Sergey Naumov

In “Account of the Week” we talk about make-up artist Sergey Naumov’s telegram channel and Instagram* about makeup, beauty products and fashion.

Who

Sergey Naumov is a Russian make-up artist who started his career at the MAC store 12 years ago. He is the founder of the luxury cosmetics brand Sergey Naumov, whose products are now used by Ksenia Solovieva, Renata Litvinova, Ksenia Sobchak and Oksana Akinshina.

Sergey Naumov and Renata Litvinova

Naumov was born in Chelyabinsk, where he went to university, but at the age of 18 he decided to move to Moscow – without education and money. At the same time, she started working as a consultant in the MAC cosmetics chain and tried make-up for the first time. In parallel, Naumov began to work in the fashion industry and shine.

The idea to create a cosmetics brand came to Sergey after he started working with stylist Oksana On – at that time he was the fashion editor of Glamor Russia magazine. She created her first lipstick for Oksana: she mixed black eyeliner with other lipsticks to get the cherry tone she needed.

Naumov managed to attract the attention of the public by creating cosmetics in unusual colors such as mint, black, lavender.

The makeup artist told The Blueprint about her project:

Now Naumov, in addition to leading his own brand, actively manages social networks and tells how to create makeup correctly.

About what

Now about 22 thousand people subscribe to Sergey Naumov’s telegram channel @naumita, while the audience on Instagram of the makeup artist is almost 40 thousand. In her posts, Naumov shares beauty tips, talks about modern makeup trends, and shares funny stories and online images from her professional life.

Screenshot from the telegram channel of Sergei Naumov

Naumov often posts beauty tutorials with her makeup. On Naumov’s telegram channel you can learn how to draw gorgeous arrows, how to make makeup natural and invisible, why it’s better to use liquid blush and how to achieve ultra-moisturizing lips. Additionally, makeup artists often share their beauty finds and talk about her brand’s new collections.

He writes articles ironically and often jokes about modern trends. Among the tips that Naumov gives to his subscribers are:

The description of the telegram channel says:

Sergey Naumov’s photo from Instagram

For whom

For anyone interested in makeup trends and wanting beauty tips from a professional journalist.

*Instagram is owned by Meta, a recognized extremist organization in the Russian Federation.