Donni Davy didn’t set out to become a beauty brand founder, let alone a makeup artist. This might come as a shock to fans of Davy, whose cult-favorite beauty looks on HBO’s hit show Euphoria’s have been integrated deep into the zeitgeist and onto everyone’s mood boards. The makeup artist was initially on a completely different career path: she was a photographer.
“I was an art kid; I was into painting, colors, and glitter. etc. I had no real interest in makeup growing up,” she tells Beautycon. “I decided to go to art school, the Pratt Institute in Brooklyn, to study photography. I thought it would be a more proper way to monetize an artistic career.”
But as fate would have it, photography wasn’t the best fit. While she loved the story telling aspect of taking photos, she missed working directly with color and working with her hands. She also didn’t want something like a camera in between her and her subject. When a friend’s mom suggested that Davy look into makeup artistry for TV and film and connected her with someone who could put her in touch with makeup artist Jane Galli, Davy took a crash course in all things makeup and the rest was history.
“I was excited to learn a new skill,” she says. “I was excited at the prospect of being a film and TV makeup artist. It would not just be about making already beautiful people more hot or prettier; I liked that it was more and deeper than that and that I could use my brain more.”
It’s a lesson in trusting your gut and following the things that make you genuinely happy, even if it means doing a hard pivot on where you thought you should be. When you pair those instincts with a hard work ethic, Davy worked her way to becoming the makeup lead on films such as Moonlight and If Beale Street Could Talk before landing Euphoria, where her work took social media by storm. Bold colors and experimental looks, everyone—us included—couldn’t stop talking about the makeup.
“Showing that type of look and that kind of attention to makeup on these characters that were real and gritty, and going through real life struggles made it so that it wasn’t just about making this actor look pretty. [The makeup] is intentional, thoughtful, and adds to the story line,” she says.
With the success of Euphoria and the virality of the makeup looks she created, it was only natural that many brands reached out in hopes of collaborating with her for special collections. But none of those offers felt quite right. It wasn’t until producers of the hit show and entertainment company A24 approached her with the opportunity to create something she can call entirely her own that she followed her instincts and said yes.
Thus Half Magic was born. Launched in 2022, Half Magic is every makeup maximalist’s dream. Bold pigmented blushes, shadows, mascaras, and lip colors in shades of the blues, pinks, reds, greens, chocolates, etc. with vibrant matte or shimmery finishes, iridescent face jewels, and fool-proof liner to perfect the killer cat-eye—the makeup line is the same whimsical and ethereal essence you get from watching the show. You can channel your favorite Euphoria character or dip your toes into fun makeup looks for times you’re feeling creative and adventurous. All products in the collection are vegan and cruelty-free, and user-friendly no matter your makeup experience. It was an instant hit and has become a staple for beauty lovers everywhere.
Success like this, however, doesn’t come overnight. Davy remembers taking jobs on Craigslist starting out, such as doing makeup for company headshots where she learned how to put makeup on different skin types or helping student directors with their films where she would be referred to by others. She credits these small jobs that gave her the skills, building blocks, and connections to prep her for the bigger projects. She encourages others to learn as much as they can by saying yes to the things that will help them hone in on their craft. Don’t be entitled, try not to compare yourself to others, and, probably most important of all, you have to deeply love what you do to do it right.
“If you’re not able to get obsessed with whatever it is you’re working towards, it won’t pan out,” she says. “You have to be obsessed.”
As for upcoming projects we can look forward to, Euphoria is coming back for a third season in 2026. While she can’t spill on what’s to come for season 3 plot-wise or makeup looks-wise, she can share this: “There will be a lot of new Half Magic on the show.” We’ll be counting down the days until then.
It’s that time of year when brilliant Black women come together to celebrate each other. In other words, ESSENCE had their 18th annual Black Women in Hollywood event yesterday in Los Angeles. The ceremony honored Teyana Taylor, Cynthia Erivo, Raamla Mohamed, Marla Gibbs, and more. To say the very least, the attendees served us next-level glamour, confidence, and all the melanin magic we could ever dream of.
For starters, Bel-Air actress Coco Jones was giving us inches on the red carpet with her long, sleek, straight hair. Tyra Banks, with her long, blonde curly locks, struck a pose and served diva energy from head-to-toe. Want to know what Tyla and Teyana Taylor have in common? Other than being fabulous and talented, they both rocked chic, short curly hairstyles.
When it came to makeup, the melanin was definitely on display. Claws actress Niecy Nash was giving us lavender vibes with her lip and eyeshadow combo. Orange Is The New Black star Laverne Cox showed up with a bold burgundy eyeshadow, red lips, and a red highlighter, making sure all eyes were on her. Lastly, Star actress Ryan Destiny wowed us with her deep red lipstick, proving she’s got the perfect pout.
Here are our favorite beauty moments from the 2025 ESSENCE Black Women in Hollywood Awards.
Naturals looking for a winter revamp can add coloring their curls to their Winter Arc goal list.
Tik Tok’s viral Winter Arc self-improvement trend is calling on people to become their best selves in 2025. Staying on track with new years resolution by setting intentional, timely goals is undoubtedly the most efficient way to make sure those aspirations become accomplishments. Hair goals are no different.
Although most people associate impromptu color jobs with crises, expert Colorist Kyra Brown believes coloring your hair can also define a fresh start.
Nearly 20 years ago, Kyra Brown was the only Black woman in the beauty school she enrolled in. However, her eagerness and desire to submerge herself in hair education overpowered her feelings about lack of representation in the beauty industry.
Today, she’s a master hair colorist as well as a teacher of the craft. “I didn’t really see a lot of Black stylists here in Chicago that specialized in color and that was kind of my drive at the time.”
Taboo misconceptions around the effects of colored curls often scare naturals away from spicing up their looks but, according to Brown there is no need to fret. Colored curls are still natural and can only become damaged by lack of technique and knowledge.
Doing proper research and consulting with a stylist who specializes in coloring natural is key. “Depending on how light you go, [dye] can alter the curl pattern a bit, but it wouldn’t damage it,” Brown says. “ If you’re not really taking care of it, [your curls] will be more susceptible to some damage.”
Having a solid and consistent hair care routine post-salon visit is the next step in ensuring colored curls maintain their integrity. It’s no secret that caring for colored natural hair is a little more tedious than typical curly wash day maintenance.
Hair dye can dry out natural hair, causing it to become prone to damage. Unhealthy colored curls are a sore sight and easily detectable. Naturals can determine the health of their colored curls by lathering their hair. If colored curls are limp, not curling completely or seemingly losing their elasticity there’s a good chance the hair is damaged.
However, this may or may not be reversible depending on how extensive the damage is. According to Brown, sometimes chemical cuts are necessary, however treatments like Ola Plex’s Hair Perfector or K18 Molecular Hair Mask can help with restoring curl integrity and reversing damage.
To achieve healthily colored hair and avoid damage consider implementing color-based bonding or strengthening shampoo and conditioners. Some of Brown’s favorite shampoo and conditioners to use on colored curls include Nature So Soft, Defy Damage and the Acidic Bonding collection.
Brown wants any natural considering coloring their hair to understand colored hair must be shampooed and conditioner every two weeks at maximum, waiting any longer than a two week period is asking for trouble.
Steam treatments and hydrating hair masks are also amazing ways to ensure colored curls are being moisturized, strengthened and protected. “You don’t want that hair to dry out, you want to keep it as moist as possible,” Brown says.
The incessant need to keep colored hair moisturizing applies especially to naturals with locs, because locs tend to be drier than loose natural curls. Naturals with locs should really consider how much time they’re willing to invest in maintaining colored hair.
Brown does not suggest coloring locs within the first two years of installation.
“If you’re newer in your loc journey, I would not advise getting your locs colored during maybe the first two years,” Brown says. “ You really want that loc to be more mature before you go on that coloring journey.”
Once a natural can commit to a consistent regimen all year round, the hard part is over and the fun begins. “For people who want to just tiptoe and they’re kind of nervous to deep dive into color: try highlights just so you can see how your hair reacts to color,” Brown encourages.
Kyra’s Winter Arc Color Suggestions
Fair Skin Tone
- Sandy Brown
- Cooler Brown
- Blush
Warmer Skin Tones
- Copper
- Mocha
- Rose Gold
Darker Skin Tones
- Mahogany
- Red Violet
- Emerald
As a Black man, my journey with my curls has been one of self-discovery, cultural pride, and pushing back against societal norms. For us, hair is never just hair—it’s a statement of identity, a celebration of our roots, and a silent act of defiance against a world that often tries to define who we are.
My mother, with her own crown of coily hair, took such pride in styling mine. When I was a baby, she’d braid it, twist it, or leave it free to thrive in its natural state. She even shared with me a story of how at family gatherings, my aunties would run their fingers through my hair, exclaiming, “Look at those beautiful curls!” Back then, my hair was simply a part of me, as unremarkable as my laughter or the way I loved Saturday morning cartoons. But as I grew up, I was ashamed of my curls.
The first time I became aware of my curly hair was in elementary school. I was one of the few Black kids in a predominantly white classroom. My classmates, with their straight, silky hair, would often ask to touch mine, marveling at its texture. “It’s like a sponge,” they would say, as if my hair were some kind of science experiment.
Their fascination wasn’t harmful, but it left me feeling exposed and different. It wasn’t my first encounter with how my Blackness, starting with my hair, made me stand out in ways I wasn’t yet ready to comprehend.
By the time I got to middle school, I wanted to fit in with everyone else. There was one boy who got bullied because of his curls, where I decided from then to always have a buzz cut or fade. After years of getting a buzz cut, I looked in the mirror and saw someone who fit in—but it wasn’t entirely me.
The buzz cut didn’t stop the world from seeing my Blackness first. It didn’t shield me from microaggressions or sidelong glances. Instead, it taught me that no matter how much I tried to conform, there would always be parts of me I couldn’t erase—nor did I want to.
In high school, things began to shift. Mainstream media like music, art, and style was taking center stage. Rappers, athletes, and actors wore their curls unapologetically, challenging beauty standards that had long ignored us.
By the time I got to college, I was surrounded by Black men embracing their natural hair in every form imaginable. Each curl style told a story, and each story was beautiful. Inspired, I decided to grow my hair out. Initially, it wasn’t a bold declaration; I just wanted to see what my hair could do. But as my curls began to take shape, so did my confidence.
I felt free when I explored my relationship with my curls for the first time. I experimented with deep conditioners, sulfate-free shampoos, and curl creams to achieve a look. It wasn’t just about style but about self-care and self-acceptance for the curls. Wearing my curls feels like a quiet tribute to the legacy of those who came before me, who fought to wear their hair without fear or shame.
Every morning, my hair routine feels like an act of love. I cleanse carefully, use deep conditions to hydrate my curls and style them with intention. Each step reminds me that my hair is worth time and attention—just like I am. And while it’s true that some days my curls don’t behave as I want them to, I’ve learned to embrace the imperfection.
Looking back, my relationship with my curls mirrors my journey as a Black man. Both have required me to navigate a world that often tries to box me in, to define me before I can describe myself. Because in a world that tries to tell us who we should be, choosing to be yourself is the most powerful statement you can make. My hair doesn’t need to be perfect; it simply needs to be mine. My hair—just like me—is a work in progress. And that’s okay.
As for many things, TikTok has become a go-to destination for curly hair divas. From heatless curling techniques to styling routines, we’re constantly look for ways to enhance the definition and volume of our curls.
Always eager to discover new ways to give TLC to my curls, I explored and tested some of TikTok’s most popular curly hair trends. The results? Some were total game-changers, while others are best left scrolling past the For You Page.
Below for my take on the trends I tried and whether they deserve a spot in your curly hair routine.
The “Rice Water Rinse” for Growth
Rice water is an effective treatment for promoting hair growth and improving curl elasticity. Making rice water is simple: I rinsed raw rice, soaked it in water, and allowed it to ferment for 24 hours before applying it to my hair. While the rinse left my curls feeling soft and hydrated, the smell was unpleasant. I didn’t notice significant hair growth, but after a few uses, my hair felt stronger. Rice water could benefit your hair care routine if you’re patient and consistent. Just be prepared for the unpleasant smell.
“Gel Cast” Styling for Long-Lasting Curls
The gel cast technique involves applying gel to wet hair, allowing it to dry and form a crunchy “cast,” which you then scrunch out for soft, defined curls. I used a generous amount of gel on my soaking-wet hair and styled it as usual before letting it air-dry completely. Initially, the cast felt stiff, but after scrunching it, my curls looked defined, shiny, and had excellent hold. My hairstyle lasted for three days with minimal refreshing. If you’re struggling with curl definition or longevity, use a lightweight gel to prevent buildup.
DIY Avocado Hair Mask
This treatment combines avocado, olive oil, honey, and other kitchen ingredients to hydrate and strengthen curls. Many TikTok users say it leaves hair softer, shinier, and more manageable. While mixing the mask was messy, applying it was easy. After 30 minutes, I rinsed it out and styled my hair. My curls felt softer and more hydrated, but cleanup was a hassle. If you enjoy DIY projects, try; otherwise, a store-bought deep conditioner may be more convenient.
Honey and Olive Oil Pre-Poo Hair Mask
A pre-poo treatment using honey and olive oil helps boost moisture retention and makes detangling much more manageable. Many TikTok users swear by this method for achieving softer, more manageable hair before shampooing. I mixed honey and olive oil, applied the mixture to my dry hair, and let it sit for 20 minutes. Detangling my hair was a breeze, and I felt noticeably softer after washing. This treatment is perfect for anyone whose hair feels dry or tangled before washing. It’s a simple way to elevate your wash day routine.
Heatless curls are becoming increasingly popular, and for good reason. Let’s face it: heat styling can be very tempting. Who doesn’t love the instant results of smooth waves or beautifully defined curls? However, excessive heat can be damaging to natural hair. It strips away moisture, weakens strands, and can lead to breakage or irreversible heat damage.
This is where heatless curls come into play. They provide a way to achieve stunning styles while keeping your hair healthy and intact. Thanks to TikTok and Instagram, influencers and hairstylists share techniques to create voluminous curls and tight spirals using common household tools. Heatless curls are trendy, offering several benefits for those with natural hair.
Learn more below
Heatless Curls Protect Your Hair’s Health
The biggest win when you skip heat styling? Protecting your strands from heat damage. Natural hair flourishes with moisture, but excessive heat can zap those precious oils that keep your curls hydrated, healthy, and strong. Tools like curling irons and wands rely on high temperatures that can weaken your hair over time, leaving it prone to dryness, split ends, and breakage. By choosing to go heat-free, you’re giving your curls the love they deserve—preserving their elasticity and keeping breakage at bay.
They’re Low Maintenance
Heatless curl techniques often involve setting your hair and leaving it alone for hours, making them low-manipulation styling. This reduces the risk of overhandling your strands, which can cause thinning and shedding. Many heatless curl methods can be done overnight, meaning you can wake up to a ready-to-go style. This is a major win for anyone juggling busy mornings or looking to streamline their routine.
They Encourage Length Retention
You’ll notice better length retention over time when your hair is healthy and free from breakage. Heatless curls allow you to enjoy versatile styles without sacrificing the health of your ends. Whether rocking a type 3 curl pattern or a tighter type 4 texture, heatless curls work for everyone. You can adjust the technique to achieve everything from loose waves to defined ringlets.
Let’s be honest, taking care of curly hair isn’t always easy. Our curls, kinks, and coils are unique and beautiful, deserving of all the love and attention we can give them. However, developing habits that may not benefit our hair is easy.
Whether you’re an experienced naturalista or just beginning your curly hair journey, avoiding these common mistakes can elevate your hair care routine. Embrace every twist and turn of your curls—loose waves or tight coils—because they reflect your beauty, strength, and individuality.
Below for some mistakes to avoid when caring for curly hair.
Skipping the Moisture
Curly hair is naturally dry, and skipping hydration is a major no-no. Curls can become brittle, frizzy, and prone to breakage without proper moisture. Hydration is your curl’s best friend. Incorporate a leave-in conditioner and deep condition regularly to lock in moisture. Ingredients like aloe vera, glycerin, and shea butter are game-changers for the curls. And don’t forget to seal the deal with an oil or cream to keep your hair hydrated for days.
Overwashing Your Hair
We’ve been conditioned (pun intended) to believe that washing our hair daily is a must. But frequent washing can strip your strands of their natural oils for curly hair, leaving them dry and lifeless. Cut back on shampooing once or twice weekly, depending on your hair type and lifestyle. When you do wash, opt for sulfate-free shampoos that cleanse without stripping. On non-wash days, refresh your curls with a water-based spray or co-wash to keep them looking fab.
Using the Wrong Products
Not all hair products work for curly hair girls, and what works for your straight-haired bestie might wreak havoc on your curls. Heavy silicones, sulfates, and alcohol-based products can leave your hair dry and weighed down. Invest in curl-friendly products designed specifically for your hair type. Read the ingredient labels and steer clear of harsh chemicals. Black-owned haircare brands like SheaMoisture, Mielle Organics, Cécred, TGIN, and Pattern Beauty have incredible options that cater to our textures.
Neglecting Your Ends
Your ends are the most delicate part of your hair. Ignoring them can lead to split ends and breakage, stalling your growth journey. Show your ends some TLC by trimming them regularly to prevent splits from traveling up the shaft. Apply extra moisturizer or oil to the tips to keep them soft and healthy. Protective styles like twists or buns can also help shield your ends from damage.
Detangling the Wrong Way
Ripping through your curls with a fine-tooth comb can turn detangling into a nightmare. It’s painful and damaging, leaving your hair a hot mess. Always detangle your hair when it’s wet and saturated with conditioner. Use a wide-tooth comb or your fingers to work through knots from the ends upward gently. Patience is key here—your curls will thank you.
Skipping Satin or Silk at Night
If you go to bed without protecting your hair, you practically invite dryness and frizz to the party. Cotton pillowcases absorb moisture and cause friction, making your curls tired by morning. Upgrade your nighttime routine with a satin or silk bonnet, scarf, or pillowcase. This small change will keep your curls hydrated, defined, and ready to slay every morning.
Heat Overload
We get it—a sleek blowout or perfectly defined curls from a wand is tempting. But too much heat can lead to dryness, breakage, and even heat damage that’s hard to recover from. Limit your heat usage to special occasions, and always use a heat protectant. When styling, opt for low heat settings and embrace heat-free methods like twist-outs, braid-outs, or flexi rods to achieve gorgeous results without the risk.
Ignoring Your Scalp
Healthy curls begin with a healthy scalp. Neglecting your scalp can result in buildup, itchiness, and even hair loss. You can massage it regularly to encourage circulation and promote hair growth. Use clarifying shampoos to eliminate buildup, and follow up with nourishing scalp oils or treatments to soothe the skin. Great options include looking for products that have tea tree oil, peppermint oil, and jojoba oil.
Not Knowing Your Curl Type
Understanding your curl type is essential for selecting the right products and routines for your hair. Cookie-cutter advice won’t cut it—what works for one texture might not work for another. Take the time to understand your curl pattern (from 3A to 4C), porosity, and density.
Longevity is key in the hair industry, and CurlKeeper has maintained its position as an innovative brand leader since 2000, thanks to its founder, Jonathan Torch. As a salon owner, Torch was all too familiar with the common challenges faced by curly-haired consumers, whether they were trying to combat heat damage, improve shine, or pump up their hair volume.
After working with chemists and scientists, Torch developed a grade “A” solution to frizz with The Curl Keeper Original Liquid Styler. Thirty years later, CurlKeeper remains a manestay for the curly consumer who wants consistent, effective, and reliable products to build out their curly regimen, whether they have waves, curls, or coils. NaturallyCurly kicked off the new year by connecting with the CurlKeeper team to discuss the brand’s evolution and what products curlies should keep on hand this season.
What are a few words you would use to describe your brand?
Innovative, Authentic, and Empowering.
More curlies are transitioning to products that repair and restore their strands. What would you recommend they use from CurlKeeper?
Nobody wants to deal with damaged curls, and you need a solution that you can trust. We wanted to create a long-lasting solution to restore your curls, coils, and waves to their former glory. Whether you have color-treated or heat-damaged curls, our Rapid Hair Repair Treatment is excellent for all textures and curl types. Our treatment is lightweight and non-greasy, with ingredients like chamomile, marshmallow root, and slippery elm to restore your hair’s PH balance and add volume to limp curls.
Styling brushes gained popularity on social media as curlies sought easier and faster ways to detangle their hair. Why should they try the Flexy Brush?
The open cushion concept (which helps eliminate bacteria) is multifunctional and helps tackle several problem areas on wash day. Our Flexy Brush is perfect for detangling stubborn knots, clumping curls to achieve thick and bouncy curls, and cleansing the scalp from product build-up. It was designed to complement any curl texture and is strong, durable, and lightweight—it won’t snap or break!
A gel is a hallmark styler for any wash-and-go, so what inspired you to create it in a spray form?
We wanted to blend the convenience of a spray with the hold of a gel sans grease or flaking! Our Spray Gel helps to enhance your natural curls so you get the ultimate definition, volume, and shine. We formulated it with pro-vitamin B5 to be gentle, so you won’t get any product build-up or sticky residue while being strong enough to maintain your curls, coils, and waves in any weather.
The cutting-edge science and playful innovation of CurlKeeper’s products make them perfect for curly hair enthusiasts who want to feel confident in any season. Consistency is key for any curl regimen, and CurlKeeper is a brand you can always count on to deliver outstanding results. Which products will you be shopping for this season? Let us know in the comments!
The LA Beauty community, like the larger LA community, has experienced the unimaginable since the onset of the recent LA county fires. Families, businesses, and communities have been lost, displaced, and upended to such a degree that the aftermath is still being calculated in real time.
As a collective beauty community, it is important to make space for those experiences, to understand how we can move forward in supporting each other. From beauty editors to business owners and service providers, LA beauty professionals share their experiences and how the fires have impacted their work.
Below, LA-based beauty professionals weigh in on the impact of the fires.
How the beauty community in LA is being impacted
Darian Harvin, veteran beauty editor and LA-resident describes how the onset of the fires “set everyone I know into an unshakeable fear. Even if you were not in a warning zone, knowing that people across LA are going through what is both unimaginable and predictable will leave you with an unease that you’ll spend time managing.”
Sharon Pak, founder and business owner of INH Hair, credits her safety to the first responders and firefighters who responded to the Sunset Fire that was quickly closing in on her home. “It was terrifying, surreal, and a moment I’ll never forget. As I drove away, I was certain I would return to no home.”
Already stricken with anxiety from the Palisades and Eaton Fires blazing through opposite ends of the county, she had pre-packed an evacuation bag and kept monitoring the Watch Duty app. When smoke from the Sunset Fire started to fill her home, she ran out to find Runyon Canyon engulfed, embers flying everywhere, and the Hollywood streets gridlocked in panic.
For Nicole Stephens, one half of the sister run GlamLuxxe Beauty, the harrowing events hit home. Nicole and her sister Natalie live off of Lincoln Ave in Altadena, and have for the majority of their lives. When the fires swept through Eaton Canyon they evacuated to Hotel Dena nearby out of precaution, only to find the next morning that the hotel was also engulfed in smoke and their cousin’s childhood home was displayed on the local news, burning to the ground.
How are they coping?
As the fires and devastation continue to rage on, Harvin copes through staying informed and open to the changing needs of those around her. The Stephens’ are leaning into the community that has come to their side amidst their displacement, and prioritizing keeping their families together. Pak centers the bittersweet emotions of tragedy and communal love, “The devastation is heartbreaking, but at the same time, my heart explodes seeing the outpouring of LA love and support. There’s this collective resilience and proactive energy that I’ve never witnessed before.”
This synergetic action rippling through the LA area has been uniquely touching to witness. People from all walks of life, skills, and experiences are donating their resources, time, and individual gifts to the cause in any way they can. Beauty providers are offering affirming services to those affected, business owners are supporting displaced beauticians through offering salon space to work, and beauty companies have donated products to the community who lost everything.
“I believe this moment, especially as we witness others show up for one another, will change people forever. Although I see community groups forming based on class and location, I also see people crossing these lines to give what they have—whether it be donations or support based on their skill or trade,” Harvin depicts.
“It reminded me that LA is more than a city of dreams—it’s a network of people who care deeply about one another. INH Hair has donated 500 hair essentials for those displaced,” Pak shares.
Stephens has been particularly moved by the organizations in her network. She and her sister are both members of Alpha Kappa Alpha Sorority, Incorporated, and have been taken aback by the immediate warmth and generosity extended to them by sisters of Delta Sigma Theta, across town in Inglewood. In addition, after taking to Instagram to share that her professional makeup kit was destroyed by the fires, she was promptly connected with a beauty salon on the west side who came to her aid and helped replenish some of her lost products.
What’s next?
As far as their places in the beauty industry, these beauty pros have much to ponder. Harvin feels compelled to take action through her field, “It’s made me even more committed to covering what is going on in Los Angeles, not just trends and conversations that are happening online.” It has also made her more observant of the way beauty brands are showing up at the moment, be it through monetary, beauty service, or product donations.
For Pak, the fires have urged her to slow down and appreciate life. She also has a renewed outlook on her home, which is not just shelter, as she puts it, but a vessel for memories, comfort, and love. She has observed the possibility of heightened support amongst the beauty community, “LA has always been THE city of everything beauty. But it operated in siloes or smaller posses. It was so lovely to see everyone come together without a transactional bias to just help those in need.”
Stephens is taking the time to reassess her career. “I had a dream of joining the union [Make-Up Artists & Hair Stylists Guild, IATSE Local 706],” she shares, “but I realized that dream has to be on hold now because my family, both my sister’s family and my husband and child, are depending on me to hold the family together. So just realizing my place in the big scheme of things.” Stephens explains how she and her sister have combined households in the time being, to share resources and support, and how she has pivoted to being the caretaker while her sister and their husbands continue to work.
Natalie Stephens has had to pivot as she no longer has a salon space to work from, nor do much of her clientele have secure homes to frequent at the moment. Nicole has opted to temporarily pause her MUA services, as her speciality, event makeup, is not in as high of a demand given the circumstances.
Forward looking, Harvin hopes this turn of events will ignite beauty brands into engaging with their local communities, uplifting existing support efforts, and to “see themselves as more than beauty brands, but as businesses that can (and should) show up for other local businesses and people who don’t even use their product.”
How can the beauty industry show up?
When it comes to ways the beauty industry can show up to further support its community, the beauty pros have suggestions to offer. Pak reminds folks that long after the fires have subdued, affected communities will still need our support. “It’s a marathon not a sprint. While everyone is hot and heavy now, it will take YEARS to rebuild the city. Be sure to check in on your friends, family, and strangers. Continue to donate clothing and beauty essentials down the road. And of course show compassion. 12,000 homes were lost in these fires.”
Harvin believes that it will take a layered approach.“ New cosmetics should be a given. Brands often reserve a large amount of product for influencers, beauty editors, and some pro beauty artists. Now is the moment to extend this access to those who have been impacted by the LA fires. Additionally, grants and money donations serve everyone the most right now, allowing people the autonomy to spend on what they need. Even as journalists, we have a role in telling their stories and shedding light on how the LA fires have impacted the various beauty communities in LA.”
Stephens encourages established beauty professionals to help their colleagues gain easier access to the union, to secure stable work. She also urges beauty brands who are offering assistance, to lessen the barriers to access.
“I have applied to several major beauty brands that are offering relief and saying they care about the hair and makeup community and the artists in LA, however, I have yet to receive or be in the process of receiving, because they have made it a little difficult. They want you to provide your insurance claim or your insurance denial, your FEMA application number, and not everybody has that right now.” Not to mention, how lengthy of a process obtaining that information can be. She speaks about how in many cases, such as her sister’s, it has been almost impossible to even get a hold of their insurance companies right now. “That doesn’t make [these beauty providers] any less important,” she concludes.
Impending changes are at the top of minds as we face the new year. Shortly into 2025, the United States will see a new president take office, Donald Trump, for a second term to be exact. With the discomfort and uncertainty this new administration and economic landscape is sure to usher in, it causes many industries to question how their bottom lines may be affected. Leading into the inauguration, the beauty industry, among others, is reckoning with how these changes may alter the way it conducts business.
A large source of speculation lies in the tariff proposal the incoming president promises to impose, particularly on the rest of North America and China. In an attempt to centralize more business domestically and “crack down” on immigration and drug trade, Trump plans to impose a series of tariffs and taxes on imports, which if implemented will cause a ripple effect for many businesses whose infrastructure is supported by international manufacturers. The modern beauty business in particular is made possible through a global network of international beauty brands, partnerships, and business ecosystems, which may see additional obstacles should these tariffs go into effect.
Many consumers are concerned that the beauty products that make up their beloved routines will be less accessible, financially and physically. This change will significantly alter consumer access to beauty as well as the state of the industry as it stands in the United States and abroad. To understand the current landscape and what shifts beauty professionals anticipate, Beautycon tapped a few beauty brand insiders to learn more.
Michelle Liu, General Manager of Half Magic Beauty, the beauty brand helmed by celebrity makeup artist Donni Davy, offers some initial insight on what may come from a brand perspective.
“The real challenge of these new potential tariffs is that they can dramatically change the cost structure of products without a tangible, visible benefit to the consumer; the same item simply costs more to make – sometimes as much as 25-50% more. Brands are forced to absorb a lot of that because the end consumer won’t accept such dramatic changes in prices. Ultimately this affects a brand’s ability to re-invest profits in growth or in some cases, the quality of future innovation,” Liu outlines.
While brands anticipate higher costs and innovative ways to make ends meet, consumers are equally concerned about the effect on their budgets. According to PBS, economists find that consumers are most directly impacted by tariffs because, without prior infrastructure in place, the market cannot sustain these drastic changes and therefore end up pricing out the consumer. Though industries such as agriculture are anticipated to be affected the most, all industries including beauty will face economic strains, oftentimes to unsubstantial long term benefit.
To gain an international perspective, Beautycon sat down with Mitchell Halliday, MUA and founder of the inclusive, UK-based beauty brand Made By Mitchell. In a similar vein to Liu’s, Halliday touches on the potential of smaller or independently owned businesses’ inability to keep up with the rising market prices.
“I think it’s probably going to be a time where a lot of people’s strategies evolve, or really figure out if being global is sustainable for them in that moment,” he muses.
This new trade proposition comes at an interesting time, as the Made by Mitchell brand is gearing up for global expansion in 2025, including a launch within a large U.S. retailer. Prior to the November 2024 election results, the brand’s planning phase included building out American-based infrastructures for their U.S. locations. Halliday is hopeful that local operations will assist in adjusting to potential shifts in trade and economic regulations.
On the other hand, while products may be manufactured domestically, ingredients in said products can be sourced elsewhere which in turn would increase the price of the product overall. Take cosmetic chemist Javon Ford’s TikTok video for example, where he discusses the potential price increase for both product makeup and packaging. Through one cause or another, consumers and businesses alike are likely to face higher economic hardship as a result.
From an international business standpoint, Halliday calls attention to the importance of centering other global audiences during this time. “As a beauty brand, it’s really important for me not to just put all my eggs into America’s basket. It’s about growing and keeping my eyes open to the rest of the world as well.”
Approaching this topic from a social perspective, Halliday believes it will also be an important time for brands and beauty influencers to be certain in their convictions. As younger generations, Gen Z to be exact, have already demonstrated how influential brand messaging and ethos can be to their financial decisions, they may very well be more selective with who they share their patronage with. Amidst the changing standards, misinformation, and blatant attacks on certain identity-based groups, figures in the beauty space may have to be more forthcoming with their positions as to not alienate their audiences. Taking it a step further, if the potential U.S.- TikTok ban comes to fruition, it will drastically affect brands and influencers’ ability to market and increase brand awareness in the beauty space as well.
An additional factor to consider within this conversation is the Lipstick Effect: an economic trend coined by Estee Lauder in 2001 wherein consumers opt for smaller, though luxury items during times of economic strife. To satiate the consumption-driven urges while experiencing economic restrictions, many rationalize small, singular purchases at premium prices. According to Forbes, the beauty industry may benefit from the lipstick effect in a way, even more so if brands focus on shifting consumer behaviors. Beauty products will shift in popularity over others due to perceived value, quality, or usage and, if brands take heed, they can leverage this shift to stay afloat.
Bottom line: we can assume the implementation of U.S. tariffs on foreign goods will come to fruition shortly after the new year. The tariffs will affect the beauty industry from production to shelf pricing and cause beauty consumers to shift shopping behavior. As we observe how the economic landscape of the next several years will unfold, anticipating consumer trends will be crucial for businesses to stay afloat.
