Annie Shah is a distinguished London-based Celebrity Hair & Makeup Artist and the founder of Annie Shah Makeup. With a keen eye for detail and a passion for beauty, she has built a reputation for transforming clients with her expert techniques and creative flair. Her commitment to excellence has earned her a prominent place in the beauty industry, where she continues to make her mark by offering top-tier makeup services and pushing the boundaries of beauty trends.
In an interview with Asian Voice, Annie Shah discusses starting her own company, South Asian representation in the beauty industry and much more.
1. Can you tell us about your journey into the world of hair and makeup artistry? What inspired you to start your own company, 'Annie Shah Makeup'?
This brand evolved over a period of time. When I first started, I wasn't sure where it was going to end up. I just had a hunch that I wanted to start my own business. I'm very entrepreneurial by nature and quite artistic as well. Makeup was my passion and hobby. However, I come from an IT background and had a corporate 9-5 job in central London. While my children were very young, I decided to pursue a different career path. I wanted something that offered flexibility with young children while satisfying my artistic curiosities. Owning my own business provided the freedom and flexibility I needed. These factors inspired me to enter the world of hair and makeup artistry and start my own brand.
2. What were some of the biggest challenges you faced when establishing your brand, and how did you overcome them?
When I first started Annie Shah Makeup Artistry, I faced numerous challenges typical for a new hair and makeup artist. One of the primary hurdles was building a substantial portfolio to attract clients. Without a robust portfolio, it was difficult to gain trust and build a steady stream of bookings. The competition was fierce, with new and up-and-coming makeup artists and hair stylists emerging constantly. I needed to ensure my skills were exceptional to stand out.
Effective marketing and promotion were vital in a crowded industry. I had to master various platforms and strategies, stay updated with trends, and continuously learn to stay competitive and showcase my work.
Managing finances involved learning about pricing, expenses, and profitability. Handling client feedback and balancing work with family life, especially with young children, required careful time management and adaptability.
3. As a South Asian entrepreneur, how has your cultural heritage influenced your approach to makeup and beauty?
As a South Asian entrepreneur, my cultural heritage has significantly influenced my approach to makeup and beauty. Growing up in a rich tapestry of vibrant colours, intricate designs, and timeless traditions, I've always been inspired by the elegance and grace inherent in South Asian culture.
In my work, I strive to blend traditional South Asian elements with contemporary styles, creating looks that are both modern and culturally resonant. This means focusing on enhancing natural features with soft, elegant makeup rather than heavy, dramatic transformations. My clients appreciate this balance, as it allows them to look like the best version of themselves while still honouring their cultural roots.
4. How do you think South Asian representation in the beauty industry has evolved over the years?
South Asian representation in the beauty industry has greatly improved over the years. Initially marked by a lack of diversity and understanding, the industry now celebrates South Asian beauty with increased media, fashion, and advertising representation. This progress is driven by the efforts of South Asian influencers, entrepreneurs, and artists advocating for inclusivity and showcasing diverse beauty standards.
Brands have started to recognise the importance of catering to diverse skin tones and types, leading to a wider range of products that meet the specific needs of South Asian clients. This includes foundations with a broader spectrum of shades, hair care products for different textures, and makeup that complements the undertones unique to South Asian skin.
Social media platforms like Instagram and YouTube have empowered South Asian beauty influencers to share tips and tutorials, creating a global community that celebrates South Asian beauty. Bollywood stars now have a global following, and the beauty industry has become more inclusive, recognising and celebrating South Asian features. This progress enhances diversity and encourages South Asians to embrace their heritage with pride.
