We’re excited to introduce you to the always interesting and insightful Maleeva Lengel. We hope you’ll enjoy our conversation with Maleeva below.

Hi Maleeva, thanks for joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today

This is such a wonderful question! I’ve been in my industry for 16 years, before a lot of the social technology was up and running and utilized as it is today. We have so much more access to people and information than ever before and it’s actually exciting to think about what I would do today if I were to start all over. Actually, maybe we should all “start over” with new ideas and mindsets, even if we’re not turning back the clock.

If I were starting all over again, the first thing I would do is find someone in my industry that is doing what I want to do and ask if they’d allow me to shadow them or bring me on as an apprentice. I’d find a mentor. Learning step-by-step from someone that has the skillset and knows the ins and outs of being successful in your industry will put you years ahead of trying to figure everything out for yourself. The second thing I would do is invest in self-development. Investment doesn’t have to be money, it can be time. There is SO MUCH access to free information if people are willing to be resourceful. Podcasts, Youtube Videos, eBooks, books from the library, all can strengthen your mindset, help gain clarity on your passion and goals, give you a framework to start your business growth, and help you strengthen areas that may be weak.

Maleeva, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I always joke that I “tripped” into beauty. Makeup wasn’t on my radar until I discovered it in film school in New York. A friend producing a short student film asked for a makeup artist, and though I had no formal experience, my background in color theory from lighting design gave me the confidence to give it a try. I borrowed a theatrical makeup kit, practiced, and had a blast on set. My work was a hit, and soon, people were asking for my services. After I graduated, one music video gig led to a decade-long career in film, and my path in beauty was set.

As I grew in my career, I deepened my understanding of skin and gut health, realizing their crucial role in how makeup appears on the skin. This knowledge helped me refine my approach as I shifted focus to helping women in business put their best face forward. The beauty counter can be overwhelming, so I work with women to create personalized beauty routines that meet both their personal and professional needs.

I offer a range of makeup and skincare services, including custom-blended foundations, which I craft from scratch to match your unique skin tone, challenges, and preferences. I also provide top-tier cosmetics, skincare, and wellness products to complement existing routines, ensuring a complete approach to beauty that goes beyond makeup.

One of my most rewarding experiences has been working with the breast cancer community. Five years ago, I became the lead of the beauty team for Breast Cancer Support of Berks County’s annual fashion show. I also helped create their Face Up to Safe Beauty curriculum—an empowering workshop series designed to educate and inspire survivors in all things beauty.

Every beauty service provider I know desires to add value to their client. My hope is that women walk away from their time with me feeling supported, uplifted, and cared for in a way that transcends just beauty. Beauty is an experience that reflects the inner strength and authenticity they possess, and I want to be there throughout the whole journey.

Whether you’re looking for personalized beauty services or guidance on a holistic beauty routine, my goal is to help you feel confident, empowered, and ready to take on the world—inside and out.

Can you tell us about what’s worked well for you in terms of growing your clientele?

In today’s digital world, it’s easy to get caught up in the race to grow our businesses through social media, but I’ve chosen a different path. Instead of relying on online strategies alone, I’ve leaned into the power of in-person connections—and it’s made all the difference.

There’s something special about face-to-face interactions that technology simply can’t replicate. The energy exchange, the real-time conversations, and the ability to truly connect with someone on a deeper level are invaluable. After reflecting on where my clients were coming from, it became clear: In-person networking and referrals were by far my strongest sources of leads.

So, I began intentionally seeking out networking events that align with my services and target audience—specifically women and mom-focused groups. These events have been a game-changer for my business. They allow me to engage with a community of people who are not only interested in what I do, but who can also benefit from my expertise.

We’ve all heard the saying, “People do business with people they know, like, and trust.” And that’s exactly why in-person networking has been so successful for me. When you show up with a mindset of service, not sales, you build those vital relationships that lead to lasting business success. It’s about seeing how you can help others with your skills and connections—and that energy naturally comes back to you.

What else should we know about how you took your side hustle and scaled it up into what it is today?

For the first six years of my career, I was balancing two worlds. On one side, I had my dream as a makeup artist, and on the other, I was serving tables to make ends meet. Growing up in a family that owned a restaurant, I learned early on how to hustle in the service industry. It was second nature to me, and I kept that steady serving job all throughout college. After graduation, it became my lifeline—quick money while I built my freelance career.

But there was always this nagging fear—what if I can’t make it as a full-time makeup artist? The life of a gig worker is unpredictable. Lean months, uncertainty, and the constant anxiety of not knowing where the next paycheck would come from kept me anchored in the safety of a serving job.

Then came the turning point that shifted everything.

I had been working at a high-end steakhouse for two years when the owners called a mandatory meeting. Rumors had been circulating for months about the future of the restaurant—something was changing, but no one knew exactly what. During that meeting, the owner stood there, condescendingly telling us, “I’m a smart businessman, and I’m going to do what’s best for my family.” He made it clear that we weren’t entitled to know anything more. I felt belittled, disrespected, and undervalued. That moment was a wake-up call.

I realized that I couldn’t continue letting someone else dictate my worth. His leadership was the antithesis of everything I had been reading in the leadership books that inspired me. It was clear that my future wasn’t tied to that restaurant or that kind of leadership. So I made a vow: When the restaurant moved, I wouldn’t move with it.

Weeks later, we learned the restaurant was relocating to a less desirable location. That was it. That summer, I handed in my notice and never looked back. I was officially a full-time makeup artist.

But making that leap wasn’t easy. It required two key actions that set the foundation for my success.

1. Accountability: I made a commitment to others. I told my co-workers that I wasn’t going to move with the restaurant. I knew I needed to make my freelance career work because I couldn’t bear the thought of looking those same people in the eye and admitting that I hadn’t followed through. I used their accountability as my motivation to make it happen.

2. Expanding My Network: I didn’t just rely on my existing connections in the beauty industry. I thought outside the box. I reached out to photographers for headshots and boudoir shoots, offering my makeup services. I connected with beauty professionals, salons, and spas, proposing partnerships where I could offer exclusive products and services for brides and other clients. I became proactive, seeking new opportunities to apply my skill set in diverse ways.

That pivotal decision marked the beginning of a new chapter in my life and career. I learned that sometimes, the scariest moments are the ones that push you into your true calling. Today, I’m not just a makeup artist—I’m a business owner, empowering women to feel confident and authentic in their own skin. And I’ll never forget the day I stopped letting someone else define my worth, and instead, took control of my future.

Contact Info:

• Website: https://linktr.ee/maleevasmotive
• Instagram: maleevasmotive
• Facebook: https://www.facebook.com/maleevasmotive/
• Linkedin: https://www.linkedin.com/in/maleevasmotive/