Finding clients as a freelance make-up artist

December 26, 2023

In the ever-evolving beauty industry, the role of a makeup artist extends far beyond the application of cosmetics. If you’re establishing a brand in this field, balancing your creative talents with good business skills is crucial to make it a success.

If you want to know how to get more clients for your beauty business, there are a range of strategies you can follow. Growing your customer base involves consistent and genuine engagement with your audience, both online and offline, as well as building a strong brand and providing excellent customer service that will enhance your business reputation.

In this guide, we look at how to get more makeup clients, from navigating the intricacies of the industry to valuable insights on skill diversification, as well as effective marketing and client acquisition.

Skill diversification

Diversifying your skills is essential for a successful makeup artist business. It not only broadens your professional capabilities but also positions you as a well-rounded expert capable of meeting the diverse needs of the beauty industry.

Here are several other reasons why skill diversification is crucial for a successful makeup artist business.

Versatility and adaptability

Diversifying your skills allows you to cater to a broader range of clients and occasions. Whether it’s bridal makeup, special effects for film or television, or high-fashion editorial work, being versatile makes you more adaptable to different demands within the industry.

Expanded client base

By offering a variety of services, you can attract clients with different needs and preferences. This expands your potential client base and increases the likelihood of securing bookings for various projects.

Competitive edge

In a competitive industry, having a diverse skill set sets you apart from other makeup artists. Clients often seek artists who can bring a unique touch or specialise in specific areas, giving you a competitive edge in the market.

Maximising opportunities

Different projects and opportunities may require different skills. For instance, a film or theatre production may demand special effects makeup, while a bridal client may require expertise in long-lasting and natural-looking makeup. Skill diversification means you can take opportunities that present themselves to you, by being well-equipped for a variety of projects and people.

Professional development

Continuous learning and skill diversification contribute to your professional development. Staying updated on the latest trends and techniques not only enhances your abilities but also demonstrates to clients that you are committed to excellence in your craft.

Increased income potential

Offering a broader range of services can lead to increased income potential. A makeup artist who can handle various projects may find more opportunities for work, leading to a more stable and lucrative business.

Building a strong portfolio

A diverse portfolio showcases your talent and versatility. This can attract a wider audience and make you more appealing to clients looking for a makeup artist with a well-rounded skill set.

Client retention and referrals

Satisfied clients are more likely to return for different services if they know you can meet various makeup needs. Additionally, they may refer you to others, increasing your client base through positive word of mouth.

Marketing strategies

Marketing is a highly important area to focus on when researching how to get clients for your makeup business. Effective marketing will help to amplify your visibility and attract clients in a competitive industry. It builds brand recognition, establishes credibility, and engages potential customers through various channels and touchpoints.

Marketing also allows you to showcase your unique style as a makeup artist, establish your brand image, gain positive reviews, and create a compelling online presence. Strategic marketing not only drives client acquisition but also helps to build the foundations for long-term relationships, turning satisfied customers into loyal advocates.

Here are a variety of marketing strategies you can try.

Create an online presence

Build a professional website showcasing your portfolio, services, and contact information. Utilise social media platforms like Instagram, Pinterest, and Facebook to share your work and engage with potential clients.

Optimise your website for search engines using SEO strategies, to increase its visibility. This includes using relevant keywords, creating valuable content, and obtaining backlinks.

Client testimonials

Request feedback from satisfied clients and feature their testimonials on your website and social media. Positive reviews build trust and credibility.

Collaborate with Influencers

Partner with local influencers or bloggers for make-up collaborations, so that they’ll talk about you to their followers. This can significantly expand your reach and introduce your services to a broader audience.


Attend local events, bridal fairs, and networking gatherings to connect with potential clients and other professionals in the beauty industry.

Client attraction

Here are a few ways you can directly attract clients and get them to choose your offering over competitors:

  • Offer promotions – Provide limited-time promotions or discounts for first-time clients. This can incentivise people to try your services.

  • Referral programmes – Implement a referral programme where existing clients receive incentives for referring new clients. Word of mouth is a powerful tool in the beauty industry.

  • Online booking system – Implement an easy-to-use online booking system. Many clients appreciate the convenience of scheduling appointments online.

Finding clients

Here are a variety of ways you can locate people who may be interested in your work and get more clients for your beauty business.

Local partnerships

Collaborate with local salons, spas, or bridal shops. Establishing partnerships can lead to referrals and cross-promotional opportunities.

Freelance platforms

Join freelance platforms like Upwork, Freelancer, or Thumbtack. Create a compelling profile and actively bid on relevant make-up projects.

Community engagement

Engage with local communities through workshops, charity events, or volunteer work. This not only helps you give back but also increases your visibility.

How to get bridal makeup clients

If you want to get specific and attract bridal makeup clients, this is a highly lucrative area to work in. Bridal makeup is also a niche market with unique demands, so the tactics for how to get makeup clients in this field are slightly different. This means it’s essential to employ a targeted approach. By implementing a comprehensive strategy that combines online presence, partnerships, and personalised offerings, you can successfully attract bridal makeup clients and make a lasting impression on their special day.

Here’s how you can effectively reach and resonate with potential bridal clients.

Build an impressive portfolio

Showcase a diverse range of bridal looks in your portfolio, demonstrating your ability to create both traditional and contemporary styles. Include high-quality images that highlight your attention to detail and skill.

Create a bridal-specific website section

Dedicate a section of your website exclusively to bridal makeup. Provide details about your bridal packages, include testimonials from satisfied brides, and showcase before-and-after photos to demonstrate your abilities.

Make use of social media

Leverage platforms like Instagram and Pinterest to share your bridal makeup work. Use relevant hashtags, engage with bridal content, and create visually appealing posts. You could run targeted ads to reach brides-to-be in your local area.

Encouraging satisfied clients to share their experiences through social media is a fantastic way to build your profile and get word-of-mouth recommendations from user-generated content.

Collaborate with wedding vendors

Establish partnerships with local wedding businesses such as bridal shops, photographers, and wedding planners. Networking within the wedding industry can lead to referrals and collaborative opportunities.

Offer bridal packages and promotions

Develop attractive bridal packages that cater to different budgets and preferences. You can offer promotions for brides who book both bridal and bridal party makeup, creating added value for your services.

Engage in bridal shows and fairs

Participate in bridal shows and fairs in your area. This allows you to directly connect with brides, showcase your work, and distribute promotional materials. Be prepared to offer consultations or demonstrations at these events.

Optimise local SEO

Ensure that your website is optimised for local search engine results. This includes using location-specific keywords and claiming your business on Google My Business. Brides often search for local makeup artists, so being easily discoverable is crucial.

Build relationships with wedding planners

Establish relationships with wedding planners who can recommend your services to their clients. Wedding planners often play a pivotal role in helping brides assemble their dream team of vendors.

Get make-up artist insurance from Protectivity

Building a business is an exciting challenge on its own and the road isn’t always straightforward, so it’s a good idea to have insurance in place to protect you against unforeseen events. This gives you peace of mind and reassures clients that you are a highly professional business.

Protectivity’s make-up artist insurance offers various cover options. Choose from public liability, products liability, equipment and stock, personal accident and legal expenses. If you employ team members, you can also opt for employers’ liability.

Find out more and get a quote online. If you need any support, our team can answer your questions.