Community: Naomi Yasuda16 Images
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You might not think you know Naomi Yasuda, but you’ve definitely seen her work. That’s because for over two decades, she has worked as a nail artist for industry legends including Madonna and Amanda Lepore, as well as it-girls Sabrina Carpenter and Charli xcx. Her sometimes intricate, always current, work has manifested into one of the most diverse portfolios the nail world has ever seen. Her maximalist creations include light-catching gems, colourful kawaii sets, and show-stopping hand painted designs. If you have a concept, whether it’s cybertech or baroque, Yasuda can execute it with ease. And as a result, her unique sets have hugely influenced the nail trends we all know and love – but it wasn’t always that way. Like most artists, Yasuda’s career began as just a hobby.
As a child in Gujo, Japan, Yasuda became incredibly interested in nails. Even before she knew what nail art was, she would spend her time in school drawing on her nails with Sharpie. And although her homemade press ons were well received by her friends, she had no idea that she would one day be doing Madonna’s nails for her Super Bowl XLVI performance. So once Yasuda’s art teacher told her she could make a living off nails, she headed to beauty school after graduating. Her time in beauty school only solidified her passion for nails. After working as a nail tech at a local salon for five years, Yasuda craved more. So, she moved to New York when she was 24 and she’s been there ever since. Just last month, Yasuda fulfilled a longtime dream of hers when she opened her very own nail salon in downtown Manhattan.
With all of Yasuda’s success, it’s gratifying to see how far she’s come. She went from doing her nails with Sharpie to dreaming up lobster nails for GCDS, and she doesn’t plan on slowing down anytime soon. Because at the end of the day, Yasuda’s main goal is to empower her clients through her work, which is the main reason she refuses to define her style as a nail artist. We talk to Yasuda about her lifelong obsession with nails and being a creative vessel for her clients.
What is it that you do? And why do you do it?
Naomi Yasuda: I do nails. I’ve been doing nails for almost 20 years and I still love it. For me it’s a creative outlet that allows me to express myself and connect with people. It’s very rewarding when I can help my clients feel more beautiful and confident.
How did you get into nails?
Naomi Yasuda: I always loved painting my own nails when I was a kid. My friends and my sisters started asking me to do their nails when I was in high school. I used to love making press-on nails for my friends. That was my hobby when I was in high school. But the nail world wasn’t big at the time, so I didn’t know if I could make a living by doing nails. I loved anything that had to do with beauty. So I decided to go to beauty school after I graduated high school and I moved to this town called Nagoya, and I learned everything. I learned hair, make-up, facials, but I still loved nails more.
What do you try to communicate through your work?
Naomi Yasuda: My approach to nail art can be very different depending on the project. When I’m working with my private clients, my goal is to empower them by helping them express themselves through their nails. I hope to boost their confidence and self-esteem with my nails. When I’m working for shows, editorial shoots or art projects, I’m always looking for new ways to showcase nail art. I love experimenting with different techniques and materials to create designs and elevate the looks I’m working on.
What’s your favourite set you’ve ever done?
Naomi Yasuda: I created lobster-shaped nails for a GCDS nail campaign. It’s still one of my favourite designs. I also loved the nails I did for the LUAR fashion show last February, the nails were inspired by vintage baroque style.
What’s your earliest beauty-related memory?
Naomi Yasuda: My earliest beauty memory was in my childhood. Before I discovered nail art, I used to draw anime characters on my nails with a sharpie. It was a way to pass the time in my classroom. My art teacher saw it and mentioned that people actually pay to have their nails painted professionally, then I realised my hobby could be a career.
What has been your career highlight so far?
Naomi Yasuda: There are so many highlights. I’ve been doing Madonna’s nails for over a decade now, the first time I worked with her was for her iconic Super Bowl performance, and I’ve been doing her nails since then. So I guess that opportunity really changed my life. But, the most recent one was opening my nail salon.
Who is your beauty icon?
Naomi Yasuda: Amanda Lepore is my absolute beauty icon. I’ve also been doing her nails for over a decade, and she’s always been an inspiration. She’s a queen of beauty. Every time I see her she gives me beauty advice. I recently changed my hair colour because she told me I would look better with yellow tone hair colour, and she was right.
What does beauty mean to you?
Naomi Yasuda: I think I saw somebody say that beauty is just about feelings, especially when talking about nails. I think it’s funny that someone’s nails can tell you so much about them. I think that’s very interesting.
When do you feel most beautiful?
Naomi Yasuda: When I’m happy and surrounded by people I love, I feel the most beautiful. When we’re doing something we love, whether it’s a hobby, job, or spending time with your loved ones – I think feeling engaged and fulfilled can boost your self-esteem.
What is the future of beauty?
Naomi Yasuda: With social media, people are being introduced to something new. Beauty standards are evolving rapidly. I think it’s a very exciting time, because people are discovering and embracing diverse forms of beauty.