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MUA Business & Marketing

3 Action Items to Take Right Now to Grow Your MUA Business

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Hey everyone! I thought you might like a few little tips to grow your MUA business that you can take right now (today, this week, or this month), especially if you’re in the middle of a slow season.


I’m not going to bore you with a super long intro, because I know how busy you are. So, let’s just get right into the tips!


#1 – Comb Through Your Reviews & Testimonials


Look at the feedback you received from past clients or even past models. Pull out the keywords that people say about you all the time. For example, are people always saying that it’s a relaxing and judgement-free experience? Are they saying that you make them feel beautiful? I’ve taken all those strong points from the kind words, found common threads, and then created services and packages capitalizing on those things.


As you built a list of these keywords, think about how you can weave them in your branding and client experience! Then, don’t forget to share your testimonials on your social media channels as social proof (and don’t forget to save them to an Instagram highlights so they’re always accessible!)


If you are just starting out and you don’t have any reviews yet, think about the people who you’ve applied makeup to in the past for free, like friends and family members. Maybe you applied makeup as part of a local production or event. Send them a personal message or give them a call, asking for feedback on your services. Even better, ask if they wouldn’t mind sharing it to Google (ideal), social media, or wherever you are banking reviews. 


#2 – Post & Pin Consistently


Social media is just ONE of the many marketing channels you need to organically reach your ideal client and market your brand. The problem with social media (besides the fact that it can disappear or go offline at anytime without notification and that you don’t “own” the content you post there), is that it’s easy to waste WAY too much time scrolling and comparing.

Don’t know who your ideal clients are?  Then I highly recommend taking Sonia Roselli’s course “Finding Your Ideal Client.” Honestly, it’s built by a 6-figure earning makeup artist for makeup artists with big dream. 100% worth the investment. I personally invested in this course and shared a little bit more about it here

Take a look at your social media insights and see what’s working and what’s not. What content is getting good engagement and which content is falling short. When your audience is online and when they aren’t.

Lastly, schedule time off of social and make sure your audience knows you are taking a break — this will get them excited for you to comeback and you’ll bounce back in no time. I also use Tailwind to schedule out content on my Instagram and Pinterest whenever I know I’m not going to have time to login and post. This ensures that content keeps flowing, which keeps my engagement up even when I can’t show up.


Picture of Instagram on a smartphone

Photo by Solen Feyissa via Unsplash


BONUS TIP: Since I brought up engagement, I have to say this: if you want engagement on your posts, you HAVE to engage on other people’s posts. I’m not talking about double taps and emojis, either. Meaningful comments and real connection. If you’re not spending the time engaging, you cannot expect engagement in return.


Grab My Free Systems & Tools Guide!

I’ve created a freebie checklist that lists out all of the resources I recommend for aspiring MUAs. It features referral links (not affiliate links) and many of these links will get you free trials or discounts on these resources!


#3 – Conduct a Rate Audit


Ok, so for the final tip to grow your MUA business, I want you to take a really long hard look at your hourly rate and calculate how long it takes you to prepare for, correspond with, and attend to each client. I see a lot of fresh new makeup artists (which I was too, at one point) who are charging maybe $40-50 to do makeup. Now, if your goal is volume and perhaps retail sales, this strategy may work. If you want to work with higher-end clientele and charge more, it’s extremely hard to make a jump from budget to luxury in one sweep, it takes time.

Want to be a luxury artist? Check out my interview with the one and only Rachel Lusk — one of the top luxury bridal artists in the business. From working with luxury clientele and luxury bridal brands/agency work, her advice is spot on. (Spoiler alert:: it didn’t happen overnight).


I know from experience that what people are not seeing is the hour (or so) you’re spending on admin stuff like getting the appointment set up, answering questions, sending your questionnaire, and preparing your emails. Not to mention washing and sanitizing everything and setting up your kit!


When you break it all down, are you making $50 or are you making $10-15 an hour? You could go to Target or McDonalds and make around the same amount, so you need to make sure your rates reflect your worth and cover your costs.



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Want To Really Elevate Your Business? 


Success as a makeup artist doesn’t happen overnight and investing in your business (and yourself) is absolutely necessary as you grow your business. If you aren’t sure what steps to take next, don’t worry! I got your back. 


I created the Side Hustle Makeup Artist Academy which will walk you through business and branding basics, social media strategy, client communication, kit building, and so much more! This is literally the framework for success and perfect for any new makeup artists or transitional makeup artists looking to grow their business seriously.


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Beauty is about perception, not about make-up. I think the beginning of all beauty is knowing and liking oneself. You can't put on make-up, or dress yourself, or do you hair with any sort of fun or joy if you're doing it from a position of correction.

kevyn aucoin