We were lucky to catch up with Monica Gonzalez recently and have shared our conversation below.
Monica, looking forward to hearing all of your stories today. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.
If I were to start over knowing what I know now, I’d definitely do a few things differently! First, I’d invest in business advice and mentoring much earlier. Back then, I thought I could figure everything out on my own, but having someone guide me would’ve saved so much time and stress.
I’d also get really familiar with my numbers right from the start—things like budgeting, tracking expenses, and understanding cash flow. Oh, and I’d hire a great accountant right away! That alone would’ve made such a difference.
Another big one is creating a solid structure for the business. Honestly, I used to wing it a lot, and while that can work for a while, having systems in place makes everything so much smoother. I’d also take the time to research things like tax laws and regulations so I wasn’t caught off guard.
When it comes to building a team, I’ve learned to hire slow and fire fast. It’s tough, but having the right people on your team is everything.
And lastly, I’d focus way more on creating content and showing up on social media consistently. It’s such a powerful tool, and I wish I’d leaned into it sooner.
If I could sum it up, I’d just say I’d work smarter, not harder, and put more energy into the things that really matter for growth. It’s been such a learning curve, but I’m so grateful for everything I’ve picked up along the way!
Monica, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I got into makeup 14 years ago after watching a TV show about makeup artists and hairdressers. I was instantly hooked—there was something so exciting about the business side, the glamour, and even the drama behind the scenes. It also happened to be during the prime of the YouTube beauty guru era, and I spent countless hours watching tutorials and soaking up everything I could about makeup techniques and trends. Before I knew it, I had completely fallen in love with the art of makeup.
I started a makeup page just to share my work, not really expecting much from it. But then people started messaging me, asking if I could do their makeup. It was such a surreal moment, and honestly, it all just kind of fell into place from there. What started as a passion project grew into a full-time career and, eventually, a business that I’m incredibly proud of.
Today, my business is so much more than just makeup services. I’ve built a company that not only helps people feel their absolute best but also creates opportunities for other artists and industry professionals. We provide makeup for all occasions—whether it’s a wedding, a special event, or just because someone wants to treat themselves. Beyond that, I’ve created a collaborative space where creatives in the beauty industry can rent chairs, share resources, and grow their own businesses.
What sets us apart is our focus on creating an experience for clients. It’s not just about makeup; it’s about connection, trust, and making people feel like the best version of themselves. Whether it’s a bride who wants to feel beautiful on her big day or an artist who’s looking for a supportive community to build their own career, we’re here to make that happen.
I think what I’m most proud of is the journey itself—starting from a simple makeup page to building a thriving business. I’ve worked with incredible clients and mentored other artists, which is something I never imagined I’d have the opportunity to do.
If there’s one thing I want people to know about me and my brand, it’s that everything I do is driven by passion and a genuine love for this industry. I’m constantly learning and evolving, and I’m dedicated to helping others do the same—whether that’s through flawless makeup, business advice, or providing a space for creativity to thrive. It’s been an amazing journey, and I’m so excited to see what’s next!
How did you build your audience on social media?
During the COVID lockdowns, like so many others, my world was turned upside down. My shop was closed, but the bills didn’t stop—especially rent, which I still had to pay in full. It was such a scary and uncertain time. I had to quickly figure out how to adapt if I wanted to keep my business alive.
That’s when I came up with the idea of creating at-home wax kits. I didn’t have a lot of money to work with, but I invested what little I had into sourcing supplies and packaging to put these kits together. I knew people were stuck at home and looking for ways to maintain their beauty routines, so I filmed a simple tutorial to show how to use the kits.
Then I got to work marketing them—posting on social media, reaching out to my clients, and making sure the kits were as easy and convenient as possible. The response was better than I could’ve imagined. People were so excited to have a DIY solution, and the support I received was overwhelming.
It wasn’t easy—it took a lot of late nights and constant problem-solving—but those wax kits kept me afloat during one of the toughest times in my career. More than that, it showed me the power of being adaptable and thinking creatively. It wasn’t just about surviving the lockdowns; it was about staying connected with my clients and finding ways to meet their needs even in the most challenging circumstances.
Looking back, it was one of the biggest pivots I’ve ever made, and it taught me so much about resilience and resourcefulness. It’s a chapter of my journey I’ll always be proud of.
How’d you build such a strong reputation within your market?
I think building my reputation within my market has been a mix of passion, consistency, and truly caring about the people I work with. From the start, I’ve always believed that creating a connection with clients is just as important as the work itself. It’s not just about applying makeup or offering a service—it’s about making people feel confident, understood, and valued.
Word of mouth has also played a huge role. When people feel good about their experience, they talk about it, and that kind of trust can’t be bought. I’ve always made an effort to treat every client like they’re my only client, whether it’s a bride on her big day or someone coming in for a quick makeup application.
Consistency in my work and my approach has also been key. I take pride in the quality of what I do, and I’m always looking for ways to improve, whether it’s through new techniques, better products, or continuing education. Clients know they can count on me to deliver, and I think that reliability has gone a long way.
Social media has also been a big part of building my reputation. I’ve always tried to showcase not just my work, but also who I am as a person and the values behind my brand. Being transparent, showing my personality, and engaging with my audience has helped me create a connection beyond the chair.
Finally, I think what really sets me apart is my focus on creating opportunities for others in the industry. By building a business that supports other artists and fosters collaboration, I’ve been able to establish myself as not just a makeup artist, but also as someone invested in the growth of the community. That’s something I’m really proud of, and I think it’s helped me stand out in the market.
Contact Info:
- Website: https://Www.monicagonzalezmakeup.com
- Instagram: Monicagonzalezmua
