Feature

Globally renowned nail artist & educator, ELENA MALTSEVA, reveals the creative process behind Nailympia’s 2026 campaign images

Originally published in the January issue of Scratch – click here to read for free.

The vision

The concept for Nailympia’s 2026 campaign stemmed from a desire to showcase not only beautiful nail silhouettes, but the creative styles represented at Nailympia competitions. These range from mixed media to extreme stiletto designs and hand-painted artistry. I tried my utmost to showcase one or more of these elements in each nail.

The idea didn’t come to me right away. I was considering what would look most striking against a black backdrop when I had an epiphany: I would use the nails to share my story as a competition techniques coach.

I chose mixed media as the main focus of the composition, as it is my signature style. I took the idea of the artwork from my online course, The Little Prince, which I created during the pandemic. It has been completed by artists around the world, including renowned educators.

Timeline

The nails combine elements that I’ve demonstrated in my training courses and saved to use in future. For example, there are pieces from classes I’ve taught on crafting a realistic eye, portraiture, hand-painting and using the bas-relief moulding technique to create a face. In the centre of the composition, I placed a mixed media piece that I created several years ago.

The nail bases and accompanying, connecting elements were created over the course of six days prior to the photo shoot. I try not to create my work too far in advance of a deadline, and instead dedicate myself to it fully within a specific timeframe.

Styling symbolism

I wanted to show how everything is in motion metaphorically, via the secondary and tertiary elements of the piece. The nail shapes, reminiscent of cogs and circles, are like a mechanism that connects and fastens the fixed, leading elements of the design. This sets the rhythm of the entire work and represents that nothing in life stands still: everything moves and changes.

Inspiration

I drew my inspiration from the Art Nouveau movement, and to some extent pop art, because I sought to convey a riot of colour. I wanted all the colours of the world to be expressed in this work, while maintaining structure. This was quite a detour from my usual style and a step outside of my comfort zone, because I’m generally more of a classicist. But why look for easy ways to do things? I always want to try something new.

My creative process

I rarely sketch ideas for my designs. While I help my students craft plans for their designs, mine are clearly laid out in my mind, so I believe that putting them on paper wastes time. I close my eyes and see what I want to create. I first determine the colour scheme, which is either instant or inspired by imagery I find. Next, I select the central focuses for each nail. To unite them,

I create connecting elements, which I call ‘leitmotifs’. These are showcased across the nails via repeating symbols. After placing the key elements on each nail, I add supporting elements to create a complete composition.

I don’t attach all the elements right away. Each nail is laid out and the elements are arranged so I can see that they balance against each other: within each nail and across the complete set.

Nail techniques

For Nailympia’s campaign imagery, I used a variety of techniques, including hand-painting with gel pastes and paints, and working with wet acrylic to sculpt and paint. Additionally, I used relief sculpting and created 3D elements, primarily with acrylic, but also with gel.

I made sure to incorporate volume and depth in my work. I always use black and white shades very carefully, and include them in the final stage to ensure the creation delivers maximum contrast and readability, especially in photographs. For this imagery, I added black and white using liquid acrylic painting techniques to achieve balance.

Challenges

The main difficulties I encountered when creating the Nailympia imagery were related to time and location. I was travelling when I needed to craft the nails, so wasn’t in my usual workspace, but I did have all the products, tools and basic components I needed. It was challenging to relax and give in to my creativity, but I’m grateful to my colleague, Elena Popova, who offered me space in her training studio to finish and perfect the design.

My motivation

It’s an honour to have my work used by such a significant competition organisation as Nailympia. For as long as I can remember, I wanted to make it to Nailympia London. It is the pinnacle of any self-respecting professional’s aspirations – and a meeting point for nail artists from all over the world. Nailympia has long been a championship that is close to my heart, and I have the deepest respect for its organiser, Alex Fox.

I experienced a special feeling in May 2025, when, after a long time unable to attend a Nailympia event for various reasons beyond my control, I judged at Nailympia China and was immersed in a magical atmosphere of celebration. I saw many experts and colleagues that I hadn’t seen in years and was overwhelmed with emotion. I was so impressed that I decided to give something back to Nailympia. This turned into offering up the results of my 25 years of nail industry experience for this campaign. I am deeply honoured that Nailympia accepted, and that my work will adorn the promotion of this wonderful organisation for 2026.

Go-to tools

My main tools are nail brushes, and I use many kinds – though mainly for L&P acrylic. I have a long history using the system and continue to promote and praise it. I believe that acrylic is the most pliable product for creative work. You can sculpt and paint with it, and when creating three-dimensional elements, it conveys texture amazingly.

Collaboration

I enjoy working closely with other creatives. I used to be more inclined to work solo, but am now interested in collaborating with professionals who are equal in experience.

Elena Popova supported me during this project by providing a location to work from and emotional support. We were also collaborating on another photo shoot at the time, which involved other professionals, so shot several works alongside the Nailympia imagery. The shoots combined the efforts of nail pros, make-up artists, hair stylists, videographers and photographers.

What I love about Nailympia

I am inspired by the teamwork that is involved in Nailympia. The judging panel brings together specialists of such high calibre, experience and expertise. I value their friendliness and willingness to help each other if questions arise or something isn’t clear. Language difficulties bear no obstacle. I recognise the respect that the judges have for participants, and the attention and patience they show in difficult situations. That is why I always want to return to judge Nailympia competitions: to feel the aura of these people, whom I miss deeply.

Industry evolution

I believe that creative competitions, such as extreme nail categories, have excellent prospects. These not only showcase the capabilities of the materials and products that artists work with, but enable the creation of beautifully crafted works. Competitions empower nail artists to develop creatively, step out of their comfort zones and create something more profound than salon work. I’m certain that Nailympia, as a global platform, will continue to expand, and I am ready to assist in any way possible.

The Nailympia Competitions 2026 global campaign imagery is courtesy of:

Nails: Elena Maltseva @elena_maltseva_nail

Photographer: Elena Gelberg @pena_litrova

Make-up artist: Varvara Tabutarova @varvara_tabu

Hair stylist: Ksenia Golubeva @kcenja_golubeva

Model: Elizaveta Plotnikova @plotnikova_elizabet