Yelena Scheidler
~ Model/Makeup Artist ~
By Rodney Wayne Branche
Copa Style Magazine's Publisher/Editor-Chief
The Map of Russian
Copa: At what time did you figure out that you had a skill for makeup application and modeling?
Yelena: As a child I was infatuated with art. I drew people and beautiful faces around the clock. I was always fascinated with beauty, especially women’s beauty, and the art of transformation since I can remember. When I was 12, I began experimenting with makeup and realizing the amount of power a sweep of a brush had. I learned the art of contouring, structure, shading, color by first observing beautiful celebrity faces: Jennifer Lopez, Beyonce, Britney Spears, Cindy Crawford, etc; by studying other celebrity artists’ work such as Kevyn Aucoin, Scott Barnes, Isabel Perez, and practicing on any face I could get my hands on. I loved to see the expressions on my early clients’ faces after looking at themselves in the mirror post my glam transformation. That gave me such a feeling of satisfaction, that I knew very early on that this was my gift and passion, and I was unwilling to turn my back on it. I wanted to make people feel the most beautiful. Copa: Please tell our readers why make-up is extremely important in the photography studio, fashion show runways, and everyday life.
Yelena: I am so glad you ask! Makeup is many times THE most important aspect of photography, runways shows, and of course day-to-day. Makeup has the power to tell a story as it can literally be the key to a magazine-cover worthy photograph that alone by itself can express any theme or message. It can look beautiful, edgy, magnificent. Based on my glam theory, makeup should always enhance a person’s features, even if it is editorial or high fashion. My focus is always to enhance the beauty that is already there. I want the people I work with to feel incredible about themselves. In fashion shows, makeup is key! The cohesive and synchronized style applied on all models, creates a significant finishing touch to the overall presentation. Again makeup becomes a perfect translator of an overall theme. I recently worked with the Axel Makeup Academy Pro Team as an artist for the DC Swim Week Fashion show where every artist created a similar makeup look on models. As a result the show was perfectly cohesive and models looked beautiful on their own and together as a whole. When it comes to day-to-day life, makeup is such a beautiful confidence booster, and that has to be my favorite part. It does not need to be complicated, just a sweep of a pretty lipstick, or mascara, and possibilities are limitless. The best parts in life are actually quite simple, and this is a true example. Of course, if you do not find makeup to be easy, let me know - I am here to help you! Copa: What are 3 mistakes that models in the DMV usually make in your professional opinion?
Yelena: I usually do not look at mistakes as mistakes but areas of opportunity and growth. The 3 top ways to seize more opportunities are:
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Copa: Where are you from?
Yelena: I was born in Moscow, Russia, but I have lived in Northern Virginia right outside of DC for the majority of my life! Copa: Who are your 3 favorite models of all time and why?
Yelena: What a good question! The first favorite model I want to speak about is the one I have personally worked with a lot - best part is she is local to DC - Selamawit Yirga, COPA Style Model of 2019. She and I finally had a chance to work together during a magazine photoshoot with Patience Wolfe, after already passing each other numerous times at fashion shows and events. We bonded instantly. Not only is she stunning on the exterior, she is just as beautiful inside, not to mention a savvy business woman who runs a modeling agency. Since then we have done many photoshoots together, and I look forward to our future ahead. My next favorite model has to be Tyra Banks. This woman has completely transformed the idea of modeling and beauty and became such a leader in the industry. How can we forget when she bravely displayed her photograph completely bare faced pointing out the flaws that she and ultimately all humans have. This was power! I believe it changed our outlook on beauty behind the cameras. We realized that perfection is not the goal, we have to love ourselves as we are. We can achieve greatness as long as the confidence within us is alive. Of course, if you have a great makeup artist or products, perfection is not far within reach. My final favorite model of all time is Adriana Lima. How I would love to be the artist behind her face some day. The contrast of her dark hair with the bright blue eyes, and impeccable features is a dream! When I think of Victoria’s Secret, I think of her to this day. She brought so much sass to the brand, and was named “the most valuable Victoria’s Secret Angel” in 2017. I couldn’t agree more. 
Selamawit Yirga
Tyra Banks
Adriana Lima
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The Kremlin
Copa: What great things have you learned about modeling?
Yelena: Simply put, modeling is not an easy job. I have so much respect for models, having done modeling myself as well as working alongside models all the time. Modeling takes a lot of patience, practice, dedication, expression, and openness. Truly successful models possess all these characteristics. Beyond modeling, it is important to have a strong and cohesive team around: photographers, designers, makeup artists, hair stylists. A model’s beautiful photo-shoot or a runway show is due to such a powerful collaboration. The amazing part about modeling is that you can be anything or anyone for that moment, like an actor or actress. What a beautiful chance. 
Edwin Alvarado
Jof Panlaqui
Copa: When did you become a Makeup Instructor at the Academy and when did you decide to establish you own makeup business?
Yelena: I have met Axel Vasquez, the celebrity makeup artist, creator of Axel Makeup Academy and Richard Santa Cruz who manages the academy, by chance at an airport a few years ago. We instantly clicked - a natural connection. Over time we began working together during glam events, DC fashion shows, New York Fashion week, Charity events, and so much more. Having a chance to work alongside the artists who graduated from this school, I was amazed by the level of artistry the students possessed, that always stood out to me. When Axel and Richard offered me an opportunity to become an instructor at the greatest makeup academy I have ever experienced, I was honored beyond words. I began teaching at Axel Makeup Academy in September of 2020 and feel very connected to the students, the staff, and the academy mission. Axel Makeup Academy offers pro makeup artist certification classes in both English and Spanish, opening doors of opportunity to a wider market. As far as my own business, I have been a freelance artist by the name of Makeup By Yelena since 2007. Prior to that, I worked at Sephora during college, and have by now accumulated over 17 years of experience in the beauty industry. I started very young! |
Copa: What does the future hold for Yelena Scheidler and her world of modeling, fashion, and style?
Yelena: This past year has been a game changer for me as an artist and person. Despite the challenges that presented themselves to us, to the world, I have seized new ways to grow, take risks, and meet incredible people: appeared on the news beauty segment, on magazine covers, organized a large makeup masterclass, taught beauty to women virtually along with my beauty partner Michelle Quick, trained hands on with Mario Dedivanovic, Kim Kardashian’s makeup artist, became an instructor at Axel Makeup Academy, and so much more. I have said more yes’s and no’s than ever before. I am excited about the rest of the lifetime to come! I will continue to produce beautiful work for more magazine covers, show up on a few myself, work with the brands I believe in, continue my involvement and leadership within our community, seek more ways to improve lives through the art of beauty, continue educating and passing along my love for beauty to others, and working with the most incredible humans! This is just the beginning.
Yelena: This past year has been a game changer for me as an artist and person. Despite the challenges that presented themselves to us, to the world, I have seized new ways to grow, take risks, and meet incredible people: appeared on the news beauty segment, on magazine covers, organized a large makeup masterclass, taught beauty to women virtually along with my beauty partner Michelle Quick, trained hands on with Mario Dedivanovic, Kim Kardashian’s makeup artist, became an instructor at Axel Makeup Academy, and so much more. I have said more yes’s and no’s than ever before. I am excited about the rest of the lifetime to come! I will continue to produce beautiful work for more magazine covers, show up on a few myself, work with the brands I believe in, continue my involvement and leadership within our community, seek more ways to improve lives through the art of beauty, continue educating and passing along my love for beauty to others, and working with the most incredible humans! This is just the beginning.
Axel Vasquez
