At just 28, there is no stopping Australia’s award-winning make-up artist and total girl boss, Sheri Vegas with her luxe makeup brand, Makeup Weapons, recently accepted into PETA’s Beauty Without Bunnies program, certifying the range as cruelty-free and vegan friendly
Her Makeup Weapons range of 14 multi-functional and makeup artist quality brushes, diamante- encrusted lash curler, brush cleansing bar and bio glitters have also been given the tick of approval from Four Paws Australia, accepting the brand into the international Fur Free Retailer Program.
Earlier this year, Sheri was named Best Independent Business Thinker of the Year 2018 and Makeup Weapons was awarded Best Independent Beauty Brand 2018 in the Australian Make Up Industry Awards. And she’s not stopping there – with a game-changing cosmetic product to be released in 2019.
Makeup Weapons has become the go to for professional make-up artists and a cult must-have for beauty lovers. Each of the 14 multi-functional and hand-crafted makeup artist quality brushes have been expertly designed and developed by leading Australian makeup artist and beauty therapist, Sheri Vegas.
We chatted to Sheri about what has contributed to her hugely successful career to date.
You recently won awards at the AMIA’s, tell us about that and what that means to you.
I was absolutely ecstatic I have been an Australian Makeup Artist of the year finalist for a number of years and this was one award I really wanted, as it’s about my product. I am so proud that my industry peers think it’s a great brush line and love that some of the best Australian artists are both using and loving my brushes.
How have you approached your talent from a business aspect?
Obviously being a makeup artist helps design and sell a brush-based product as I use the brushes daily myself knowing what works and what doesn’t. I have used this info to design a premier brushline which is at a professional artist level. It was also a non-negotiable for me that I developed a cruelty free product. I try to look for gaps in the market, like the lack of choice in high end professional vegan brushes ,or a natural essential oil based brush cleanser and a glitter product that isn’t plastic based, then I try and fill that niche.
What operational processes have you brought into your business to make it successful?
I think looking after my stockists. They are the heartbeat of my business as they talk to our customers every day. I do instore promotions on a regular basis and also we are in the process of developing things on their wish list like user friendly eco packaging. Also our stockists asked for a gift with brush set product so we have just developed a brush cylinder that will be included with each set now. Getting my products certified cruelty free and vegan has been a real accomplishment for me.
Who are you your business influencers? I hear that your mum has been quite involved in your business!
Definitely my mother. She was a CEO for over 10 years in a marketing company, she recently stopped working fulltime and now helps me with our marketing. I am also very inspired by Bobbi Brown. I was on the pro artist team in the UK and have seen her speak here on how she developed her products and what can be accomplished if you believe in yourself and your products.
What advice can you give make-up artists starting out in the industry?
I would say it takes persistence to stay in this industry. I do regular talks at makeup colleges about how to stay in the industry, because we lose great artists due to the business side of not being practiced as much as the creative side.
I would also say networking. It’s so important to share knowledge, not just about your creativity but also my best referral for makeup jobs is sometimes other artists and likewise, I also pass work to them if I am booked. It can lead to so many opportunities that you may have otherwise missed.
How do you plan to develop your business in 2019?
At the moment we are focused on several new colour products, some due out prior to xmas and some early next year. I am also looking to expand to more Australian and Overseas stockists this year and I am currently in talks with several large chains. All the great things that have happened in my career, judging makeup awards, entering Makeup Artist of the Year etc. have been the result of me networking and being open to other artists and sharing ideas and connections.
Makeup Weapons are available online www.makeupweapons.com.au and via selected stockists across Australia
www.makeupweapons.com.au www.sherivegas.com.au www.resinartbysheri.com.au
AUSTRALIAN MAKEUP INDUSTRY AWARDS