We caught up with the brilliant and insightful Erika Staub a few weeks ago and have shared our conversation below.

Erika, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?

Thank you for having me! The origin of my company’s name is deeply rooted in my family history, particularly in the story of my grandmother’s perseverance & resilience. Our grandmother who we called “Oma” was a survivor of the horrors of concentration camps during World War II alongside her mother. Oma grew up in Molidorf (Molin), a small village in Banat, Yugoslavia. In 1949, they immigrated to Canada, carrying with them a spirit of strength and determination despite their hardships. There was no quit in my Oma, only the need to survive and through her I witnessed what resilience and perseverance truly looked like! Watching Oma overcome the many hardships that she endured; taught me the value of hard work and the rewards that come from having strong morals and work ethic. This legacy of perseverance and hard work was instilled in me and my siblings, shaping us profoundly especially as adults.

When I founded my company, I aimed to honour my grandmother’s story and our German heritage, which led me to choose the name Liebe, meaning ‘love’ in German. Our mission is to encourage self-love and enhance our clients’ natural beauty, ensuring they feel their best for any significant life event. We pride ourselves on being part of our clients’ stories, no matter the size of the project or occasion, embodying the same resilience and dedication my grandmother taught me. My Oma has, and always will be my hero.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

As a creative person this career allows me to explore all parts of my inner artist.

My journey started when I pursued the Fundamentals program at Beal Art / H.B Beal Secondary School in London, Ontario, Canada. Following a pivotal shift to makeup and aesthetics, I launched my career in Toronto, Ontario, Canada after graduating in 2015, and furthered my education at Elegance Schools Inc., graduating with honours in 2018.

I founded Liebe Beauty in May 2018, as a solo artist offering aesthetics and makeup services and have now expanded my business to be a diverse team specializing in Bridal, Film, SPFX Makeup and Hairstyling in London ON.

Our mobile service caters to a wide range of clients, emphasizing professionalism, creativity, and efficiency. Liebe Beauty has been recognized in numerous publications, television & film, with a commitment to professionalism and inclusivity. We value our client’s needs and strive to accommodate whatever they need to make their experience enjoyable and memorable when they are with our team!

How about pivoting – can you share the story of a time you’ve had to pivot?

There are so many moments where it is imperative that you pivot while keeping your professionalism and composure. It’s not the easiest thing, but when you start to master it, you can really take your business to the next level. After landing my first film role as Lead HMUA last summer, my networking within the film industry skyrocketed, leading to a surge in inquiries and opportunities. However, being a solo artist presented a challenge with the increasing workload from larger contracts. Faced with the choice of building a team or passing on these opportunities, I chose to expand and it might just be my favourite pivot.

As I began navigating the exciting world of film I connected with many amazing Hair & Makeup artists within the community and started cultivating relationships with them. When the time was right, I contacted everyone I knew and pitched the idea of Liebe Beauty transforming from solo artist to a collaborative, mobile team. Unlike the prevalent luxury HMUA bridal teams, we aimed to be unique by being the first team in our area to offer not only bridal services but also aesthetics, film, media, SPFX makeup and hairstyling services!  The proposed structure, competitive pay, flexibility, and the promise of exciting projects won them over. We quickly formed a diverse and skilled team, including MUA’s, Hair Artists, SPFX Artists, and Wig Design Artists, allowing us to accept all incoming inquiries and openings. Our artist’s extensive background in the Bridal, Film and TV industry is unmatched and I learn something new everyday watching my artists work and create!

This pivot in my business has come with its challenges but it is so exciting, affirming and rewarding watching our efforts not be in vain. Witnessing my company and team grow has been so surreal. It has been an amazing opportunity to lead!

We’d love to hear a story of resilience from your journey.

The COVID-19 pandemic brought significant challenges, particularly in my field centred around human connection. Celebrations and events were halted, causing the world to stand still. The fluctuating lockdown rules added confusion and anxiety for myself and other small business owners in the Personal Service Sector, as we faced repeated closures under the label of being “non-essential.” This period was dark and filled with uncertainty. I struggled, my business struggled and to be honest sometimes it felt hopeless.

Throughout the pandemic, I would speak with Oma on the phone. I never wanted her to worry so I wouldn’t vocalize my fears about that time period; call it Oma intuition but somehow she always could sense even through the phone when I needed words of encouragement or solid advice on how to weather the storm. Her intuition always offered the right encouragement. She reminded me of the resilience and patience she and her mother exhibited during their hardships, inspiring me to take action.

I got involved with other HMUA advocating with our local health officials and government to create a plan for Personal Service Sector workers to return to work safely. I didn’t take no for an answer. I kept my momentum and I persevered on. I used this time to improve my business’s social media presence and prepare for future client bookings. When the world opened up, you better believe Liebe Beauty was ready!

This perseverance, inspired by my Oma’s resilience, not only saved my business but led to its expansion and improved profits two years later. I’m deeply grateful for learning resilience from her example, and I often think of this quote from Jane Fonda that I love: “…Power has to come from inside. It has to come from knowing who you are, why you’re on earth, what is the meaning of your life. That’s power.”

So I encourage you to find your own power from within. Fight that good fight, because believe me the win is pretty amazing if you’re willing to fight for it.

Contact Info:

• Website: https://www.liebebeauty.com/
• Instagram: https://www.instagram.com/liebe_beauty_/?hl=en
• Facebook: https://www.facebook.com/ShopLiebeBeauty
• Other: https://www.tiktok.com/@liebebeauty?_t=8kTMlN7XkX8&_r=1

Image Credits
Charlotte Poolton Photography Rosby Ablang Photography