Highlights | #SCHWARZKOPFcreators

Diana Korkunóva: “Even when I’m glamorous, I like to feel casual”

Young, fun and bubbly, Diana doesn't really know how she became such a successful influencer, but she sure is making the most of it. Between fashion parties and holidays in exotic locations, she found time to share her hair and beauty secrets in our #SCHWARZKOPFcreators interview

Diana's natural, effortless style is a hit on social media, but the petite Russian insists she doesn't even know how she became such a successful influencer: "When I started," she explains, "I just did what I wanted, but now it's starting to become really competitive. Everyone wants more followers and does crazy stuff to get them. If you want people to notice you on Instagram, you need to do something interesting."

Diana keeps it interesting by posting updates from beautiful locations around the globe and by sharing her radiant smile with more than a million followers. We talked hair trends, sneakers and her failed mission to copy her hair idol Rihanna's look. 

Diana on why she likes to keep it natural

Which current hair trend do you like best?
I'm not really into trends. I like the way my hair looks naturally, which is better than any trend.

Would you go for an extreme hairstyle like the buzzcut?
It's a cool trend and a lot of great girls that I love, who are charismatic and stylish, wear a buzzcut. It's a great look on others, but I don't think it would look good on me.

How do you like to wear your hair in daily life?
I love to go to bed with wet hair, so when I wake up I have lovely, natural waves, like beach hair.


A hairstyle better than any trend to Diana Korkunóva? Hair that looks all natural.

What's your look on a lazy Sunday?
A big hoodie, my boyfriend's hoodie actually, XL pants, and sneakers of course. My hair is tied up into a messy bun.

What's your insider tip for a glamorous hairstyle?
I think Hollywood waves are the best. If you don't like a look that's too stiff, you can brush it out a bit and it will still look glamorous, but a little more natural.

Diana on her ultimate hair secret (hint: it's not copying Rihanna)

Name three hair and beauty products you always carry in your travel bag.
Masks for repairing, milk for smoothing and heat protection before styling.

What was your biggest hair faux pas?
I wanted to have grey hair like Rihanna. First, I had to go blonde and then color it grey, but I went to a really bad stylist who basically gave me highlights, which is not what I wanted at all.

What's your ultimate hair secret?
I think it's not just about care from the outside, but about nourishing from the inside. I watch what I eat and make sure I get a lot of vitamins, especially A and E, and good oils like fish oil. I also protect my hair from the sun by wearing a hat and using a spray with SPF.

Diana predicts her (hair) future and looks to Rihanna, again

What hairstyle will you wear when you're 70?
I think a cut like Amélie (in the French film) or Matilda (from Léon: The Professional) would look great.

Who is a real role model for you and why?
Of course Rihanna, because she can wear any style and always looks amazing. I love the clothes she wears and I love what she does with her hair.

Who inspires you?
Friends and other people I meet can inspire me, but I also find inspiration in myself. I love to see that I am growing, that I am getting a little bit better than I was yesterday and that I am able to help others. I think everyone should be inspired by their own achievements.

If you could be someone else for a day, whose life would you want to live?
Rihanna maybe, that would be fun.

Diana's take on beauty

What do you like most about yourself?
First of all, I think no matter what it looks like, everybody must be healthy. You need to be healthy and love yourself and if you love yourself, then others will love you.

Beauty is…
... not the same for everyone. You're beautiful because you're you and I'm beautiful because I'm me.

Cool casual or elegant chic?
Cool casual. If I'm in a beautiful dress, I can still wear sneakers. Or if I'm in a hoodie and pants, I can wear high heels. Even when I'm glamorous, I like to feel casual. For the Schwarzkopf 120th anniversary event, I was wearing heels, but once they got uncomfortable, I changed into sneakers.

Natural beauty or perfectly styled?
I love natural beauty, but I also love makeup and using lots of different products. It's all about not wearing too much of anything.

Tell us what's great about Russian women.
I don't know, who says Russian women need to be better than others? I'm from Russia but I think every woman is great.

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