Clients and consumers love makeup, but do aestheticians? In 2018, makeup sales reached $8.1 billion and skin care sales were $5.6 billion, according to the NPD Group, an American market research company. “The number of consumers using makeup reached 67% in 2018 – an increase of six percentage points over two years ago.” The consistent growth in the makeup category presents an area of opportunity for aestheticians.
The primary focus for professional aestheticians is on skin health, treatments, and education. Improper use of makeup can often be the culprit for various skin issues and concerns. According to the American Academy of Dermatology, “Acne-causing bacteria, dead skin cells, and oil can stick to your makeup, makeup brushes, and those acne-causing culprits can spread to your skin, leading to breakouts.” Increased client makeup use presents areas of opportunity for aestheticians to recommend professional makeup products, demonstrate proper makeup application, and educate clients on the importance of skin care with makeup use.
Depending on the state in which an aesthetician resides, a professional license or additional certification may be required for makeup artistry. Aestheticians are educated in physiology of the skin, makeup application techniques, and proper sanitation. All of these factors add value and comfort to existing client confidence. Adding makeup application as a service can be beneficial for professional aestheticians trying to grow their business. Visit governing websites to research laws and requirements for makeup application in your area.
Here are a few tips on how to incorporate makeup into an aesthetic practice.
MAKEUP ARTIST BASICS
Continued education and practice is key. Most aesthetic and beauty schools teach color theory, makeup application, and client safety as part of their core curriculum. Be sure to brush up on makeup techniques and trends to offer clients professional advice. If an aesthetician cannot or does not want to offer makeup applications as a professional service, knowing basic fundamentals can add value. A strong understanding of ingredient technology, how to color match foundation, and how to identify complimentary colors for different skin tones and eye colors are great ways to offer expert advice as a licensed professional.
Most professional skin care brands offer color cosmetics in their wholesale retail assortment. Selling color cosmetics at a spa or business is a great way to suggest makeup to a client that has invested in a skin care regimen from the same brand. Many professional brands use ingredients and formulations that are aligned with their skin care. A great way to open the conversation with a client is by adding makeup-related questions to the client intake form and asking open-ended questions during the consultation. When an aesthetician recommends at-home skin care products, they can include makeup suggestions, as well.
OFFER MAKEUP SERVICES
Offering makeup applications as a professional service is a great way to increase revenue and attract new clientele. Existing clients will feel confident in new services performed by an aesthetician who understands their skin type and skin concerns. Offering special occasion and bridal makeup services can also help grow business. According to a 2018 survey by weddingwire.com, nearly “75% of brides hired a vendor for hair and makeup for their wedding.” Makeup application is an area of opportunity and growth for aestheticians and a great way to suggest skin services for new clients.
COMPLIMENTARY MAKEUP APPLICATIONS
The best way to introduce new products to a client is in the treatment room. A complimentary lip gloss or lipstick application right after a facial can be a fun client perk. Perhaps a client has a lunchtime appointment and has to return to work after their service; offering an application of tinted moisturizer or mineral foundation may be appropriate and appreciated.
As skin experts, aestheticians know that makeup use can attribute to existing skin issues. Certain formulations and improper hygiene can lead to bacteria that causes breakouts. It is an aesthetician’s responsibility to educate clients on throwing away expired makeup, weekly cleaning and sanitation of makeup brushes, and nightly cleansing of the face to remove makeup and debris.
The main goal of an aesthetician is to promote healthy skin rather than encouraging clients to cover skin with makeup. However, as makeup continues to become increasing popular amongst consumers, it is an aesthetician’s job to educate clients on proper makeup use and skin health as it relates to makeup.
“2018 Newlywed Report.” WeddingWire. https://go.weddingwire.com/newlywed-report/2018.
“I have acne! Is it okay to wear makeup?” American Academy of Dermatology Association. https://www.aad.org/public/diseases/acne-and-rosacea/makeup-with-acne.
“U.S. Prestige Beauty Industry Sales Grow 6 Percent in 2018, Reports The NPD Group.” npd. Jan 2019. https://www.npd.com/wps/portal/npd/us/news/press-releases/2019/u-s--prestige-beauty-industry-sales-grow-6-percent-in-2018--reports-the-npd-group/.