Alright – so today we’ve got the honor of introducing you to Valerie Hammer. We think you’ll enjoy our conversation, we’ve shared it below.

Valerie, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

I view getting older as a privilege and truly see the beauty in aging. But, the beauty industry and social media standards (over the last several years) have put emphasis on reversing the aging process, “fixing” wrinkles and naturally changing faces and have made people feel like looking older is somehow negative. I started offering customized makeup lessons for everyday people with an emphasis on making people feel good about the face that they have now. I wanted mature clients to know that they have a place in the beauty space. I truly believe that people are beautiful just as they are, and teach techniques that celebrate their features, rather than hide them. I don’t believe in changing people, and place a lot of importance on a positive, judgement free zone where every client feels their best.

I had a 65 year old client come in for a lesson after having 2 lessons at a popular cosmetics chain store. When I asked her why she decided to invest in a lesson with me, after already having 2 lessons at the store, she explained that both of the artists that taught the previous lessons were in their 20s, and none of the products that she ended up purchasing worked with her skin/features. After several frustrating attempts to make the products work, she ended up returning them and scheduling with me. As an artist who has worked with clients of all ages and is going through the same aging process, I was able to teach her the techniques and suggest products that worked for her face, NOT against them. She said she walked out of her lesson feeling so confident and has been able to replicate the skills on a daily basis. She actually used the words “This has been the best thing I have ever done for myself.”

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

I am a makeup artist and educator. I have worked in the beauty industry since my college days (23 years ago) and have been a freelance artist for 18 years. After several years as a bridal makeup artist, I decided to step back from bridal makeup to focus more on providing makeup services for all of the other equally as important milestones in people’s lives: professional headshots, family portraits, maternity sessions, special events, etc. I also started offering customized makeup lessons for ALL ages…..with an emphasis on women/people 35 and over because I felt that clients in the same phase of life as me struggled to feel seen in the saturated cosmetics market. I wanted to offer a service that allowed clients beyond their 20s, to feel confident in whatever their age and feel like the best versions of themselves. Each lesson is customized to the client’s features, complexion, skin type and personal preferences. They learn the techniques required to achieve their desired look as well as the products that may be optimal for their unique features. There is nothing more gratifying to me than making someone else feel confident and fantastic about themselves, and I strive to fulfill that with every client. Each and every person that walks into my studio should know that they are in a judgement free zone, and that I will do everything I can to make them feel like the absolute best version of themselves.

Is there a particular goal or mission driving your creative journey?

My goal, as a makeup artist, has always been to make people feel confident and great about themselves. As I get older, and after becoming mother, that goal has been to really lift women/humans up by encouraging them to age gracefully and see that they are beautiful at every age. The beauty industry hasn’t always been kind on aging, and I feel like a lot of women in my phase of life are lead to believe that getting older is somehow unacceptable. I believe in the exact opposite. If we are fortunate enough to get older, it should absolutely be embraced and celebrated! My mission is to show every single client how beautiful they are, right now, in whatever phase of life that they are in. They deserve to feel like the best versions of themselves, at every phase of their lives, especially as we get older.

Any insights you can share with us about how you built up your social media presence?

I started makeup before the days of social media and to be honest, the only reason I created my social media accounts was to stay relevant in the rapidly evolving technology age. In the modern age of beauty creatives, much of our portfolios are now housed on social media vs our websites, and it has given us the ability to update our “portfolios” regularly while interacting with our followers. My social media audience is small, in comparison to influencer accounts, but it’s authentic. It is made up of local clients and supporters who believe in me and my work. I am not an influencer and have no desire to be one. All of my work is hands, on real life clients, NOT my face…in front of a ring light. My social media audience very much reflects that, and I appreciate being able to interact with them a very authentic level.

My advice to anyone looking to build an audience on social media is to do what makes sense for your business and your goals. If you want the authenticity of your followers, then show that in your social media accounts. I’ve always believed that you attract the energy you exude, and the same goes for your online presence. If you are seeking a large following with which you primarily interact with online, then make that clear in how you present yourself online. If you or your business thrives more on intimate/real life interactions, then make the effort to show that on your social media accounts. What may work for one business may not work for another and I think it’s important to acknowledge that everyone’s goals may be different. There isn’t any one-size-fits-al model. Show your audience who YOU are as a business.

Contact Info:

• Website: https://valeriehammermakeupartistry.com/
• Instagram: https://www.instagram.com/mizchynuhdoll/
• Facebook: https://www.facebook.com/valeriehammermakeupartistry
• Linkedin: Valerie Hammer
• Yelp: Valerie Hammer Makeup Artist
• Other: Google Business: Valerie Hammer Makeup Artistry

Image Credits

Photo credit:

Ginny Filer Photography (Image 1,) Elisenda Llinares Photography (images 2 and 3,) The Kama Photography (image 4,) Coral Dove Photography (image 5, Bonnie Sen Photography (image 6)