International Experience: How Yana Kuzub from Ukraine Trains American Stylists and Raises Hair Extension Standards to a New Level

The Beauty & Personal Care market in the United States is projected to bring in approximately $104.74 billion in revenue in 2025. The market is steadily growing, with forecasts suggesting an annual growth rate of around 3% over the next five years. One of the most in-demand services in this market today is hair extensions. How promising is this sector, and how easy is it to build a business within it? Yana Kuzub shares her insights and secrets.

Yana Kuzub is a beauty industry expert from Kyiv, an internationally recognized hair extension expert and educator. Originally from Ukraine, she built her career in the United States, where she founded a successful studio in Chicago. Yana is the creator of the HairLoss+ technique, designed specifically to help women dealing with alopecia and thinning hair. Yana is known not only for her technical mastery but also for her dedication to empowering women through beauty and confidence.

Her skills have been recognized not only by clients but also by the most advanced professionals in the industry. She is the laureate of the prestigious international United Talents Award. Furthermore, Yana has won international professional competitions and championships such as InterCHARM-Ukraine and Hair Extensions Guru, and even served as a judge at the World Hair Extensions Championship. In 2021, she became Vice President of the Association for the Development of the Hair Extensions Industry, which includes specialists from several countries.

– How did you start training professionals in the U.S.? What challenges did you face in the beginning?  

I started teaching in the U.S. in 2022. The idea for the course came to me even before the plane landed at Chicago airport. I had already come across the work of American specialists many times and saw a huge gap in their knowledge. The main challenge I faced was that the technique I work with is very complex and time-consuming. Professionals in the U.S. are used to simpler solutions – they care more about speed than about quality or the health and safety of the client’s hair.

– How is the American approach to hair extensions different from the European or Ukrainian one?  

As I mentioned earlier, American professionals focus more on speed and instant results. The techniques they use often involve applying or correcting extensions in just a couple of hours, with pretty curls at the end – regardless of how poorly the strands were applied. Because of this low-quality work, we now have a lot of myths about hair extensions.

Also, in the U.S., stylists don’t reuse hair – clients have to buy new hair every time. This often leads to delayed maintenance, as many women try to save money.

The European market – especially Eastern Europe – is all about quality. We take our time, reuse hair, and prioritize the health of the client’s natural hair.

– Tell us about your signature method. How is it received abroad?  

My signature method, HairLoss+, is especially popular in the U.S. It’s designed for clients with very fine hair, especially those suffering from alopecia. Slavic women are lucky – we’re less prone to these issues. But women from India and Arab countries, surprisingly, are often affected by partial hair loss or significant shedding. So, we use my technique almost daily.

– You’ve judged international competitions. What trends do you see in the global development of the industry?  

Yes, I’ve judged international competitions and have seen tremendous growth in Eastern Europe. Meanwhile, at a U.S. competition in 2023, the winner of the “Best Hair Extensions” category was someone who had simply clipped in some extensions. I consider that a complete failure.

– In what formats do you train stylists: offline, online, courses, master classes?  

I teach both offline and online. There’s also a pre-recorded course. Of course, I prefer offline, especially for new stylists, because it’s crucial to correctly train the hands-on skills – it’s hard to unlearn bad habits. That said, I’ve had students complete my remote course with excellent results.

– How do you help your students not just technically, but also with building their business?  

Some of my courses include both extension techniques and business development. We cover how to position yourself as a professional and even learn how to set up targeted ads to promote your services.

– What qualities must a stylist have to grow not just as a specialist, but as a brand?  

Resilience and stress tolerance. Also, leadership skills and the ability to delegate. A brand starts with one person, but only a team can help it grow into something bigger.

– What gives you the strength to help women feel beautiful and confident?  

Their energy, and the joy I can give them in just three hours. How many people do you know who bring a little piece of happiness to others every single day?

– If you could give one piece of advice to your younger self at the start of your career, what would it be?  

Don’t be afraid to grow. Delegating will help with that. And compete only with yourself. It sounds simple, but if you really reflect on it, it’s powerful advice.

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