Katya Rich is a licensed cosmetologist, professional makeup artist, and hairstylist with over seven years of experience in the beauty industry. As the founder of Rich Beauty Studio in San Francisco, she is celebrated for her clean, modern aesthetic and her high-level technical expertise.

Her work spans major fashion events, editorial productions, and international projects, earning her multiple awards in glam, editorial, and reparative makeup categories. In 2025, Katya joined the judging panel of ModelCon in Los Angeles — one of California’s most respected competitions for makeup artists and hairstylists — where she evaluates creativity, technique, and overall artistic vision.

Today, Katya speaks with us about her journey, her philosophy, and what it means to help shape the future of beauty.

Definitely not! As someone who once competed — and even won — several makeup competitions, becoming a judge felt both exciting and deeply meaningful. It’s a unique, almost full-circle experience to view competitions from all perspectives: as a spectator, a participant, and now a judge. It has given me a fresh appreciation for how much creativity, discipline, and passion artists bring to the stage.

San Francisco is truly a unique place, not just architecturally but culturally. The tech industry has had a strong influence on how people approach beauty. With countless multibillion-dollar startups born here, a culture of innovation and career-driven lifestyles emerged — people simply don’t have time for overly complex routines.

Convenience became essential, which is why the “clean girl aesthetic” fits the Bay Area so well: healthy skin, soft blush, natural tones, and light lashes. More than half of my Bay Area clients prefer a fresh, effortless look.

As an artist, my job is to enhance someone’s beauty while respecting their lifestyle and preferences. That’s why the core signature of my style is healthy, glowing skin without the mask effect. And when someone wants a touch of glam — bold lips or fuller lashes — that can always be added on top.

Christopher Polland, the founder of ModelCon, is an incredibly talented photographer and event creator. We followed each other’s work for years, and he repeatedly invited me to his projects in Sacramento.

ModelCon is a massive platform for California’s models, makeup artists, stylists, photographers, videographers, brands, and creative entrepreneurs. People connect, learn, and dive deeply into the industry at all levels.

Because of my heavy work schedule, I hadn’t been able to attend earlier events. But when Christopher called me this spring and invited me to judge a competition planned for October in Los Angeles, I gladly accepted.

It was a tremendous honor — being a makeup judge means being trusted, respected, and recognized for your taste and professionalism.
The competition itself was warm and uplifting. The participants were focused, positive, and created unique, expressive signature looks. I’m confident that next season will bring even more incredible artists!

There is one true secret: do what you believe in, even when circumstances work against you.

Consistent practice, studying trends and the industry, improving your skills, and treating colleagues and clients with genuine respect — that’s all you truly need. With time, it will take you exactly where you dream of being.

As I mentioned, San Francisco is heavily influenced by Silicon Valley. Natural looks dominate, and people value time, simplicity, and comfort.

Los Angeles is a different world entirely — red carpets, film studios, castings, and a generally more glamorous lifestyle.

I often draw inspiration from the LA vibe for my own work. I publish these looks on social media, and interestingly, they attract more clients from San Francisco who want to explore bolder self-expression through makeup.

I love offline events — the networking, the energy, the immediate creative exchange. Competitions are especially fascinating because they challenge artists to perform beautifully under tight timelines. I definitely plan to take part in more events like that.

I also want to dedicate more time to content creation and to developing educational programs in makeup, special effects, and advanced artistry.