Ep. 28 | Building a Beauty Community: How Katie Jane Hughes Created KJH Brand
katie"I SEE BOTH SIDES AND THAT’S SOMETHING YOU HAVE TO BRIDGE VERY WELL ON SOCIAL MEDIA"
Katie is a makeup artist and founder whose signature approach to beauty is loved by many! You’ll hear us talk about her journey from manicurist to makeup artist, building a business from scratch, what it really takes to grow an engaged following and more.
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In this episode, we step into the vibrant world of beauty with Katie Jane Hughes, a British celebrity and editorial makeup artist based in Brooklyn, New York. Known for working with clients like Ashley Graham, Hailey Bieber, Rosie Huntington-Whitely, and Lily Allen, Katie shares how Instagram has been her manager and portfolio, allowing her to curate editorial content and connect authentically with her audience.
Katie discusses the balance between being a makeup artist and content creator, emphasizing that while people follow for your skills, they stay for your unique personality. She reveals how social media transforms the makeup artist’s portfolio into a living, interactive experience that builds deep connections.
Excitingly, Katie unveils the launch of the KJH brand’s first product this month, a versatile 2-textured highlighter designed to inspire creativity and play with existing makeup collections. Throughout the conversation, Katie highlights the importance of authenticity, being a "yes" person, and embracing continuous learning in the freelance beauty industry. She offers invaluable advice for aspiring artists and reflects on generational shifts in the beauty world.
Whether you’re a makeup enthusiast, aspiring artist, or curious about the intersection of beauty and influence, this episode offers a rich look into Katie’s artistry, passion, and entrepreneurial spirit.
Show Topics:
Instagram as a manager and portfolio for makeup artists
Balancing makeup artistry and content creation
Building a loyal following through authenticity and personality
Launching the KJH brand’s first highlighter product
Navigating freelancing and the beauty industry’s generational shifts
The power of saying “yes” and continuous learning
TIMESTAMPS
0:00 Intro
2:32 Social Media Identity and Influencer Label
3:14 Transition from Manicurist to Makeup Artist
4:20 Breaking into Makeup and Early Career
6:47 Saying No to Nail Jobs and Career Focus
7:22 Losing Butter London and Embracing Social Media
10:21 Brand Roles and Leading Shows
10:49 PR Relationships and Self-Management
11:37 Instagram as Portfolio & Industry Perception
14:26 Balancing Set Work and Content Creation
15:08 Kit Organization and Product Separation
16:58 Building a Social Media Following
17:54 Personality and Creativity During the Pandemic
18:25 Handling Criticism and Evolving Content
19:45 Managing Anxiety and Coping Mechanisms
22:16 Celebrity Clients and Social Media Discovery
25:12 Making Friends in the Industry
26:19 Self-Management and Transition to Management
30:12 Business Knowledge and Brand Operations
31:48 Brand Collaborations and Community Involvement
35:02 Work-Life Balance and Rest
35:50 Launching Q Brand and Product Philosophy
39:14 Product Development and Inclusivity
41:59 Starting a Brand: First Steps and Funding
44:46 Advice to Her Younger Self
46:50 Evolving Professionalism and Set Dynamics
47:47 Being British in America
49:19 Advice for New Artist: Experience and Finances
52:25 Asking for Product and Industry Changes
ABOUT katie jane hughes
Katie Jane Hughes is a Brooklyn-based British makeup artist known for her fresh, editorial style and engaging social media presence. Her ability to blend creativity with authenticity, Katie has worked with an impressive roster of clients including top models and celebrities. Through her vibrant online community, she shares beauty tips, tutorials, and inspiration that resonate with makeup enthusiasts worldwide. As the founder of the KJH brand, Katie is passionate about creating innovative beauty products that encourage self-expression and creativity, with her first launch, a versatile highlighter, reflecting her commitment to empowering individuals to play and experiment with makeup.
Follow Katie on all social media platforms
Instagram | TikTok | YouTube | Website
Explore KJH Brand at https://kjhbrand.com/
Instagram https://www.instagram.com/kjh.brand
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