Irina Mitroshkina is a prominent celebrity makeup artist and co-founder of the luxury beauty salon chain Prive7. Irina is known for her expertise in makeup trends, emphasizing a minimalist approach that focuses on “makeup without makeup” as a timeless style. She has worked with various celebrities and is recognized for her innovative techniques.
We met with Irina Mitroshkina for an open and candid conversation about her fascinating journey in the beauty industry. As a seasoned professional with global experience, Irina shared her insights with Chic Icon on expanding Prive7 and launching her own makeup line, the RINK.
Irina, I’m sure you’ve been asked this question many times, but how did you get started in the makeup and beauty industry?
The most profound and luminous chapter in my beauty journey began with my time at MAC. At that moment, MAC had an extraordinary presence in Moscow—its corner store was the epitome of prestige. I was fortunate to be part of that world, and it opened doors to countless relationships with people who would come to appreciate and support me. My connection with the brand gifted me an immense understanding of beauty, enriched by countless masterclasses and captivating events. Reflecting on it now, working at MAC was undeniably the turning point that shaped my path.
How is your beauty salon business developing now, with franchising and expansion into the international market?
Prive7 beauty salons are developing quite actively; we now have 14 locations, which is an impressive achievement for the premium segment, especially considering that not every city is ready to open a premium salon. We entered the international market five years ago by launching our first overseas project Prive7 in Baku.
However, a strategically significant step was the opening of Prive7 in Dubai—we had been planning this for a long time, and we certainly made the right choice. The demand for franchise purchases has significantly increased, and we are absolutely committed to not resting on our laurels. We will continue to implement projects both within our country and internationally. We have ambitious plans ahead!
How do you maintain high quality standards in your beauty salons Prive7?
Maintaining high standards of quality is not an easy task, especially in an environment where these standards are constantly being raised, and where we strive to enhance the level of service and offerings for our discerning clients.
We work with our teams through both training and ongoing oversight. Regular visits to partner salons, checklists, and clear guidelines in our franchise agreements—these elements ensure that our dedicated team supports and monitors our partners, helping them to remain leaders in the beauty industry within their cities.
How do you take into account individual characteristics and preferences of clients in your work?
I believe that beyond technical expertise, the most essential quality any master should possess is profound empathy. It’s about truly understanding, at the deepest level, what beauty means to each individual—what beauty means to this particular woman. Every person carries their own unique universe of desires and definitions. My role, above all, is to unravel that universe, to listen carefully and create not what I envision, but what my client dreams of.
What collaborations or partnerships are you planning for the future?
I am a highly socially active person, so without delving into specifics, I can confidently say that we consistently engage in collaborative projects with talented and dynamic partners, as well as remarkable individuals. I believe that the future holds many exciting collaborations, potentially with some parallel brands.
When you conceived your makeup line the RINK, what was at the core of your DNA?
When I envisioned my makeup line, two core principles defined its essence. First, in a world that grows more hectic with each passing year, we often lack the time for elaborating beauty routine. That’s why it was essential to create RINK products that are both highly effective and effortless to use—designed for professional-level application, even in the back seat of a cab. The second guiding principle is skin health. Every RINK product is infused with ingredients that genuinely nourish and care for the skin, because for me, it’s just as important that my skin remains beautiful and healthy long after the makeup is removed.
How do you test and ensure new products by RINK are safe and effective?
Yes, today the approach to creating a product has become just as important as the product itself. Through the production process, companies communicate their values and their stance toward the world around them. That’s why our products are never tested on animals. We adhere to the highest standards of quality, both in terms of ingredients and manufacturing processes, in line with European regulations. Additionally, we incorporate the maximum amount of natural ingredients in every RINK product we produce.
What do you feel is the most important when creating a successful beauty product in today’s market?
Everything you do should be done with love, as only this truly resonates with people. For example, when creating a lip oil, it’s not just about focusing on the quality of the ingredients and the trendiness of the shade, but also on the pleasure the product can bring. It’s a delight to hold a beautifully crafted package in your hands, to effortlessly glide a silky oil with a delicate fragrance over your lips, and to feel how it nourishes and cares for your skin. Because it’s this sense of joy and the sparkle in a woman’s eyes that make her truly beautiful.
How do you see the future of the beauty and makeup industry?
As a highly socially active person, I am constantly engaged in collaborations with talented and strong partners, as well as with individuals who bring their own unique gifts to the table. Without delving into specifics, I can say that we are always working on exciting joint projects, and I foresee many more interesting collaborations in the future, potentially even with brands from parallel industries.
As for the future of the beauty and makeup industry, I believe we are only at the beginning. It’s a vast and ever-evolving field, and the level of competition among beauty brands and establishments is already immense. More than ever, women are embracing and expressing their individuality, and this trend will only grow stronger, bringing forth new innovations and trends. The beauty industry, in my opinion, will always thrive, regardless of whether we are living in times of peace or turbulence—it’s a space that will remain in constant demand.
What major makeup trends do you think are hot right now?
To be honest, I believe that individuality is the most fashionable trait, now as it has always been (I’ve probably always felt this way). Makeup plays a crucial role too; as women, we have the unique opportunity to transform ourselves. There’s a trend toward uniqueness, allowing you to express yourself through makeup however you wish, as long as it harmonizes with you and your personal style. Additionally, there are various vibrant Instagram trends that embrace this creativity.
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