The nail industry is rapidly moving beyond craftsmanship, becoming part of the global beauty-tech market, where personalization, digital solutions, and new quality standards are taking center stage. Against this backdrop, experts who are able not only to adapt to change but also to shape it stand out in particular.
The topic of transforming the beauty industry through technology is becoming increasingly relevant in professional circles. Marina Telpiz, a nail technician with 13 years of experience who has progressed from working in a salon to independent practice and international ambitions, now positions herself not only as a practitioner but also as a strategist developing innovative solutions for the profession.
Marina, your professional journey started quite early. How did you enter the industry, and what has kept you in it for 13 years?
I entered the profession at 18, largely intuitively, without a clear understanding of where it would lead. For the first seven years, I worked in a salon, where I built a strong foundation: discipline, speed, and understanding clients. But quite quickly, I realized that nail care is not just a service—it is a form of self-expression and communication. That sense of depth is what kept me in the profession. Over time, I transitioned to independent practice, began renting a workspace, and built my own client base. That gave me both freedom and responsibility.
You’ve gone from a technician to an independent specialist. How has your work philosophy evolved?
Previously, I thought in terms of the service: deliver quality, beauty, precision. Today, I think in terms of client experience. A manicure is no longer just a coating—it’s part of a person’s image, mood, even identity. I began analyzing client preferences more deeply, identifying patterns, and understanding how taste is formed. This became the foundation for a more systematic approach, which later evolved into the idea of a technological project.
In summer 2025, you received your instructor certification. Why did you decide to move into teaching?
It was a natural step. After 13 years of practice, you realize you can not only perform but also teach. It’s important for me to structure my experience and turn it into a system. I completed instructor training, but I deliberately chose not to start teaching immediately—I want to do it on an international level, in the U.S., where expectations and market dynamics are different. For me, teaching is not just about technique; it’s about shaping the mindset of a professional.
You mentioned the international market. How does it differ from the local one?
Significantly. In the U.S., the industry is more standardized, with higher competition and stricter requirements for service and safety. At the same time, the market is open to innovation. That’s why I see it as the platform for my next stage—not only for teaching but also for scaling my ideas.
One of those ideas is the NailVerse Studio project. How did it come about?
NailVerse Studio is the result of years of observation. I saw how technicians lose time on corrections, how difficult it is for clients to choose designs, and how there is no unified system for training and quality assessment. I wanted to create an ecosystem that solves all these problems. That’s how the idea emerged—combining artificial intelligence, augmented reality, and digital education.
What is the key innovation of NailVerse Studio?
The synergy of technologies. We use AI to analyze client preferences—the system considers more than 120 parameters, including color type, hand shape, and selection history. This allows us to recommend designs with a high degree of accuracy. AR technology enables clients to “try on” a manicure in real time, while a digital academy establishes a new standard for training professionals. All of this is integrated into a single platform.
This sounds like a full transformation of the industry. How does it affect technicians?
It changes their role. A technician is no longer just an executor but becomes a designer, analyst, and entrepreneur. The platform helps increase income, reduce errors, and expand into international markets. According to our estimates, specialists’ income can grow by 35–50%, and top experts can earn up to $130,000 per year.
The project also includes an educational mission. Could you elaborate on that?
Yes, it’s one of the core elements. I developed a 100-hour program that covers not only technique but also management, hygiene, and customer service. We plan to certify more than 15,000 professionals over the next five years. Importantly, the training is supported by AI-based analysis of work, with the system providing feedback that accelerates professional growth.
You also participate in international competitions and judging. How important is this for your career?
It’s a key element of professional recognition. Participation in the Global 100 Awards and judging at the Nova Awards allows me to stay within the global professional community, observe trends, and contribute to setting standards. It’s a different level of responsibility.
How do you see the future of the nail profession?
I am confident that the profession will become part of the beauty-tech industry. We already see the integration of AI, AR, and blockchain. In the future, a nail technician will be a hybrid of a creative specialist and a technologist. Those who can adapt will define the market.
Finally, what are your personal plans going forward?
Scaling. Launching NailVerse Studio in the United States, expanding the educational platform, and possibly exploring new areas in cosmetology. But at the core remains the same goal: to create value and transform the industry through quality, knowledge, and technology.
