Meet Shari Perkins | Makeup Artist & Brand Owner

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

Hi Shari, what was your thought process behind starting your own business?

In high school and college years I worked as a babysitter, pet sitter, cashier, salon assistant, etc. and all those experiences taught me that in order to have true happiness in “work” I would need to be my own boss. I went to cosmetology school, got certified in eyelash extensions, and started by own beauty brand that has now expanded into a service and e-commerce company. I figured if I could tap into the billion-dollar beauty business I could do what I am passionate about, offer services to makeup lovers, and provide high-quality products to women and men. My company, The Luxxury Collection, LLC, caters to those who enjoy and expect a luxury experience when receiving a beauty product or cosmetic service. I believe that luxury and extravagance should not be sacrificed for value and convenience.

What’s one piece of conventional advice that you disagree with?

“Fake it ‘til you make it” is a motto I have heard for years from many elders, but I never could agree with or understand this concept/advice. Throughout my journey of entrepreneurship, I have learned that in order to make and maintain relationships with other professionals, clients, and potential customers I must be the real, authentic me and I must provide real experiences that are memorable and valuable. I also learned that “faking it” can create unrealistic expectations of a professional or a brand. Many of the encounters I have had with inspirational people and entrepreneurs (offline) were initiated by authentic interest and genuine chemistry. Those relationships have lasted me years and are the most valuable to me because we support one another on and offline. Furthermore, authenticity is the reason I have genuine relationships with customers and clients. Clients and I have grown to possess great relationships because of my authenticity. This in turn spotlights the value of my brand because their consistent support means they enjoy the vibes and appreciate the genuinely good experiences that they have when booking me.

Risk taking: how do you think about risk, what role has taking risks played in your life/career?

I think that risk-taking is vital for growing a brand or business especially in the early stages. Many of the business decisions I make involve risk-taking. From ordering inventory and advertising to booking clients and content creation there is an element of risk involved in it all. There is always a chance that a client may cancel an appointment or inventory may get lost in the mail but often times things work in my favor because I have a strong faith in God. No matter how big or small the risk is I am willing to give it a try if it means my brand will see substantial growth.
Moving to Atlanta in 2018 to grow my business, my brand, and my YouTube channel may have been the biggest risk of them all. I have learned a lot through trial and error, and I have met so many incredible people while working behind the scenes of fashion shows, photoshoots, pop-up shops, reality tv shows, weddings, birthdays, and other events here in Atlanta. Taking risks is what got me where I am today and taking bigger risks will get me where I plan to be in the future.

What habits do you feel helped you succeed?

One of the habits that I have found to be most helpful on my business journey is planning everything. I have learned that planning things in advance and very extensively saves me headaches and puts me ahead much faster than being unintentional in my efforts. Another habit I have formed that has been instrumental in my growth is staying consistent. Consistency is what sets an entrepreneur apart from someone with a “side hustle”, in my opinion. Posting often on social media, keeping my website updated, responding to brands, customers and clientele in a timely manner, uploading YouTube videos often, working out regularly, and being consistent in my diet are just examples of how I stay consistent in my personal and business life. I would suggest planning and consistency to anyone on any walk of life; students, entrepreneurs, and even stay-at-home moms can succeed with effective planning and staying consistent.

What is the most important factor behind your success / the success of your brand?

The most important factor behind my success and brand is one word. God. I could never take full ownership of the success I have seen in my life and my business because I know “All things work together for good to those who love God, who have been called according to his purpose” Romans 8:28. Seeking guidance from God has been the best and most important thing that I have done! I have faith that as long as I seek God and allow Him to lead my footsteps I will end up where I am destined to be, inspire people along the way, and be fulfilled by my work. If I were to give the younger me advice I would tell her to leave her worries to God, have faith and know that everything will work out exactly as it should, and to stop sweating the little things that are not in her control. I hope someone along their journey to entrepreneurship or just being their own boss can use this advice and pass it along.

What’s the most important lesson your business/career has taught you?

The most important lesson my business has taught me is change is necessary. Growing up in a traditional family home with traditional, southern values made me a bit wary of change because I thought that going against the norm was unproductive and offensive. However, as a business owner I have learned that change is not only vital for us and our brands to grow but also never-ending. In order to stay ahead of trends, new techniques, new products, and new innovations it is important to embrace change and implement it often. This shows potential customers and clients that I am devoted to my brand and to offering the best of the best at all times. If I were still afraid of change today, I would not be where I am physically, mentally, financially, and geographically. My brand gave me the courage to change unhealthy habits into success habits and to change my surroundings to be more suitable for the growth of my career.

Work life balance: how has your balance changed over time? How do you think about the balance?
Work life balance has always been a necessity in my adult life because working too hard usually turns into burn out and even decreased motivation. As a full-time employee, entrepreneur/brand owner, and a full-time student there isn’t much time for “downtime” or “off days” which is where prioritizing comes in. Each morning I plan my day in order to complete my most important tasks in a timely manner. I also plan out my month and my quarter as well to ensure my time is being used wisely and to create momentum. I’ve learned that planning, prioritizing, and having deadlines is how I manage to have a “life” and maintain healthy relationships. I can clearly see on my calendar or in my planner what weeks, days, and hours can be allocated for outings, traveling, and celebrating. Then I plan accordingly. This way I can have guilt-free fun and avoid procrastination or worse…over-scheduling.
My work-life balance definitely changed when I decided to start a business. Building clientele and establishing a brand is very time consuming. Furthermore, inventory management and product distribution take hours and sometimes days to get in order. And lets not even begin to talk about homework. There is always “work” to be done when you are an entrepreneur. However, the goal is to make money passively in the long run; eventually my brand will grow to make money even when I’m not physically working. In essence, I am working towards living life more and working less in the future.

How did you come up with the idea for your business?

Being my own boss has always been the goal ever since college. In my early college days, making my friends and classmates feel beautiful was super fun and rewarding for me. This passion combined with the sheer joy that buying beauty products brought me is what jump-started my beauty business. I came up with the idea of The Luxxury Collection, LLC soon after realizing that many hair and cosmetic brands are very overpriced for their “high-quality” products and services. I thought to myself “Why does a struggling college student have to sacrifice gas money to buy makeup and hair extensions [to feel beautiful]?”. I turned doing makeup in my dorm room into doing makeup for the models of the Student Fashion Association (SFA) at Mississippi State University, and then into doing makeup professionally at the MAC Cosmetics counter in Jackson, MS. With the exposure and lessons that I gained from these experiences I launched my own beauty and hair brand that has now grown into an e-commerce business and a professional makeup artistry. My family and friends encouraged me to pursue my passion and have supported me along the way, and I am forever grateful.

Why did you pursue an artistic or creative career?

I chose to pursue a creative career because I am at my happiest when I am creating “masterpieces”. I think my passion for hair and makeup started in my early adolescence. When I was a young child I would spend hours washing and styling my dolls’ hair and styling their outfits. Then I would create little show-and-tells for my mom to watch and admire my transformations. I found sheer joy in creating these “looks” and as I grew up and began playing in my mom’s beauty products, clothes, and shoes I fell even more in love with the world of fashion and beauty. Fast forward to freshman year of college. Instead on focusing on making friends I was focused on getting hair and makeup clients and finding a job working in someone’s beauty salon. Eventually, someone gave me a chance as a salon assistant and then quickly promoted me to the shop’s lash tech. and makeup artist (after I got certified by Novalash). I was so excited to have this opportunity and I will forever be grateful for that experience. Moving forward, I learned quickly that when working in someone else’s shop there is booth rent and a plethora of other responsibilities that come along with this privilege. Fast forward to present day. I have been a traveling and event makeup artist for over 6 years, and I have been an entrepreneur for close to 7.5 years. This is because I turned my passion for creative expression through hair and beauty into a profitable brand that helps women feel more beautiful and confident. My plan is to scale my brand even more and to begin helping other brands to grow with my Marketing Management education, my experience, and my creativity. I think the only thing that I would enjoy more than creating fabulous makeup looks is creating and growing businesses using creative concepts and smart marketing tactics.

What are you inspired by?

I am inspired by female bosses as well as successful business owners and entrepreneurs. I am also inspired by “I can have it all” minded women who know that being a great mom, wife and boss is possible and attainable. I love seeing other bosses win and succeed, especially those who have started from the bottom aka humble beginnings. I am also inspired by my faith and by God’s word. No matter the trial or the tribulation when I read my bible or listen to a sermon, I feel very refreshed and motivated to go harder in my purpose. There’s nothing like the boost of inspiration I get from reading or listening to the bible’s stories! Hearing and receiving God’s word makes me feel so blessed to be where I am and inspires me to motivate others by being a beacon of Him. I hope to inspire others the way I have been inspired by my mentors, and I pray that my legacy will live on to inspire many generations after me.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Being my own boss has always been the goal ever since college. In my early college days, making my friends and classmates feel beautiful was super fun and rewarding for me. This passion combined with the sheer joy that buying beauty products brought me is what jump-started my beauty business. I came up with the idea of The Luxxury Collection, LLC soon after realizing that many hair and cosmetic brands are very overpriced for their “high-quality” products and services. I thought to myself “Why does a struggling college student have to sacrifice gas money to buy makeup and hair extensions [to feel beautiful]?”. I turned doing makeup in my dorm room into doing makeup for the models of the Student Fashion Association (SFA) at Mississippi State University, and then into doing makeup professionally at the MAC Cosmetics counter in Jackson, MS. With the exposure and lessons that I gained from these experiences I launched my own beauty and hair brand that has now grown into an e-commerce business and a professional makeup artistry. My family and friends encouraged me to pursue my passion and have supported me along the way, and I am forever grateful. My grassroots taught me that with the right resources I can turn any dream into a reality. This has rang true with every endeavor I have embarked upon in my adult life. I wouldn’t be where I am today without taking huge, calculated risks. Moving to Atlanta in 2018 to grow my business, my brand, and my Youtube channel may have been the biggest risk of them all but it was so worth it. I have learned a lot through trial and error, and I have met so many incredible people while working behind the scenes of fashion shows, photoshoots, pop-up shops, reality tv shows, weddings, birthdays, and other events here in Atlanta as a pro. makeup artist. Taking risks is what got me where I am today and taking bigger risks will get me where I plan to be in the future. I believe what sets me apart in my market is my eagerness to grow in my craft and my willingness to expand my entrepreneurial impact. This brand I am building, The Luxxury Collection, is more than just makeup. I can humbly say that I have been placed into to so many rooms by God that I thought I was not ready for but I quickly realized that every room I have entered was due to my purpose and my faith. I truly know that God has much more destined for me than just makeup artistry and my personal brand. I know that every experience, client, and customer is another step towards financial freedom and building my empire, both of which will benefit my children and other creatives.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Atlanta is the black business hub so I usually prefer to visit black owned businesses and black history locations. I love a good meal so I would start by taking a friend to at least three black owned spots in the city. First, Roc South Cuisine is the best Cajun restaurant I have tried outside of New Orleans, LA. The Boiler Seafood and Crab Boil is also a must-try black owned business with delicious seafood. I love them because not only do you get loads of seafood for your money, the staff is superb and you also have the option of enjoying a specialty drink from the bar. Both of these restaurants have great vibes, great food/drinks, and are upscale yet casual dining experiences which I absolutely adore! Of course, if my friend is in town we have to take selfies; the Gurl Mobb Museum is another black owned business that everyone especially content creators must experience. This beautifully designed selfie museum is a fun, vivacious space that is perfect for me and my friends because we can play and work at the same time! Next is the The National Center for Civil and Human Rights (aka the Civil Rights Museum). This is an educational experience that all black women and men should have because it visually shows us where we have come from as a race and as a culture. Another museum I highly suggest and will definitely visit again with friends is the Trap Museum. For those who enjoy hip-hop and rap music and/or culture the Trap Museum is fun and a truly unforgettable experience; another great place for selfies.

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?
First and foremost I want to give a huge Shoutout to God. I would not be where I am today without His grace, mercy, and protection. Subsequently, I want to shoutout Dream Center Church of Atlanta for providing me with not only knowledge in my faith but also knowledge in my business. From sermons integrated with entrepreneurial advice to consistent love and support, I appreciate every lesson and blessing that I have received from my church over the last 2 years. Being fed spiritually and mentally by this religious institution is how I have remained grounded and inspired while living in Atlanta. Furthermore, I cannot forget my amazing biological and extended family! Huge shoutout to my family and friends who have supported me along my journey and have not given up on me even through vendor changes, moving states, and lets not forget–a pandemic. I love you all so much and I appreciate your love, kind words, and encouragement. I wish I could shoutout every girl scout leader, instructor, and boss that has uplifted me and instilled the values of hard work and kindness into me. Lastly but definitely not least, I want to give a HUGE shoutout to my mother, Sharon Turner–the ultimate mentor. I have watched her be supermom to my brother and I, grow her own consulting business, mentor young adults on sex education and good family practices, dedicate almost 30 years to being a college educator, inspire young women as a girl scout leader for nearly 20 years, and manage to have a consistent church presence. I do not know where I would be without her support and prayers.

Website: www.theluxxurycollection.com

Instagram: @luxxshari_ and @theluxxurycollection

Linkedin: Shari Perkins

Facebook: Shari Perkins

Youtube: Shari’s Life of Luxxury