Nailympia COMPETITIONS NEWS

“As the creative mind behind Nailympia’s 2025 campaign, Elena continues to challenge the status quo, proving that nail artistry is a blend of technical skill, creativity and heart.”

Part of that important early journey was supported by meeting the right techs at the right time. “My first coach was Lyudmila Markelova, then I joined the company’s competition team, ‘Ole House’, led by Galina Zelenova and Natalia Novikova,” she recalls. These mentors were a critical part of Elena’s initial learning and inspiration.

Mastering techniques & breaking barriers

Long before social media connected the world, Elena sought nail industry knowledge through magazines, exhibitions and workshops. “I’m a very curious and inquisitive person by nature,” she smiles. Among the techniques she became interested in, sculpting a French manicure was one of the most challenging. To perfect her craft, she trained with industry legends, Tom Holcomb and Trang Nguyen.

Her dedication extended beyond technique to encompass speed. A defining moment came in 2013, when Elena learned of Amy Becker’s seven-minute acrylic French sculpt at the Nailpro Championship. Inspired, she embarked on rigorous training, culminating in her own record-setting achievement in 2014. “I created a French sculpture on both hands in nine minutes and 39 seconds,” she recalls. Despite setbacks, including a broken nail mid-competition, Elena’s perseverance showcased her commitment to excellence and success.

Alex Fox comments:

“Every year, Nailympia aims to inspire, energise and ignite a passion for nail sculpture and design by uniting the industry at its prestigious competition events. To stretch the imagination and push the boundaries of what’s possible, Nailympia seeks to showcase cutting edge nail styles and techniques through its campaign imagery. However, finding a series of visuals that truly embody its ethos and essence is no small feat.

“That’s why it was with great excitement that the team at Nail Future Pro, led by world-renowned nail artist, Elena Popova, stepped up to create the 2025 imagery for Nailympia. With an elite styling crew supporting a full-day shoot, Elena designed and constructed the extraordinary nails featured in this ambitious project, undertaken in early November 2024.

“A bold and cohesive colour palette sets the stage for intricate, masterfully sculpted nails, delicately painted to evoke a sense of movement across the designs. The synergy between the nails, hair and make-up is remarkable, with each element seamlessly complementing the others to deliver a unified sense of elegance and style.

“The campaign features breathtaking ombré airbrush painting and avant-garde hair designs that add unique textures to the overall composition. Together, these elements create a series of visually stunning images that celebrate the artistry and innovation of the nail industry.

“I’m incredibly proud that the 2025 imagery was designed and executed by such a world-class nail professional. Elena Popova has inspired and mentored countless talents who have graced the Nailympia arena over the years, and this project is a testament to her creativity and expertise.”

Mentorship & passing the torch

While Elena has earned accolades for her own skills, she is most proud of the work of her students, sharing that their victories often bring more joy than her own accolades. Under her guidance, students have become champions, excelling in the art of speed and precision. At the 2019 French Nail Championship, four of Elena’s protégés achieved inspiring results, creating beautiful, French-style sculpted nails in under 25 minutes. Her mentorship exemplifies her belief in the transformative power of competitions. “Participation in championships is the best way to accelerate professional growth,” she explains. “Everyone has an end point where they show their maximum ability. By improving this, you become a real expert.”

“The synergy between the nails, hair and make-up is remarkable, with each element seamlessly complementing the others to deliver a unified sense of elegance and style.”

Visions & competitions

For the Nailympia 2025 marketing campaign, Elena channelled her creative energy into crafting extraordinary nail designs. Inspired by the idea that ‘real stars of the nail industry are born at championships’, she sought to push the boundaries of nail artistry.

The project, which took three weeks to complete amidst her other commitments, resulted in extreme, fantastical nail shapes that reflect Elena’s love for sculpting. “I wanted to create unusual nails, showing that the work of a nail artist has no limit,” she states. Elena envisions a future where nail shapes are even more complex, incorporating innovative materials and special effects. “In salon work, techniques will simplify to reduce time and cost,” she predicts. “However, in competitive and creative areas, we’ll see more intricate, showstopping techniques.”

One trend that excites Elena is the resurgence of competitions post-pandemic. She applauds the younger generation of nail artists stepping into the arena, driving innovation and growth. “This contributes to the development of the nail industry,” she enthuses. Her advice to newcomers is straightforward yet profound: “Enrol on a high-quality starter course. Find an educator who can shorten your path to success. Develop your personal brand, practice a lot and learn financial literacy.”

Branching beyond nails: Manicure As Art

Elena’s influence isn’t confined to traditional nail artistry. In 2023, she launched Manicure As Art, an exhibition project showcasing nail artistry as a legitimate art form. “The first exhibition presented posters, 3D work and mixed media art by nail stylists,” she shares. The project has since expanded to multiple cities, drawing attention from both the public and press.

“I want nail artists’ work to be seen as equal to fine art,” she declares. By elevating nail styling to new heights, Elena hopes to inspire talented individuals to join the profession and explore its diverse opportunities.

A legacy of excellence

From competitor to international judge, Elena Popova has immersed in every facet of the nail circuit. Her students have collectively won over 2,000 awards globally: a credit to her skill as a mentor and trainer.

“Elena Popova has inspired and mentored countless talents who have graced the Nailympia arena over the years, and this project is a testament to her creativity and expertise.”

“I hope my legacy helps people to see the nail artist profession as respected and prestigious,” she says. Her future goals include establishing a training school, to ensure that the next generation of nail professionals not only excel in their craft, but inspire others along the way.

Elena Popova’s journey is one of perseverance, passion and purpose. As the creative mind behind Nailympia’s campaign, she continues to challenge the status quo, proving that nail artistry is a blend of technical skill, creativity and heart. For those fortunate enough to learn from her or witness her work, Elena is not just a mentor or an artist; she is a visionary shaping the future of the nail industry, one nail masterpiece at a time.