ICON BY ELENA - Founder's Story

ICON BY ELENA — Brand Story

ICON BY ELENA was born from the skilled hands and visionary heart of Elena, a master nail technician with over a decade of experience shaping not just nails, but confidence, beauty, and self-expression. After years of working with various brands, Elena dreamed of creating something that truly reflected her values — a cleaner, empowering, and professional product line that speaks to the artists behind the nails.

To Elena, hands are more than functional tools — they are emotional instruments that greet, create, and care. This philosophy inspired the soul of ICON BY ELENA. Every formula, every name, every brushstroke is a signature — crafted to help women sign their impression with grace, character, and presence.

Rooted in Amsterdam and trusted by professionals across Europe, ICON BY ELENA offers vegan, HEMA-free, TPO-free, self-leveling products made to honor the health of the nail and the expertise of the technician.

Each shade is named after a woman — a symbol of individuality, strength, and beauty. From soft neutrals to expressive colors, these aren’t just polishes. They are characters. They are stories.

And they exist for the artist — to sculpt emotion, identity, and beauty onto every client’s hands.

Sign Your Impression.

ICON BY ELENA — Founder’s Story

“Life is like a journey — a path from seeking to discovery.”

Everything began many years ago, when I emigrated from Georgia to the Netherlands. As a second-year medical student, I decided to change my career path. I learned Dutch and enrolled in business economics at the High School of Amsterdam. It was a long journey filled with many ups and downs, which gradually built my strength and belief in my capabilities.

“Life’s hardships often become the strongest motivators for success.”

The main motivation in planning my life was my daughter, Natalie. Being a single mother involves many challenges, but also great courage. Natalie became the pearl that radically changed both my personal and professional development and set me on a new path.

“Success often begins with what you already have in your hands.”

This new chapter required new plans. I started learning nail care techniques — a field that combines beauty, precision, practicality, and creativity. My resources were a Chilean technician with 25 years of experience, a room in my home, equipment purchased on credit, and about two hundred clients invited free of charge.

This was an exciting path of gaining experience, practicing, and developing skills that brought me to today’s success. I tested many products and sought a method that would help me grow my unique style and signature. After some time, I transformed my workspace into a salon-style room and registered as an independent entrepreneur on the Treatwell platform. After two years of tireless work, my personal life entered a new phase. The birth of my second child brought even greater motivation.

“Even the hardest moments in life can turn into new opportunities.”

During the COVID-19 pandemic and global upheaval, when life seemed to stop, I took a pause. It was the best time to reflect, assess accumulated experience, redefine goals, and deepen knowledge. To enhance my qualifications, I enrolled in an online course by Nail Boss Pahomova, one of the strongest technicians. This course played a pivotal role in my professional development. I would fall asleep and wake up listening to lectures — the trainer’s voice was always in my mind.

Once the first lockdown ended, I immediately started applying my new knowledge. A 35-minute nail treatment procedure turned into a 2–3 hour ritual. I must emphasize the loyal support of my clients during this period. Without their patience, trust, and loyalty, I wouldn’t be who I am today. Their happy, satisfied faces motivated me to keep improving every day.

“Never stop learning and evolving — even when you already see yourself as a professional.”

One course followed another. During this learning process, I discovered a technique not yet approved in the Netherlands — the patented “Smart Pedicure.” I became fascinated and started studying it. This technique required special tools and products and exceeded my expectations, making the work process much easier and, most importantly, perfect.

After some time, I became the first official instructor of Smart Pedicure, sharing my knowledge with other students. This experience opened a door to success in my professional development. My client base grew significantly, with every client bringing five new clients, which boosted my confidence and desire to move forward.

“Every small step forward shapes one big dream step.”

“When you believe in yourself and your potential, you build your energy field — a world where dreams become reality.”

What does a constantly developing technician dream of? An aesthetically and visually refined space that offers comfort, professionalism, and happiness to clients.

On February 1, 2022, it was raining in Amsterdam, but I decided to walk to the city center. My attention was drawn to a sign on a storefront — “For Rent.” At that moment, I realized this was the dream place for my salon. After signing the contract, my husband and I worked together on renovations, and on March 26 — my birthday — I opened my dream salon, Smart Beauty Lab.

In 2023, by my greatest wish, my beloved teacher Natalia visited the salon with masterclasses and workshops, which the entire Smart Beauty Lab team participated in. The more I worked and tested materials, the more I was convinced of the need for products adapted to my unique methods. It was during this period that the idea for a new brand was born.

“When you're constantly building, you eventually meet a need — one that leads to an idea. And the idea leads to a brand.”

Yes, the need created the idea. The idea created the means. The means created a new, technologically tested and refined brand — ICON BY ELENA — which combines high-tech, eco-friendly, and flexible products that satisfy every salon, technician, and client.

The time came to plant a new, distinguished seed in fertile professional soil — one that, if watered daily, would bear fruit.