For years, Eka Aesthetics has earned the trust of its customers through quality, professionalism, and a commitment to continuous growth. By embracing new trends in the beauty industry, introducing modern techniques, and consistently expanding its range of products and services, the brand has established itself as a trusted name in the field.
A significant milestone in this journey was the launch of its own brand, “Ekas Makeup Accessory,” a line of professional makeup brushes. Developed from years of practical experience and a deep understanding of the needs of makeup professionals, the brushes have become a daily choice for both industry experts and beauty enthusiasts. Ekaterine Saralidze, founder of Eka Aesthetics, shares the brand’s current vision, future plans, and perspective on the evolving beauty industry.
The beauty industry is changing rapidly. How do you adapt to new trends, and how important is innovation to you?
Innovation is part of our everyday work. We have developed our own techniques and signature style, while new products entering the market give us the opportunity to create even more diverse, creative, and refined results.
Creating your own brand of professional brushes, “Ekas Makeup Accessory,” was a major step. What was the main motivation behind this decision?
Years of practical experience showed me that I often needed tools that would make working on specific details more comfortable and precise. That experience inspired the idea of creating my own brand of professional brushes, and with the support of my family, I was able to bring that idea to life.
What distinguishes “Ekas Makeup Accessory” brushes, and what do they offer customers that is different?
The “Ekas Makeup Accessory” brushes were created in accordance with international standards. They feature wooden handles, high-quality colored aluminum ferrules, and a combination of natural and synthetic bristles. The brushes are durable, retain their shape, and preserve their quality even after repeated washing. Each brush is designed for a specific area of the face to ensure maximum precision during application.
How important is feedback from professional makeup artists and customers in the development of new products?
Feedback from professional makeup artists and customers is extremely important to us. Their experience and preferences help us further refine our existing products and develop new ones that respond to real needs.
Success is built on professionalism, high-quality products, and sincere relationships with customers
What do your customers request most often today, and how do you respond to those demands?
Today, customers place particular emphasis on hygiene and safety standards. That is why we make extensive use of disposable materials and modern practices to ensure that every procedure is safe and comfortable.
In your opinion, what determines the success of a modern aesthetic center: professionalism, high-quality products, or customer relationships?
The success of a modern aesthetic center is built on the combination of these three components: professionalism, high-quality products, and sincere relationships with customers. I believe it is impossible to achieve truly outstanding results without any one of them.
Tell us about your plans to expand the “Ekas Makeup Accessory” line. What can customers expect in the near future?
In the future, the “Ekas Makeup Accessory” line will be expanded with new accessories and professional consumable products. I would rather not reveal the specific details just yet, but I am confident these new additions will be a pleasant surprise for our customers.
How do you see the development of Georgia’s beauty industry, and what potential do local brands have in the international market?
I believe the Georgian beauty industry has tremendous potential. In recent years, a number of successful local brands have emerged, once again proving that Georgian professionals are competitive in the international market thanks to their quality and creativity.
If you had to describe the philosophy of Eka Aesthetics today in one key message, what would you say to your loyal and future customers?
Our greatest value is the trust of our customers, and we will remain committed to that principle in the future. At the same time, we are working to make our visual content, including our photography and video materials, even more modern and refined, because we want our commitment to quality to be reflected in every aspect of our work.
Interview by Kesaria Katcharava
