We recently connected with Paula Heckenast and have shared our conversation below.

Paula, thanks for joining us, excited to have you contributing your stories and insights. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I love this question because it’s at the core of what makes small businesses so special! At City Lights Beauty Agency, we’re all about breaking the mold and going beyond the typical beauty service. We’ve taken everything the beauty industry does and thought, “How can we do it better, with heart, and leave our clients feeling like a million bucks?”

For starters, we don’t nickel-and-dime for things like lashes or proper skin prep. We include all of that in every service because, honestly, why should flawless results be considered an upgrade? We make sure you get the red-carpet treatment—free of hidden fees, full of luxury.

Our team is also made up of full-time production artists, and this is where we really flip the script. We take the same high-caliber, long-lasting quality that we use for TV and film, and we bring it to every client. It’s not just about making someone look good for an hour—it’s about makeup that stays perfect through photos, humidity, dancing, and even happy tears. One client literally thanked us after her makeup survived a full day of sweating and celebrating at her destination wedding. She was blown away!

And while we’re definitely serious about our craft, we like to keep things stress-free and easy for our clients. Our process is super seamless because we want them to enjoy their day, knowing we’ve got them covered from start to finish. We’ve had clients come back to us time and time again because they know we handle the details, and they can just sit back, relax, and look amazing.

In the end, we’re here to make sure every client feels like a star, no matter the occasion. We’re determined to set a new standard—one that’s all about giving people an unforgettable, feel-good experience they can trust.

Thanks for asking! It’s great to share why we’re so passionate about what we do.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Paula Heckenast, the founder and lead artist at City Lights Beauty Agency. My journey into the beauty industry started unexpectedly in 2006 when I gave a friend a ride to a makeup school orientation. While I wasn’t planning on going into makeup, something about that day inspired me, and I decided to enroll myself. I continued to hone my craft while working a regular office job until 2012, when I finally took the leap to pursue makeup full-time—and I’ve never looked back!

At City Lights Beauty Agency, we offer a wide range of luxury beauty services, including bridal and event makeup and hair styling for any occasion—weddings, galas, work events, and more. What sets us apart is the level of attention and care we provide. We treat every client like they’re getting ready for the red carpet, using our experience as full-time production artists (in TV, film, and commercials) to ensure flawless, long-lasting results. Our makeup and hair hold up through anything—humidity, dancing, tears—and we always include skin and hair prep customized for each client’s needs, at no extra charge.

One of the biggest problems we solve is taking the stress out of beauty services. From the moment clients book with us, they know they’re in great hands. We ensure that they feel supported and well-prepared throughout the entire process, so they can relax and enjoy their day without worrying about their makeup or hair.

What I’m most proud of is the trust we’ve built with our clients, especially brides who count on us to make their special day seamless and beautiful. I’ve received so many heartfelt messages from clients who felt not only cared for but absolutely stunning, and that’s why I love what I do.

If you’re considering working with City Lights Beauty, I want you to know that we’re all about creating a luxury experience that’s fun, personalized, and stress-free. We’re here to make you feel like the very best version of yourself—no matter the occasion.

Can you share a story from your journey that illustrates your resilience?

One of the most challenging moments in my life came when I relocated to Tampa in 2021. If you know me, you know I’ve been through a lot, but this move really pushed me to my limits. The house I was supposed to move into fell through, and I found myself in the middle of a chaotic housing market. Every offer I made on a house was beaten out by large corporations paying way above the asking price, which left me essentially homeless. During this time, I was still fulfilling my contracts in Chicago, flying back and forth multiple times a week while managing my daughter, two cats, a dog, and a bunny. It was absolute madness.

On our first night in Tampa with nowhere to go, I reached out to my cousin Celeste, whom I had recently connected with through 23andMe. We hadn’t even met in person before, but she invited us to stay with her, giving us a place to land when we were feeling lost. Her kindness was an anchor during that chaotic time.

A couple of weeks later, we had a trip planned to Turks and Caicos that was already paid for, so despite being homeless, we went. And guess what? Everyone got COVID! Thankfully, my animals were being cared for by a friend, but while I didn’t test positive, I started feeling really ill during our travels back. It wasn’t until after I had already started feeling dizzy, exhausted, and unwell that I realized I had probably caught COVID too. We missed our connecting flight in Denver, but luckily, we were able to catch another flight home to Tampa.

In the middle of all this, I was living out of a hotel, feeling completely overwhelmed, when I landed a job working on the TV series 90 Day Fiancé. That was a huge moment of hope for me. It reminded me that even in the hardest times, opportunities can still come through, and things can turn around.

Shortly after, I hit a breaking point. I had one of many mental breakdowns during this time, and right there in the airport, sobbing and covered in snot, I signed up for therapy. That decision was a game changer for me.

Thankfully, during our trip, an amazing realtor and friend, Lyndsy Kaplan, helped me secure a rental. I hadn’t even seen the property, but I trusted her and signed on the spot. When I got back to Tampa, our POD arrived, and it was moving day—straight into a 3rd-story apartment with no elevator and a private entrance. Running on pure adrenaline and no time to deal with COVID, I moved us in.

That experience taught me a lot about resilience. Even when everything felt out of control—when I was juggling work, personal life, and health challenges—I found a way to keep moving forward. It forced me to adapt, lean on the right people, and prioritize my mental health. I came out of that period stronger, more focused, and with a deeper understanding of what I can handle, both personally and professionally.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for growing my clientele has been a combination of automation and surrounding myself with the right team. Automating the client experience—especially when it comes to bookings, communication, and follow-ups—has been a game changer. It allows me to stay organized, respond quickly, and ensure no client is left waiting for answers, all while giving me more time to focus on the creative side of my business.

But the real key to growth has been finding the right people. I’ve worked hard to build a team of talented artists and support staff who are not only experts at what they do but are also aligned with the values of City Lights Beauty Agency. Surrounding myself with people who are just as dedicated to excellence allows us to deliver consistently high-quality results and keeps clients coming back. Each person on the team brings a unique skill set, which has been essential in helping us scale and grow, while maintaining the personal, luxury experience our clients expect.

The combination of streamlining processes through automation and trusting talented people to carry the brand forward has been the perfect formula for growth. It’s allowed me to focus on creating more opportunities and giving clients the seamless experience they deserve.

Contact Info:

• Website: https://citylightsmakeup.com
• Instagram: https://www.instagram.com/citylightsbeauty/
• Facebook: https://www.facebook.com/citylightsbeauty
• Linkedin: https://www.linkedin.com/company/citylightsbeautyagency/
• Youtube: https://www.youtube.com/@CityLightsBeautyAgency
• Other: https://www.tiktok.com/@citylightsbeauty