No one will identify you as a professional if you do not communicate it! These are words to live by as you build your business - be confident, strong, and determined to spread the word of your talents and artistry.

Social media is one of the most important tools for networking and building your business as a Makeup Artist. Instagram especially is an ideal visual tool for a Makeup Artist to have not only their portfolio with the best work (and a direct link in the bio to direct them to more information on your website!), but also your own business page can provide the opportunity for clients and potential clients to see your inspirations, the makeup products that you use, and how you specifically work (behind the scenes images are always intriguing!) so the client can learn what to expect, and in turn book you for their makeup application needs.

Social media has also uncovered a new aspect to the makeup game - ‘influencing’. Several years ago it was difficult to become ‘famous’ in the makeup world if you didn’t know the right people (and usually this would require you to live in a major metropolitan city - such as New York or Los Angeles). It took a lot of energy to find your place, your clients, and even your style. Now with social media, the tides have turned; competition is high but we are also flooded with so many amazing opportunities (and a larger sense of community!) as Makeup Artists.


Let’s list two basic advantages you can achieve by creating a business identity on the internet for your makeup work (both through social media and a professional website):

  • Increased network of clients

  • Inspiration and like minded community of artists

 You can find your audience through different social media platforms, and sometimes even through local groups, but Facebook and Instagram are the most popular platforms all over the world. We highly encourage you to start with them (and if you’d like also venture into YouTube) Did you know that the total number of monthly active Instagram users last year achieved 1 billion?! The total number of daily active users is more than 500 million and more than 400 million use Instagram stories - these are free marketing tools to get your work to an unlimited amount of people interested in your field! Social networks are play a huge role in people's lives (and in turn in businesses/marketing): we get news from there, share impressions, find services - and have developed a trust found within the community that we establish through our social networks, where most people are willingly looking for inspiration, advice, purchases, etc.

If you haven’t started a page with your makeup work yet, we advise you to start right now (it’s never too early to begin! Even while you are still learning, social media platforms can provide you with a necessary outlet for experimentation - you can gain valuable feedback and see what works for your target audience). Read below top tips on how to begin your own social media platform and promote your artistry with the biggest marketing tool worldwide - social networks:

  • Share your work - network! This is the only way a potential client will find you and know about you. It is important to develop content; such as sharing signature techniques, experimental work, other client work, inspirational images (but always credit the original artist if you are not sharing your own work). Sharing photos of your process and artistry will highlight that you are a professional in your field, constantly learning new things and are not limited to the usual framework.

  • Give professional advice - share your knowledge with others! Have you educated yourself on the newest techniques, products, applications, etc? Don’t be afraid to spread the love of education to others. This will increase loyalty and solidify a strong following. A potential client who may have doubts will know that you will share honestly your professional education and knowledge as your goal is to provide assistance to others at all times. Part of the reason why others look for professionals is trust and communication - Makeup Artistry is a client service oriented profession!

  • Transformation - Don’t be afraid to share your creative process and development! Do you love experimentation (on yourself or collaborating with models/photographers? Add before / after photos so that people understand that transformation is the result of your art, fantasy and skill.

  • Develop a dialogue - ask your customers to share their impressions of your work with friends and subscribers. Share your impressions of your work with different clients in accordance with their wishes. Be open to constructive criticism and feedback as well, as this will help you grow as an artist and business.

If you haven’t yet established your social media business accounts, and you don’t know where to begin, read below to start! Every account will start with trial and error, but learn from our ‘mistakes’ to create the best accounts for you and your artistry now:       

  • Create your own unique style! When a new visitor enters your page - the goal is to create a purpose for them to follow/subscribe. Much of this will depend on how you present your artistry and your layout and appearance of the business profile: what is the general mood, color palette, do you combine photos, organized by type? Think of the purpose and professional layout you want to present to your audience.

( An example can be found on our page for color palette/brand identity)

  • To start, do the preparatory work! Look through your favorite accounts that you already follow, and use that as a tool to then search for additional accounts which inspire you. Never be afraid to seek out competitors' accounts - What do you like? What works for them? Think about what you want from this and how you can make it your own unique identity? This is important market research as you build your business.

How to create your own visual identity for your brand and business:

  • The easiest and most popular way to make your account stylish is to publish photos in the same color scheme. Repeat the same color in different ways: using filters, objects of this color, background. Here are some popular applications with filters to get you started (you don’t have to be a graphic designer to create your own custom filter, try to find an application that works for you and helps to establish your own unique brand identity - make adjustments to pre-set filters so it is your own!):

    –  VSCO Cam

    – A Color Story

    – Afterlight

    – Lightroom

  • Visualize the order in which to upload photos (the overall layout of your page as you post), use special applications that will help you plan your publications: Planoly and Preview are great tools.

  • Do not post only ads, create a harmonious profile - one that includes both your work and inspirational work. Do not forget about your style, make it so that customers are interested upon first glance and remain interested. With this approach, your content will help those who follow you learn more about you and your work as you continue to grow with them.

  • Remain active and engage with your followers - it is important to consistently provide content and constantly maintain communication with your subscribers. It’s not only about establishing promotional tools and a competitive edge, but really about authentically interacting with those who follow your work.

(Some inspirational and helpful posts by our founder, Nina Mua)

  • Use hashtags - this is essential as it will be easier for your customers to find you, and you will avoid unnecessary subscribers. Hashtags are the best free way to recruit new subscribers. You come up with your own unique hashtag and always use it so that it will be remembered by subscribers. To make the account more interesting, create headings and mark them with the corresponding hashtags. Make sure to only list hashtags that are applicable to your content and posts - and it is always best to list continuous hashtags in the comment of the posts.

  • Use Geotags - subscribers who are interested in this section will easily be able to view all posts on this topic. A geotag (location setting) will make you more recognizable in a particular region, put the locations of those places where your customers live/travel, which will in turn generate new client leads.

  • Add more video content! According to audience research, users spend more and more time on video content and for good reason. Create interesting, memorable, and short content (15-30 seconds is a great sweet spot, but Instagram will only let you share up to 1 minute!), this is a great way to verbally share tips, and show the process of work.

(A behind the scenes of ‘a day in the life’ at Nina Mua Makeup Academy, our physical location)

  • Quality over quantity. We tend to automatically think that the more jobs in your online portfolio, the better. This is not necessarily true. While you do need to maintain active on your social networks and continuously produce content, it is important that the content showcases your work in the best light. Quality is everything! All of the work that you share on a worldwide platform (your social channels) - must be performed professionally. Don’t get us wrong - you can absolutely be authentic and honest and share mistakes with your audience, as they are an integral part of the process (practice always makes perfect!), but be mindful in how you present your work and yourself at all times.


Once you’ve established your business channels, it will forever be changing and growing with you! Don’t be afraid to continuously learn. Social networks are a huge space for sharing experiences, finding colleagues, looking through the best work of makeup artists: get inspired and repeat!

Do not pass off other people's work for your own, but take ideas and improve them. At the same time, inspire your subscribers to change and be beautiful.

Together with these modern day opportunities is also huge responsibility - the more you work on building your business, the more people will know about you, the more job offers and collaborative opportunities will come! Everything is about continuous dedication - to your marketing efforts as a business, but also do not forget about the work and experience you must build in person as a professional Makeup Artist. Through practice and these modern day tools, you are guaranteed to grow and achieve new heights as you work to fulfill your dreams and goals and establish your business!