter has the potential to leave an impression and offer a completely new perspective.

11. What challenges did you face when moving to London, and how did you adapt to a new professional environment?

Relocating is always a challenge, but I believe that whether you are in London, Donetsk, Odesa or Kyiv, everything ultimately revolves around people and communication.

What helped me adapt was curiosity, openness to new connections and a genuine desire to create.

In many ways, I think opportunities are found through the same principles everywhere in the world. If you actively look for them, they eventually appear.

What makes London different is the scale. The opportunities are greater, the pace is faster and everything feels amplified. Of course, the costs are amplified as well.

That intensity can be challenging, but it is also what makes the city so exciting.

12. Which project or achievement has been the most significant for you in recent years?

Some of the most meaningful experiences in recent years have been working backstage at fashion shows in London, Paris and Milan, as well as collaborating on photoshoots and productions for internationally recognised brands that I once only dreamed of working with.

These opportunities represented important milestones in my career, both professionally and personally. They reminded me that persistence, passion and continuous growth can open doors that once seemed impossible to reach.

London Fashion Day

13. Last season you worked as part of London Fashion Day. What impressions did you take away from the experience?

I was genuinely delighted to take part in London Fashion Day and very grateful for the trust that was placed in me.

Being the Lead Makeup Artist across eleven consecutive runway shows introduced an entirely new level of responsibility and gave me valuable experience working with a larger team and managing a high-pressure backstage environment.

It was incredibly exciting to challenge myself in a new format, work on such a large-scale production and experience a completely different level of organisation and teamwork.

14. How would you evaluate the organisation and atmosphere of London Fashion Day compared to other fashion events you have worked on?

The level of organisation was excellent.

Beyond the preparation and coordination, what stood out most to me was the warm and supportive atmosphere backstage. There was a genuine sense of collaboration among everyone involved.

It was especially meaningful to meet and work alongside so many talented participants from Ukraine. That created a wonderful sense of connection and community throughout the event.

15. What distinguishes London Fashion Day from other fashion platforms?

London Fashion Day stands out because of its strong focus on emerging designers and creative talent.

Unlike the more traditional Fashion Week format, it feels more accessible, flexible and focused on growth. It provides real opportunities for independent designers and developing brands to present their work, connect with audiences and gain valuable industry exposure.

I think that openness is one of the platform’s greatest strengths.

16. How important are projects like this today for the development of designers and the creative industry as a whole?

Projects like London Fashion Day are incredibly important.

They give designers visibility, direct access to audiences and opportunities for professional growth. They help emerging brands introduce themselves to the industry more quickly and often with fewer barriers than more established platforms.

Initiatives like this not only support individual designers but also contribute to the growth and development of the creative industry as a whole.

17. Was there a particularly memorable moment for you during the show?

What I remember most vividly is the atmosphere backstage.

You could see genuine excitement and anticipation in the eyes of the participants. For many of them, it was their very first runway experience.

Those moments are incredibly touching because you are witnessing someone take a brave step into a new stage of their professional journey. I always try to support people during experiences like that because I understand how significant those moments can be.

Personal Reflections

18. How do you define beauty today? Has that definition changed for you over time?

I cannot say that my definition of beauty has fundamentally changed.

Despite the many trends that have appeared and disappeared throughout nearly two decades of my career, I still feel connected to the same understanding of beauty that inspired me when I first started.

Sometimes I revisit my early work and realise that many of the ideas and aesthetics I was naturally drawn to years ago only became trends much later.

Today, I continue to trust my intuition. I am inspired by women themselves and by the unique beauty that nature has already created. I see my role not as changing that beauty, but as recognising it, highlighting it and expressing it through my own artistic perspective.

19. If you were to describe yourself outside of your profession, who are you?

I would describe myself as an explorer.

Curiosity and an appreciation for beauty shape the way I experience life. I am fascinated by people, by the way things work and by the hidden meanings that can be found in everyday experiences.

I enjoy observing, learning and discovering connections between things that may seem unrelated at first glance.

At the same time, because my work involves constant interaction with large numbers of people, I value a very calm and peaceful personal life. Outside of work, I am happiest spending time at home with my family and my beloved cat.

20. What are you dreaming about today, both as an artist and as a person?

As an artist, I hope never to lose my curiosity or my desire to grow. I want to continue developing, exploring new ideas and creating work that feels meaningful and authentic.

As a person, my dreams are much simpler. I would like to have the health, strength and opportunity to continue moving forward along the path I have chosen, without unnecessary obstacles or unexpected difficulties.

And if I am completely honest, I definitely dream of having a few more cats one day.

Closing Thoughts

After twenty years in the beauty industry, Sasha Mamedova continues to approach her work with the same curiosity and creative instinct that first led her into makeup as a young woman. Whether working backstage at international fashion shows, collaborating on editorial projects or helping private clients feel their most confident selves, she remains guided by intuition, individuality and a deep appreciation for beauty in all its forms.

For Sasha, makeup is not simply about appearance. It is about transformation, communication and connection. And perhaps that is precisely why her work continues to resonate with so many people across the worlds of beauty and fashion.

Sasha Mamedova
https://www.instagram.com/mamedova_makeup
Makeup Artist • Fashion • Editorial • Commercial
London, UK

Images courtesy of Sasha Mamedova.