We recently connected with Valerie Lawson and have shared our conversation below.

Hi Valerie, thanks for joining us today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

I have been able to earn an honest living full-time as a makeup artist, and this has been the case since the beginning of my journey 16 years ago. While it hasn’t been a linear path, it has evolved and transformed in many meaningful ways.

My journey in the beauty industry began when I accompanied my aunt to a MAC Cosmetics store in the United States. There, I observed two key things: the makeup atrust effectively selling and upselling products, and their artistry in makeup application. As someone who has always been passionate about art—sketching and around creativity throughout my life—I understood what they were doing, even though it was on a different canvas than I was used to.

When we returned home, I noticed that my aunt was given more products than she needed, likely to boost commissions through increased sales. She expressed her frustration about the numerous steps required to achieve the looks demonstrated in the store, and I offered to simplify the process for her. She gave me some products she deemed unnecessary, and my mother also gave me additional brushes and products – This was the summer before my first year at university.

During my time studying Business Administration, in University of Ghana, I enjoyed helping friends get ready because I had an abundance of makeup products, curling wands, and straighteners. I loved experimenting with makeup and hair.

In my second year, my brother, a photographer and architect, introduced me to Instagram, which was a new app at the time. Instagram was less commercial back then, more like an online photo album. I started posting everything—from food and makeup to sketches and family photos. That year, a company reached out to me to inquire if I was a makeup artist. Initially, I said no, but they persisted the next day, insisting I could create the looks they needed. I agreed, marking my first booking. From there, a model I met on set, who is now a close friend, booked me for a wedding. My bookings and demand grew through word of mouth, and I continued working sporadically.

Eventually, during an entrepreneurship class in business school, I decided to apply the principles I was learning and committed to turning my passion into a business. This decision marked the true beginning of my professional journey as a makeup artist.

Valerie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I wear many hats at different times, and sometimes all at once, but at my core, I am an artist. My primary expression of this artistry is through beauty, specifically as a makeup artist. You can explore my work further on my website: www.valerielawson.com.

My journey in the beauty industry started 16 years ago, where I’ve dedicated myself to not just learning and mastering the craft but also educating and empowering others. For 13 years, I’ve been conducting masterclasses that have allowed me to mentor and uplift young women and aspiring artists within the beauty ecosystem. This experience opened the door for me to lecture at the University of Arts London – London College of Fashion, where I now share my knowledge on makeup artistry, with a particular focus on understanding complexions and undertones—a unique insight I’ve honed over the years.

In addition to my work in education, I’m passionate about empowering young women through my foundation, Valerie Cares Foundation. The foundation offers various programs designed to educate, equip, and empower young women, leveraging the relationships I’ve built over the years to provide them with resources and support.

I also consult with beauty brands, training their staff, developing educational programs, and advising on shade and complexion ranges, as well as product formulation. My goal is to ensure that beauty products meet the diverse needs of all skin tones.
A standout example and a full-circle moment for me was when I consulted with MAC Cosmetics UK, where I trained over 350 staff members nationwide on their products, upselling techniques, and the taught extensively on undertones and complexions.

I’ve launched my own line of beauty accessories, including makeup brushes, tweezers, palettes, and more. These tools are designed to help artists and everyday women work more effectively and efficiently. Our products are currently available in Africa, Europe, and America, and we’re excited to expand into other beauty product lines soon. Www.cvlbeauty.com

I’m incredibly proud of my journey. Starting in Ghana, Africa, laid the foundation for everything I’ve achieved. I firmly believe that no matter where you’re planted in the world, you can serve the world if you commit to your journey with good intentions ( Heart ), resilience, hope and dedication to your dreams and goals.

While I’ve accomplished a great deal, I know there’s still much more ahead of me, and I’m confident that I’m on the right track by God’s grace.

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

Until recently, my bio included the word “GRIT,” which I define as resilient perseverance. My journey from the very beginning has been a testament to this, venturing into a space that lacked clarity, respect, and often the approval of friends and family. It required a deep trust in my vision and a lot of stubborn determination—what I now recognize as resilience.

One of the clearest examples of this resilience was when life threw a major curveball my way. At a time when I was beginning to see some clear light in my journey, I was involved in a severe car accident that completely shattered my left thigh bone and broke a piece of my kneecap. From the disorienting moment of waking up at the scene, still strapped in my car, to being wrongly transported to the hospital, I was faced with two grim options from the doctors: amputation or an attempt to save the leg, which would leave me with a permanent limp and a reliance on walking aids.

Thankfully, my mother chose the only option that gave us hope—to save the leg and figure out the rest later. I spent a month and a half confined to a bed with a weight attached to my leg to keep it in place. During that time, my mind and heart sank into dark places. I felt utterly betrayed by God, questioning His faithfulness. I became angry when people came to pray for me. But one day, I learned that an aquaintance who had encouraged me through my ordeal had been in a car accident and suffered fatal brain injuries. That news was a turning point for me.

I realized how blessed I was to be alive. My tears and questions turned to gratitude, and I understood that I had much more to accomplish, with no guarantee of how much time I had to do it. Once my perspective shifted, so did my world. After surgery and receiving clearance from the doctor, I returned to work on crutches and walking aids, determined to relearn how to coordinate my brain and leg movement through physiotherapy.

During those challenging days of recovery, I channeled my creativity into a project that would go on to catapult my brand and everyone involved onto the national and global stage—the Annual Bridal Campaigns. I not only creatively directed the campaign but also served as the makeup artist. This project not only elevated my brand but also showcased Ghanaian bridal culture and creatives to the world and opened me up to new opportunities that I initially did not think was possible under the tag as a Makeup Artist.

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

For years, I was perfectly content staying behind the camera—working as a makeup artist and artistic director without ever being in the spotlight. It was a place where I felt comfortable and in control. However, when the opportunity arose to become the Artistic Director for Maybelline New York—the first person to hold this position in Ghana—I found myself needing to step out from behind the scenes. I had to draw on my experience as an artist and creative director, roles I excelled in and loved, but now I also had to transition into being a visible, professional figure. Initially, I struggled with this new need to be in front of the camera, but once I aligned it with my purpose, I became more comfortable. This, in turn, built greater trust with my audience and new customers, which was invaluable for the brand. My appointment began in 2020, a challenging year for sales in the cosmetics industry due to the COVID-19 pandemic. We focused on creating intentional content that demonstrated the versatility of certain beauty products and why they remained essential, while also gathering valuable feedback from customers to inform our marketing, sales strategies, and even product development.

Another significant moment came more recently, about two years ago, when everything in my life seemed to be in transition. I got married, relocated to a different country, and had to navigate a new market and execute projects on a scale I’d never attempted before. Everything I knew and had mastered was shifting at once, and I found myself in a space of uncertainty. The only constant I could rely on was my faith in God and the truth of my journey. The same God who had guided me through uncertain times before, helping me grow and become a person of value in my field, was the one I could trust to lead me through this new chapter. I knew I had to pull back, seek solitude, and listen to Him alone.

I realized that I didn’t need the opinions or ideologies of others; all I needed was to hear from God clearly and truthfully. So, that’s what I did. And once again, I’m beginning to see more clearly the direction He’s leading me and what He wants me to do. God rarely shows us the full picture all at once; instead, He guides our steps each day. Embracing this journey with Him brings peace, clarity, wisdom, and fulfillment.

Contact Info:

• Website: https://www.valerielawson.com/
• Instagram: https://www.instagram.com/mzl4wson?igsh=MTI2M2plcXY5OXhleQ%3D%3D&utm_source=qr
• Linkedin: https://www.linkedin.com/in/valerie-lawson-marfo0?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Other: Www.cvlbeauty.com
  Www.valeriecaresfoundation.org