Mariia Khidirbekova: A Beauty Industry Innovator Redefining Quality Standards — Winner of the American National Quality Mark Award 2025

The American National Quality Mark Award 2025 has officially announced its list of honorees, and one of the standout recipients is Mariia Khidirbekova — entrepreneur, founder of Marees Ventures LLC, and a recognized expert in innovative beauty and nail technologies.

Mariia received the title “Entrepreneur and Expert in Innovative Beauty and Nail Technologies”, acknowledging her exceptional contribution to innovation, elevated service culture, and the advancement of modern professional standards in the U.S. beauty sector.

The U.S. Beauty Industry: A Market Defined by Growth, Innovation, and Global Talent 

The American beauty and personal care market—valued at more than $100 billion in 2024—is one of the fastest-growing service industries in the world. Forecasts show continued expansion driven by:

• demand for premium and personalized services
• rapid technological modernization
• a shift toward safety, sanitation, and quality assurance
• consumer interest in European precision and technique
• social-media–driven trends and aesthetics
• the rise of independent boutique studios and specialists

While the U.S. beauty industry is a global leader in brand development, digital marketing, and product innovation, the service segment has been significantly influenced and upgraded by highly skilled immigrants from Europe.

How European Specialists Elevate the U.S. Market  

European beauty education—especially in nail architecture, brow/lash applications, aesthetics, and SPA methodologies—is known for:

• precision-driven technique
• strict hygiene and safety protocols
• multi-level certification systems
• deeply developed technicalmethodology
• emphasis on natural, anatomy-based aesthetics
• artisan-level skill traditions

Immigrants from Ukraine, Poland, Russia, Lithuania, Latvia, Germany, and other regions have brought to the U.S. a standard of service rooted in exactness, clean technique, innovative shaping methods, and premium client care.

As a result: 

• U.S. studios are increasingly adopting European standards
• clients areseeking“European-style manicure” and “cuticle work”
• the market is shifting toward precision, not speed
• boutique salons are replacing mass-market chains
• expectations for education and technique have risen dramatically

This cultural and technical infusion has directly elevated the quality benchmark within the American beauty market, pushing the industry into its next stage of development.

A National Award Shaping Standards Across All 50 States  

The Quality Mark Award is a respected independent recognition honoring U.S. leaders whose work demonstrates measurable impact, innovation, verified consumer satisfaction, and evidence-based methodology.

In 2025, more than 650 candidates applied across categories ranging from beauty innovation to technology and creative services. Winning in such a competitive environment signals exceptional professional excellence.