🇩🇰 Du finder den danske version af denne artikel her.

We’ve been following Selima Utsijeva and SMOOTH from the very beginning. We were the first Danish outlet to tell her story — both her journey to Denmark and her ambition to build a beauty clinic with a difference.

SMOOTH has never been “just about appearances.” It has always been about autonomy, awareness, and creating a space where aesthetics and responsibility go hand in hand.

Now, we check in: where does she stand today? What occupies her mind? And how do you dream once you’ve already built something that works?

Selima Utsijeva, CEO & Founder, SMOOTH

What occupies your work life the most right now?

“If I’m being completely honest, resilience and stability take up most of my mind.

We had an extremely tough year in 2025 due to regulations from the Danish Patient Safety Authority, which meant we simply couldn’t get our nurses certified and ready quickly enough to treat our clients. The demand was there, but our capacity was locked — and that directly meant we couldn’t generate new revenue. It put immense pressure on the business.

There were moments when I honestly doubted whether we could make it through. Not because we lacked a solid core business, but because liquidity and timing in such situations can become extremely challenging.

But we had a plan. And in times of crisis, having a plan is crucial. We followed it from start to finish and ended the year with a record-breaking Q4, finishing better than expected.

What occupies me now is making sure we never find ourselves that vulnerable again. Building structures, financial discipline, and organizational strength so we can withstand unforeseen regulatory or market changes — especially in a bureaucratic country like Denmark, where regulations often shift rapidly without fully considering industry impact.

I’m thinking less about rapid growth and more about resilience. Right now, the focus is on growth within existing frameworks before pursuing new initiatives or expansion.

For me, this is the next level of leadership.”

Do you dream differently today than you did a few years ago for SMOOTH?

“Yes and no.

I still dream big. But in the past, my focus was largely on expansion and speed. Today, I dream more about depth — about quality, about being the most specialized and respected player, not just the biggest.

I’m thinking more long-term now, prioritizing value creation over volume. There’s a clear three- to four-year plan in place.

And I dream of building something that can stand on its own, even without me in every corner.”

What fills you with the most pride about SMOOTH?

“That we are still here.

That we built this from the ground up, growing in a fraction of the time that other major players took over ten years. Without investors at the start, without a network, without any safety net. And despite regulatory changes, pressure, and setbacks, we still delivered.

I am proud of our team, and of everyone who stood firm through the tough year of 2025. I am proud that we have shown it is possible to run an aesthetic business both professionally, responsibly, and ambitiously at the same time.”

What motivates you today? Is it the same as when we first met?

“Fundamentally, yes!

In the beginning, SMOOTH was very much about proving that I could. That I could build something on my own, without a network or a traditional background in the industry or academia.

Today, it’s less about proving anything and more about creating something meaningful. I dream of building a company where talented women can fully develop their skills, and where we can help raise industry standards.

The dream is still big, but it’s become more grounded.”

What trends do you see in the beauty and wellness industry right now?

“The industry has grown tremendously in recent years — in some areas 15–20% annually. It’s no longer a niche; it has become a serious part of the health and wellness sector.

This also means that we are no longer seen as just ‘beauty girls.’ We are recognized as serious actors in a sector that has become part of the modern health economy.

At the same time, there is a clear shift from volume to quality. A few years ago, it was about more — more filler, more visible transformations. Today, it’s about skin structure, collagen stimulation, and prevention.

People want to look like themselves. Just fresher.”

If you could give one piece of advice to a young woman starting out, what would it be?

“Don’t wait to feel ready. You will never be 100% ready. You learn by doing. Build it on your own terms. You have to be able to stand strong — even when it gets tough. Because it will.”

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