Our story
I built what I needed myself.
I'm Anna Golovan, founder of FORMULA Beauty Club.
I didn't come to this industry from the outside. I'm from Ukraine — the place where the standards behind Russian manicure, European brow and lash lamination and the signature hair techniques your clients ask for were actually built. I grew up inside that level of detail. I know what real quality looks like, and I know the difference between a product that performs on a client and one that just photographs well.
In 2012 I moved to New York, and I spent more than twelve years there working in marketing — building brands, producing large-scale events, running PR, helping businesses grow. That gave me the experience and the confidence to understand how a business is actually built: what makes a beauty business get noticed, and what makes it profitable.
A few years ago I moved to Texas and opened my own salon: KRASA Beauty Studio in Dallas — multi-service, with nails, brows, lashes, hair and makeup all under one roof. And from the very first minute I ran into the problem that became FORMULA. There were online stores bringing our products into the US — but not one carried a full selection, and not one could tell me what to buy, how to put an order together, where it was actually better value, or which brands were genuinely the best on the market right now. I was ordering from dozens of places: some things out of stock, some on long waits, and some shipped from Ukraine for weeks.
So we built the store I wanted as a salon owner: the best European brands for beauty professionals, curated and gathered in one place, instead of a thousand names you have to test at your own expense.
Why not buy direct?
I get this question a lot: why buy through you when I can order straight from the brand? You absolutely can — nobody's arguing with that. And yet Saks Fifth Avenue, Nordstrom and every other great department store are full of people buying Chanel, Céline and Prada. If you need one specific wallet from one specific house, you go to that house. But if you want to shop — to compare, to discover, to pick up ten things from ten different brands in one place, with one cart, one shipment and one person who already knows you — you go to the department store. FORMULA is that place for professional beauty. And a store like that gives you one more thing: a personal stylist. That's exactly what we do at FORMULA. Your concierge knows your salon — what services you offer, how many stylists work with you, what you're planning next, what you love and what you'd never order again — and helps you build every order around that.
But products are only part of it.
We're not here to sell you a bottle of polish or a dust extractor and disappear. We're building a community.
If you're a stylist or artist who wants to open your own salon and doesn't know where to start — you'll find the materials, the guidance and the specialists here. If you're not sure how to register your business, get licensed, set up your Google Maps listing or run a promotion that actually brings clients in — that's here too.
Your own concierge — not a support ticket.
Every member has a concierge manager: someone who knows your services, your situation, the brands you've already tried and the ones you've been meaning to try. That's how you get first access to exclusives, new arrivals and offers built around what you actually do — instead of digging through catalogs on your own time.
The goal is simple. Make the business side seamless, faster and easier, so you can focus on growing and scaling — not on chasing a lost order or testing hundreds of brands to find the one that works.
I build this the same way I built KRASA: thinking about myself as the client. I wanted one place where you could walk in and get everything done in half a day — good service, no hunting for parking, no ten separate appointments across town. My life is busy: businesses, work, family, travel. So is yours.
FORMULA Beauty Club is that same idea, applied to your business. We work with the best brands on the market. We're glad to have every one of you here, and we genuinely want your feedback.
Welcome to the FORMULA family.