So, you’ve built your makeup artistry business from the ground up—clients love your work, and you’re the go-to artist for events, photoshoots, or special occasions. But here’s the thing: you’re probably starting to wonder, “What’s next?” For me, that was the turning point. The solo freelancer life was good, but I knew I could do more. I wanted a space of my own, a team to help me, and to scale my work beyond just me.
If you’re thinking of taking that leap too—moving from a solo MUA to a full-blown studio owner—let me tell you, it’s possible. But it’s also a big shift. Here’s how I did it and some lessons I learned along the way.
- Own Your Brand and Reputation
When I first started, everything was about word of mouth. Clients were booking me because their friend, cousin, or coworker recommended me. And don’t get me wrong, referrals are gold. But I quickly realized that to scale, I needed to build my brand. You’ve got to make sure that when someone hears your name, they instantly know who you are and what you do.
This is when I made sure my Instagram, website, and even my business cards reflected me—my style, my artistry, my personality. Trust me, investing in high-quality photos and staying active online can do wonders. I learned early on that consistency is key. If you’re only posting once in a while, your audience will forget about you. Stay in front of them with quality content that’s you.
- Niche Down and Build Strong Client Relationships
Here’s something I’ve learned the hard way: try to do everything, and you’ll end up doing nothing well. Instead of trying to be the go-to for every type of makeup, I got clear on what I loved most—bridal makeup. Once I focused on my niche, everything fell into place. Clients knew what to expect from me, and I started attracting the right clients.
But beyond the makeup skills, the relationships I built with clients were everything. I didn’t just want to be their makeup artist—I wanted to create an experience. I listened to their needs, made them feel special, and kept the communication flowing. These are the clients who will not only come back but bring their friends, family, and colleagues along.
- Start Small and Build Slowly
I remember feeling terrified when I thought about opening a studio. The idea of managing a whole space and a team was daunting. But you don’t have to do everything at once. I started by hiring one assistant to help with bookings and prep. Having that support allowed me to focus on the part I loved: working with clients and growing my business.
Starting small means you can test the waters. If you’re thinking of bringing on a team, bring on one person first. Once you’re comfortable, expand. There’s no rush—build as you grow.
- Be Smart About Money
The financial side of things was a huge learning curve for me. When you’re freelancing, it’s easy to just focus on booking clients and not worry about things like rent, insurance, or payroll. But once you have a studio, it’s a whole new ballgame. Every penny counts.
I learned quickly that having a clear budget, knowing where my money was going, and setting fair but profitable pricing helped me avoid the stress of financial mismanagement. It’s essential to track every expense—trust me, you’ll thank yourself later.
- Build a Killer Team
Now, this is where it gets exciting. When I was ready to expand, I knew I needed the right people on my team. It wasn’t just about hiring talented makeup artists (though that’s definitely important). I wanted people who shared my vision, vibe, and work ethic.
The first time I had a group of MUAs working with me in my studio, I was nervous. Would they be as passionate about the brand as I was? But I’ve learned that the best teams aren’t just skilled—they’re people you can rely on. If you hire the right people, they’ll bring fresh ideas and energy that you might not have thought of. Don’t be afraid to delegate!
- Market Like a Pro
Let’s talk marketing. Now that you have a studio, it’s time to level up your marketing game. Your brand’s gotta be everywhere: Instagram, Facebook, your website—everywhere clients are looking. But don’t just post pictures of your work. Show your process, share behind-the-scenes content, and connect with your audience.
Networking is huge, too. I learned that building connections with other professionals in the beauty industry—like photographers, stylists, and influencers—can open so many doors. Collaborations are a great way to put your name out there and attract new clients.
- Keep Evolving
Once you’ve got your studio running, don’t sit back and relax. The beauty world is always changing, and if you want to stay relevant, you’ve got to keep evolving. Whether it’s learning new techniques, exploring new product lines, or attending industry events—don’t stop growing.
In fact, this is a lesson I’m still learning. Every year, I challenge myself to improve my craft and learn something new. If you’re not learning, you’re falling behind.
The journey from solo freelancer to studio owner isn’t a straight line. There will be bumps, learning curves, and moments of doubt. But if you stay true to your vision, focus on building meaningful relationships with your clients, and surround yourself with a solid team, you’ve got everything you need to succeed.
So take that leap. Start small, stay consistent, and keep pushing forward. Your dream studio is closer than you think.
