At the end of the last decade, a Business Insider report stated that the beauty industry was worth around $532 billion. Many people are jumping into the beauty community, an industry with strong growth, and starting their own makeup businesses. Speaking with founder and education director of the L Makeup Institute, Lissette Waugh, she gives insight on what could help the next makeup business get its start. Waugh is a trailblazer in the Southern Nevada beauty industry. If there were anyone from Las Vegas to take advice from to start your own beauty empire, it’s her.
1. BRAND AND PERSONALITY
Waugh points out that to succeed, a person starting a makeup business needs to stand out. “Have a genuine interest and passion because it isn’t easy,” She states. Knowing who you are and pushing that as your image and brand are what she says will help push your business towards success in the industry.
“Consumers want to connect with you, so being able to create the image and brand that is true to you and caters to the audience is key,” Waugh discusses. Having a personality and knowing the message that you want to push for your business will have you standing out.
Throughout the conversation, Waugh stressed having a meaning and filling a need that is in the market. Building yourself with what you want to do can build a personal brand that will bring new clients. Waugh did this with her personal career, using word of mouth to build and grow her personal brand.
2. WORK ETHIC AND POSITIVE ATTITUDE
Waugh mentions that a strong work ethic and positive attitude really push makeup artists looking to start their own business towards success. As in any other industry, putting in the hours and commitment leads to having a successful business, especially considering how important a reputation is in the cosmetic world.
“Constantly putting self out there and be willing to really put in the work that people often forget to do,” Waugh discusses when looking back at her career and seeing what led her to where she is at today. How you present yourself and what you do is important in succeeding in the beauty industry.
Talking about creativity within the industry, Waugh also mentions that being business-minded is crucial in finding success. Waugh started working at 15 and worked in various aspects of the beauty industry. Being in all of these positions gave her a lot of knowledge to help her build her own business. She states that this could be a helpful way for someone to start their makeup business. Working in retail and other sectors of the makeup business can provide skills that you might have not gotten otherwise.
3. THE INDUSTRY & COMPETITION
Seeing the growth in the industry over the last decade, Waugh talks about how there is more competition than before. A new makeup business requires a person to compete with not only major cosmetic brands and retailers but influencers and entertainers who are starting their own makeup business.
Waugh states that a successful makeup business looks at the industry, looks at what brands are doing. On top of that, it is also important to look at what the brands are not doing. “Know what you want out of it and how to sell it, whether it be a product or service. It’s a fierce competition today and you have to offer something different,” Waugh says when looking at what is the most important part of starting a makeup business.
4. THE LEARNING PROCESS
Waugh states that a good way to start a makeup business is to go through a makeup program. She views education as the key to success. “Knowledge helps with everything. You can be pushed as an artist and expand your skills and utilize a different set of skills that you might not be able to use,” she says when looking at how a makeup program can develop a personal makeup business.
She also said that everything is a trial and error situation in the makeup business. Regardless of any errors, keep pushing and allow yourself to grow and learn from what you’ve done and what you see others do, which she teaches in the curriculum at L Makeup Institute. Practice and work until you have the right formula for your makeup business.
A piece of personal advice Waugh would give to anyone looking to start a makeup business is being honest. Talk about the struggles, trials, and tribulations during your career. Acknowledge that it’s okay not to be perfect from the jump. It makes you and your story more relatable. From there, acknowledge the success that has come from it.
