Ukrainian Refugee Shares Experience of Building a Beauty Business in Luxembourg

Ukrainian refugees who were forced to flee their homeland due to Russia's military aggression continue to adapt to life in Luxembourg, with some even launching their own businesses, as Chronicle.lu explores their experiences and challenges in the Grand Duchy.

One such entrepreneur is 32-year-old Maksym Tiunin, who left his business in the Kharkiv region and found a new path in Luxembourg’s capital. He is now the owner of two salons in Merl and Gasperich. In an interview with Chronicle.lu, he shared his story of adapting to and starting a business in a new country.

Maksym previously owned an advertising production and printing company in Merefa, near Kharkiv, Ukraine. He explained he had zero prior experience in beauty salons but, in the context of Russian aggression, he knew that he was headed to Luxembourg through personal connections. “By February 2022, my company had been operating for ten years and employed ten people. […] I knew I was going to Luxembourg. I had visited the country several times before and had developed a deep appreciation for it. I had friends here and Luxembourg was my sole destination,” he said.

He added that he understood how to adapt to the local market and, upon arriving in the Grand Duchy on 2 April 2022, began implementing his idea: “I realised that by combining the skills of Ukrainian beauty professionals with my expertise in team building, customer service and marketing, we could establish a beauty salon that truly stands out.” Maksym was supporting by close friends who own a logistics business in Luxembourg. “I shared my journey and proposed opening a beauty salon,” he shared, adding that the salon is called "NUU", a semi-slang English term that stands for "New You”.

He noted that they are “currently looking for a third location”, but it has not been easy, “because finding a suitable space is quite challenging.”

The 32-year-old faced significant challenges when opening his business, particularly with opening bank accounts and securing rental premises. Some property owners initially gave him hope but later did not respond to his calls. “The location in Merl became available when a children's beauty salon was closing down. Our friends, who run a relatively large logistics company here, helped us significantly. After considerable effort - to persuade one bank to work with us. Through persistence, real explanations and proof of our capabilities, we were able to move forward,” he shared.

Maksym familiarised himself with the specifics of doing business in Luxembourg and was also “incredibly impressed” by the inspections. Touching on the differences between running a business in Ukraine and in Luxembourg, he said: "There are numerous differences, including licensing and authorisation, which naturally come with both advantages and disadvantages. However, we respect all laws and regulations. If we plan to live here, we must do so in the same way as the locals”. He added: “This country has welcomed us, and it has provided everything for those who want to work. There are excellent opportunities here, and we are deeply grateful for that."

"We had minor shortcomings, mainly due to a lack of awareness or time to familiarise ourselves with certain regulations. This is another important point - one cannot immediately grasp all aspects of the legal framework. […] If you do something incorrectly, an inspection comes, points it out, and you rectify it straight away. The difference compared to Ukraine is enormous,” he continued.

Maksym also noted certain mentality differences in Luxembourg, particularly when it comes to clients who do not show up for their appointments. “However, we are trying to change this, but we are not implementing a prepayment system, as others might do. Instead, we aim to demonstrate our utmost respect for our clients. Therefore, we ask them to show the same respect towards us. As a result, with each passing day, fewer and fewer people fail to attend their appointments", he said.

He explained that half of initial clients were Ukrainians, but these now make up just 10-15% of the total clientele - “the number of foreign clients has increased significantly” since then. “What sets us apart is our large team of highly qualified specialists. Due to the war, the beauty business in Europe is developing rapidly. This is a great development because we support fair competition and want to see the overall quality of service improve,” Maksym said. “Our key distinguishing factor is our service and a genuine desire to make a client feeling happy. […] That is precisely why we have three administrators managing two salons - to ensure that everything is comfortable for our clients and that they leave happy.”

He also shared that the unique aspects of Luxembourg's business environment that have supported and shaped his entrepreneurial journey include inspections and the importance of complete documentation and full reporting, which he sees as advantages: “In Ukraine, this level of structure does not exist - essentially, one can operate however they wish. I love Ukraine very much, but this is simply the reality. Here, we ensure full transparency in everything we do.”

Maksym’s team of specialists, who provide manicure and pedicure services, eyelash extensions, eyelash lamination, eyebrow shaping and tinting, and cosmetology services, currently consists of 21 people. Two of them are from Latvia and Lithuania, while all the others are Ukrainian professionals. "We specifically focused on hiring Ukrainian specialists because we are confident in the exceptional quality of their services, as well as helping them to find a job and settle in a new country,” he said. “Our main goal now is not just to run a beauty salon with individual specialists but to cooperate as a team. Language and cross-cultural differences sometimes present a significant barrier.” However, the team is constantly working on improving.

According to the owner of “NUU”, the team does everything possible to ensure a positive reception from the Luxembourg community: “This is a long-term process and we focus on demonstrating that we stand for service and quality while earning the trust of our clients.”

He offered the following advice for future Ukrainian business owners: “Understanding that we are in Luxembourg, that we represent Ukraine, and that everything here operates differently is crucial. It is important not to try to integrate Ukrainian realities into this environment but instead to embrace the Luxembourg way of doing things, as required by law.” Maksym noted that Ukrainians tend to be more persistent and move at a faster pace, citing his own experience of opening a salon just 73 days after arriving. However, he emphasised: "Everything was done strictly in accordance with the law and while adhering to all ethical and professional standards."

Maksym noted that he sees his future solely in Luxembourg and intends to live here long-term. He recently moved into a new apartment and has actively engaged in local sports, having run his first marathon in Luxembourg and been part of the Merl football team. Regarding the salons, his main goal is to create excellent working conditions. Over the past year to a year and a half, NUU has been fully booked. He aims to focus on ensuring comfort, organising more team meetings, and continuing to strengthen team dynamics.

“I believe it was a fortunate coincidence that led to the NUU Beauty growth. Having the opportunity to work within the Ukrainian community while gradually adapting to life in Luxembourg has been incredibly beneficial for all of us. It has allowed us to contribute to the community that welcomed us. I am truly grateful for my talented team, who manage to balance delivering exceptional service, integrating into a new country and coping with the ongoing situation in Ukraine. We are all fortunate to have and support one another on this journey," Maksym concluded.

IK