Dena Williams is a woman of many creative talents. The Chicago-based graphic designer, make-up artist, eyelash stylist and now makeup line owner, is living out a vision many beauty enthusiasts dream about.
Williams' story started as a receptionist at a make-up studio in 2005, where she fell in love with the beauty industry. She soon began honing her skills while making a name for herself as "The Eyelash Girl" before starting Luvalash Make-up and Eyelash Styling company in 2010 while finishing her studies at Columbia College Chicago with the mission to help women build their self-esteem.
Released this year, her line Lure cosmetics is already being positioned as a high-end, luxurious brand to watch with the same intention: to empower women everywhere.
Read more on how she started her business, her T's on great skin care, and her secret to applying eyelashes perfectly...every time.
What inspired you to get in the beauty business?
I came across numerous of girls and women with low self-esteem. Every woman wants to feel and look beautiful yet lack the appropriate finishing touch to enhance her natural beauty. Teaching my make-up techniques and using my products will help enhance and highlight your natural features.
I came across numerous of girls and women with low self-esteem. Every woman wants to feel and look beautiful yet lack the appropriate finishing touch to enhance her natural beauty. Teaching my make-up techniques and using my products will help enhance and highlight your natural features.
Congrats on your new make up line LURE Cosmetics! How long did it take to develop and what are some of the signature products from the line?
Thank you! With research and production about two years. Some of the signature products are the Brow Kit (brow brush, brow powder and my favorite seashell highlighter pencil). The Luxury lipgloss and lipstick are long lasting and moisturizes your lips. Lure eyeshadows are radiant and stays on forever.
Where do you envision your makeup line being in the next five years?
I envision Lure to be in stores like Sephora, Macy’s, Ulta…
Most make-up pros say great skin is the basis for great make-up application. What are some of your favorite products you use on your skin?
Great skin is key! Some of my favorite products are Aveeno daily cleansing pads and Clinique moisturizing lotion.
What are some of the challenges you’ve experienced building your own business?
Some of the challenges are staying relevant, coming up with different strategies to stay relevant, assembling a business team and finding the right business location.
How has growing up in Chicago shaped you as an entrepreneur?
Chicago has shaped me to work...hard. Chicago can be hard on people! You have to be humble and confident in your craft and be on the grind 24/7.
Now I know you are a master with the lash applications, which can be very tricky for a lot of folks. Share some tips on applying lashes.
Smile Lash application can be a little tricky. First you have to have a steady hand balance. Applying them in a way that your hand is comfortable. I use the short slant tweezers. It helps me to grip the lash ball easier. I am most comfortable applying lashes going under in between the lashes. I start on the outer part of the lashes and finishing towards your tear ducks with flares (lashes). Applying the lashes in on a slightly slant so they can flow and not look like they are sticking straight forward.
What’s one product that must be in your makeup bag at all times?
The products that must be in your makeup bag at all times are mascara, eyeliner, red lipstick (never know you might have a after work set or date ;) ), nude or any neutral lipgloss for daytime, a pressed powder and/or a good bronzer.
Lastly, who/what inspires you to be a daring and beautiful woman?
Strong successful women like my late grandmother Elsie, Oprah Winfrey, Queen Latifah, DJ Beverly Bond-to name a few.
Get your hands on Lure cosmetics or get your face beautified in time for the holidays when you visit: www.luvalash.com!
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