By Emma Richardson
December 1, 2025
According to a global report by the research firm Market Intelo, the global market for pedicure services was valued at $8.1 billion in 2024. It is projected to reach $13.7 billion by 2033. Valeriia Dyshko, founder of the California-based studio Foot Care Pedicure, international trainer, and developer of a proprietary pedicure technique, shared insights on how to build an international business based on this trend.
Economics and Average Spend
With 11 years of experience in the beauty industry, Valeriia has built a business model where the average spend is 2–3 times higher than the market average.
This was made possible by narrow specialization. Instead of competing with chain studios, Foot Care addresses issues that traditional services cannot handle. Specifically, it handles complex cases such as hyperkeratosis and aesthetic nail reconstruction. Valeriia was able to implement this approach thanks to her medical education, which she received at a specialized medical college. As a result, clients experience relief from physical discomfort, transforming a pedicure into a necessary investment in health.
“Globally, this is valued more highly than standard services. It’s more beneficial for a client to visit a specialized technician once and achieve a long-lasting result than to constantly have the procedure redone at mass-market salons,” Valeriia explained.
Her business model has received widespread professional recognition. This year, she was invited to join the Eurasian Beauty Guild—an international professional community in the beauty industry. Valeriia was awarded the highest status of Senior Member as a specialist whose expertise is in demand on a global scale.
Importantly, Valeriia is not just a master stylist. She is an actively involved leader of her business. She has launched studios in various countries: Ukraine (2015–2022), Israel (2022–2024), and, since August 2024, in the United States. She personally manages every project, creating training systems for staff, hiring technicians, and overseeing every stage of operations. Thanks to this hands-on approach, each studio maintains the same high standards and signature style.
How the Foot Care Pedicure Business Model Works
Unlike typical salons, Foot Care Pedicure operates on a boutique center model, where the sterilization area serves as the heart of the business. For premium clients in the United States, sterility is a basic requirement, so all disinfection processes at Foot Care are open for inspection. The studios have implemented a control system aligned with OSHA standards and safety protocols.
The studio also works in partnership with podiatry clinics, creating a medical hub model. One example is Renew Podiatry, where Valeriia works as a podiatrist’s assistant. Doctors refer patients for aesthetic care after treatment, while the studio directs complex clinical cases back to medical professionals. This collaborative ecosystem allows clients to receive comprehensive care in one place.
The Dry Aesthetic Pedicure Technique as a Business Tool
The foundation of the business is the proprietary dry technique developed by Valeriia. It differs from traditional methods by completely eliminating the need for soaking and cutting tools.
From a management perspective, the machine-based method provides two significant advantages. First, it allows for more predictable scheduling and appointment management. Second, it reduces material costs while maintaining high-quality results. These benefits make the business more scalable and efficient.
Coaching and International Expansion
Today, Valeriia’s business is growing not only through new locations but also through educational initiatives. Since 2022, she has collaborated as a technical instructor with CleanestiQ, a professional cosmetics brand for podiatry and pedicure developed by Vitaly Solomonov, an expert in cosmetic chemistry, dermatology research, and a member of the Society of Cosmetic Chemists.
Valeriia trains the brand’s specialists, and her proprietary dry pedicure technique has been integrated into educational programs. CleanestiQ is headquartered in the United States and maintains a strong presence across Europe and the CIS. Educational programs jointly developed by Solomonov and Dyshko are presented at major international conferences, from Las Vegas to Bologna, as well as through online learning platforms.
As a result, her methodology has reached a global audience, providing thousands of specialists worldwide access to modern pedicure techniques.
She also trains technicians through the Dry Aesthetic Foot system. The program includes three levels of training: medical literacy, mastery of the Dry Aesthetic technique, and advanced practice of the proprietary dry pedicure method. These skills allow specialists to work faster and more efficiently, directly increasing their earning potential.
In addition to technical expertise, participants learn how to communicate with VIP clients, maintain patient health records, and establish themselves as recognized experts rather than standard service providers.
As the author of scientific and practical works, Dyshko has developed a series of methodological guides designed to assist medical professionals, podiatrists, and nail technicians in their daily practice. Among them are The Integrity of the Nail Plate During Dry Aesthetic Manicure and Pedicure (2025), Visual Thinking and the Structural Position of the Hands in Pedicure (2022), and Clinical Advantages of Dry Pedicure in Coastal Climates (2021). These works combine practical experience with professional methodologies used in specialist education and clinical environments.
“Modern pedicure is evolving into a biohacking technique. Clients aren’t attracted by rhinestones and patterns; they increasingly want to address physical challenges. Whoever understands this wins,” Valeriia concluded.
