Brides, performers, actors, models, and artists browse the internet, searching for makeup artists for their special occasions. There are countless Makeup Artists (MUA) offering professional makeup services, making people stunning. But why does each MUA seem just “good enough” without truly standing out? What is missing?
Beyond skillset and creativity, let’s uncover why personal branding is the key to standing out in the makeup artist industry.
Table of Contents
- The Power of Personal Branding: YOU
- The Know, Like, Trust Factor
- Brand Building: Where to Start
- Worried About Putting Yourself Out There?
- Time to Act!
The Power of Personal Branding: YOU
In a competitive industry, it’s easy to fall into the trap of self-doubt: The market is saturated. I’m not good enough. Imposter syndrome is creeping in. If you feel like you have to act or be someone else to succeed in your business, remember this: don’t compare your seedling to someone else’s fully grown tree.
What sets you apart from the competition is your personal brand—YOU. Your personal values, mission, likes and dislikes, messaging, and even the tone you use in communication all contribute to your uniqueness. No one else can be you.
Think of Apple and Steve Jobs, Elon Musk and Tesla, or Gary Vaynerchuk and VaynerMedia. People don’t just buy products or services; they buy into the people, the vision, and the story behind them.
The Know, Like, Trust Factor
Have you ever noticed a brand for a long time, even when you didn’t need its service, and then turned to it when you finally did?
Have you ever supported a business because of its story and values?
Have you ever shared a business owner’s story because it resonated with you?
Behind these experiences is the marketing principle Know, Like, Trust. It’s exactly what it sounds like—people need to know who you are, like you enough to stick around, and trust you so they feel confident buying from you—once, and then again and again.
Here’s a quick exercise: Which of these actions help build the Know, Like, Trust factor?
- Telling stories about your business journey—how it started versus where it is today
- Sharing your brand values
- Recounting a story from a movie that resonates with your business
- Expressing your brand personality
- Showing happiness—such as photos of satisfied clients and your team
Yes, you got them all right! These are all effective ways to create an emotional connection with customers.
Brand Building: Where to Start
Now that we know personal branding is essential, what’s next? How do we build our own brand?
Brand Visuals
For a makeup artist, showcasing your work is crucial. Your website and social media needs to show off your belief in the power of makeup and transformation. Show how makeup helps people capture precious moments and memories. Show the confidence your clients gain after your work.
Beyond just a logo and headshots, it’s important to display how you help clients express their beauty in their own way. Let your potential clients watch your evolution as your skills grow with experience.
Brand Story
Your brand isn’t just about your portfolio—it includes your brand story and messaging. This extends to all forms of communication: emails, blog articles, social media posts. The tone, content, and even hashtags contribute to your brand’s voice. Whether your brand is serious, playful, energetic, sentimental, or introverted, it’s all okay—just be yourself.
One brand story that really inspires me is Danessa Myricks’. As a single mother of two, she needed a flexible career. Through extensive research and practice, she educated herself in makeup artistry. Today, Danessa Myricks Beauty represents more than just makeup—it’s about empowering individuals to express themselves creatively and confidently.
Core Values
Show up authentically in your messaging. Your website, Instagram captions, email responses—everything should reflect you, your core values, and your personality. People should experience you online first, and then meet the same you on their makeup date. Here’s an inspiring example from Danessa:
“I didn’t want to just put makeup on people. I wanted people to feel the work. Because that’s what makes it different, and that’s always been what has driven me in my artistry and in the development of my style over the years.
If they’re not feeling it, it’s not good enough.” — Danessa Myricks
Not sure what to post on Instagram? Learn from experts like Michelle Phan and Charlotte Tilbury. Experiment, find your style, and most importantly, have fun with it!
Consistently Show Up
To build Know, Like, Trust, consistency is key. You can share the best story ever, but if you don’t follow up, people will move on.
Life gets busy—kids, work, and everything in between can make consistency tough. But sometimes, it’s our own ego getting in the way. If you post something and hear nothing back, it’s easy to feel like no one is listening. But the truth is, you never know who’s silently paying attention. Keep showing up—you never know who’s watching and ready to connect with what you bring to the table!
Worried About Putting Yourself Out There?
What if people don’t like me?
When you share a distinct point of view, there will always be lovers and haters. While you may turn some people away, you will also attract the right ones. Not everyone has to like you, and that’s totally okay.
I think I’m not perfect…
These days, perfection isn’t expected. People appreciate authenticity. They want to see who you really are—what you’re reading, where you hang out on weekends.
What if my posts get low engagement?
Social media moves fast. If a post flops, it will soon be forgotten. And if needed, you can always delete it. Keep going and keep creating!
Time to Act!
It’s time to step up and make your mark! Start implementing these strategies today:
- Curate your best makeup looks into a standout portfolio
- Craft and share stories that build your Know, Like, Trust factor
- Stay visible and consistent, no matter the engagement
- Keep pushing forward—your persistence will pay off!
The only way to grow is to take action. Don’t wait for the perfect moment—start now!
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