World over, beauty is big business. Some of the most valuable companies in the world are fashion brands and beauty companies. I mean, everyone wants to look and smell good. And of course, that costs money, thousands or even millions.
With social media boom, make-up business for budding entrepreneurs has shown some promise. It is not your type of large enterprise, but for African economies struggling with high unemployment rates, it can give people a decent income, and create jobs. Across the world, the make-up business is becoming a new venture for many young people.
We sat down with Suzette Ongulo, a 23-year-old make-up artist based in Nairobi, Kenya, to understand her successes and struggles in the business.
What pointed you into this business?
Ever since I was a child, I was fascinated by colors, textures, and the transformative power of make-up. Fortunately, my mother also loved beauty and she would give me some of the products to experiment with. My passion grew from experimenting with make-up on myself and friends especially in high school.
The beauty industry allows me to express my creativity and help others feel confident and beautiful. Also, it has money. (Haha)
What drives you to keep going?
The joy and satisfaction I see in my clients when they look in the mirror and love what they see. Each face is a new canvas, and every client is a new opportunity to create art. That has been my motivation ever since I started doing make-up commercially.
How much do you make in a month?
The make-up sessions varies from KES. 2000 ($15.09), which is a basic look to around KES. 10,000 ($75). It all depends on what looks the person actually wants. I can’t actually tell the monthly rate because it varies on a monthly basis.
However, from my records I can quite tell the highest I have earned in a month and the lowest. My highest monthly earnings were around KES. 290,000 ($2187) and that was one of my favorite months as I was the make-up artist in three weddings.
It was actually the month that made me believe that if I really focus on the business I might make some good money. My lowest monthly earning so far is KES 20,000 ($151) which was mainly in the earlier years of starting the business.
What are the major challenges you’ve had to deal with?
One major challenge is staying updated with the latest trends and techniques of the industry. Most people assume the beauty and make-up industry doesn’t evolve but it sure does.
Every day, there are new products and new ways to use the beauty products. I mean, you can’t compare how eye-brows are shaped nowadays and how they used to back then.
There’s also the challenge of building a strong client base in the market. To handle these challenges, I regularly attend workshops and courses especially online to keep my skills current and I do follow a lot of industry influencers for the latest trends.
I also invest in high-quality products to ensure client satisfaction. Building strong relationships with clients through excellent service has helped me overcome many business-related obstacles.
What sets your business apart?
I actually like using the personalized approach technique on my clients. This has been the move that has helped me win new clients and retain most of my old ones.
I take the time to understand their needs, preferences, and the specific look they want to achieve. Additionally, using high-quality, cruelty-free products resonate with clients who value ethical beauty practices.
Take me through your typical office or work day. How about your days away from the business? Any hobbies?
A typical workday starts with organizing my kit and preparing for client appointments. Depending on the day, I might have bridal make-up sessions, photo shoots, or private client bookings.
Each session involves a consultation to understand the client’s desired look, followed by the make-up application. I also spend time reading beauty blogs, experimenting with new make-up techniques and products or responding to inquiries.
On days away from the business, I have a part time job. Luckily, it’s a beauty store. The flexibility allows me to run my hustle. I also love spending time with friends and family, which helps me get inspirations.
Where do you see your business in 5 to 10 years?
In the next 5 to 10 years, I envision expanding my business to include a team of talented make-up artists. I also plan to open a beauty studio that offers a range of services, from make-up and hairstyling to skincare and wellness treatments.
Additionally, I aim to develop my own line of beauty products that cater to diverse skin tones and types, promoting inclusivity in the beauty industry. Who knows, maybe it will be bigger than Rihanna’s Fenty Beauty.
Given your journey so far, would you advise one to set out on a similar path?
I would definitely advise aspiring make-up artists to pursue their passion. The beauty industry is incredibly rewarding for those who are dedicated and passionate. However, it’s important to be prepared for hard work and continuous learning.
If you were to start all over again, what would you do differently?
I would focus more on networking and building relationships within the industry early on. I would also invest in better branding and marketing strategies from the beginning to establish a strong presence.
What has been the biggest lesson?
The importance of building and nurturing relationships. Success in the beauty industry is not only on the technical skill and creativity. It also depends on the ability to connect with clients, collaborates with other professionals, and maintains a strong network.
Building a loyal client base through exceptional service and genuine interactions can lead to repeat business and referrals. Also, collaborating with photographers, models, fashion designers, and other industry professionals can open doors to new opportunities and projects.
Any parting shot?
This is not only to beauty entrepreneurs but to any entrepreneur. Be patient with your business. It will grow. Eventually. Don’t ever give up on it.
