In the world of beauty, true artistry goes beyond trends — it’s about understanding character, emotion, and balance. Alesya Mincheva has built her reputation on this thoughtful approach. With over a decade of experience, international training, and a carefully curated aesthetic, she has become a trusted name for clients looking for refined, timeless makeup.
Originally from Belarus and now based in Dubai, Alesya’s journey has taken her from local studios to luxury events and international beauty projects. In this conversation, she shares how her upbringing, creative influences, and personal philosophy have shaped her path — and why, for her, makeup is not about transformation, but about enhancing what’s already there.
How did your journey in makeup begin? What inspired you to pursue this path professionally?
I believe it’s very important for every person to find their true purpose — and that kind of clarity comes in its own time. To understand who you really are, you need to listen to your heart.
When I was in school, I wanted to become a lawyer. But my parents gently advised me to study foreign languages instead. I was born in Germany but grew up in Ukraine. That’s why I attended a school with an in-depth focus on German from the first grade. My parents always said that knowledge of languages is a strength and gives a great opportunity in life.
So I chose the Faculty of Philology and studied both German and English. But during my studies, I realized that teaching wasn’t for me. It didn’t bring me joy, and I didn’t feel fulfilled. I knew it wasn’t my path.
And now I can tell you how my real journey began — the moment I discovered what I truly wanted.
When I was 11, I visited my aunt and found her collection of glossy magazines — Vogue, Cosmopolitan, Glamour. I remember flipping through them, completely enchanted by the beauty, fashion, makeup, and cities. I thought to myself, I don’t know who I’ll be yet, but I know for sure that my life will be connected to beauty, travel, and luxury cosmetics.
Those magazines left a huge impression on me. I’ve always admired photography — the emotion, the composition, the aesthetic. By the time I was 13, I had already become deeply interested in it. My parents saw my passion and, for my 15th birthday, gave me a new film camera. That moment meant so much to me, and photography has remained my hobby to this day.
Later, when I got my first professional camera, I enrolled in a course to improve my skills. During a portrait photography class, a model arrived with ruined makeup — it was raining outside. I instinctively pulled out my own products and did her makeup in just 10 minutes.
And at that moment, my heart truly throbbed. I felt it so clearly: I had found myself. I had found my purpose and my calling.
And that’s how my journey began — a journey that still continues today.
From Cannes to Dubai – you’ve worked in Paris, Milan, New York, Cannes, and Dubai. How has each city influenced your aesthetic and approach to beauty and art? And where do you feel most creatively fulfilled?
Each of these cities has shaped me in a unique way, and I’m deeply grateful for the influence they’ve had on my style and artistic vision.
Paris taught me the power of elegance in simplicity — that true beauty often lies in minimalism, in soft skin, clean lines, and a refined glow. Working in Paris made me fall in love with effortless, timeless beauty.
Milan gave me structure. It’s bold, confident, and fashion-forward. I learned to see makeup not just as an enhancement, but as part of a total look — something that interacts with style, movement, and attitude.
New York pushed my boundaries. It’s a city of contrasts, speed, and freedom. There, I embraced experimentation and diversity, and learned to adapt quickly to different skin tones, face shapes, and cultural expectations — all while keeping things fast-paced and flawless.
Cannes is where I truly learned to master red carpet glamour. It’s beauty at its highest level — elegant, radiant, and camera-ready. There, every detail matters, from skin prep to how the makeup reflects in flash photography. I also connected deeply with the emotional side of beauty — helping women feel confident and divine under the spotlight.
Dubai brings together luxury, drama, and perfection. Women there love to look absolutely stunning, and I love that. It’s a place where I can fully express creativity through sculpting, glowing skin, defined eyes — everything elevated but still tasteful.
As for where I feel the most creatively fulfilled — it’s not one city. It’s the balance between them. I feel most inspired when I can carry the elegance of Paris, the boldness of Milan, the energy of New York, the glamour of Cannes, and the opulence of Dubai into one look — tailored to the person in front of me. That’s where the magic happens.
With over 13 years of experience as a makeup artist and content creator for brands like Charlotte Tilbury and DOUGLAS, what values or philosophy guide your work? How did your collaborations with these brands first begin?
The core of my work is always about authentic beauty, elegance, and emotional connection. I believe makeup is not just about enhancing features — it’s about revealing confidence, softness, strength, and individuality. Whether I’m working with a celebrity on the red carpet or creating content for a brand, I always aim to highlight the essence of the person, not mask it.
My philosophy is: beauty should feel effortless, refined, and timeless. I’m deeply inspired by the “old money” aesthetic — clean, luminous skin, harmonious tones, and that kind of beauty that looks expensive without screaming for attention.
I started to work with Charlotte Tilbury at KaDeWe Berlin. I began as a retail artist and built my career there, eventually becoming a senior lead artist. I worked with the brand for 4.5 years, and it was an amazing chapter in my career. Charlotte Tilbury is more than just a makeup brand — it’s a global beauty movement built on empowerment, storytelling, and emotion.
It helped shape me not only as an artist, but also as a professional. I learned the power of storytelling through beauty and how to create a strong emotional connection with each client. Charlotte’s vision of glamour, combined with my personal taste for sophistication, really shaped my approach to makeup.
Last year, I decided to leave the brand and go my own way — to focus on growing my freelance career, international projects, and content creation under my own name.
I’ve been a Douglas Creator for almost two years now. It all started very naturally — I began filming small videos featuring products I genuinely love. I’ve always loved creating beautiful, aesthetic content, and I think that passion came through. Last year, Douglas offered me a one-year contract to become one of their official creators. Every six weeks, I produce a video for their platform based on a specific theme or concept.
This collaboration has opened incredible doors for me. Thanks to Douglas, I’ve worked with some of the most iconic beauty brands in the world — including Jimmy Choo, NARS, Yves Saint Laurent, Armani, Estée Lauder, Lancôme, and even Prada. I also regularly attend exclusive events organized by these brands in collaboration with Douglas, which are an amazing source of inspiration and networking.
I truly enjoy this partnership — it allows me to express different sides of my creativity while working with top-tier brands in the beauty industry.
Both brands gave me space to express my vision while holding high standards — and that balance is something I value deeply in any creative collaboration.
You’ve worked with prestigious beauty houses such as Lancôme, NARS, and Armani. What is it like to collaborate with such iconic names? Are they demanding in a specific way? Do they have unique preferences when it comes to makeup styles or campaign aesthetics?
Working with brands like Lancôme, NARS, Armani, and others has been a true honor — not only because of their global prestige, but because each of them represents a different vision of beauty, and that pushes me to stay versatile and sharp as an artist.
These brands definitely have high standards, but that’s what I love most. They know exactly what they want, and they appreciate professionalism, precision, and a strong aesthetic sense. At this level, there’s no room for randomness — every look, every product placement, every frame must align with the brand identity.
For example, Lancôme is all about elegance and timeless femininity — glowing skin, soft romantic tones, and that classic French sophistication. NARS, on the other hand, is more experimental and modern — they allow for more freedom, bolder color stories, and expressive techniques. Armani is pure luxury and minimalism. They value clean lines, flawless skin, and that perfect balance between natural and polished. With Armani, every detail must be harmonious and subtle — it’s about refined confidence, not overt glamour.
What’s interesting is that while each brand has its own direction, they also leave space for your creative input — if you understand their language. That’s where I feel strongest — in translating their vision through my lens, while still staying true to my own aesthetic.
Overall, working with these houses teaches you discipline, taste, and how to create beauty that’s not just trendy — but lasting. And that aligns perfectly with my personal philosophy.
How do you balance artistic freedom with the commercial objectives of the brands you work with, especially during campaign shoots and tutorials?
For me, the key is always to start with deep respect for the brand’s identity. Every brand has its own visual language, mood, and message — and as an artist, my job is to translate that into a visual story while still bringing my personal touch.
I always try to find the intersection between what the brand wants to communicate and what will truly connect with the audience. My background in beauty, fashion, and content creation taught me to approach every campaign not only as a makeup artist, but also as a visual storyteller. Whether I’m shooting a tutorial or a product video, I ask myself: Does this feel beautiful? Does this feel elevated and emotionally engaging, while still staying true to the brand?
Luckily, many luxury and prestige brands — like the ones I work with — appreciate when you bring your unique aesthetic, especially if it aligns with their values. They trust you more when they see you understand their DNA and can enhance it without overpowering it.
So I don’t see it as a restriction — I see it as a creative challenge. Finding that perfect balance between your artistic vision and the brand’s goal is what makes the result powerful. And when both sides align, the content becomes not just beautiful — but truly effective.
You’ve worked with both influencers and celebrities. Who has been the easiest to collaborate with — and who challenged you the most, and why?
I honestly enjoy working with both — but in very different ways. Influencers are usually very open, creative, and collaborative. Many of them trust my vision completely, and that allows us to create something fresh, expressive, and emotionally engaging. With influencers, there’s often a shared energy — we’re both focused on storytelling, visuals, and connecting with the audience.
Celebrities, on the other hand, bring a different kind of pressure — and I love that challenge. Everything has to be perfect: the skin, the lighting, the timing. You’re often working under tight schedules, backstage at major events like Cannes, Fashion Week, or brand campaigns. You have to adapt quickly, keep calm, and still deliver flawless results. One of the most challenging moments is working on red carpet looks where a single flash photo will live forever — that’s when experience, precision, and intuition really matter.
I’ve had the privilege of working with very kind and respectful high-profile clients, but I’ve also had moments where someone’s expectations were extremely high or changed at the last second. And I actually love that — because it pushes me to grow, to stay calm under pressure, and to remain professional no matter what.
So I wouldn’t say one group is easier than the other — the beauty is in the contrast. Influencers bring freedom, celebrities bring precision, and both keep me inspired in different ways.
Do you feel UGC is transforming the beauty industry? How do you maintain authenticity while aligning with high-end brand expectations?
Yes — UGC is absolutely transforming the beauty industry. Today’s audience doesn’t just want perfection; they want connection. They want to see how products actually look, feel, and perform in real life. UGC brings a sense of honesty and intimacy that traditional campaigns sometimes lack.
At the same time, I work with high-end brands that have very specific aesthetics and strong visual identities. My challenge — and my strength — is blending both worlds: keeping the content authentic and emotionally real, while still delivering elegant, luxurious, and on-brand visuals.
I always start by asking: Would I actually use this product? Does it inspire me? I only create content with products I genuinely love — and I think the audience feels that sincerity. From there, I bring in my artistic touch: soft lighting, composition, harmony in color, the feeling of elevated beauty — all the elements that resonate with high-end brands and my personal style.
For me, UGC isn’t just casual content — it’s a powerful storytelling tool, and when done with intention, it can be just as luxurious and impactful as a full-scale production. That’s the future of beauty: relatable, high-quality, and emotionally engaging.
How do you stay ahead of trends in beauty, and what elements of culture or art most influence your signature look?
For me, staying ahead of trends isn’t just about watching what’s popular — it’s about understanding where the industry is moving emotionally and visually. I follow international fashion weeks closely, observe editorial shoots, and pay attention to what’s happening in luxury campaigns. But more than that, I’m inspired by timeless beauty and cultural references that carry emotion and depth.
My signature look is influenced by classic European elegance — I’m deeply drawn to the aesthetic of Paris, Milan, and old Hollywood glamour. I’m also inspired by cinema, architecture, classical art, and vintage photography. I love soft, glowing skin, subtle sculpting, and color palettes that feel harmonious and expensive. My goal is always to enhance, not overpower — to create a look that feels effortless, luxurious, and emotionally resonant.
At the same time, I stay connected to what modern women want. I listen to my clients, I observe behavior on social platforms, and I create content that reflects not only beauty trends but real desires — like confidence, minimalism, or individuality.
Trends will always come and go, but my focus is on creating beauty that feels relevant yet timeless — something that elevates the person wearing it, while still telling a visual story rooted in culture and taste.
You’ve taken on roles not only as a makeup artist but also as a project manager and video producer. What inspired this expansion, and how do these roles complement your work in the beauty world?
For me, it all comes from a deep understanding that in order to truly deliver excellence — especially in the beauty and fashion world — you need to understand every step of the process, not just your part.
Over the years, I’ve built strong connections across the industry — makeup artists, stylists, hairdressers, photographers, videographers, fashion creatives — and through that, I saw how important it is to know how everything works behind the scenes. For the past two years, I’ve been actively creating content across beauty, fashion, and travel — styling, directing, and editing all my own shoots. Every visual on my Instagram is fully conceptualized and executed by me.
My education played a big role in shaping this mindset. I studied Fashion Design Management at AMD Academy in Germany and earned a Bachelor of Arts in Management. There, we were taught how to understand and manage every stage of a project — from creative development to technical production. Whether it was learning how long it takes to sew a cuff or how to build a marketing campaign from scratch, the focus was always on precision, structure, and the ability to delegate with full awareness.
So when I step into a production role — whether for a brand video, campaign, or UGC content — I don’t just think like a makeup artist. I think like a producer, a creative director, and a visual storyteller. I know how to build a team, how to manage light, styling, wardrobe, posing, and post-production. That’s why I can deliver exactly the result I want — and why my clients trust me again and again.
Even when I started shooting videos on my phone, I knew what I was aiming for. I used to admire professional videographers, but now, I’ve developed my own visual language and creative standards. Today, I have a content calendar booked a month ahead, clients come back consistently, and the most important part — they get the “wow” effect they’re looking for.
In the end, wearing multiple hats doesn’t divide my focus — it strengthens my vision. I create with full control, intention, and clarity — and that’s the energy I bring into every project.
What are your current goals? Do you envision launching your own beauty line or creative studio in the future?
Right now, my main focus is on expanding my work internationally — both as a makeup artist and as a creative professional. I’m continuing to grow my personal brand, strengthen relationships with luxury beauty houses, and collaborate with high-end clients who value refined aesthetics, strong visual identity, and emotional storytelling.
I’m also building on my experience in content production — not just as a creator, but as someone who can contribute creatively to campaigns with direction, emotion, and style. I want to deepen my involvement with luxury brands and create work that reflects beauty, elegance, and meaning.
At the same time, I’m actively developing my personal blog across three pillars that are truly part of who I am: travel, fashion, and beauty. These are not trends for me — they are lifestyle elements that inspire my work and fuel my creativity. I want to continue sharing my perspective, create meaningful content, and connect with people who resonate with this world.
As for launching a studio — that’s not something I’m planning. I don’t feel the need to open a physical space. My focus is on creative freedom, international collaborations, and telling beautiful stories wherever I go.
That said, I do see the possibility of launching a beauty or lifestyle brand in the future, but only if it feels deeply aligned. It’s not something I want to rush or do just for the sake of doing. I’m someone who needs to feel fully connected to what I create — it has to have depth, quality, and a clear purpose. So, if one day a brand comes to life, it will be built with intention, emotion, and timeless taste.
Right now, we’ve been working with our team for almost a year on something very special — a project that will combine home, beauty, and wellness. I won’t reveal too much yet, but it’s something I hold very close to my heart. It’s a space of calm, comfort, and elegance.
I can’t wait to share it when the time is right.
The name of the brand is inspired by France — by its timeless beauty, refined luxury, and that understated elegance often described as ‘old-money style.’ From the very beginning, we envisioned a brand that feels intimate, curated, and deeply rooted in quality.
And that is exactly what we’re creating — something lasting and mindful.
The beauty and luxury industry often comes with intense pressure. How do you maintain self-awareness, creative balance, and well-being in such a fast-paced environment? Do you have any daily rituals or practices that keep you centered and inspired?
It’s true — the beauty and luxury world moves fast, and it’s very easy to lose your sense of center if you don’t consciously protect it. For me, self-awareness and balance come from being deeply connected to my “why” — why I started, what inspires me, and how I want to feel as I move through my day. I’ve learned that creativity doesn’t thrive under stress — it needs space, clarity, and emotional presence.
That’s why I’ve developed a set of personal rituals that ground me and bring me back to myself — especially on the busiest days. Every morning begins in silence, without my phone. I open the windows, let natural light in, and take a few deep breaths to check in with how I feel. It’s my way of setting the tone with intention rather than urgency.
One of the most powerful practices I’ve added to my routine is cold therapy — an ice-cold shower that awakens every cell of the body. It’s more than just refreshing. It’s a mental reset. That sharp contrast between warmth and ice brings me fully into the present moment. It clears the mind, energizes the spirit, and reinforces discipline — even on days when it’s not easy. That moment of strength sets the pace for everything else.
Nutrition is also part of my self-care. I believe in eating well — not only for beauty, but for energy and clarity. Cooking has become one of my daily rituals. It’s a moment of peace and care for my body. I prepare fresh meals in 15 to 20 minutes — simple, nourishing dishes that include everything I love: fish, meat, fresh vegetables, and clean ingredients. My diet isn’t restrictive; it’s intuitive and balanced. When I eat this way, I feel light, strong, and fully in motion — as if my whole body is aligned with my pace and goals.
Another essential part of my routine is going to the spa. It’s more than just relaxation — it’s a ritual. I love the calm, the atmosphere, the way it allows me to completely disconnect and recharge. I also adore massages. They’re not a luxury to me, but a necessary part of maintaining physical and emotional balance, especially with how much I travel and move.
I also try to move every day — whether it’s a walk, stretching, or a swim. My body is my creative instrument, and I’ve learned to listen to it with care.
Creatively, I draw endless inspiration from travel, timeless architecture, galleries, fabrics, old cities, and quiet mornings. Beauty lives in details — and to notice them, you need presence. That’s why I try to unplug regularly and simply observe.
In the end, well-being is my foundation, not a luxury. It’s what allows me to bring calm to the chaos, clarity to the vision, and elegance to every creative decision I make.
Are there any makeup artists you admire or draw inspiration from?
Absolutely. I’ve always admired artists who embody not just technical skill, but vision — those who tell a story through makeup, who understand light, skin, and emotion on a deeper level.
I deeply admire Lisa Eldridge for her refined, intelligent approach to beauty — everything she creates feels timeless and considered. Nikki Makeup inspires me with her ability to celebrate natural beauty in such an elevated, polished way. Her work always feels effortlessly chic, yet meticulously thought-out.
And of course, I love the work of Patrick Ta — he creates modern glamour with such precision and confidence. His signature glow and sculpting techniques really resonate with my own sense of elegance and femininity.
I also appreciate Hung Vanngo for his clean, high-impact red carpet looks, and even Isamaya Ffrench for her fearless, conceptual artistry — while our styles differ, I admire anyone who stays true to their creative identity.
But ultimately, a lot of my inspiration comes from fashion, architecture, textures, old films, and the faces I meet on set or during travel. I’ve developed a personal style that feels soft, elevated, and timeless — always with a whisper of old-money glamour.
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