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

Tondrea , thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?

Hello! I’m Tondrea Conaway, the proud creator and owner of Luxe Beauty By 730 (LBX730). My journey into the world of beauty and cosmetology began at home, where my mother, a licensed cosmetologist, raised me with a passion for makeup. Observing her artistry in hair inspired me to explore the beauty industry, initially believing that hair would be my primary focus. However, I soon realized that cosmetology encompasses much more than just hair!
Like many girls, I watched my mother prepare for nights out, where hair, makeup, and looking fabulous were all part of the fun. Makeup quickly became my favorite aspect of that routine! Growing up during the YouTube era, surrounded by beauty bloggers, ignited a fire within me to dive deeper into this world. From 2012 to 2016, I practiced various looks on myself and my college friends.
Eventually, my mother sat me down and encouraged me to take my passion seriously; she recognized something in me that I had yet to see.
I organized my very first makeup photo shoot in her basement under the name “Makeup By 730” and later I rebrand to “Luxe Beauty by 730” for a more luxury feel and experience for my clients; I have a bigger picture for my business. Many people were curious about the significance of “730,” which represents my birthday—July 30, the day this star came into the world.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My brand, Luxe Beauty By 730 (LBX730), is dedicated to the art of makeup and empowering women or men to feel beautiful both inside and out. My brand is built on self care and self love for women or men that struggle with confidence beyond the beauty standards enforced by the outside world. My journey into the world of beauty and cosmetology was shaped significantly by my mother and the influence of the YouTube beauty guru era. Influencers like Aaliyah Jay; who i share some of the same experiences in life such as being bullied as a child and the passion for the beauty world inspired me to dive deeper into the beauty scene.

Balancing Studies and Beauty
During my undergraduate years studying Social Work and Sociology with a concentration in Criminology, my passion for beauty never waned. I was determined to keep up with the latest makeup trends emerging from YouTube or the art of makeup and fashion. I found myself collecting all the MAC lipsticks and products that were gaining popularity. My weekends were often spent at the MAC counter in the local mall, eagerly purchasing any new releases that caught my eye. Discovering ULTA further fueled my enthusiasm, marking the real start of my makeup collection in late 2013.

Finding My Niche
As I practiced various looks on myself, my sisters, and friends, I began to understand my style and preferences. With the evolution of makeup trends, I discovered my niche: creating natural looks that enhanced beauty without the heavy appearance of wearing makeup. Mastering the technique of a full glam look while maintaining a natural finish became a hallmark of my work. The ultimate confirmation came from my clients, who consistently praised how natural and weightless their makeup felt. This approach became the cornerstone of my brand, Luxe Beauty By 730, ensuring that every client leaves feeling authentically beautiful.

Where do you think you get most of your clients from?

One of the most effective and high-conversion sources for new clients in my business has always been referrals and word-of-mouth from satisfied customers. This approach creates an environment of trust and authenticity, as potential clients often feel more confident in their decision when they hear first-hand accounts of positive experiences. Unlike paid or outbound marketing methods, which can be costly and time-consuming, referrals require minimal effort yet consistently yield high-quality leads. I also utilize using social media to display my work, reposting, creating reels with attractive trends, etc.

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

While Luxe Beauty By 730 has yet to blossom into my full-time business and career, I am steadfastly working towards that dream. My ultimate goal is to carve out a unique niche for myself in the beauty industry by intertwining my mental health background, allowing my passion and creativity to flourish on a larger scale.
I am hesitant to share too many details, as I want everything to align perfectly for an impactful launch. However, I can say that my plans involve expanding my expertise and offerings beyond just makeup, encompassing a full range of beauty services and products. This will allow me to bring joy and confidence to my clients, helping them express their individuality through beauty.

Contact Info:

• Website: https://lbx730booking.as.me/
• Instagram: https://www.instagram.com/luxebeautyby730_

Image Credits

Some of the photos was taken by GMDTV, Native Vision Film Works, Lys POV