Kateryna Havrykova is a Ukrainian esthetician, body and face care expert, founder of WOWROOM Miami, and a professional trusted by more than a thousand clients. With over 10 years in the beauty industry, she has built one of the coziest and most recognizable women’s spaces in Miami. Her anti-cellulite massages, facials, and microneedling have become a signature for successful and demanding women who value results, aesthetics, and an impeccable atmosphere. Today, Kateryna is a master who creates a space where women feel cared for, light, and beautiful — and WOWROOM Miami has become a place you always want to return to.
Kateryna, you were born in Kherson, but now you live in the United States. What was the turning point that pushed you toward such a difficult decision as relocating?
This is truly a painful story. I never wanted to leave Kherson — I had returned there after living and being married in Cyprus. Kherson was my conscious choice, my home. But when the war began, especially after March 1st — a day I’ll never forget — everything changed, as it did for so many Ukrainians. I didn’t want that kind of future for myself or my child, so I started thinking about where we could go temporarily. I truly believed the war would end soon. My second cousin, who has lived in the U.S. for more than 25 years, suggested applying for a refugee parole to the States, specifically to Miami. I thought: why not? Come for a few months, escape the occupation, and protect my child.
You left the most precious things in Ukraine—your parents, your grandmother, your home, your usual life. What helped you gather the strength to start from scratch in a new country?
I don’t know when the day will come when I can calmly talk about my parents, because they are still in Kherson. Sadly, my grandmother passed away this summer, and it hurts deeply that I couldn’t say goodbye — neither to her nor to my parents. We always had a very close bond; we lived together, were always near each other. And now, for a little over three years, we’ve only been able to talk through video calls. But I’m grateful even for that. This pain, despite everything, left me no choice but to succeed here. I knew I had to raise my child, support my parents, and at the same time not give up on my own dreams. I had goals, and I truly wanted to fulfill myself here as a person. That desire became my main motivation.
Your journey in the U.S. began with cleaning and babysitting — professions far from your beauty expertise. Did you see it as a temporary step?
I can say with certainty that it was very unpleasant for me to go through that experience because it hits your ego. I have a higher education, a master’s degree in biomedical science, and experience in the beauty field — yet I had to start with work completely unrelated to my profession. But America is a country of immigrants, and many people start with far more difficult jobs and often stay in them. I arrived in Miami with 200 dollars, so I saw nothing wrong with temporarily working in another field to earn what I needed. I clearly understood that it was just a stage, a stepping stone toward my dream, and I simply needed to go through it confidently. My goal was obvious: save money for an esthetics license, for my first equipment, a treatment bed, and everything necessary to start working. At first, I worked right in the kitchen of my cousin’s one-bedroom apartment. I’m so grateful to the clients who found me back then — their support meant the world to me. I send hugs to all of you.
Miami is known for its high competition in the beauty industry. How did you manage to create a space where successful, well-known women trust you with their appearance?
I’m not afraid of competition — I simply don’t see it. Miami has an enormous market and so many beautiful women and men that there are enough clients for everyone. I don’t view others as competitors. On the contrary, I believe we should support one another and help each other grow. I also believe everyone has their own individuality and personality that makes them interesting. You just need to express yourself and stand out. I feel the value I bring to women — and I’m always confident in what I do. I feel it.
Tell us about WOWROOM Miami. How should a woman feel when she steps into your space?
WOWROOM Miami is my special, beloved story. It used to be WOWROOM Kherson, and after moving to Miami, the name changed to reflect the new place and atmosphere. I considered changing the name completely, but then realized it would continue this journey with me.
“WOW ROOM” is a room where you receive a treatment and then look in the mirror and say: “Wow! I got my wow-effect!” I always put love into both the décor and the procedures. I want to add something interesting, unique, to create an atmosphere where girls genuinely say “Wow” and truly enjoy the experience. And my dream is that one day there will be “WOW ROOM” locations all over the world, where every woman can receive her own wow-effect.
Anti-cellulite massages, facials, microneedling — these are delicate treatments. What forms the foundation of your technique and results?
Of course, it’s 10 years of experience, practice, courses, seminars, and knowledge exchange with other professionals. When you love your work and live it, you grow — and your skills grow with you. Today, after all these years, I immediately see and feel what needs to be done, whether it’s with the body or the face. And interestingly, I began working with the body much more actively in Miami, because the climate is warm, people wear light clothing, everyone wants to look toned and beautiful, and many do sports. Even if you didn’t exercise before, once you move to Miami, you start — I changed that way myself. So I decided to work with the body professionally, whereas earlier my focus was more on facial cosmetology.
How did you manage to build trust and reputation in a country where you were starting from zero? What were the key steps?
The main thing is to be yourself, be open, and always ready for communication. I was genuinely excited to try myself in another country, in a vibrant, amazing city. The key step, I think, was that in the beginning I attended every event and networking opportunity, always reminding myself: you are your own business card. How you look also matters — you must represent your profession.
And finally: what do you see as your next steps? Perhaps scaling the brand?
I did think about scaling, about expanding and opening a salon. But for now, I can’t do that, because I still don’t have permanent immigration status in the U.S. — one that would give me confidence that I’m here long term and allow me to travel freely. So instead, I fulfilled myself through online and offline education and created my own anti-cellulite massage course, “WowBody.” This is what I live and breathe! I wanted to create a course that would allow any woman to start a profession she loves and take her first step into the beauty industry.
