In the competitive U.S. market, sustainable growth requires strategic thinking, an impeccable reputation, and continuous development. Oksana Kukalova, founder of Proesthetician in Chicago, discusses building a brand in the United States, the role of personal expertise, the future of aesthetic cosmetology, and how to scale a business without compromising quality.

You are growing a business in one of the most competitive markets in the United States. What principles allow a local beauty brand not only to maintain its position but also to create its own category within the market?

In my opinion, simply performing treatments well is no longer enough. Clients don’t choose a salon—they choose trust. From the very beginning, we built Proesthetician as a space where results, safety, and honesty come first. If a client doesn’t need a procedure, we’ll say so. If there is a more effective solution, we’ll recommend it.

Another key factor is continuous education and investment in technology. We work with world-class equipment, implement advanced treatment protocols, and are willing to invest in growth even when it requires significant financial commitment.

Most importantly, there is service. Clients should feel cared for from the first message through the completion of their treatment plan. That is how you build a brand people confidently recommend to others.

In many service-based businesses, the founder’s personal brand becomes the primary driver of growth. How do you balance the visibility of an expert with building a company that can successfully operate independently of that person’s direct involvement?

A personal brand is a great starting point, but it should never be the company’s only source of value. I have always believed that people should trust not only me, but also the entire team and the system we have built.

That is why we invest heavily in specialist training, protocol standardization, and service quality. Our goal is to ensure that every client receives the same high-level result regardless of which provider they see.

When a business stops depending on a single person, it begins to evolve into a true company.

The beauty industry is rapidly changing under the influence of technology, artificial intelligence, and new approaches to personalization. Which trends do you believe will shape the future of aesthetic skincare over the next five years?

I am convinced that the future belongs to personalized skincare. Standardized treatment plans are gradually becoming a thing of the past. More decisions will be based on skin analysis, lifestyle factors, hormonal health, and each client’s individual characteristics.

Artificial intelligence will help professionals analyze data more efficiently, but it will not replace experience and expertise. The final decision will still be made by a qualified specialist.

We will also see growing demand for advanced device-based treatments, procedures with minimal downtime, and a preventive approach to skincare—where people focus on maintaining healthy skin before problems arise rather than waiting to address them later.

Entrepreneurs often talk about the importance of rapid growth, but scaling always comes with risks. Which decisions during the development of Proesthetician proved to be the most challenging from a risk-management and long-term strategy perspective?

One of the most difficult decisions involved making major investments in advanced equipment and business expansion. These are significant financial risks, especially when operating in a highly competitive U.S. market.

However, I have always focused not only on today’s realities but also on long-term potential. If a technology truly delivers better results for clients, it ultimately justifies the investment.

Another major challenge is building the right team. Equipment can be purchased, but finding people who share your values is much more difficult. Ultimately, the team determines whether a business will succeed over the long term.

Today, Ukrainian entrepreneurs are becoming increasingly active in international markets. What mistakes do beauty professionals most often make when expanding beyond their home country, and what helps create a competitive advantage abroad?

The most common mistake is assuming that a successful business model will automatically work in another country. Every market has its own expectations, service standards, regulations, and communication culture.

Another mistake is trying to save money on education, licensing, and modern equipment. In the United States, clients place a high value on professionalism, transparency, and safety.

Competitive advantage is not built on nationality or beautiful interiors. It comes from reputation, consistent results, exceptional service, and a commitment to continuous improvement. Those are the factors that allow Ukrainian entrepreneurs to compete successfully on a global level.