Paige Padgett, The Makeup Artist Who Showed Green Can Be Glamourous, Joins The Ranks Of Beauty Entrepreneurs
You can’t fault Paige Padgett for being slow on the uptake. The makeup artist hopped on the natural beauty train early despite professional challenges that came from incorporating alternatives to conventional products in her kit and has been a forward-thinking promoter of indie brands. Now, Padgett, also a clean beauty personal coach and author of “The Green Beauty Rules: The Essential Guide To Toxic-Free Beauty, Green Glamour, and Glowing Skin,” is taking her involvement in the beauty industry a step further with a technology-driven venture focused on building a community around sustainable products and encouraging engagement through gamification. “I moved myself and my daughter into a friend’s house. We live in their living room because I was determined to start a company. We scaled our life down in order to scale up our future,” says the single mom. “You have to be willing do to whatever it takes to be an entrepreneur.” Beauty Independent caught up with Padgett to talk about her forthcoming business, beauty trends, gaps in the green cosmetics market, keys to soliciting makeup artists and why a great lip stain should be in every woman’s makeup bag.
How did you start as a makeup artist?
I got started at the age of 18 working for a publication, Palm Springs Life Magazine. From there, I kept getting offers from people to do makeup. I didn’t think it was a solid career move at the time. People just weren’t doing that. So, I went to college and, then, I became a makeup artist anyway. I kept falling into it, working in salons, doing aesthetics and, one day, a producer who I had worked with previously hired me on for “The Biggest Loser.” Jillian [Michaels] career shot forward. So did my work.
Why did you begin switching to small brands?
I like to support indie brands because they don’t have big money. I feel like there is more transparency, and they are more in line with my goals and values. Because I consider myself a green beauty expert, when I started out 100% of green brands were indie, so I think indie chose me.
How do you address concerns about performance?
It’s come such a long way. People shouldn’t have the same concern. Now, if you need something to last 18 hours, green may not be your thing. Sometimes you have to use the 80% rule, but, the way I see it is, if I can use it on the cover of a magazine, you can surely use it day to day.
Do you encounter challenges working with or presenting small beauty brands to clients?
Yes, all the time. It can be very challenging especially if they are famous or celebrities so to speak. I remember times I would hide or decoy my products because of the perception. And, even then, some would be like, “I know what you’re using, what is it?” Then, I get the chance to educate, but I could never push it on them by saying, “This is my kit. It’s all green. It’s going to be great for you.” Now and then, I’ll still have clients tell me what they want me to use. The [brand] name to them is an indicator of quality instead of the actual product.
How do you discover new brands, and what are some of your favorites?
I discover new brands on Instagram and in my industry newsletters or by cruising online and brick-and-mortar stores. Some of my current favorites right now are Joanna Vargas, Evolve, Biossance and, of course, W3ll People for color and Kjaer Weis, RMS, Ilia Beauty, the classics. There isn’t a lot of new color out, [but] maybe Bite Beauty. It strides somewhere in the middle, not as clean as it could be, but I like it.
What advice do you have for indie beauty brands on approaching makeup artists?
You just have to give them products. It’s a benefit getting them to use them [through] gifting because, if you don’t get it out there, you don’t really have a chance. Just reach out to them or their agent, DM them. Even if you can’t send full products, send samples. If I love it, I’ll want more. I’ll talk about it to clients [and] inevitably post it on Instagram. So, the gifting is worth it. I would also say find a pool of makeup artists that you like that are in line with your brand and further your brand. Stick with them and nurture them.
What are things you feel are missing in clean cosmetics?
Color. Certainly, good lip color with good texture. Mascara and eyeliner are still not there yet. You want to have that vinyl look, so it’s hard to create that effect cleanly. We’re 80% there. Also, eco-friendly glitter/shimmer products that are good for the environment. The ones that out, there isn’t innovation there. That would be nice. Its sexy, cool and fun. Someone needs to get on that.
What’s your secret to creating looks that suit a woman’s unique features?
Play up what they have. A lot of women try to hide the natural skin under the eyes, which is beautiful. It has tone and depth. We need that sultry smokiness. Instead of covering it up, you need to play it up. If someone has full lips or a distinct cupid’s bow – everyone has something [like perhaps] great cheekbones – you just don’t overdo it, but give it a natural spotlight in a luminous way. Lastly, on most people, a lip stain with a little gloss or a lip balm looks great across the board.
If you could give one makeup tip, what would it be?
When women take care of their skin and hydrate it, it makes their face look healthy and plump. It’s truly the best look one can have, no matter who you are or what you put on top.
What makeup trends do you see rising?
I’m seeing a return to gloss, which makes me super happy, and also a return to sheer skin. Thank god, I have been waiting for that. And, hopefully that means we get out of the beat down Instagram look, and all that baking and heavy contour. Sheer is in [with] skin texture, light texture, nudes and pastels. There are still a lot of luminizers out there, which can be beautiful and fresh for everyone, but we’re getting away from strobing, which was far too streaky. I also welcome the shift away from cat eyes created with heavy, blended shadows. The new cat eye is more of a flick, more geometric.
What would you like to see change in the industry?
I would like to see brands step up their game with branding and be a little more fun. Just because you are small or natural, you don’t have to be so crunchy or boring. It would also be great to see branding move beyond non-toxic or talking about their ingredients [to] being more transparent and promoting sustainability. Stop with the gimmick marketing, and tell us what you’re actually doing. Greenwashing within our industry is a problem, too. People are jumping on the trend and are making money off the opportunity without the best intentions. The ones that are really interested in making natural makeup should take it one step further and be sustainable for our earth. Everything from palm oil [to] squalene, it depends on the process [whether it’s sustainable]. Even using bamboo treated with pesticides and processing to make it a packaging option may not be the best. It’s hard, but the effort needs to be there. Not to be perfect, but to try take those steps [and] start thinking about it.
What’s next for you?
I’m creating a beauty and wellness line, Paige Lifestyle, but it’s so much more than that. It will be a marketplace that sells my own products, but more so a community where people interested in sustainable/non-toxic/vegan products have an opportunity to win prizes and free makeup through our ambassador program. The more you share and post, the more points you get. It’s gamified. It’s got a community built in. It’s going to be really fun.
In addition, we’re working on setting a price for a subscription model that, for whatever amount, you get three full-size products. I want to keep it affordable for everyone to make sure that everyone can access quality, sustainable products. I don’t like this whole theory that only the rich can be healthy. That’s a problem because everyone should be able to have this option. And, overall, I want the marketplace and community to be a place where people can come, share and have fun. [It will] have that feel of a Glossier, but be more affordable, good for you, the planet and your wallet.
