Maureen Midwa quit banking to make women feel good about themselves

Maureen Midwa took the path less travelled by quiting her lucrative banking job to follow her passion in make up artistry. This mother of twins is now the founder and lead make up artist of Beauty by Mo. She takes us through her tough yet rewarding journey.

Why make-up artistry? And why did you stop doing banking?

Makeup Artistry has always been my passion. I’ve always loved beauty, and have been giving people makeovers my whole life. I used to play with makeup (and had my own makeup) since I was a teenager.

I love working with brides and making them feel pampered and beautiful on their special day. I also love making women look and feel beautiful.  Makeup gives women confidence. My favorite part of doing someone’s makeup is seeing her reaction when she looks in the mirror after I’m done. 

My job gives me a flexible schedule. In banking, I used to work a traditional Monday through Friday 9-5 job and it just didn’t suit me. I love being able to work when I want to work, and take time off when I need to without having to get someone’s approval. During the wedding season it’s a little hard because I work every weekend, but I’m free and flexible on weekdays

How did you start out?

I started my make-up artistry career after quitting my job at Middle East Bank (K) Limited.  I knew how to apply makeup on myself very well but I figured that I needed to learn how to apply on other people’s faces, professionally.  After consultations, I enrolled in Makeup by Rose School and trained in media, bridal, runway, day and evening make-up. I also trained with Joy Agbons of Sunshine Beautiful Brides. Initially it wasn’t easy as the market was flooded with so many makeup artists.  It was very competitive but happy clients would keep sending me referrals.

Challenges you face in the industry? Do you think it is saturated?

The industry is very saturated today because makeup artistry is becoming a more and more popular career choice.I do think a lot of this is due to how easy the job can look and also one can take short courses to study it. 

What is a typical day for you?

My typical day starts at 6.00 a.m. when I wake up, pray, have my breakfast as I book appointments, respond to queries and emails. I also set aside an hour to browse my favorite websites, mags and blogs for the most recent beauty and fashion news. This is to ensure that I am all over what’s happening in the industry, and to know the latest trends. Thereafter I play with and attend to my children before leaving for my classes at USIU - Africa which start from 11.00 a.m. to 3.00 p.m. 

What are the issues that give you sleepless nights? 

Of all the beauty careers out there, makeup artistry is one of the most challenging. It takes time to develop your skills, to make professional connections, and to find the jobs that really excite you. Unlike other beauty careers, you have to "book" your own clients, set up consultations, negotiate contracts, advertise your services, build a portfolio... the list goes on, and this gives me sleepless nights! In other words, you have to make your own makeup business, and then you have to run it. That's not as easy as simply showing up to work every day and doing your job. 

How do you manage customers and their different personalities?

Most of my job involves working closely with other people, like models, actors, photographers and clients or customers. I always try to understand my clients’ goals and provide necessary feedback. Secondly, I never take anything personal and I always to remember to have fun while doing my job. Some clients, especially brides are often under a lot of pressure on their wedding day.  I therefore always remind myself that I have to do everything possible not to ruin their big day by keeping time, and completing my work in good time. Doing someone’s makeup is a physical, intimate experience and I always want my clients to feel safe and confident in my hands.  People skills are essential, and it helps to maintain a reputation of working well with demanding actors, directors, photographers and brides.

How do you juggle a demanding business and motherhood?

It’s never easy at all and most times I feel guilty for not spending adequate time with my children.There is no secret recipe. However, I have learnt to stay organized, plan my diary at the beginning of the week for the whole week, stay focused and get help from my amazing nannies, family and friends.

You are also a student at USIU - Africa, what are you studying and is it in line with growing your passion?

I’m an IBA (International Business Administration) Major student at USIU-Africa. Yes it is in line with my passion for entrepreneurship.It will also help me to be better proficient in broad business knowledge, problem solving abilities and have an advantageous position to successfully manage my makeup artistry business.

How do you motivate yourself and stay motivated?

I usually reward myself and celebrate my successes (no matter how big or small they are). For example when I won the award for Best Bridal Makeup Artist, I celebrated my success by giving free makeovers to a few ladies in a closed Facebook page called Real Queens of the Nile. 

If you had to start from scratch, what would you do differently?

I would combine use of multiple channels on social media instead of relying on just one – Facebook.I’m currently trying to build my Instagram account and develop my YouTube channel where I can share step by step makeup tutorials with my followers

Describe one of your biggest accomplishment. What lesson did you learn, and how did it contribute to a greater success?

My biggest accomplishment was winning the award for the Best Bridal Makeup Artist of the year during the inaugural Kenya Wedding Industry Awards launched by Samantha Bridal to recognize excellence across 45 categories within the wedding industry.

Winning this award taught me one thing; to become an absolute expert, you must practice, practice and practice. Get as much experience as you can. Work on your family, your friends, and do everything you can to develop your skills. You need to be at the top of your game, at all times.  I did a lot of free jobs initially in order to practice and to be the best at what I do.  Secondly, never stop learning. There are new products, new techniques, and new trends happening CONSTANTLY. Keep your eyes open, and prepare to be a life-long student. There will never be a time in your career where you can stop learning.

Describe one of your biggest failures. What lesson did you learn, and how did it contribute to a greater success?

My biggest failure was closing down my makeup studio.I opened a makeup and nails studio and was also retailing Iman Cosmetics at a high end mall in Nairobi.The business was doing very well until I travelled. When I came back, the daily turnover had gone down and I found a lot of stock missing.It was very difficult to recover.What I learnt from this is that you have to be hands on when it comes to retail business.It is very difficult to get trustworthy employees. Whenever possible, invest in CCTV cameras and proper systems for your business.That experience made me to be a better and successful freelance makeup artist and I now don’t have to worry about managing staff.I have more free time and my expenses are also less as I don’t have to pay any charges, rent, electricity and water bills.

Do you have a mentor to guide you through this journey? Would you recommend that women get mentors?

Oh yes! Joy Agbons Balogun of Sunshines Beautiful Brides has been my biggest mentor since I started Makeup Artistry. Joy, who is an award winning makeup artist is also one of the most sought after makeup artist in Kenya. Apart from training me, she taught me the business side of makeup like building professional relationships, finding new work, and taking on bigger and better projects and how to draft contracts for my clients.  I would most definitely strongly recommend that women get mentors.  Reach out to people you admire. The best mentors are often women that you establish a relationship with, that you find a connection with, and then it develops – and it takes on its own natural progression. However, be willing to take advice and criticism, put forth an effort and maintain relationships

In summary what are the five tips you would give women who have just started their entrepreneurship journey?

Love what you do - Choose something that is in line with your own personal interest and passion Focus on quality and execution - Worry less about growth and more about quality and execution. When you take care of your customers and exceed their expectations, growth and opportunity follow. Know your customer - Know those you serve better than anyone else, and you’ll be able to deliver the solutions they need. Take the risk - We never know the outcome of our efforts unless we actually do it. Believe in yourself - Believe that you can succeed, and you’ll find ways through different obstacles. If you don’t, you’ll just find excuses. If you can instantly become an expert in something, what would it be?