Lovely Academy

is an expert in products and procedures

Lovely brand history

The history of the company began in 2012. The founders of the brand, Gloria Talipova and Ekaterina Schelgavina, have put their soul into the brand and thanks to them Lovely is loved by artists all over the world!
Our products have strict quality controls, and product formulas are constantly being refined and developed with new innovations.

Gloria Talipova

Founder of Lovely brand @brand_lovely_official is one of the top 100 successful and famous people in lash & brow industry @gloria_talipova, speaker of forums and conferences in beauty industry, partner of international championships on eyelash extensions

Ekaterina Shchelgavina

@ekaterina_shchelgavina co-owner of Lovely brand, participant in specialised beauty forums, conferences, acting judge of international look design eyelashes extension championships

The Lovely brand has been on the lash & brow market for over 10 years. We collaborate with over 400 leading trainers worldwide. The Lovely team has its own staff of technologists who personally work on courses for trainers and update the information every year.

We have developed our own materials for eyelash extensions, laminations, modelling and eyebrow laminations (video instructions, guides and checklists). Production of materials and preparations is our main pride. We test and develop new products and improve existing ones by listening to our partners in order to make the job of a lashmaker even better.

Lovely Trainer courses from Lovely Academy are available in different languages.

Today Lovely trainers work in more than 60 countries around the world: Europe, Middle East, Latin America, North America. To become a trainer – artists undergo a rigorous selection, training and accreditation process.

Lovely Trainer

Eyelash Extensions

  • Eyelash extensions (5-step training in 2 main directions):
    • Classic course
    • Volume course
  • Eyelash lamination
  • Training course

Eyebrow shaping

  • Eyebrow design (course for henna eyebrows)
  • Eyebrow lamination
  • Training course

Laminating eyelashes and eyebrows

Special course in sales of Lovely materials and products and monthly product training

Our benefits

Training materials

Access to training materials and video courses for your own lessons + exclusive tutorials

Practising teachers

All of our teachers are experienced practitioners who continually update their knowledge and receive regular training

Official cooperation

A one-year contract that entitles you to be called a Lovely trainer and the opportunity to issue certificates

Online training

All classes are available on our own education platform

Participation in events

Opportunity to participate, by invitation from Lovely, in professional events with workshop sessions on behalf of the brand (always with the agreement of Lovely)

Discount system

Flexible discount system for monthly purchases for your own sales

Lovely Academy's head lash & brow trainers

Ilchenko Christina

– Technologist Lovely brand materials for eyelash extensions
– Training course instructor at Lovely Academy for Eyelash Extensions and Eyelash Laminations.
– Over 500 students worldwide
– Prize-winner and winner of the championships in the expert category in Eyelash Extension
– Current judge of the international championships on Eyelash Extensions:
Asia_kosta_look (Kazakhstan)
Lash@browmarathon (Austria)
– Speaker of the Cosmoprof beauty exhibitions in Italy, France and Hungary.
– Speaker of the authors workshop “Trends in Eyelash Extensions 2020” (Russia, Ukraine, Armenia, Italy, France, Austria, Hungary, Greece, Poland).
– Speaker of the educational congress 2020 for Lovely make-up artists and trainers in Iran, subject: “Basics of Eyelash Extensions” and “Materials and Subtleties of Lovely laminating compositions”.

Marina Nikitina

– Head trainer-technologist of the Lovely brand for eyebrow design
– Expert in working with damaged eyebrows
– Top master, certified international trainer in brow design and microblading.
– Judge of international online and offline championships in brow design, reconstruction and lamination
– Speaker and participant in numerous international specialised congresses, workshops and exhibitions
– Author and methodologist for training programs in the beauty industry
– Trained more than 5000 artists and trainers worldwide
– In the profession since 2013

Join the Lovely team. Develop with us! The Lovely philosophy is not just beautiful words, it’s a lifestyle followed by artists and trainers all over the world.

Own Lovely Academy

All artists who have obtained a Lovely Trainer certificate can start their own Lovely Academy on the basis of the knowledge gained

In Lovely Academy of Focus Country – you are the head trainer. You will be able to hire Lovely trainers, supervise their sales. Your trainees will be able to receive training certificates on your behalf. Priority right to organise your own and participate in third party professional events on behalf of the Lovely Brand.

– Opportunity to use the Lovely trademark during training, in design of the training centre and in social media
– 3 months of brand support in social media, marketing tools, trade marketing activities, templates, hashtags, watermarks
– Loyalty programme + bonus system + business plan to increase sales

Contact info


We're on social networks