We were lucky to catch up with Santonia Sherman recently and have shared our conversation below.

Santonia, looking forward to hearing all of your stories today. Getting that first client is always an exciting milestone. Can you talk to us about how you got your first customer who wasn’t a friend, family, or acquaintance?

My first client happened while I was in college during my sophomore year in 2015. At the time, I was still figuring things out and going by the name “The Beat by San.” I was practicing makeup as much as I could, mostly on friends and anyone who would sit in my chair. I was still learning my technique, my style, and honestly even the basics like shade matching.

My first real clients were two women who were preparing for an Alpha Kappa Alpha probate. They had seen the makeup I did on someone else and asked if I could do theirs as well. I remember charging around $15–$20 for a full face, which felt like a big deal to me at the time.

Looking back now, the makeup was definitely not perfect. In fact, I laugh about it because their foundation shades weren’t even the correct complexion match. But those moments were part of the learning process. What mattered most was that someone trusted me with their face and believed in my work enough to pay for it.

I still have the photos from that day, and I look back at them often as a reminder of how far I’ve come. What started as a college side hustle has grown into a business that has now been part of my life for over a decade. Those early experiences taught me that growth comes from showing up, practicing, and improving every single time you sit someone in your chair.

Santonia, 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?

My name is Santonia Sherman, and I’m the founder of Sultri Slay, a makeup artistry brand based in Greenville, South Carolina. I’ve been a makeup artist for over ten years, but my journey into this industry really started during my sophomore year of college when I discovered how much I loved helping people feel confident and beautiful.

At the time, I was just practicing makeup whenever I could and going by the name “The Beat by San.” What started as something creative and fun quickly grew into something much bigger as more people began trusting me with important moments in their lives. Over the years, that passion evolved into Sultri Slay, a brand focused on creating elevated, timeless glam for life’s special occasions.

Today, I specialize in soft glam, bridal makeup, and event makeup for clients who want to look like the best version of themselves. My goal has always been to enhance someone’s natural beauty while making sure they still feel like themselves when they look in the mirror. Many of my clients are preparing for milestone moments, weddings, birthdays, photoshoots, or major life events, so it means a lot to be part of those memories.

What sets my work apart is the experience I try to create for my clients. Makeup is more than just the final look to me, it’s about the confidence someone carries with them after they leave my chair. I focus on making every appointment feel intentional, professional, and comfortable so that each client feels seen and celebrated.

One of the things I’m most proud of is the growth I’ve experienced over the past decade. From practicing in college to building a brand that has served hundreds of clients, every step has been a reminder of how powerful consistency and passion can be. My hope is that when people think of Sultri Slay, they think of quality work, professionalism, and someone who genuinely cares about helping others feel their best.

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

One of the most effective ways I’ve grown my clientele over the years has honestly been through word of mouth and genuine connection with the people I serve. I’ve always believed that the experience matters just as much as the makeup itself. When someone sits in my chair, we’re not just focusing on the final look, we’re talking, laughing, sharing stories, and building a real connection.

Because of that, many of my clients end up recommending me to their friends, family members, or coworkers. Some people have even referred others to me before ever sitting in my chair themselves, simply because they’ve seen my work on someone in person or on social media. That kind of support means a lot to me because it tells me that people enjoy the overall experience and trust the quality of my work.

Over time, those relationships have created a strong network of clients who continue to come back and bring others with them. Social media has definitely helped showcase my work, but the real growth has come from the personal interactions and the trust that develops when people know you genuinely care about helping them look and feel their best.

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

One thing that has required a lot of resilience in my journey has been continuing to build my business while relocating multiple times. Over the years I’ve lived in several different cities in several states including South Carolina, Maryland, and Georgia. Each move meant starting over in many ways, learning a new market, meeting new people, and finding ways to introduce my work to a completely different audience.

Rebuilding a client base again and again required a lot of persistence and faith. Every city had its own culture and beauty standards, so I had to stay adaptable and continue marketing myself in creative ways while still staying true to my brand.

Through all of those transitions, my faith has been one of the biggest things that has kept me grounded. I truly believe that God has guided me through each season and reminded me to keep going even when things felt uncertain. There have been slow periods, difficult moments, and times where I had to remind myself why I started in the first place.

What keeps me motivated is knowing that the work I do has an impact. Whether it’s a bride on her wedding day, someone celebrating a milestone, or even a young person who sees my work and feels inspired, those moments remind me why I continue to show up. At the end of the day, makeup has been more than a service for me, it’s been a way to connect with people, uplift them, and express creativity no matter where life has taken me.

Contact Info:

• Website: https://linktr.ee/santonia__
• Other: https://southcarolinavoyager.com/interview/meet-santonia-sherman-of-greenville