Conversations with Olivia Sparks

Today we’d like to introduce you to Olivia Sparks.

Hi Olivia, so excited to have you with us today. What can you tell us about your story?
I worked my way through college by assisting another pro makeup artist for almost 2 years before taking my first stand-alone booking. After graduating from The University of Alabama at Birmingham with a B.A. in Broadcast Journalism in 2016, I began working in a medical spa, realizing a newfound love for skin health.

When my clients at the spa heard I was a makeup artist, they began hiring me to do their makeup for everything from date nights to weddings. I worked in medical spas for almost 4 years then when the pandemic began, spas and salons in Alabama were closed indefinitely. I took my time at home researching business, and how to open my own makeup studio.

After partnering with a local photographer and a videographer, the three of us decided to open our own brick & mortar studio in Hartselle, AL in May of 2020. Partnering with other creatives was a total game-changer for me. It gave me the workload to be able to serve clients every day of the week, and the ability to quit my job at the spa to go full-time into makeup artistry.

In my first year at the studio (and during a pandemic, at that) I took on about 40-weekend weddings and served countless amazing clients Monday-Friday. With Covid postponing several 2020 weddings, 2021 was what we wedding vendors referred to as “The Wedding Boom”. I booked 87 weddings in 2021, serving brides almost every Friday, Saturday, and Sunday– with weekday elopements & weddings in between.

2021 was the busiest year I have ever worked, and the most rewarding year of my life. Feeling 100% fulfilled in your career path is so rare, and so special. I feel now, more than ever, that I was called to serve others and help them realize their inner beauty. By enhancing my client’s natural features with makeup rather than covering them up, or distorting them- I can help them feel like the absolute best version of themselves for photoshoots, events, etc.

While I love every style of makeup artistry, I connect most with natural, effortless beauty styles. After working in the beauty industry for 8+ years now, I have finally found my “niche”. I know my style, my ideal client, and how to market my services & be my authentic self on social media (which can feel like a daunting task at times).

I feel like after years of studying, improving my craft, and building my skillset– the clients who book me now do so because they know my style, and that’s the look they want. When I was first starting out, I said yes to every job, because I’m eager to learn and knew I had bills to pay each month. I’d get requests for Halloween/SFX makeup, “Instaglam” makeup, colorful prom/pageant looks, etc.

And it wasn’t until I had experience working in each of those styles that I found my love for softer, “natural glam” makeup looks. While 2021 was a year of exponential business growth, I think 2022 is the year for business strategy and setting boundaries to maintain a work/life balance.

I’m grateful for a career that doesn’t feel like “work”. Each day I get to meet new people, make new connections, and help others feel they’re very best.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
People think makeup artistry is an “easy” and affordable career path to go into, but running a legitimate business is the hardest, most demanding job I’ve ever had. It is definitely rewarding– but sometimes I wish I’d have majored in business or marketing in college instead of Broadcast.

Entrepreneurship (in my case, makeup artistry) isn’t always lipgloss & lashes. It is constant continuing education, obtaining hygiene & sanitation certifications, obtaining business licensing & insurance, marketing, administrative work, paying studio rent, keeping up a website, restocking expensive products & disposables, carrying enough shades to accommodate all skin tones, vehicle mileage & maintenance, accounting, etc.

I didn’t learn any of this in college. Luckily, my husband, Greg, is an engineer with a minor in business- and he has taught me so much along the way. I can say undoubtedly that I wouldn’t be where I am today without his help. When I first started out, my artistry was just a hobby. It wasn’t until I opened the brick-and-mortar studio that I started running my business like a *business*.

Greg helped me calculate my monthly income & expenses– which revealed I had been losing money at the prices I had been charging. After crunching the numbers, and receiving some pricing advice from a few of my mentors, I finally had the courage to up my pricing and charge my worth. I went through extreme anxiety thinking, “No one will book me at these prices, but I’m losing money if I don’t charge these prices– and I can’t afford to be in business like that.” My leap of faith paid off, and the clients continued to book me, which was such a blessing and a relief.

Other than the responsibilities of running businesses, I’d say the #1 struggle for artists/hairstylists/creatives is Imposter Syndrome. While social media is the best free marketing tool for any business, it can also be a comparison trap. Scrolling Instagram and seeing your peers succeed while you’re in a slow season can be mentally draining.

Creatives always compare our work/success to our peers’ and it creates a sense of competition in the beauty industry that shouldn’t be there at all. My philosophy has always been community over competition. I truly believe there is room for everyone to succeed in the beauty industry. In the end, there will always be more clients than there are artists/stylists in the world.

There will be a client for every artist/stylist, and an artist/stylist for every client’s requested style. Comparing our work to others only holds us back. The only artist I compete with is the artist I was yesterday. If I feel a spirit of jealousy or comparison while scrolling social media- I will simply log off.

I think knowing when to step back and log off or unfollow/mute accounts that give you bad feelings is the best way to protect our peace as creatives.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I specialize in natural, elevated makeup looks for photography, film, and special events. I think that what sets me apart is that I never stop furthering my education. I love everything about makeup artistry- from product/ingredient knowledge to makeup theory to the history of the industry and the artists that came before me.

I go down little rabbit holes sometimes and just soak up every ounce of information I can on a specific subject in my industry. If something fascinates me and helps improve my craft, I always try to share what I learn with my colleagues. I think that’s another thing that sets me apart.

Lots of artists in my field don’t like to share their tips and tricks, but I love helping educate newer artists and I’m an open book. I’m proud to serve clients of any age, race, gender, or sexual orientation because I believe makeup is for anyone and everyone who wants to wear it.

I think the most gratifying moment in my career to date was being voted Huntsville’s Best Makeup Artist by my clients and peers this year. To even be nominated for something like that, alongside some of my closest friends and mentors is just a super humbling experience. I’m so grateful!

Is there any advice you’d like to share with our readers who might just be starting out?
Overall- find a mentor and start assisting! This is so so important. As far as actual step-by-step advice goes… First and foremost, get proper business licensing and pay your taxes. Then invest in a good contract for weddings and events, as contracts protect both the artist/stylist and the client.

There are no shortcuts on the road to success. As far as charging your worth– ask other artists in your area about their pricing. Don’t undercut the other creatives in your area by charging hobbyist rates. If you’re gonna run a business, run it like a business. If makeup artistry is a side hustle or hobby for you, you still need proper licensing, accounting, and service rates that are comparable to other artists in your area.

Charging rates below the “industry standard” devalue the makeup industry and don’t benefit anyone. Carrying a few products and brushes doesn’t make someone a professional makeup artist. Being able to serve every skin type & skin tone with professional-level products and proper licensing does.

I wish I had known all this when I was starting out. I’ve created free downloadable resources on my website geared towards beginner artists to ensure they don’t make the same mistakes I did when I was starting out.

Contact Info:

• Website: www.oliviasparksmua.com
• Instagram: @oliviasparksmua
• Other: https://www.tvliving.com/2022/06/15/makeup-artist-olivia-sparks-shares-her-fave-tips-summer-heat/

Image Credits
A Beautiful Life Photography, RAW Images, Smith & Co Photos, Madison Martin Photography, Ange Take My Photo, Kayla Coleman Photography, and Danielle Jordan Photography