Suppose a bride walks into your salon, nervous about her big day. She tried three other makeup artists, but something was always off. Too cakey. Too shiny. Not her. Then you give her the look. When she looks in the mirror, her eyes light up.
“This is exactly what I wanted,” she breathes.
Two months later, her entire bridal party books you. Then their friends. Then strangers start calling, asking for “ that amazing artist everyone talks about.”
This is not a fantasy. It is what happens when you stop working like just another makeup artist and start standing out as the one. The one salon owner fights to keep. The one clients recommend before they have even left the chair.
The beauty industry is worth around $532 billion, but here is the secret no one tells you: 90% of the money goes to the top 10% of artists. Those who don’t just do makeup, they own it.
This guide will show you exactly how to join the top 10%. No fluff. No “just practice more” nonsense. Just real, actionable steps that separate the amateurs from the artists who:
- Charge 3x more than everyone else.
- Get booked months in advance.
- Have salons begging them to stay.
Let’s begin.
Start with the right training
Even if you are naturally gifted, training gives your talent structure. A solid foundation begins with understanding face shapes, skin types, hygiene, and product knowledge. You can start with short, certified courses from well-known names like QC Makeup Academy, The London School of Makeup, or Makeup Forever Academy.
According to reports, beauty professionals with certified training earn up to 27% more than those who rely on self-taught skills. That is not just a number. That’s your rent, your kit, and your peace of mind, right there.
Know your tools like you know your own hands
You would not see a chef working without the knives, right? Same with a makeup artist. A pro knows their brushes, sponges, blending tools, and even their lifespan.
You should have:
- Foundation brushes (flat, kabuki)
- Blending brushes
- Beauty sponges
- Eyelash curlers
- Sanitizers and brush cleaners (non-negotiable)
- Makeup artist software (to track your client’s bookings)
Clean tools do not just keep your clients safe; they protect your name. According to the American Academy of Dermatology, 30% of skin breakouts from professional makeup are due to dirty tools. Hygiene is your best makeup studio marketing tool.
Build a kit that works smart, not big
You do not need every brand in Sephora. You need a few trusted products that give pro-level results. Go for long-wearing, skin-safe, and widely inclusive products. A few must-haves:
- A foundation range with light to deep tones
- Concealers, highlighters, and setting sprays
- Lipsticks in classic, nude, and bold shades
- Matte and shimmer eye palettes
And yes, carry a mini first-aid kit. You would be surprised how often it saves the day.
Practice on real faces, not just your own
You must see how makeup sits on oily, dry, textured, and mature skin. Volunteer your services for events, friends, or local salons. Create a schedule where you test one look per week on different faces. Keep notes. Take photos. Learn what works and what does not.
A study shows that makeup artists who practiced weekly on real clients improved client satisfaction rates by 45% in the first 6 months.
Master the art of skin prep
Good makeup begins with good skin prep. If you skip this step, no technique or product will save the look. Learn the importance of:
- Cleansing
- Toning
- Moisturizing
- Priming
And do not just slap it on. Learn the way behind each product. Know which primer calms redness, which one mattifies, and which adds glow.
Get a portfolio
Before anyone trusts you with their wedding or photo shoot, they want to see your work. Start with a clean Instagram page. Then, build a digital portfolio you can email or upload.
Use:
- High-resolution photos
- Different skin tones
- Before and after shots
- Daylight and artificial light look
You do not need models. Real people with real results are more relatable and trustworthy. Consistency matters more than perfection.
Learn how to market without sounding like you are selling
The best makeup artist in town knows how to discuss their work without pushing it. Use social media to share, not shout. Show tutorials, time-lapse videos, client reactions, and product tips. Keep it real. Do not edit too much. Do not fake reviews.
According to reports, makeup artists who posted three to four times a week on Instagram saw a 70% increase in client engagement compared to those who posted randomly. Regularity = Reliability.
Build real relationships, not just client lists
People come to you not just for makeup. They come for how you make them feel. Whether it is a bride, a model, or a working mom, listen to them. Offer suggestions without judgment. Remember names. Ask about skin issues. Follow up after events. Small kindness = lifetime client.
Word-of-mouth still rules. A Nielsen study found that 92% of consumers trust referrals from people they know. Be the artist they recommend without even asking.
Charge what you’re worth
When you start, it’s okay to offer discounted rates. But once you have your portfolio and feedback, set fair pricing. Do not undercharge to “compete.” Instead, offer value:
- List what your session includes (skin prep, lashes, travel, etc).
- Offer tiered pricing (party makeup, bridal, editorial).
- Provide loyalty rewards (every 5th session free, or birthday discounts).
A good artist charges for time, technique, hygiene, and experience. People respect what they pay for when they understand it.
Stay updated, stay ahead
Makeup trends change every few months, whether Halloween or Day of the Dead. What is viral today might be cringe tomorrow. Stay updated without losing your style. Try out trends before following them. Not every trend suits every client.
Take online refresher courses. Join Facebook groups. Watch reels. Read up on product ingredients. The more you know, the less you will fake.
Get reviews that speak for you
Ask clients to leave honest reviews. Send a follow-up message after the session. Guide them on where to write it, Google, Instagram, or your booking page.
BrightLocal reports that 87% of people read online reviews for local businesses in 2023. And a simple “She listens to you” hits harder than long, fancy testimonials.
Treat every client like they are the only one
Whether it’s a whole glam shoot or a soft birthday look, give it your all. Be on time. Be kind. Listen. Smile. Makeup is personal. You’re not just applying products; you’re creating a moment.
Final thought
There is no magic formula to become the best makeup artist in town. It is a mix of skill, learning, patience, and heart. If you love it and are ready to do the work, no one can stop you. The tools are out there. The clients are looking. The mirror is waiting.
And you? You have just getting started.