Small Business Spotlight: Rita Ruiz of LASHÒSOPHY

For National Small Business Week, we’re honored to shine the spotlight on Rita Ruiz—a lash artist, entrepreneur, and the visionary behind LASHÒSOPHY and @ritari.lash. With roots in Ukraine and a journey shaped by resilience and passion, Rita’s story is a testament to dedication, reinvention, and the quiet power of beauty.

"My career started in Ukraine over 11 years ago, and I realized that I chose the right path because I feel that my work is like meditation," Rita shared. "I love making girls more confident and emphasizing their beauty that is given to each of us by nature."

From Artist to Founder

Two years ago, Rita found herself at a crossroads. "I asked myself whether I should stay in beauty or go into a new field," she recalled. But her next step became clear: she wanted to create something that served other beauty professionals.

"I had a need that I wanted to fill—this opportunity to give beauty artists the quality materials they deserve." From that moment, LASHÒSOPHY was born. "Being a business owner is a constant challenge and new obstacles. It feels like you're constantly in a computer game and you open new levels. It's hard but pleasant, that's how I describe the everyday life of a business owner."

On the Truth of Entrepreneurship

Rita doesn’t sugarcoat the entrepreneurial journey. "Many people open small businesses with the hope of making quick money, but this is not the case." she said. "I would compare this whole process to a child who is constantly growing and learning something new."

She encourages aspiring business owners to ask themselves tough questions: "How much are you willing to sacrifice for the business to bear fruit? And how long are you willing to wait for it?"

Customer Experience Starts with Intention

In an industry where personal connection matters, Rita stands out through empathy and attention to detail. "Don't be indifferent to your clients," she advised. "Even such simple things as wishing them a happy birthday or offering a discount to loyal customers, these moments show they’re not just a customer, but a part of your beauty family."

She also shared a unique insight into creating an unforgettable atmosphere:  "I experimented with the music that played in my office. I always play slow jazz or meditation music. Clients noticed it, and I constantly receive compliments for the atmosphere I’ve created. You just need to feel what exactly clients come to you for, and be able to recreate that. That’s the key to success."

From Language Barriers to Limitless Potential

Rita’s move to the U.S. wasn’t easy. "When I came to the USA, I didn't know English well, I didn't understand the culture, and I was an emotionally closed person." she admitted. But the journey transformed her.

"I am grateful to this country that I was able to open myself from a new side, learn the language, and be open to the world. I adore this country for the people. Everyone wanted to help, and I realized that with such support, I have everything to become successful."

Refueling with Gratitude

To stay motivated, Rita reconnects with what brings her joy. "I just try to make free days for myself, where I do whatever I want. Traveling and music fill me with energy." She also reflects on her early beginnings. "I started working at 14 years old and was paid $2 per day. When I remember those times, I understand that there are many obstacles in the world, but when I don't stop, I don't give up...You just need to learn to enjoy simple things and be grateful for where we are now and who we are."

Why Small Businesses Need Each Other

Rita believes in community over competition. "I’ve always been in favor of perceiving competitors not as competitors, but as colleagues," she said. "In American culture, it’s normal to help, to share the necessary contacts. Together, we can create something incredible and bring something new to the industry."

If Her Business Had a Theme Song?

“Beyoncé's Halo,” Rita said. "I remember the first time I heard this song and had goosebumps from the meaning. Bring goodness and beauty into the world."

Follow Rita at @ritari.lash and discover how she’s building confidence, connection, and community—one lash at a time.