We were lucky to catch up with April Cooper recently and have shared our conversation below.

April, appreciate you joining us today. How did you come up with the idea for your business?

My journey into the world of beauty coaching began as a college student at Clayton State University back in 2013. While I was not exactly a makeup aficionado at the time, I found myself leading the charge as the head model coach for our campus fashion organizations. Coordinating fashion events and shows ignited a fire in me for the creative process behind putting on a killer production.

Fast forward to 2014, I landed a gig at Beauty Master, which became my personal sanctuary of beauty supplies. Working there was like a kid stepping into a candy store, except the treats there were endless options of makeup and hair products. While I was initially stationed in the hair section, I could not resist sneaking over to the makeup aisles whenever possible. Those aisles were my playground, and every paycheck meant new products to experiment with. But the real magic kicked in when I couldn’t afford professional makeup services and the free ones for our organizational events just didn’t cut it for me. I mean, who wants to look like a stranger in their own skin? So, I rolled up my sleeves, enlisted the help of a model friend, and began honing my makeup skills, one brow stroke and pair of lashes at a time.

Before I knew it, friends and coworkers were lining up for makeovers faster than I was confident in knowing what I was doing. What started as a simple favor to myself, quickly snowballed into a full-fledged business. One day, I racked up on a few L.A. Girl Pro Concealers, some Black Opal foundation sticks, some Ruby Kisses Pressed Powders, a cheap translucent setting powder, a couple of NYX eyeshadow palettes, and a few tubes of lip gloss. I created a flyer on my phone and sent it to my friends claiming that I was now a traveling makeup artist and only charging $35 for full faces. *womp womp* Lo and behold, people loved what I was doing!

In April 2016, Make Them More officially came to life, marking a pivotal moment with no turning back. My first legitimate booking—a location jewelry collection photoshoot—proved to be a game-changer. With three models and a fee of $85 per face, I found myself without a full traveling setup. Undeterred, I improvised, doing their makeup in the backseat of my grandmother’s Chevrolet Equinox. From there, I immersed myself in perfecting my craft, attending classes, and absorbing every nugget of knowledge I could find. By 2020, I discovered a community of artists and beauty coaches who championed what we call ‘timeless beauty’— makeup that looks and feels like skin, for any occasion. Witnessing both women and men professionals who resembled me excelling in the industry stirred up a renewed sense of purpose. I dedicated countless hours to honing my skills, striving to emulate the effortless beauty I admired while learning to deliver top-notch experiences through my business operations.

Then came 2021, a year that rocked my world in the best possible way! I took a two-day training session in July that turned my artistry up to a hundred and opened doors I never knew existed. I spent my last dime investing in this training and in no way am I complaining because suddenly, just as quick as three weeks later, I found myself rubbing shoulders with some of the best in the bridal beauty biz, and boy, did I run with it!

By May 2023, I had been contracted and assigned as a bridal artist to 35 weddings — 32 as an assisting artist and 3 weddings with brides of my very own. I got to work side by side with the artists whose work was on my inspiration and mood boards, and I still cannot believe that I secured three, four-figure wedding contracts, being able to hire my own assisting artists. That’s so wild, crazy, and amazing to me! I had been part of 35 weddings — 35 unforgettable new chapters for couples, where I met hundreds of wonderful people and worked my magic on countless faces. It’s been a remarkable journey, serving as a testament to the incredible outcomes that stem from unwavering dedication and hard work in just those two years. I was grateful to see the fruits of my labor in such a meaningful way. Being part of these special occasions enriched me with a deeper sense of character, love, and passion.

But just when things were really looking up, life threw me a curveball in the form of a nasty car accident. Did it slow me down? Sure. Did it stop me? Heck no!!!!!

While I may be temporarily sidelined from the makeup chair, my passion for empowering others through beauty burns deeper than ever. We are undergoing a major rebrand where I have realigned Make Them More with the original trajectory it was on before the bridal world swept me away. Now, I am determined to position Make Them More as a pioneer in beauty innovation, challenging conventional norms and establishing new standards of excellence. Our mission is clear: to redefine, modernize, and revolutionize the beauty industry by delivering unparalleled customer service and arming beauty professionals with the tools for providing exceptional client care.

As a catalyst for change, I’ve observed a troubling gap in how beauty professionals conduct their businesses and treat their clients—a gap that frankly disgusts and frustrates me. It’s time for a radical shift. No more settling for subpar services at exorbitant prices. It’s time to demand better, and Make Them More is leading the charge.

So, while I may not know exactly when I’ll be back into the physical action as a makeup artist, one thing’s for sure: I am not letting anything—or anyone—dull my sparkle. Because when you’re on a mission to revolutionize and create a greater impact, there is no such thing as giving up.

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?

I am April of Make Them More, The Beauty Experience Coach. My journey into the realm of beauty coaching commenced back in 2013 during my college days at Clayton State University. As head model coach, I found myself immersed in the world of fashion events, a passion that would shape my career. In 2014, my time at Beauty Master further inspired and fueled my love for makeup. Determined to pursue this passion of mine, I delved into experimentation and self-teaching, laying the foundation for my career as a professional makeup artist. Fast forward to 2016, the birth of Make Them More marked a turning point for me. A transformative gig—a location photoshoot—underscored the resilience and creativity required in the industry. Throughout the years, I have committed myself to honing my craft, drawing inspiration from a community of artists advocating for ‘timeless beauty’ and premium quality service. The pinnacle of my journey came in 2021 with a pivotal training session that propelled me into the bridal beauty sector, opening doors to new opportunities and challenges. By May 2023, I had accumulated a wealth of experience, having worked on 35 weddings and secured significant contracts, a testament to the evolution of my career from its humble beginnings.

In my business, Make Them More, I have earned a reputation for delivering premium beauty makeovers tailored to the everyday woman. Alongside these, I have offered exclusive private 1:1 trainings, pose concierge services catering to experienced models and beginners alike, virtual makeup tutorials, and the latest addition, exquisite bridal artistry services. What sets my services apart is the unmatched level of professionalism and attention to detail. While social media has played a significant role in the growth of my business, the ultimate validation comes from the trust of referred clients. When friends and family of my existing clients choose to sit in my chair, it speaks volumes about the value and trust they place in my expertise. I take pride in showing up as my best self, exuding confidence in my skillset, and alleviating any concerns stemming from past experiences. With a wealth of knowledge, professionalism, and a discerning eye, I ensure that each client receives nothing short of exceptional service tailored to their unique needs.

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

Ultimately, I believe that everything in life unfolds with purpose. The idea of shifting my business focus towards customer service first crossed my mind back in 2020. However, I hesitated, lacking full confidence in offering something I hadn’t seen others prioritize. In my community, I recognized a gap in challenging the status quo of customer service standards upheld by emerging beauty professionals.

The car accident I experienced at the end of 2022 served as a clear signal to stop delaying my true purpose. It literally stopped me in my tracks and sat me down, giving me plenty of time to think about my future. It was one of many signs, along with other conversations and experiences, nudging me towards prioritizing my customer service products, courses, and content. Despite these indicators, I felt uneasy about pioneering this approach.

Traditionally, makeup artists and beauty professionals offering classes and training tend to focus solely on skill development. However, my vision has always been to empower business owners with the tools to operate successful and professional businesses. I want to ensure that their businesses not only thrive but also prioritize customer satisfaction at every turn.

Let’s talk about resilience next – do you have a story you can share with us?

Doing something you’ve never seen done before can be challenging. Without clear examples to guide you, it’s easy to feel discouraged. The rebranding journey of Make Them More has been ongoing for a few years now, with plenty of pauses along the way. There are moments when the enormity of my dreams and goals feels overwhelming, and thoughts of giving up creep in. However, I remind myself that I am capable of achieving even my wildest dreams.

For me, resilience means pushing forward even when motivation is lacking. Following my car accident, where someone else’s carelessness and recklessness cost me so much, I found myself unable to sit up on my own for the first six to seven months. It was disheartening to realize I couldn’t practice makeup during this time, especially after reaching such significant milestones in my career. Despite the challenges, I turned to writing notes and ideas on my phone or iPad, finding solace in planning and strategizing.

Now, as I gradually regain my strength and daily abilities, I’m finally putting my ideas into action. As I sit here, just weeks away from launching my rebrand writing this, I’m filled with pride for persevering through moments when giving up seemed like the easiest option.

It’s been a journey of realizing the importance of not holding onto my ideas but sharing them, even if it’s only temporarily possible from my bed, through my computer. Despite these limitations, I’m confident I can still offer meaningful help to others.

Contact Info:

• Website: www.MakeThemMore.com
• Instagram: @ToMakeThemMore (New) | @MakeThemMore (Old)
• Linkedin: https://www.linkedin.com/in/april-cooper/
• Youtube: http://www.youtube.com/@JustKeepinItRil

Image Credits
INSTAGRAM ACCOUNTS: Photographers: @chasedavinci @idajohnphoto @old_orleans @rarifilmz @tmcguirejr Models: @theafricanbombshell @olinuh @seforathemodel @officialhelenaurban @brittanysmason @xslumpd @glamdotzan