Interested in starting your own entrepreneurial journey in beauty and cosmetics but unsure what to expect? Then read up on our interview with Shoshuna Akerman, owner of Shoshuna Makeup Artistry & Aesthetics, LLC., located in Houston, TX, USA.

What's your business, and who are your customers?

"When you look good, you feel good! And when you feel good, you permeate a natural glow that comes from within!" ~Shoshuna.

I'm a makeup artist and licensed aesthetician with over 28 years of experience in the beauty industry. I offer makeup, lash and brow services, facials, and face/body waxing.

My clients range from age 30-60+. My customer is someone that is seeking education and services to help them achieve to look professional and polished. I love working with clients that choose to use my services as complementary to their lifestyles, whether they are stay-at-home parents or working professionals. Each client is unique and so are their needs. By working together, creating a customized beauty regimen that is not only doable but also one that can be consistently maintained is the key to my client loyalty.

"Recognizing and using a person's inner beauty as a vehicle to achieve a client's desired outcome is truly a remarkable process to see and witness!" ~Shoshuna

Tell us about yourself

My mission is to cultivate confidence and empower all my clients through the art of makeup, aesthetics, and the written word. I have over 28 years of experience in the make-up industry. I have worked for the top leading makeup brands in the business. I began my makeup career in New York City, which in turn, has led me across the United States, living in a number of different states. Because of my vast experience, I could see people's many similarities/inquiries about makeup and skincare.

As women, we play many roles in our daily lives, from ‘soccer mom,' ‘professional executive,' ‘date-night diva,' and ‘glamour gal.’ Each role we play requires a different approach to makeup and aesthetics. There is no ‘one-size-fits-all’ solution, which makes what I do even more rewarding.
​I lived in several key regions of the United States. Thus, I have the breadth of experience to know that not every woman always has the time to look ‘red-carpet-ready.’ While we might want to put our best face forward, personal constraints may not make this realistic.

I am working on the creation of an online makeup course. This course will teach you the fundamentals of makeup without all the overwhelm of products and time. Interested individuals may subscribe to my e-newsletter to get the latest updates on my course and all things makeup and skincare.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner has been my interaction with my clients. I have clients that have remained by my side through all the moves I and my business have taken. I would say my client loyalty is bar none, my biggest accomplishment! My clients are more than clients to me, they become a part of my beauty community, and I am always looking at new ways to serve them!

What's one of the hardest things that come with being a business owner?

One of the hardest things that comes with being a business owner is that there are times when one may feel a bit isolated, at times and as such, having a supportive group of people around you helps you with times that you may be working really long hours, and understands that you might not be readily available at a moment's notice.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Understand that what you are getting into is a business. Meaning setting up your business as a business is crucial. Understand the local laws. And surround yourself with professionals that can help you get set up (i.e., attorney, accountant, etc.).
  2. Write out your business plan.
  3. Be patient with yourself. Celebrate the small wins.

Is there anything else you'd like to share?

"A smile is the best beauty secret!" ~Shoshuna

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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