Meet Jestina Howard | Founder & Makeup Artist

We had the good fortune of connecting with Jestina Howard and we’ve shared our conversation below.

Hi Jestina, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I had been a professional freelance makeup artist for several years working on video & photo shoots, TV and live performances. I also offered makeup services to women who needed enhancing for a special occasion or wanted a lesson.

One day in 2002, I had a client that I made up for a party and she loved her look. She wanted to purchase all of the products I used on her. I wrote down everything along with where she could purchase the items. When I handed her the information, she asked me why I didn’t have my own brand. She told me that if I had my own products she could buy everything from me. At that moment a light bulb went off in my head! The next day I started researching how I could create my own product line.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Aware Cosmetics & Makeup Services is a beauty company that helps our clients create the best version of themselves. We promote the idea that beauty should be enhanced,not transformed. We connect our clients to the education, products, services and support they need to achieve the beauty lifestyle they need, without the hype they don’t.

Three things our company focuses on for our clients:
1. Educating- It’s not enough to just create a makeup look for them. We want our clients to understand how to create the look on themselves without getting overwhelmed.
2. Confidence- We want our clients to feel good and confident with their look.
3. Enhancing and not transforming- We want our clients to be secure in looking like the best version of themselves.

What sets me apart is my signature style of makeup, which is more about enhancing than transforming a person. You can still see the essence of who they are and my clients like that.

Last year when the pandemic hit, my business was shut down for several months. So I had to pivot by offering virtual makeup lessons and personal shopper services. It was a VERY challenging time. I’m glad that I had my business affairs in order because I was able to apply for various grants and loans, which helped sustain the business.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I am considered “The Source” to a lot of my friends and associates in Birmingham and also those who live out of town. They always contact me about the best places to eat or cool things to do. Here are the places I would take my BFF.
Places to Eat:
1.Shu Shop Ramen Restaurant- Hip,relaxed atmosphere. Downtown Birmingham spot plays cool music and serves Japanese ramen noodles along with small plates and unique drinks.

2.Southern Kitchen- Lively, casual atmosphere. Located in the Entertainment District offering elevated Southern dishes and cocktails.

3.Bamboo on 2nd- Hip, modern spot. Located Downtown Birmingham offering Pan -Asian plates, sushi, sake and cocktails.

4. Bay Leaf- Casual atmosphere. Located on the Southside in Birmingham. Offering modern Indian dishes.

Places to Drink:
1.Wine Loft-Downtown Birmingham. Serves wines and cocktails along with food.

2.Pilcrow Cocktail Cellar- Downtown Birmingham. Hidden underground beneath Founders Station. Serves full craft cocktails.

3. The Atomic Lounge- Kitschy watering hole Downtown Birmingham with cool vintage vibe and themed rooms.

4. Grand Bohemian Hotel -Habitat Feed & Social Bar (has a rooftop patio)- Located in Mountain Brook.

Attractions to Visit:
1. The Birmingham Museum of Art

2. The Birmingham Civil Rights Museum

3. Vulcan Park & Museum

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I want to give a shoutout to my lovely mom Dorothy Howard- Wells because she allowed me to follow my passion as a teen. My mom didn’t really understand me wanting to have a career in beauty and fashion. There was no one in our neighborhood who had a career as a makeup artist or fashion stylist. I only read about people with these type of careers in magazines. My mom really wanted me to have a “secure” job with good benefits like becoming a nurse or teacher. When she realized I was very serious about my career choice, she and my family jumped on board to support me in any way they could. I remember her telling me ” I am trusting you to make the right decision for your life.” She also told me that nothing beats a failure but a try. So fast forward 20+ years it was definitely the right decision!

Website: https://www.awarecosmetics.com

Instagram: @aware_cosmetics

Facebook: @AwareCosmeticsMakeupServices

Youtube: Aware Cosmetics

Image Credits
Aware Product Shot – Photographer Becky Luigart-Stayner Photos of Individual Models- Photographer Tom Carson/Hair by Oak Street Salon Hairstylists Jestina Howard’s Individual Headshot in Black Turtleneck- Photographer Liesa Cole Jestina Howard Making Up Model- B- Metro Magazine