We caught up with the brilliant and insightful Farah George a few weeks ago and have shared our conversation below.

Farah, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I turned my passion for makeup into a real business by enrolling in cosmetology school and college at the same time, using my savings to invest in both my craft and my knowledge. While learning techniques by day and business strategy by night, I built my brand from the ground up, offering discounted services, creating a portfolio, a website with pricing and photos, and treating every client like my future depended on it (because it did). With consistency, professionalism, and a clear vision, I went from doing makeup in my garage to building a growing business rooted in creativity, confidence, and care. I invested into a luxury kit and a professional director’s chair before more concise technology came about in recent years. Before I knew it, I had all of San Diego’s business and now it’s more competitive but my regulars have fortunately remained faithful with new referrals each time.

Farah, 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?

Hi! My name is Farah, and I’m a professional makeup artist with a deep passion for transformation, self-expression, and helping every client feel like the best version of themselves. My journey into the beauty industry began with a genuine love for makeup and creativity, which led me to enroll in both cosmetology school and college, using my savings to invest in mastering both the art and business of beauty. It was one of the biggest decisions of my life, and it laid the foundation for the brand I’ve built today. I specialize in a wide range of makeup styles and techniques, including special FX, stage makeup, airbrush makeup, bridal glam, Asian eye makeup, Arabic makeup, mature skin, male grooming, soft glam, and honestly, just about everything you can think of. Whether I’m creating a dramatic character look for a performance, enhancing natural beauty for a wedding, or crafting a flawless editorial look, I approach every face with care, precision, and creativity. What sets me apart is not just versatility, but how I make my clients feel. I bring professionalism, calm energy, and attention to detail to every session, ensuring that every client not only looks amazing, but feels seen, heard, and confident. I work with all skin tones and types, and I love creating personalized looks that reflect each client’s individuality. I’m incredibly proud of how far I’ve come; building this business from the ground up while balancing school, real-life experience, and a growing client base. My work is rooted in authenticity, artistry, and a genuine love for what I do.

You can find me on Instagram and Snapchat at @facesbyfarahg — whether you’re booking a service or just following along, thank you for being part of the journey.

What do you think helped you build your reputation within your market?

What helped me build my reputation was staying consistent, versatile, and always treating clients with care and professionalism. I offer a wide range of services from soft glam to special FX, bridal, Arabic, Asian eye makeup, and more; which allows me to serve diverse clients with confidence. But most of all, people remember how I make them feel: heard, comfortable, and beautiful. That’s what keeps them coming back and spreading the word.

What’s worked well for you in terms of a source for new clients?

The best sources of new clients for me have been a combination of my large social media presence and strong word-of-mouth. On my old Instagram before it got hacked; my makeup videos regularly went viral, reaching millions of views, which attracted clients, brand collaborations, and industry attention. At the same time, word-of-mouth and client referrals played a huge role in growing my business at the launch of my career. Professionalism alongside talent is a tool proof formula that’s destined for success. Happy clients became my biggest promoters, recommending me to friends, family, and even booking me for future events. That mix of online visibility and real-life trust is what truly built my client base.

Contact Info:

• Instagram: @facesbyfarahg
• Youtube: @facesbyfarahg
• Other: Snapchat: @facesbyfarahg

Image Credits

Self: Farah George