Today we’d like to introduce you to Kristi Lauria

Hi Kristi, so excited to have you with us today. What can you tell us about your story?

I was always a “beauty” girl – hair and makeup was my jam! Way back, when I was in high school, I was lucky enough to have Cosmetology courses offered at my school, and you best believe I jumped at the chance to take it! One day in class, I found out that my local Shoppers Drug Mart was hiring part time employees to work in their cosmetics department. Now, this was back before we had Sephora in Canada or before Shoppers Drug Mart had the big beauty boutiques we know today, but for me, as a teenager who loved makeup, this was THE DREAM!

Working retail is never glamorous but enabled me to get so much experience working on EVERYBODY – every skin type, complexion, age and most importantly, personality. It really is a crash course in makeup technique and customer service. And it was while I was working in retail, that I was discovered by one of my favorite prestige makeup brands, Smashbox Cosmetics, and began working with them as a freelance artist!

Once I graduated university (where I majored in Drama, by the way) I was offered their first, full time Artistry Training role, for the Toronto territory. Then over time, with my communication skills and theatre background, I also took on the role of Media Representative – being the face of the brand, working with the press and doing tv and training segments in the Canadian market. I had my dream job and I just wanted to grow on a bigger scale, with my sights set to be the first Regional Trainer in Canada! But after 10 years with the brand and not getting the promotion I worked so hard for, I decided to step away and was headhunted to work with a couple Indie cosmetic brands coming to Canada.

After a couple years, I got pregnant, my husband and I wanted to buy a house, which meant moving to the suburbs and I didn’t want to be travelling downtown day in and day out, so I took a huge step back, and went back to doing in-store freelance work. At the same time, I also began working with a local beauty team and dove into the world of bridal hair and makeup, something I loved but had only been able to do here and there with my previous high demand roles. As life has it, the cosmetic retail world found me again and I began working remotely with a sales agency as a Territory Manager and then eventually National Account Manager for major beauty brands. This was a huge role where I was working from home ( a big plus) but at this point, I had made wonderful connections where I live (Durham Region, ON) and was in demand for bridal. And working a full time role, plus weekends was way too much for me with two little ones. So summer of 2023, I left my full time role to dive head first into building my business – something terrifying when you have a mortgage and a family. Now, fast forward a year and a half, I have a very stable and booming bridal hair and makeup company, I even now have a team of 8 artists, allowing us to serve multiple brides a day! I also continue to serve my event clients, branding photoshoots and come back to my training/education core, by offering makeup lessons and parties!

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?

Honestly, I’ve been really fortunate and have had some amazing opportunities and experiences in the beauty industry. I’ve definitely learned how small this world/industry really is and how even many years later (like 10 +) people will remember you when you left a good impression and offer you awesome opportunities because of it.

My biggest hurdles have really been from myself; my indecision and mindset. I am not a natural entrepreneur. I’m not a “go-getter” and someone who thrives working independently. I am a collaborator and love working with a team on a daily basis: working on a project, pumping each other up and getting positive feedback and deadlines from a direct report, and you have none of that when it’s just you running the show. Part of me is constantly curious about what exciting roles are out there in corporate retail side and jumping back into a Training role, but then I know that I would be right back to trying to fit in all things I love to do, like collaborative content shoots, being there for my wonderful regular clients and of course, the brides who are so excited to work with me. And most importantly, I wouldn’t have the flexibility I have now to be there for my two little girls.

Can you tell our readers more about what you do and what you think sets you apart from others?

Throughout the years I’ve discovered what sets me and my company apart from others is really just ME and my approach when working with clients.

I’m not the most talented hair and makeup artist – I don’t do incredible creative things or dramatic cut creases but what I do, do, is truly connect and listen to my clients in my chair.

Over and over again, clients tell me that they hated the last time they got their makeup done and after I ask to see a picture of it, I’ll see that the makeup technically is beautiful but when the client tells me what they wanted, I realize the artist either didn’t ask enough/the right questions or they just did the makeup how they like to do it, rather than listen to the clients requests. It seems like a simple thing – listen to what they want and execute it – but it often doesn’t happen. That is my superpower – truly listening to what my clients want! I always start by asking questions to figure out what they like (or don’t) and create a warm and welcoming environment so they feel comfortable to express their preferences. It can be intimidating to tell someone that you don’t love something they did, but I never take offence and always reassure them that all I care about is that they feel AMAZING!

As a bridal company our aesthetic is elevated romantic beauty – enhancing our client’s gorgeous features, rather than covering them up. Our clients are often minimal makeup wearers, and we work WITH them to understand how they feel their most beautiful – an approach I feel that isn’t very common in the bridal beauty space. Now with our incredible team, I’m so happy that we can serve and share our collaborative, warm & welcoming beauty experience with even more brides!

So, before we go, how can our readers or others connect or collaborate with you? How can they support you?

As I mentioned, I LOVE to collaborate with other creatives! Whether it’s a collaborative content shoot or helping your client feel confident through hair and makeup, I’m down for it!

When it comes to supporting me and my business, positive reviews and referrals go such a long way. As a small business, every 5 star review on google means so much and shoots us up towards the top page when people are searching – a huge plus! I also so appreciate every time a past client goes out of their way to recommend me…it truly means so much. And of course, every time you tag me on social and share our work, that goes such a long way and shows so much amazing support!

Contact Info:

• Website: https://kristilauriaartistry.com/
• Instagram: https://www.instagram.com/kristilauriaartistry/
• Facebook: https://www.facebook.com/profile.php?id=100063551739523
• LinkedIn: https://www.linkedin.com/in/kristi-lauria-3967492b/

Image Credits

C. MacBurnie Photography
Heather Mckenzie Photography
Wild Lace Photography
Josie Cipriano Photography
Giulia Moltisanti Photography
Christine Small Photography
Mary Zita Payne Photography