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Discover all the tools you need to grow your business like a pro — scheduling, reminders, payments, and more.
Discover all the tools you need to grow your business like a pro — scheduling, reminders, payments, and more.
In 2025, the U.S. makeup artist industry alone is bringing in $678.4 million in revenue, while the global makeup market will grow from $37.6 billion in 2024 to $40.1 billion in 2025.
These numbers are proof that makeup artists are like Cinderella’s godmother. They help people feel like the best, most confident versions of themselves, ready to take the center stage whether it’s for a big event, a photoshoot, or just for a normal day.
You might think that the industry is too crowded but that's highly not true. There are actually more opportunities than ever. From bridal and editorial makeup to film, television, and special effects, there are so many niches to explore. There’s definitely space for you.
So, if you’ve been asking yourself, “How do I start a makeup business?”, we've got you. We’re about to break down the most important steps to help you get started and share some tips along the way.
Let’s get started.
Before jumping into the makeup business, you need to be good at what you do. Take the time to master different makeup techniques. Watch YouTube tutorials, practice on friends, or even enroll in a makeup school to perfect your skills. The more you know, the more confident you'll be when working with clients.
Makeup has become a super competitive industry. Back in the day, makeup artists were mostly found in salons, often doubling as hairstylists without even calling themselves MUAs. Now, there are tons of specialized niches, such as bridal, TV and film, special effects, editorial, and more.
The secret to standing out? Find what makes your artistry unique! Maybe you specialize in soft, natural glam that's perfect for brides, or maybe you're amazing at bold, editorial looks. Whatever it is, own it, and show it!
The business plan helps to highlight your primary aims, understand risks, and minimize expenses. It may take longer to write it but it will help you keep your business on the right track once you start it.
Your plan should include:
✔️ Your target audience – Know who you want to serve because that will help you tailor your services.
✔️ Your niche – Decide what type of makeup looks you want to make. You can also specialize in them to make you stand out from other MUAs.
✔️ Business setup – You must include how and where you will operate your business.
✔️ Pricing structure – Research local market rates and set prices that reflect your skills, time, and product costs.
✔️ Marketing strategies – Think of how you will attract clients including social media, word of mouth, collaborations with photographers and hairstylists, and more.
And this is not all. You will also have to consider the legal side of things, such as business registration, salon contracts, business insurance, and permits and licenses since some areas require a cosmetology licence to operate.
Feeling overwhelmed? Totally understandable. If you need any help you can reach out to a business adviser to guide you through these steps and ensure everything is set up correctly.
Once you’ve decided on your business model, it’s time to create your workspace. Whether you're working from home or in a salon, your setup should be professional and comfortable.
If you’re working from home, you’ll need a dedicated, well-lit space that feels both professional and inviting. Invest in a high-quality makeup chair, a vanity, and a ring light to ensure perfect lighting. Proper lighting is highly important for shade matching and precision work, so make sure your space has plenty of it. Keep your workspace clean, organized, and fully stocked with disposable applicators and sanitizing tools. Also, investing in a rolling trolley can help keep your products easily accessible while keeping your setup neat and efficient.
If you choose to work in a salon, you’ll likely need to rent a space or a chair. Look for a high-traffic salon where makeup services complement other beauty treatments like hairstyling or facials. When renting, make sure you understand the terms as some salons charge a flat rental fee, while others take a commission from your earnings.
💄Tip: Think twice! Opening a full salon or studio dedicated solely to makeup can be risky since most clients book makeup services for special occasions rather than as part of their daily routine.
To run a professional makeup business, skills are not enough. You need the right tools and products, such as ring lights, mirrors, comfortable seating, alcohol spray, disposable applicators, and brush cleaner to maintain hygiene and precision. But the most important part of your kit is, of course, the makeup itself.
While it might be tempting to use products from your personal collection, keep in mind that some items, like lipsticks and lip glosses, cannot be fully sanitized. Your makeup kit should be stocked with high-quality, professional products that are safe for multiple clients. If you’re just starting, invest in the basics, and as your business grows, reinvest your earnings into higher-end products and expand your collection.
💄Tip: Be mindful of overspending! Buying excessive amounts of makeup can be a costly mistake, as products have expiration dates. Using expired makeup can put your clients’ health at risk, which could damage your reputation. Keep track of your inventory, write down expiration dates, and replace products when needed. Over time, you’ll learn how to maximize your kit efficiently without overbuying, which will make you a better MUA.
Start by researching what other MUAs in your area charge and set competitive yet fair rates. Consider offering introductory discounts or package deals to attract new clients, but make sure you’re not undervaluing your work. And if you offer mobile services, always charge extra for travel to cover your time and expenses.
💄Tip: A common mistake many makeup artists make is underpricing themselves. Confidence in your skills is highly important. If a client asks whether you offer additional beauty services, avoid saying, “I only do makeup”. Instead, try saying, “I specialize in makeup, but I work with other professionals in the beauty industry and can recommend someone if needed.” It will make you sound more experienced and connected in your field.
While it's tempting to spend all your earnings on more products, it’s more important to invest in tools and resources that will help your business run smoothly and professionally.
One of the best investments you can make is in a booking and management system like Goldie to help optimize your scheduling, handle client appointments, and manage payments efficiently. Besides all of these, finances won’t be a burden anymore as with Goldie you can create reports to manage your finances. It will make your life way easier.
Some other things you can invest in is a website for your business, hiring a professional photographer to have high-quality images of your work that you can post on social media and your website, or you can take masterclasses from top MUAs to perfect your work.
Having a fully stocked makeup kit is great, but it won’t bring in clients on its own. People want to see proof of your skills before they invest their hard-earned money. That’s why you need to build a strong portfolio even before launching your business.
Ok, but how do you start? Do model calls with friends and family and take photos of before and after. It gives you a chance to practice if you're a beginner and it also makes you look busy even if you’re just starting out. Aim to work on at least 10–20 different people to showcase a variety of skin tones, styles, and makeup techniques.
Another great strategy is to participate in styled shoots. These collaborative photoshoots typically involve a team of creatives, including photographers, hair stylists, and models. The best part? You’ll get professional photos of your work without having to pay a dime. Styled shoots also provide free exposure, as your work will appear in multiple portfolios and can be shared by other vendors. Plus, these connections can lead to referrals and new clients.
If you're not marketing your business right you cannot expect people to know about it. Most of your clients will come from referrals, so actively building relationships is a must. Go online and network with photographers, hair stylists, wedding planners, and other beauty professionals especially if you're focusing on the bridal niche. Sending emails to vendors and asking to be included on their referral lists can help get your name out there.
Being present on social media is non-negotiable if you want your business to be successful. Post high-quality photos and videos regularly to attract the clients you want.
Of course, you can also use booking platforms like Goldie to automate review requests from happy customers, which you can later upload on your website or social media platforms as social proof.
💄Tip: Be strategic with your social media. Even if you can do all kinds of makeup, don’t post everything. I know, it sounds a bit counterintuitive, but you want to attract the clients who are looking for your specific style. Showcasing your niche will help you build a brand that speaks directly to the people you want to work with.
Relying solely on client bookings can be exhausting, so the key is to diversify your income to earn more while putting in less physical effort over time. Consider hosting makeup masterclasses or creating online courses where you teach other makeup artists your techniques. Or simply starting a YouTube channel can open doors to sponsorships and affiliate marketing opportunities.
Another thing you can do is sell cosmetics and beauty products. Whether you launch your own product line or become an affiliate for brands, offering makeup products to your clients can increase your overall revenue. Platforms like Goldie even allow you to sell beauty products directly, making it easier to integrate retail into your business.
Starting a business can feel overwhelming, but if makeup is your passion, things will turn out great. Remember every successful makeup artist started as a beginner, so don’t let self-doubt hold you back. Believe in yourself, keep practicing, and continue refining your skills. With dedication and persistence, success will follow. Now that you know how to start your makeup business, it’s time to take that first step!
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