Siberian in U.S. behind viral ‘permanent makeup’ clip

Anastasia Sukhushina shot to internet-wide notoriety as a beauty practitioner who gave a first-grader permanent eyeliner. The video went viral and spread across countless public pages and channels. The public reaction was intense, and hate poured down on Anastasia. Attentive viewers, however, noticed that in fact no changes were made to the child’s appearance — it was only a visual trick. An NGS correspondent met Anastasia: it turned out the beauty blogger moved to the U.S. from Siberia and is now actively settling into life in America.

No shock

Anastasia Sukhushina did not become famous overnight — her videos on various topics had taken off before. But this particular reel drew record reach and views. It felt as if the whole world wanted to see a first-grader getting permanent makeup.

On the banned social network, Anastasia does not have many followers — just over 2,000 — so the result was impressive: 29,000 views, 1,872 comments and 50,000 shares.

She runs a blog about motherhood, life in the U.S., and periodically posts work-related content from the beauty-services field. Anastasia owns a small studio where she offers permanent makeup services: brows, eyeliner, and lips.

«I love this work very much; it helps me express myself as a creative person», — she told NGS.

From the outset, Anastasia mapped out a clear business plan, and clients came quickly. But the flow is not endless — you have to stoke audience interest.

Anastasia found inspiration online: she saw a similar clip and quickly realized the topic sparks a heated reaction.

«Since I’m growing my blog, I decided to try filming something more provocative. The video features my daughter Milana, she is six. The idea to do eyeliner was hers — she enjoys taking part in shoots. I understood the clip could get views, but I did not expect it to spread worldwide», — Anastasia shares.

The number of views surprised her. She understood the story would draw more hate than praise, was mentally prepared for the wave of negativity, and was not the least bit upset.

«Many comments even made me laugh, — she said. — I’ve learned to tune out the excess noise: if it’s not close people, I take criticism calmly — and sometimes not at all».

The sudden wave of hype brought Anastasia many new followers, but she does not monetize the account.

«I don’t present myself as an active blogger — I post in my free time and when inspired. But I’m developing the profile as a platform for future self-promotion as a brand. I already have a finished website where my lessons on marketing and client acquisition will be posted soon. They’re inexpensive and available to people worldwide. It’s important to me to be helpful and to share what I know», — said Anastasia Sukhushina.

«It all happened in a snap»

She moved to the U.S. three years ago, deciding that life abroad would be more comfortable for her and her family. It’s a country of immigrants where starting from scratch is realistic — that’s why they chose it.

«Everything happened quickly — literally in a snap. From the moment we decided to move to our actual departure, about six months passed. It was all very intense: paperwork, preparation, constant packing. Of course it required serious expenses, but at that point the most important thing for us wasn’t money, it was the chance to ensure safety and stability for ourselves and our children», — she explained.

Anastasia lives in California. She says it’s a convenient place: mountains, the ocean, and lakes are nearby — so many options for weekend trips.

«The neighborhood is calm and clean, the neighbors are friendly, and there are high-rated schools nearby. That suits us; we feel quite comfortable», — she said.

Life in California is more expensive than in other states. The biggest expense is housing, but clothing and many other goods, Anastasia says, are more affordable than in Russia.

«I’m already used to coffee at a cafe costing $5–7; for someone from Russia that may seem expensive, but at local wages it’s perceived as normal. Here everyone lives differently — it all depends on income and opportunities», — the emigrant explained.

The family has not run into difficulties: they manage to cover expenses and allow themselves time off. Twice a year the whole family takes a big trip, and about once a month — smaller getaways.

«For us, the standard of living here is noticeably higher than in Russia, but I say that based on our personal experience. If you compare in numbers, life in America is of course more expensive. But if you balance salaries and costs, you can afford more here», — Anastasia clarified.

She says her family has become more active — at times there aren’t enough hours in the day to do everything. Anastasia has a flexible schedule and devotes weekdays to work, while weekends are always spent with her husband and children and meeting friends.

«We like to get out into nature — to the ocean, into the mountains to hike, to the lakes — and we also visit museums and children’s activities. We have been Christians since childhood, and here we found a church we love — that’s also an important part of our lives, where we feel support and community», — she confides.

Her expectations for the move were met, and some aspects turned out even better than she imagined.

«For example, we were provided financial assistance as immigrants and free childcare for the kids — that was a very pleasant surprise», — said the former Siberian resident.

Anastasia never romanticized life in the U.S. — simply because she had not dreamed of living abroad.

«On the contrary, we watched various videos about both the pros and cons of life in America. So now we live roughly how we imagined — and in some ways even better», — she noted.

She doesn’t miss her old life — before the move she worked at a bank, and her husband drilled wells. She only misses people: she has not seen relatives and friends for two and a half years. Anastasia Sukhushina neatly rephrased the familiar saying “it’s better where we are not.”

«It’s good where we are — everything depends on how a person builds their life. We chose America, and here we gained opportunities we didn’t have before. The main thing isn’t the place, but the effort you put in and the result you create around yourself», — she believes.

Read more

A former bank employee moved to America to build a business on hair. Opinion column.

«I chose the right road»: a Siberian woman closed a trendy salon and left a lucrative job to teach children.

«Lady Gaga bought me lunches». How a musician from Russia reached Hollywood and received an Emmy.

* Meta Platforms, Inc.’s operation of the social networks Facebook and Instagram is designated extremist and banned in Russia.