Some people talk
about beauty – and then there are those who live it through kindness,
intention, and care. My guest today, Yelena Kalendareva, is one of those rare
souls whose radiant energy fills the room long before her words do. She’s the
founder of Aneley Cosmetics – a line created from her heart for women who seek
purity, elegance, and trust in what they wear.
Aneley Cosmetics was born out of a need to fill the gap in the beauty industry. Clients wanted to apply makeup right after facials and waxing. Unfortunately, there was nothing safe at the time. Yelena, being a licensed Cosmetologist and salon owner, decided to begin her search for safer alternatives. After meeting with many labs and evaluating her options, she finally found the lab that would solve the problem her clients experienced. What began as a small idea to fill the gap and solve a problem, turned into a global brand. Aneley Cosmetics and Yelena Kalendareva are widely recognized, with over 10 locations, multiple awards, and international recognition. Her clean, vegan, cruelty-free, and Shabbat-approved powder formulas elevated her brand to the Golden Globe Awards celebrity gift bags and earned her a place among the Top 100 Global Women Entrepreneurs.
A devoted wife,
mother of six, and mentor, Yelena reminds every woman that true beauty begins
with faith, kindness, and self-care – and that when you create with heart, it
shows in everything you do.
– Yelena, how did your journey in the beauty
industry begin, and what inspired you to create Aneley Cosmetics?
– I went to college to become a psychologist. However, G-d
had other plans for me. My friend Liliya pushed me into the beauty industry,
and I became a Cosmetologist. My journey
to create a line of makeup began with a simple desire to make my clients’ lives
easier. I just wanted to create a line of foundations so it can be applied
right after facials and waxing, so they feel comfortable walking out of the
salon with makeup on. I never thought it would turn into a whole brand.
– The name “Aneley” – your own, reversed – feels
very personal. What meaning does it hold for you?
– I never put myself first in anything. When the time
came for me to choose the name for my line, I was thinking about a French name;
the original name was “The Beauty Within” in French. However, after speaking
with my aunt, she convinced me to think
of a name that would, for once, be about me. It was harder than I thought.
After 2 weeks of thinking about it, Aneley was created. The word “Cosmetics”
was a suggestion from a client. It sounded great, and I went with it.
– Your brand stands out for being clean,
vegan, cruelty-free, and your powder line is approved for use on Shabbat. For
readers new to Aneley Cosmetics, where can they find your products, and what
sets them apart from the competition?
– Our whole approach starts with the ingredients. We use ethically sourced, clean minerals
and natural, organic formulas that are gentle enough to use even after cosmetic
treatments, such as facials or waxing. I wanted products that feel good on
the skin, not heavy or irritating.
The line is really created for the everyday woman – she’s busy, she’s juggling a
million things, but she still wants to feel put together. That’s why we also
focus a lot on education. We show women how to do their makeup in under five
minutes, so they can look fresh, confident, and get on with their day without
overthinking it.
We are currently
in over 10 locations: Brooklyn, Queens, Monsey, Lakewood, NJ, Montreal, Canada,
and online at www.aneleycosmetics.com. All locations can be found on the
website under the “Locations” tab and on our Instagram @aneleycosmetics.
– Beyond business, you’re someone who truly
cares about people. How do you use your platform to give back or make a
difference in your community?
– Great question. For
me, the business is just the vehicle – my heart is in serving people,
especially the women and teens in my community. Since 2023, I’ve been
mentoring Bukharian women at no cost by helping them balance business and
family while learning the practical business skills they need to be more
successful. I also try to give quietly
when I can, by supporting community projects, and offering my time, products,
or guidance when I see someone truly needs it. I donate makeup to many events
and causes, help with fundraising, and try to be as helpful as I can. It’s very
important to me that I take women up with me.
Besides that, I am also part of the sisterhood in my
local synagogue and very involved in fundraising through the calendar and other
various projects.
– How did it feel when Aneley Cosmetics was
featured in the Golden Globes gift selection – such a proud milestone?
– Oh, that was incredible. I still remember the email
where it said that they would be happy to have my makeup in their gift bags to
give to the media and celebrities for the Golden Globes. I had a bit of
imposter syndrome. I was thinking, “Who am I to be part of such a huge event?”. It was my first step to being truly
recognized in such a big way.
– You’ve been named among the Top 100 Global
Women Entrepreneurs and Entrepreneur of the Year, among many other awards and
recognitions. What inner qualities helped you grow from a local salon owner to
an international name?
– I built my
business around my family. That was and still is my drive and source of
inspiration. In addition, integrity,
honesty, professionalism, and showing up. I showed up while nursing my
children, with massive migraines, exhaustion, through tears, and I never gave
up. I delivered on every promise and answered every call. I presented worldwide
without complaining and by focusing on women's empowerment. When your goal is to enrich people's lives,
you will always win.
– And finally – when you look at everything
you’ve built, what does “real beauty” mean to you now?
– “Real beauty”, to me, means feeling comfortable in your
skin. Feeling satisfied with your choices and appreciating every moment. Being
truly grateful for every opportunity. Recognizing the journey and celebrating
all the milestones.
As I wrapped up
this interview, I felt deeply inspired – not only by Yelena’s accomplishments,
but by her heart. I’ve followed her for years, long before I ever imagined
speaking with her personally. What has always captivated me is her genuine
energy and her unwavering desire to lift others up.
Yelena teaches
skills that many would charge thousands of dollars for, yet she shares them
freely, generously, and without ego. Through her WhatsApp group and mentorship,
she pours her hard-earned knowledge into the next generation of entrepreneurs –
not for recognition, but because she truly wants women to succeed.
This conversation was a gift. I am honored to share her light with you, and I hope you enjoy this interview as much as I did.
Interview by Zoya Aminov
Aneley Cosmetics
Main number:
917-4-Aneley (917-426-3539)
Social media (instagram,
facebook, YouTube, tiktok) – aneleycosmetics
