Diana Poghosova: “A hairstyle should enhance the look — not steal the spotlight.”

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The first month of autumn marked a major event for the global beauty industry — from September 13 to 15, the OMC World Cup (OMC HairWorld) took place, the largest international hairstyling championship. The competition brings together the best professionals from dozens of countries and sets the key beauty trends for years ahead. Here, stylists showcase top-tier technique, creativity, and alignment with global industry standards.

Among the finalists was Diana Poghosova — an international hair expert with nearly two decades of experience, OMC Cup holder, winner of multiple international competitions, and a mentor for young professionals. Her name is well-known in the field: she has participated in and won numerous prestigious championships, working with clients of every level — from public figures to women seeking an “everyday look with a wow effect.”

In Paris, Diana competed in the Ladies Hollywood Glamour category — where participants were asked to create a complete art look inspired by the spirit of Hollywood. The judges evaluated not only technical skill and hair shine but also how harmoniously the hairstyle complemented the makeup, outfit, and overall character of the look.

We spoke with Diana about her experience at the championship, the ideas she brought back from Paris, and the beauty trends that are already reshaping modern aesthetics.

— Diana, congratulations on your participation in the OMC World Cup! How would you evaluate your experience — what challenges did you face and what results did you achieve?

— I see such events as key steps in professional growth. It’s not just a competition, but an opportunity to test yourself on the world stage and see where the industry is headed. Of course, there’s always excitement and the desire to give your best, but for me the main thing is inspiration. When you see how stylists from different countries interpret beauty in their own way, you realize that the horizons are limitless. I always come back from such championships with a new vision and a renewed drive to grow.

— Today we often hear that naturalness is the new luxury. How does this trend show up in hairstyling?

— Naturalness has become a synonym for quality. In the past, “luxury” was associated with volume, complexity, and extravagance — but today, the focus has shifted to healthy, glossy, and vibrant hair. A simple style — whether it’s a sleek ponytail or soft waves — must look perfect. That’s the work of flawless technique: clean lines, shine without over-styling, and a sense of effortless beauty. Naturalness doesn’t mean “doing nothing” — it’s the highest level of mastery, when hair looks as if it’s naturally stunning.

— You’ve said that a hairstyle should highlight the look, not draw attention away from it. How does that work in practice?

— A hairstyle is part of a person’s visual code. It must be in harmony with the makeup, outfit, accessories, and the woman’s own character. If the hair “lives its own life,” it immediately disrupts the balance. True artistry is when the hair enhances the overall look rather than competing with it.

For instance, if an actress is attending a premiere and her dress is already eye-catching with bold makeup, the hairstyle should be minimalistic yet flawless — sleek, shiny, and polished. But for an everyday look, soft waves or light texture can add that touch of naturalness.

After seeing colleagues from around the world, I realized how much I want to continue learning new approaches and techniques. Every country has its own trends, and for a professional, it’s essential to expand your expertise and absorb diverse practices.

— What new trends in hairstyling did you notice at this year’s World Cup — what surprised or inspired you?

— There’s a clear comeback of the early-2000s aesthetic, but with a modern twist. Back then, we loved glossy shine and sleekness — and they’re back, this time paired with minimalism. The judges in Paris emphasized the purity of execution: hair should look healthy, radiant, and as if a woman’s own luxury lies in her well-cared-for strands. Another strong direction is simplicity of form — the fewer constructions and layers, the more modern the style looks. It’s a kind of return to classic elegance, but on a new level.

— What did you bring back from the competition for your own work — both as a studio owner and as a mentor to young stylists?

— I notice more and more that clients want to see “simple yet luxurious” beauty. Women want to look well-groomed every day, not only on special occasions. That’s why I integrate these ideas into my training — I teach my students how to achieve shine and smoothness without heavy products, how to combine naturalness with lasting hold. My goal is to help stylists create results that look effortless and fresh — though behind them lies serious technique. For clients, that means one thing: they get a modern look that works both in real life and on camera.

— Among your clients are both celebrities and everyday women. How do their requests differ?

— The difference is mostly in context. VIP clients often need styles that will last through different settings — a shoot, a red carpet, or outdoor events. There, quality and durability are key. But the looks themselves have become more alike: actresses, businesswomen, and students increasingly ask for “everyday hairstyles with a wow effect.” These are soft waves, luminous shine, and that feeling of “perfect hair” that looks great both in real life and in photos.

— You’ve won many international competitions. What are your ambitions for the future? Perhaps projects like Miss Universe?

— For me, competitions are not the final goal — they’re part of the journey. They help you stay in touch with global standards and the pulse of the industry. But I also think bigger. I’m interested in creating looks that live not only on competition stages but also on runways and global shows. Of course, working on Miss Universe or other large-scale projects would be an ambitious goal — one that unites craftsmanship, artistry, and the kind of creative scale that inspires millions.

Presented by: DN News Desk

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