Today we’d like to introduce you to LaToya Santos.
LaToya, can you briefly walk us through your story – how you started and how you got to where you are today.
I started an interest with Makeup at the early age of 13. My mother didn’t wear much makeup, but I was always fascinated with the few Makeup items she did own. I would always beg her to let me use her eyeliner, which I would then end up keeping for myself. As I got into middle school my interest peaked its highest. I was always watching America’s Next Top Model anticipating what fun Makeup look they’ll do each episode. I would also spend hours a week searching through any magazine I could get my hands on to study the makeup looks on the models. I would then sneak into my mothers collection and try and recreate the makeup looks with what she had. It was so fun for me to see myself being able to replicate the models looks. It gave me a sense of confidence, which I very strongly lacked growing up. Doing Makeup was my security escape. Over the years my faith, clients, hard work and dedication has gotten me to where I am today. I have been very blessed to work with many talented individuals in my industry during Fashion shows, photo shoots, and many special events.
Has it been a smooth road?
This road has not been easy. I have come such a long way. I lacked so much starting out, I never felt good enough, I wasn’t very social like my peers so it took a lot for me to open up. I found that when I was doing makeup I felt like I could truly be myself, I would let my creativity fuel my confidence. There’s been a lot of sacrifice, tears and lonely days during this journey. Struggles of discovering what type of Artist I would become has been my biggest hurdle. I’ve learned you have to do what makes you happiest and nothing else matters! I remember when I first started I had nothing. Each week with my little part time job paycheck I would run to CVS and purchase one eyeshadow. Do you remember the L’Oréal Hip Duo Eyeshadows? Yep, those! I had somehow managed to own every single shade. Let me tell you, they got me pretty far! The struggle was real though.
I would encourage anyone starting this career to stay focused. Don’t look at what you don’t have, look at what you do have and start with that! One thing I have learned with makeup, is it isn’t always about having the perfect product. It’s about learning how to use that perfect product. Technique is everything. If I waited until I had the perfect kit, I wouldn’t even be typing this to you all! You got this!
So let’s switch gears a bit and go into the LaToya Santos story. Tell us more about the business.
I proudly will say that I specialize in Beauty Makeup. Beauty is in all makeup, but what I’ve found the most happiness in is customizing a woman’s features, resulting in her looking her absolutely best. Beauty makeup can be challenging, especially when we can be taught to cover up or hide ones flaws, but it’s the true artists that can enhance those flaws to become the best part of someone features. I am so proud that I have touched so many lives. This isn’t just about makeup, it’s about connecting with whoever sits in my chair. Some of my best conversations have come from doing makeup. What sets me apart from other Makeup Artists, is that I classify myself as an Artist. I am always thinking about the art of everything. I am also the biggest jokester, my clients and I are always laughing. That counts for something, right?
How do you think the industry will change over the next decade?
The industry has been changing for many many years. I find this saying, “Nothing new is under the sun,” to be true, but what I can see happening, is that makeup is evolving to the best it’s ever been. There are no fears anymore, just passion! I personally love what the Makeup Artist community has been doing in the industry. Taking their skills, knowledge and techniques and coming out with their own signatures and some even producing their own makeup products! All I can say is, it’s a great time to be a Makeup Artist!
Contact Info:
- Address: Connecticut
- Website: www.latoyasantos.com
- Email: info@latoyasantos.com
Image Credit:
Image 1
Photo: Claire Marchand
Model: Jaquelyn Taylor
Model: Natalie Vulevic
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