Profile
Eleni Vrettou
I have always believed that beauty becomes interesting when it stops asking only to be admired and begins to explain something about the world around it.
I came to manicure writing through business, not performance. Before this magazine, I was writing profile pieces on independent beauty businesses, listening to women explain their work, their prices, their clients, their mistakes, and their ambitions. That taught me to look beneath the surface. Not only at what is beautiful, but at what is credible, well positioned, disciplined, and built with intention.
My life is not arranged around public display. This is why we have a very clear separation between what is work and who I am. This is also why, as part of the magazine’s policy, we do not use public personal social media, and all accounts use avatars, keeping ourselves and our families out of controversy. I prefer the article to carry the argument, not the personality to perform around it.
I studied abroad, and perhaps that gave me a sharper impatience with decorative beauty coverage that says nothing. Manicure deserves better than empty praise. It deserves context. It deserves hierarchy. It deserves to be read as image, status, business language, and market behaviour.
When I look at nails, I am also looking at the salon behind them, the client who chose them, the price being asked, the promise being made, and the culture that makes one colour feel premium and another feel careless.
I write for readers who want beauty coverage with standards. If something is visually pretty but commercially hollow, I will say so. If a trend reveals a real shift in taste or client behaviour, I will say that too.
Polish is never only polish. Not when women build businesses around it, not when clients choose trust through it, and not when taste, image, and commerce meet on the smallest visible surface of the body.
