Have you recently completed training as a makeup artist and now looking to market yourself as a makeup artist and welcome some new clients? Then look no further than social media marketing! Wherever you turn on social media, people are marketing themselves, their skills and hobbies. As social media continues to grow, there are more ways for freelance makeup artists to create and promote their ability. 

Social media is the new standard in the makeup industry, with consumers engaging and interacting with businesses every day. Despite the billions of people using social media, customers won’t automatically come to an account they do not know of. To get these clients and followers, your account must be attractive and unique to retain the people viewing your business page.  

So let’s get into how you can use social media to market yourself as a freelance makeup artist. But firstly, let’s get into how social media has impacted the makeup industry and MUAs.

How Has Social Media Changed the Makeup Industry?

Expressing Services to Potential Clients

When social media first started, it was a platform that people used to stay connected with family & friends. Some would even use it to even keep up with what their favourite celebrities or sportspeople are doing. However, as time has gone on, small business owners have seen the marketing benefits of social media. Platforms such as Instagram are full of makeup artists, sharing their creations with consumers who may want to hire them in future. Social platforms have made makeup looks, trends and experiences more accessible for consumers. Clients can now see a variety of their skills before they buy or book. 

Consumer Buying habits

Consumer buying habits have also changed drastically since the rise of social media. The majority of brands are now creating products that are either very affordable or inclusive. Although, a higher percentage of consumers are buying cosmetic products/services based on what influencers are pushing to them or what is currently trending in the overall makeup industry.  

The digital makeup industry is more dependent on co-creation between brands and makeup artists, influences and creators. Social media allows a two-way conversation in which consumers can give back feedback that actively affects the market. Makeup consumers benefit from finding out about products quickly, as many brands send PR packages to influencers for them to review it/share their opinion. This way of communication makes it even easier for the consumer to decide on purchasing. 

It is also no longer just about products either! Consumers are interested in learning new techniques that will better their makeup application skills. 

Creating Trends

Social media in recent years has been driving trends within the industry, with some trends even starting on social media due to the popularity of makeup influencers. User-generated content is on the rise and showing no sign of slowing down. To be recognised and grab momentum of the trends, makeup creators tend to respond faster. Responding quickly and putting their spin on these trends will gain them recognition.

Why Should you Market your Makeup Business on Social Media?

Most people who use social media use it as a leisure activity or connect with friends and family. At the same time, social media is a great visual tool, and there are lots of apps that facilitate content creation straight on your phone. These apps also make it easier for beginners to start taking advantage of social media’s marketing benefits.

Makeup artists are fortunate in the sense that their craft is visual! For example, a bride is looking to hire a makeup artist, and friends suggest a few MUAs to her. The bride can easily go to social media to check out the work to see how capable the different makeup artists are. When they find the right MUA for them, they can email or call directly from the app and discuss their requirements with the makeup artist. 

In an alternative scenario, the consumer has come across a makeup page and found a look that they want to be recreated on their face. It’s also very beneficial to the makeup artist because they know that they can complete the look.

As visual artists, there is absolutely no reason why you should not be on social media, as the medium enhances and emphasises visuals in different ways. Marketing online also comes with much creative freedom. That is how a lot of artists build a strong following with eye-catching visuals. A good Instagram page can help Makeup artists get brand recognition and collaborations and build their online presence.

How Do I Market My Makeup Business?

Best marketing ideas for makeup artists on social media?

Clients do not naturally gravitate towards a new business, the makeup artist has to be proactive. You have to make a conscious effort to promote your business to new clients. If they are aware that you are in demand, they are more likely to come to you. Even well-established brands know the importance of advertising and promotional activities.

With makeup being a visual art form, there are many ways to showcase a visually pleasing portfolio online and market yourself as a makeup artist:

Business/Creator Page

It is better to separate personal social media from your makeup page. Promoting solely as a makeup artist is more effective, and it looks more professional. Therefore you should keep the content that is being posted strictly to makeup. You will also avoid the issue of consumers misunderstanding what your services are.  

Additionally, the personal life of the makeup artist may not align with the brand image and voice. There is no harm in having fun or showing a bubbly personality but remember these are your potential clients and not your friends.

Platforms like Instagram and Facebook give users the option for a business or a creator profile type. A creator profile is great for those just starting to get the same benefits as a business page. 

Different Social Media Mediums 

The objective is to expand social reach on platforms where your potential clients are. The social platform you choose to use should be based on your target audience rather than what you are comfortable using. For instance, Tik Tok & Instagram are more suited to content that is instant whereas YouTube can suit both short and lengthier content.

Popular platforms such as YouTube, Instagram and Tik Tok provide great spaces for makeup artists because your pictures and videos are shared with thousands of people. Followers are not the metric to be concerned with, your engagement is more important. Someone can have 100k followers and only 1% is engaging with them, but someone could have 400 followers and have 100 people actively engaging. To successfully market yourself as a makeup artist, remember to regularly create relevant and exciting content to be shared across your chosen platforms.


Consumers are great at consuming content, so posting often and consistently is key! All social media platforms come with insights that help you understand the demographics and habits of your followers, which is an advantage. Trial and error are essential to understanding when your followers are active. Some platforms have different features for sharing different types of content. Creators should utilise these features together as engaging with the other users on the platform itself.

Hashtags Expand Reach 

Most platforms nowadays have hashtags to help users find content specific to that tag. So if someone is looking for a makeup artist in London, they might search #mualondon or #makeupartistslondon and so on. The aim is to target the people who are looking for the service the makeup artist is providing. Overusing hashtags can lead to posts not being seen by the right audience, so the key is to use niche specific hashtags. There are many different ways to strategise, so you must research how to be able to use hashtagging efficiently and effectively.

Contests and Giveaways 

Finally, Everyone enjoys a good freebie! But remember to do giveaways that align with your brand. For makeup artists, there are many different examples of giveaways they can do: photoshoot with a free makeover, free makeup kit, makeup brushes and so on. It is necessary to take advantage of the influx of followers that a giveaway will bring by engaging them. You may find that many will unfollow once the giveaway ends, but the ones that stay should prove worthwhile!

Have you enjoyed these tips that we hope will teach you to market yourself as a makeup artist! Well, our blog has lots more for aspiring makeup artists. Why not check out ‘How to get into makeup artistry‘ or ‘Choosing a Foundation Makeup Course

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