Zareen Shah Reveals Her Top Beauty Industry Secrets

Zareen Shah shares insights from her 20+ years in the beauty industry. She emphasizes communication, positive energy, and intuition for success. Zareen discusses evolving makeup trends, the importance of skincare, and her top five beauty essentials. She also highlights her inspiration behind THEMAEKUPCLASS in the UAE, offers Halloween makeup tips, and stresses ongoing education and content creation as crucial for makeup artists today.

1).With over 20 years of experience in the makeup industry, what do you believe are the key elements that set a makeup artist apart in today’s competitive landscape?

There’s a lot that can set you apart but I believe these 3 main points help in making your clients loyal to you in the long run.

1. Your promptness in communication. The faster you’re able to answer your client’s questions, like checking availability etc, will help you get those bookings in faster. The way the world is today, nobody wants to wait a few hours for you to get back to them. Your clients will understand from the very beginning that they’re dealing with someone who is reliable. It can be tiresome to constantly check your phone, emails, DMs etc but this is part of the job (think of it as customer service, when you get quick and hassle free customer service, you go back to that place over and over again).
2. Energy – the energy that you have when you walk into your client’s home or their space is how they’ll remember you. Most women can feel slightly insecure with their looks, so if you’re able to make them feel at ease, comfortable and assured with how they look- they’ll remember you as the person that only made them look beautiful, but FEEL beautiful as well.
3. Trust your gut – there have been several times when clients have asked me to do certain looks, or asked me to use certain shades, that I knew wouldn’t suit them or wouldn’t be as flattering. Instead of just shutting their requests down, have a conversation on why is it that they want that. Are they just following a trend, have they done it before hence why they feel it suits them, was it a recommendation from someone else ? It’s important to understand where they’re coming from and then give them your professional advice. Remember, they’ve booked you for a reason. They know that you have the skills so trust your gut when you know something won’t look right.

2).Can you share the top five makeup/skincare products that you believe should be a staple in everyone’s beauty kit?

Such a hard question but I’ll narrow this down as much as possible.

3).Having worked with brands like Guerlain, M.A.C, and Illamasqua, how has your approach to makeup evolved over the years, and what have been some of your most significant learnings?

Having worked with several of the biggest names in the beauty industry, I’ve learnt that it’s crucial to constantly keep an open mind. Be open to learning from other artists. Makeup is Art. There’s no right or wrong. It’s about expression. Experiment as much as you can. Maybe you’ve mastered the techniques of contour and sculpting- well change it up, and try to master using just a few drops of foundation instead. Beauty brands are always reinventing themselves in some way or another, so as an artist I think it’s crucial that we break the beauty routines that we’re used to otherwise it’s easy to become someone that is no longer relevant. 

4). In 2019, you launched THEMAEKUPCLASS in the UAE. What inspired you to create this event, and how do you see it influencing the local makeup and beauty industry?

I wanted to create a space that included talent, artistry and brought together like-minded individuals that were passionate about makeup and beauty. I’ve attended several makeup industry events in the US and UK, and felt there was a huge need for it here in the UAE. There have been masterclasses here but not an industry event where you can discover new beauty brands, shop, meet other MUA’s in the industry and learn from them- all in one space.

Beauty is such an integral part of the Arab culture and over the past decade there’s been a huge shift. Women are much more confident in experimenting with makeup styles and approach to beauty so these events really benefit and enrich the community.

5). Makeup trends are constantly evolving. What current trends do you find most exciting, and which ones do you think will have a lasting impact on the industry?

There’s so much more emphasis on skincare & makeup now. Over 10 years ago, you’d mostly be asked about the brow pomade you were using or what your go-to eye kohl was? 

Now, it’s all about the skincare prep that you use before your makeup. It’s about achieving flawless skin using minimal makeup. Can you create a flawless look using 5 products versus 15 ?

Blush is back but this time it’s all about placement ! Also, there is so much more individual expression now. It’s great seeing graphic liners in every colour possible. Like, who said that liner always needs to be black ? I think the general consensus is that this is something personal and as long as you’re comfortable with how you look, then that’s all that matters.

6). Halloween makeup is a growing trend. As an experienced makeup artist, what advice would you give to someone looking to create a standout Halloween look?

Plan ahead. Do your research. Are you going for : character, glam but artsy or just scary ? There’s 3 different scenarios when it comes to Halloween makeup, so figure out which route fits you best. If you’re planning on adding texture such as crystals, pearls or latex then you’ll probably have to source for these ahead of time. Use a white pencil to trace the look on your face before going in directly. If you have time on your hands, I’d even say to create the look in advance just so you can get a hang off it and feel more comfortable on the day itself.

7). There’s often a debate around the concept of “too much makeup.” In your opinion, is there such a thing as wearing too much makeup, or is it all about personal expression and confidence?

Personally, I don’t believe in “too much” or even “too little” makeup. But what I do see is a lot of makeup that isn’t blended enough. Too many harsh contour lines are a personal pet peeve. But all in all, the only thing that should matter is that you feel good when you look at yourself.

8). Ezeenah has introduced many indie and prestige beauty brands to the UAE market. How do you decide which brands to feature, and what qualities do you look for when selecting products for your store?

As an avid beauty enthusiast and a professional MUA, I look at brands a lot more deeper than the average consumer. Some beauty stores, may focus on the labels that they carry. While that will give you leverage in terms of demand for popular products, I look at the benefit the brand provides (will it do what it claims- I test a lot of the products before stocking them), price point and I do have a higher preference for brands that are more eco-conscious. 

9).You continuously participate in trainings and masterclasses to refine your skills. How important do you think ongoing education is for makeup artists, and what areas do you believe are crucial for artists to focus on in the future?

This is by far the lifeline you’re giving to your career as an MUA when you invest in your personal development. 

1st – the obvious reason is that you may learn a few tricks that will up your makeup game.

2nd – you are feeding your passion. Being a makeup artist is not for the faint-hearted. We are on our feet for hours on end, and majority of us suffer from some form of back pain. So keeping your passion alive is crucial to your craft.

3rd- the networking possibilities when you attend conferences, masterclasses even if their online are substantial. I’ve met makeup founders like Danessa Myricks, Makeup by Mario and ReAnn Silva (beauty blender) through various masterclasses and events. 

In terms of the future, I think MUA’s should start building more social media content on their work. Invest in filming equipment or better lighting, even take some classes on how you could possibly photograph your work better. As a full time MUA, I struggle with not putting out enough content because I’m always working. Creating content while you work are two very different components and challenging to do together. Some of the most successful MUA’s are solely in charge of the photography and videography of their work including Hindash.