Today we’d like to introduce you to Naomi Beyene.
Hi Naomi, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started Kawaii Beauty in 2020 after taking my first lash course and quickly realizing how passionate I was about beauty artistry and helping women feel confident. What began as a small side business eventually grew into a full luxury beauty brand specializing in custom lash extensions and makeup services tailored to each client’s unique features.
The journey definitely wasn’t linear. I spent years investing into my education, relocating to grow my skills, balancing multiple jobs, and learning the realities of entrepreneurship firsthand. After spending time in Houston refining my craft, I returned to Minnesota to pursue cosmetology school and continue building the brand with a stronger foundation.
Today, Kawaii Beauty continues to grow with a focus on luxury client experiences, customized artistry, and future expansion into a larger salon and beauty-tech space.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it definitely hasn’t been a smooth road. A lot of people see the polished end result of the beauty industry without realizing how much instability, sacrifice, and uncertainty can exist behind the scenes in both your professional and personal life. I started with very little guidance and had to learn most things through trial, error, and experience alone.
There were times I invested thousands into education that turned out to be low quality, worked multiple jobs just to keep my business alive, relocated to new cities chasing better opportunities, and questioned whether all the risk was worth it. I’ve had periods where I was building clientele from scratch, sleeping very little, balancing school and work full-time, and still trying to show up creatively every day.
But those experiences forced me to become resilient and intentional. They taught me how to adapt, refine my craft, and build a business rooted in professionalism, quality, and authenticity rather than shortcuts. Looking back, the difficult parts of the journey are honestly what shaped both me and the brand the most. I am bigger than my pain and anxieties, I don’t ignore them. Instead I welcome them on the ride. But never let them drive me I ALWAYS make them take the backseat.
Alright, so let’s switch gears a bit and talk business. What should we know?
Kawaii Beauty is a luxury beauty brand specializing in custom lash extensions and makeup artistry. What really sets us apart is the level of customization behind every service. I don’t believe beauty should be approached with a one-size-fits-all mindset, so every lash set and makeup application is intentionally designed around the client’s individual features, eye shape, bone structure, style, and overall aesthetic.
I’m especially known for creating textured, dimensional lash sets that still feel wearable and balanced to the client. My goal has always been to enhance someone’s features rather than overpower them. Beyond the artistry itself, I also place a huge emphasis on the client experience — from comfort and cleanliness to creating an environment that feels elevated, relaxing, and personal.
Brand wise, I’m most proud that Kawaii Beauty was built from the ground up through persistence, continuous education, and genuine passion for the craft. The brand has evolved alongside me over the years, and I think that authenticity is what resonates most with clients. Not to mention I’ve now completed my cosmetology program I plan on expanding the services I offer my clients to include facials, waxing, hair, and more.
As the company continues growing, my vision is to expand beyond traditional beauty services by combining beauty with innovation and technology in ways that create even more personalized experiences for both clients and beauty professionals.
Is there a quality that you most attribute to your success?
I believe the biggest contributor to my success is the amount of love and intention I pour into everything I touch. My clients can genuinely feel how much I care — not just about the work itself, but about them as people. I’ve always believed beauty is personal, and I never want anyone to feel like just another appointment on my schedule.
There honestly aren’t many things in life I’m extremely sensitive about, but Kawaii is one of them. I’ve poured years of sacrifice, growth, setbacks, passion, and perseverance into building this brand. Because of that, I treat it with a level of care and pride that reflects in every service, interaction, and detail. I think when people see someone truly love what they do, it naturally creates trust and connection — and that’s something clients remember.
Contact Info:
- Website: https://www.kawaiibeautyhaus.com/
- Instagram: https://www.instagram.com/kawaiibeautyllc
- Facebook: https://www.facebook.com/share/1EDmJH6mLA/
- Other: https://www.tiktok.com/@kawaiibeautyllc
