Juri Silvennoinen works in the beauty background.
When beauty entrepreneur Juri Silvennoinen, 51, moves around in the streets of Helsinki, many say hello.
The man who piloted an agency that sells make-up artists and hairdressers for twenty years knows the shower club circles, but excitingly, many ordinary people from Tallinn also say hello – and maybe get embarrassed when they realize that they don’t.
The dark, slightly exotic features and lively eyebrows have stuck in the minds of Finns from the model photos that Silvennoinen regularly decorated in the 1990s. At that time, though, there was a little more hair, all the way to the shoulders.
– I think I was photographed for the first time when I was 16 years old, at the suggestion of a friend. He probably saw my potential for a smile job.
– I finished high school with honors, but in the army you had to ask a lot for free modeling jobs, Silvennoinen recalls.
Juri Silvennoinen has a natural ability to “work with a smile”. Inka Soveri
Babes and glamour
Silvennoinen did modeling work mainly in Finland, because at that time there were still Pukeva, Anttila, Max and Seppälä in Finland, who needed models and advertising faces.
Silvennoinen sizzled on the stages sometimes in Vaatehuone Simon’s silk jacket, sometimes in an oversized double-breasted blazer and unisex sweatpants.
– In the early 1990s, the industry was still doing well and even male models were able to support themselves. I went to Taiwan, Germany and Greece as well, but mainly my modeling work was here, says Silvennoinen.
Of course, there is glamor and stardust associated with modeling work, but for the most part, work in the world consisted of scrambling at castings, fierce competition and waiting.
– Friends were also made friends at the shows. Shoelaces were tied together and brooches hung around the neck, Silvennoinen laughs.
– And even though sometimes world-class stars were involved in the filming, the work was treated as a basic sweat shop job. Of course, posing with a Danish top model, by Helena Christensenwith has stuck in my mind, Silvennoinen recalls.
The man has certainly had every single Miss Finland from the past decades under his arm during filming.
Behind the beauty
Silvennoinen, who once also acted in youth theater, enjoys being on display.
– Ever since I was a little boy, I have been the one who recites poems and plays the piano at Christmas parties. There must have been some reason for this, because I’ve never really been trained for anything, the man thinks.
He says that he survived even without the mild effects of the modeling world, sexual harassment or other abuse.
– Or I’ve just been so blue-eyed that I haven’t realized, Silvennoinen laughs.
The modeling world has treated Silventots well. Inka Soveri
His basic positive and honest attitude to work has spread far.
Along with model work, Silvennoinen also started doing office work at Profiteam. When it ended, he gathered the make-up artists and hairdressers he knew and set up his own company.
The office provides agents for, among other things, advertising and magazine shoots, as well as for galas, for example. Silvennoinen’s company often has a hand in how the lady on Iltalehti’s Saturday cover looks. He has a concrete influence behind the beauty.
– I do the hairdos, I really don’t know how to do make-up or hairstyles. Maybe I can make myself a scary mask for the masquerade, says Silvennoinen.
Juri Silvennoinen, who arranges make-up artists and hairdressers through his company, is a master of organization. Inka Soveri
An expert in interpersonal work
Silvennoinen’s company actively works with 10–20 make-up artists and hairdressers.
Although turning the make-up and hairstyles for Linna’s parties is often such a puzzle that even a huithapelier is horrified. However, Silvennoinen takes care of calendar closures with cold calmness. If you run out of people in your own stable, there are always other familiar professionals in your back pocket.
Growing networks has really helped. For Silvennoinen, it is a matter of honor that the perfect look ordered by the customer is arranged one way or another.
– Yes, this is also interpersonal work. I take into account who has done make-up when who and how the chemistries have met. And if, for example, we are putting on a bride, we are dealing with such delicate matters that the make-up artist and hairdresser really matter, the connoisseur of the beauty industry knows.
A bouncy eyebrow
Silvennoinen is also remembered as a judge of the Finnish top model haussa program from 2017. For him, the jump from the stage to behind the judges’ table was not difficult, even though judging the appearance is a task that requires finesse.
– Times have also changed. As we saw from Huippis’ most recent season, models are now being asked to have more personality and their own distinctive story.
– Although, of course, in the modeling world, you always had to remember something. I may have had a bouncing eyebrow, Silvennoinen reflects.
Silvennoinen knows that a model must know how to stand out. Inka Soveri
She has always been endlessly interested in trends and novelties in the fashion and beauty industry.
– I remember how, even when I was young, it was the sweetest thing in the world when you could buy a stone-washed safari suit with your own money.
– And despite the prohibitions, I went to the Helsinki Academic Bookstore to read international fashion magazines. They were so expensive that I couldn’t afford to buy them myself.
Silvennoinen’s secret vices still include observing the style of strangers passing by.
– I also go to compliment if I see a good outfit, the man reveals.
Fats and ear hair
Silvennoinen also does commercial collaborations in the beauty industry on her blog and Instagram. He serves as an example for Finnish men to invest in their appearance.
– Men these days pay more attention to how they look. They also dare to look for services and use them. We already dare to put on moisturizer without the fear of being stigmatized as a virgin, Silvennoinen says.
Men also ask for advice. Most people are interested in how to fatten up their body after a gym workout, but also about removing ear hair or covering a receding hairline, we ask the male partner rather than the woman.
Juri Silvennoinen reveals that he secretly observes the style of others. Inka Soveri
Silver foxes on stage
Silvennoinen has by no means stopped working as a model. He has founded a model agency for adult men with his friends.
– Let’s go with the tip of the silver fox. We have established that a 50+ man is starting to be media sexy in every way, Silvennoinen laughs.
He has also expanded his repertoire to host various events. In addition, Silvennoinen is participating in organizing the Mannerheim Children’s Protection Association’s May show in Uusimaa for the ninth time.
However, the man denies that he has more hours in the day than others.
– I can’t even claim that super healthy lifestyles are behind my endurance. I like to eat well and drink wine.
– But I relax at the cabin. There, we pull in lancers and a beanie with a slanted beanie.
Tyylnieka, however, has its own rules for cottages as well: you don’t flutter around in ysäri wind suits there, but in new and practical clothes. They also include crocks.