Meet Malika Burieva, the 2022 Cultural Style Week international brand ambassador representing Central Asia.

Based in New York, Malika of Uzbek-Turkmen heritage is a digital creator and advocate for Central Asian representation. We caught up with the beauty to discuss her hair and beauty must-haves, fashion picks and more! 

 

We have seen you sharing some of your beautiful Uzbek and Turkmen clothing and accessories in your Cultural Style Week ambassador video. For those who haven't seen it. Please give a brief snapshot of the outfits and accessories that make up your cultural wardrobe. Name a few of your favourite pieces. 

When embracing my Uzbek heritage, wearing my Atlas and Adras “xalat” and “beqasam” (traditional robes) are a must. My custom-made Atlas dresses are my favourite since they’re so colourful and frivolous. I top it off with traditional earrings, one of which is a family heirloom from my late “onajon” (grandmother).

Though, when embracing my Turkmen heritage, I wear my Turkmen “Tahya” (traditional Turkmen hat) and I love to wear my bright red Turkmen dress known as a “Yaka.”

 

 

That sounds amazing. Being born and raised in the US, how have you been able to stay connected to your culture, especially Central Asian fashion? Where do you find your clothes?  

My family back in Uzbekistan keep me updated on the fashion trends and send me clothes that they believe would be flattering on me. Since we’re so far away, if measurements are needed, I measure myself through FaceTime. The Atlas and Adras dresses that I have are all custom made.

 

 

 

We love to explore cultural hair and beauty secrets. Are there any traditional hair and beauty tips that have been passed down to you? 

Yes! To make our eyebrows look darker, Central Asians use this product called, “Usma.” It’s a product that’s been passed down for generations.

To keep our hair long and healthy, we tend to wash our hair with “qatiq” which is yogurt. It lacks the chemicals that factory-made shampoo and conditioner are known to have and, instead, has healthy nutrients for the hair.

For soft and healthy skin, a soap with the name “qir sovun” is commonly used in Uzbekistan. It’s a soap that brings great benefits for the face and body. You can tell that this also lacks chemicals as the color isn’t bleached to be a milky-white color, but rather, a brown color.

 

How would you describe your everyday style? What are your favourite (non cultural) wardrobe choices? 

Depending on the season, my everyday style varies. Along with the fact that New York is known to have bipolar weather.

I tend to wear a pair of well-fitting jeans with a light top in the summer and spring. However, I do wear summer dresses to show off a girly side of myself once in a while.

Though, once fall and winter hits, I tend to be at my most fashionable. I sport a jacket or coat (varying from leather, faux fur, or a teddy bear jacket), a turtleneck sweater underneath, warm leather pants, and top it off with heeled boots.

 

 

 

What mainstream hair and beauty brands can be found in your vanity cupboard?

Hair: Batiste Dry Shampoo, Girls with Curls Hair Products, and Garnier Fructis Style Curl Scrunch Controlling Gel

Beauty: MAC Fix+ Prep and Prime Finishing Mist, Garnier Skin Active Micellar Water, Cetaphil Oil Absorbing Moisturizer, Two Eyelash Curlers, and Thayers Witch Hazel Facial Toner with Cucumber

Makeup: Wet n Wild Highlighting Powder, beautyblender Bounce Liquid Whip Foundation, Kiss Strip Lash Adhesive, Catrice Cosmetics Prime and Fine Anti-Red Primer, Anastasia Beverly Hills DIPBROW Pomade, Johnson’s Baby Powder, SKINFOOD Salmon Darkcircle Concealer Cream, L.A. Girl Velvet Bronzer Contour Stick, e.l.f. Clay Eyeshadow Palette, L.A. Colors Lockin’ Lip Color, and L'Oreal Paris Makeup Infallible Super Slim Long-Lasting Liquid Eyeliner.

 

Share your favourites - no overthinking, please say the first thing that comes to mind. 

Favourite colour? Lavender

Favourite/dream holiday destination? Uzbekistan

Favourite perfume? DOLCE PEONY by Dolce & Gabbana

Favourite food? Somsa with Pumpkin Filling

Favourite drink? Bubble Tea

 

If you were stranded on a desert island and could only take five hair and beauty items, what would they be? 

1. Batiste Dry Shampoo

2. MAC Fix+ Prep and Prime Finishing Mist

3. Garnier Skin Active Micellar Water

4. Johnson’s Baby Powder

5. SKINFOOD Salmon Darkcircle Concealer Cream

 

Great choices! Finally, what is on the horizon for Malika and how can people find out more about what you do and view some of your amazing content? 

I would love more opportunities like this to share the beauty of Central Asian culture. You can find out ways that I do so on my TikTok @malika.burieva and Instagram @malika.burieva

I’m also starting to post videos on YouTube: Malika Burieva