Fashion and Beauty Marketing 101 - Roshe' Cosmetics Part 1
This week in Fashion and Beauty Marketing 101 we take a look at Roshe Anthony who is the owner of Roshe Cosmetics and BEAT School of Makeup in Baltimore. BEAT stands for Beauty Expert Artistry Training. This blog post allows you to get to know what she does and offfers some tips to makeup artists in how you too can be successful.
Why did you decide to create your line?
After working with so many awesome cosmetics lines and learning so much about ingredients, technology in products, and the results you could deliver to your customer, I wanted to incorporate that knowledge into my own brand. Also, I wanted to have products for the clients that I serviced.
What makes your line different than others?
The fact that I had the background that I did when I sought to create it. I knew exactly what I wanted the Skincare line to include the types of ingredients as well as the results I wanted to offer the clientele of Roshe’ Cosmetics.
You also have skin care cosmetics for men. How did you start that?
Well, men have skin too! Seriously, I meet many men who don’t understand that there are options to razor bumps, discoloration, and acne. I didn’t want to leave them out.
Anybody well known wearing your line?
Well, everyone who uses Roshe’ Cosmetics is FABULOUS so I’d have to say YES. We also just this evening hosted an event with the infamous Reggie Wells.
Why start a school? When did you do it? How did you get started?
I decided to start the school after meeting so many who wanted to get into the industry and no one would share info... It was like a "secret society" that they wanted to keep everyone out of... I decided that I wanted to share what I had learned in my years as a Makeup Artist because it had been such a rewarding career and I wanted to help anyone I could to "get in".
There is more than enough clients for EVERYONE and my knowledge isn’t mine to keep to myself. I started out as a Beauty Adviser in a department store. I moved to another company as a Department Manager in charge of the entire department and the launch of the entire Cosmetics Division for that location. I was then promoted to another store in 3 years to do the same. I left there to do National Makeup Artistry for a very well-known brand. There is where I saw the massive demand for what I had to offer and what people wanted to learn.
I managed a few more cosmetics departments and made those companies (Macys, Dillards, Lord and Taylor to name a few) a whole lot of money and then decided to launch my own brand. I recently released a Distribution Program for our Botanical Skincare Line for Makeup Artist to be able to offer Facials and skincare services. This helps them to be more well-rounded as a professional because they can also offer skincare advice and services as well as generate income with sales and repeat business.
How long have you been teaching?
I’ve had the school now for 9 years and it is the first standalone school of its kind in the Maryland area. It is approved by the Maryland Higher Education Commission. So, their certification is official.
How did you get certified to teach?
I had to go through processes with the Department of Labor and Licensing, Board of Cosmetologist to name a few to begin my journey with owning a school. It was a 5-6 year process. Pretty extreme!
What are the advantages of being a “certified” makeup artist compared to not being certified?
The benefit of being "Certified" is that you are able to be recognized as a PROFESSIONAL. When the State of Maryland deregulated the Makeup Artistry segment and took away the licensing, that opened a floodgate to any and everyone who owned brushes to claim the status of Makeup Artist. I pleaded with the Board to not do this.The consumers, general public, as well as the professional would be effected by this decision. However, they moved forward with the deregulation in October 2008.
Since then, the Certification has taken its place so clients know they are getting serviced by someone who knows how not to transmit disease. They know basic theory, and they are safe in the Makeup Artist's hands. Also, once certified, they are able to apply for jobs with major retailers, cosmetic companies, for jobs. They also qualify for Professional discounts for the products they use in their profession.
What success stories does your school have to offer? Do they work with celebrities, high profile magazines, or any big beauty brands?
Many of our graduates have gone on to launch their own lines of cosmetics, appeared on Television, etc. I will name a few.
Jamaya Moore has worked with many celebs, been featured on Fox 45 many times, and has a thriving Makeup Artistry business.
Jet Miller frequents New York Fashion Week, worked with celebs, and has launched a successful line. She is also a designer and this business is intertwined with her Fashion Styling. She does many public speaking events.
Sha Holland, owner of Darnells' Closet just released a Reality Show on DreamNationTV called All Eyes On Stevie. She's his professional Makeup Artist and Sidekick on the show.
Malacka Reed is another success story. She has launched Skai Ryan cosmetics, written a book, and appeared on various television shows and does motivational speaking in high schools.
If it costs X amount of dollars to take your classes how soon does the typical MUA take to find jobs on their own that will make their money back?
Well, I’ve had students earn money the day after they’ve learned eyelash application; others to join me on jobs immediately afterwards for film… It’s all how the artist decides to apply themselves. We have out graduates in many department stores, servicing bridal parties, and working Fashion Week across the country.
What shows are you doing in the future?
I’ll be doing a Black History Play at my church, The Empowerment Temple this Tuesday 2/17. We are scheduled for Mystique- The 17th Annual BSA Fashion Show at Loyola State University in Baltimore March 27th. I will also be taking 10 of “The BEAT Squad” with me to New York in May.
You’ve achieved a lot. Is there another step to this process or are you content with where you are now?
We want to get the products into more hands of Professional Makeup Artist. Through our Distribution Program, they can begin to service their clients on a year round basis with facials and retailing skincare. It’s the perfect supplement to the makeup artist’s menu. It will help their income to remain consistent after prom and wedding season. If any are interested, please visit the website and inquire www.RosheCosmetics.com
Talk about the collaboration between you and Tanza.
Tanza is a lovely Woman of God and, I am looking forward to our collaborations. I plan to offer workshops in her salon (s) to both her staff as well as the greater area, to those seeking a career in Makeup Artistry. We are also in conversations about her salon becoming a venue for Roshe’ Cosmetics Botanical Skincare products.
What was the one thing you learned from Oprah Winfrey’s MUA about the business side of things?
That no matter how famous you or your clients are, it’s okay to just be yourself.
What business lessons can you share to aspiring MUA’s?
Always keep learning and seeking mentors who have been where you are trying to go. Don’t ever get to the point that you feel that you’ve “arrived”.
If you could put yourself in a time machine and go back to when you first knew you were going to do this as a living, what piece of advice would you tell yourself?
Wow, great question. I would tell myself to never doubt the inner voice that attempts to guide me. It’s God speaking. Never be afraid to speak my mind and be honest, you sleep better when you know you’ve held up your end of the bargain. And, always RUN TOWARDS YOUR GOAL with all of the passion and energy you can each and every day. Never take a moment for granted.
If someone wants to look you up on social media what are your links.
