Realistic Ways to Grow Your Client Base as a Makeup Artist

9 Feb

One question I get asked more than anything from those starting out, is just how to grow and build makeup businesses.

Starting out as a makeup artist can feel overwhelming. You’re passionate, skilled, and ready to go -but how do you actually get paying clients? The truth is, it takes more than just great skill. Building a sustainable career in makeup means knowing how to market yourself, network effectively, and create a strong client experience. Here’s how to do it, realistically and without breaking the bank.

1. Define Your Niche and Target Audience

You don’t have to limit yourself, but having a niche makes it easier for clients to find you. Do you want to specialise in bridal makeup? Editorial work? Special effects? Identify your ideal clients and tailor your branding, portfolio, and marketing to attract them.

If you’re unsure, start by working across different areas, then pay attention to what you enjoy most and where you get the best feedback.

2. Build an Engaging Portfolio

A professional portfolio is essential, but that doesn’t mean you need to invest in expensive shoots right away. Here are some budget-friendly ways to showcase your work:

Collaborate with photographers and models – Many up-and-coming creatives are also looking to build their portfolios. Reach out and set up test shoots.
Use real clients – Ask brides, party clients, or even friends if you can take high-quality before-and-after photos.
Leverage social media – Platforms like Instagram and TikTok allow you to display your work instantly. Make sure your posts are clear, well-lit, and showcase your skills.

3. Optimise Your Social Media Presence

Social media is your best free marketing tool, but it’s not just about posting pictures. To actually attract clients:

Engage with potential clients – Comment on local wedding pages, join beauty-related Facebook groups, and answer questions in forums.
Use location-based hashtags – Instead of just #makeupartist, try #ManchesterMUA or #LiverpoolBridalMakeup to reach local clients (change to your area, obviously!)
Show behind the scenes – People love seeing the process - some of my most watched content is those that feature the behind the scenes of shoots and wedding mornings. Time-lapse videos or step-by-step tutorials help showcase your skills and build trust.

4. Network Like a Pro

Your next client could come from anywhere, so put yourself out there:

Connect with wedding planners, photographers, and hairstylists – They often need makeup artists and can refer you to their clients.
Attend industry events and masterclasses – Whether online or in person, these are great places to meet potential clients and collaborators. Join communities and reach out to other artists.
Carry business cards – Sounds old school, but you never know when you’ll meet someone who needs your services.

5. Partner with Local Businesses

Look for opportunities to collaborate with:

Bridal boutiques – Offer to do makeup for their photoshoots or in-store events.
Salons and spas – If they don’t offer makeup services, they might recommend you to their clients.
Fashion retailers – Some stores host beauty events and need makeup artists.

6. Make Booking You Easy

A potential client shouldn’t have to jump through hoops to hire you. Make sure:

Your contact details are clear and up-to-date on your website and social media.
You offer multiple ways to book (DMs, email, an online booking system).
You respond promptly and professionally to enquiries.

7. Price Yourself Competitively but Fairly

When you’re starting out, it’s tempting to undercharge just to get bookings. But pricing too low can make clients question your skills and devalue your work. Research local rates and position yourself competitively - offering “introductory rates” is a good way to attract clients while establishing your worth.

8. Deliver an Amazing Client Experience

A great experience turns a one-time client into a repeat customer. To stand out:

Be punctual and professional.
Listen to your client’s needs and preferences.
Offer a small touch of luxury (e.g., a personalised face chart with their look, a follow-up email with skincare tips).
Encourage them to tag you in their photos and leave a review.

9. Stay Consistent

Building a steady client base takes time. Stay active on social media, keep networking, and continuously improve your skills. Which leads me onto my next point …

10. Keep Learning

Consider taking short courses, learning new techniques, or attending industry workshops to stay ahead of the competition. All of these things will really help putting the last 9 points into action. Remember - you’re always learning in this industry and there will always be new trends, products and techniques to learn.

Final Thoughts

Success as a makeup artist isn’t about luck—it’s about strategy, consistency, and making genuine connections. I’ve been at it 18 years (!) this year, and by focusing on realistic, sustainable ways to grow your clientele, you can turn your passion into a thriving business. Stay patient, keep putting yourself out there, and watch your client list grow.

Jen Hunter