"Think really hard about what talents you have to offer, and do that, only that, and do it extremely well," with Sharon Becker

Sharon Becker is an NYC makeup artist who also does studio hair. Her boutique makeup and hair agency, SB Beauty, provides services for weddings, international elopements, red carpet, and special events in NYC, Martha's Vineyard to Montauk, and internationally. She has worked on hundreds of weddings, in blizzards, heat waves, and family maelstroms. 

Publications include Cosmopolitan, Men's Journal, Billboard, AARP Magazine, Imirage, Volant, Galio, XEX, Haute, Rue, and Gladys. 

Her bridal work is featured in Martha Stewart Weddings, The Knot, Bride’s, and NY Magazine Weddings. Blogs include Catalyst, Hey Wedding Lady, Style Me Pretty, Twirl, Green Wedding Shoes, 100 Layer Cake, Well Wed, Ceci NY, and more. www.sb-beauty.com.

Can you tell our readers about your background?

I have a BFA in Drama from NYU and needed a job - so I got a holiday sales gig at Macy’s - they put me at the Prescriptives counter. I rarely wore makeup and didn’t know anything about it, but I LOVED learning about products, solving the puzzle of what a client needed, meeting folks from all over the world, and hustling! An artist/entrepreneur was born!

What inspired you to start your business? 

Through my auditioning and acting, I knew that I could work for myself successfully. I was responsible and organized in my acting pursuits, and did not need the structure of an office environment to do my work. Later, I worked in offices for years to develop business skills, so I know that side (and it has its benefits) but I do not need it to get my work done. Actually, working in offices was so beneficial to me, because it inspired me to start my business and be my own boss!

Where is your business based?

We are based in NYC, and can travel locally, regionally, and internationally. Have tools, will travel!

How did you start your business? What were the first steps you took?

A dear friend, who is a graphic designer, created a logo for me. Another friend had heard of a website platform for artists, so I gathered up whatever images I had and created a website (way before SquareSpace was created). Printed up a card, emailed everyone I know with the news that I was going out on my own, and that was my start!

What has been the most effective way of raising awareness for your business? 

Everything is networking! Whether it’s meeting colleagues at an event and following up with a 1-1 coffee date, or making sure that all of your clients are thrilled with their service and following up for a review, every impression is a networking opportunity. 

What have been your biggest challenges and how did you overcome them? 

My biggest challenges have always been technology! I’m great with my hands and my head, and machines have been a roadblock. So, iPhone/computer/printer/websites/database. Now I’m smart enough to ask my question to YouTube and see if I can find a video on how to solve my problem. I also have an off-site tech guy who I pay to help me solve computer issues. My business is fast-paced and I cannot be slowed down by a less-than-optimized system. Therefore, I try not to be too ambitious with machines and pay people to help me!

How do you stay focused?

When you work for yourself, live by yourself, and are solely responsible for paying your own bills, it’s really easy to stay focused! If I don’t hustle, I don’t pay rent and save for retirement. Simple equation. Also, I have some easy tricks: unpack/clean/repack my kit every time I come home from a job; block out a few hours to get deep work done when I’m not with a client; optimize my lifestyle for simplicity, like eating and dressing simply.

How do you differentiate your business from the competition? 

Me! My taste, my values, my hand - clients are buying me. Also, we deliver GREAT services.

What has been your most effective marketing strategy to grow your business? 

Doing makeup on or near taste-makers or decision-makers, so they can experience my work or see how others experience it in real-time. Once I get my hands on someone’s face, they are mine!

What's your best piece of advice for aspiring and new entrepreneurs? 

Think really hard about what talents you have to offer, and do that, only that, and do it extremely well. Don’t veer from it. Once you know what you want to offer, think about your values, what you’re willing to sacrifice, what you want to share of yourself to make the world a better, more beautiful, more just, etc place for everyone. Then, take action steps that set you up for long-term success.

What's your favorite app, blog, and book? Why?

I listen to a lot of podcasts because I’m always running around the city and crave stories, news, and info. Walking, biking, riding the train or bus, I’m always on the move. For podcasts, I enjoy What’s The Tee with RuPaul and Michelle Visage; Fresh Air, Stay Tuned with Preet Bharara, Wait Wait…Don’t Tell Me, and WTF with Marc Maron. My nerdy side comes out on podcasts and when I listen to NPR all day.

What's your favorite business tool or resource? Why?

I do love an Excel spreadsheet! Since I’m a visual person, it helps me see what I’m thinking about, and get sorted. Just started using Dubsado for my bookings, and that could be helpful (once I’ve learned more).

Who is your business role model? Why? 

I don’t really have one, but my mentor is my friend David, who has been cutting my hair for over 20 years. We are close and he has been instrumental in my success, especially with my fashion and commercial work. He is far more experienced than I and has finely attuned tastes, so I trust him.

How do you balance work and life? 

Who says I do? Hahaha. A few years into my business, I realized what my natural calendar break times are in the year, and I schedule those as my vacation times. This has been a wonderful opportunity to plan trips to warm and exotic locations, and give myself something to look forward to!

What’s your favorite way to decompress? 

My boyfriend and his dog live in NJ, so most Saturday nights after I finish work, he picks me up at the train in NJ and we have a low-key dinner and maybe a movie with the pooch. On Sunday, we do suburban things, like walk the dog, visit the farmer’s market and a big box store for errands, and read the NY Times. Other than that, I love to watch YouTube: makeup tutorials, all things Drag Race, comedy, and news bits. Also, I’m a big reader, so I read before bed.

What do you have planned for the next six months? 

At this time, it’s hard to plan 6 months ahead because of the global pandemic, but I do plan to finish the relaunch of my second website, shoot more makeup videos and build my affiliate sales platform, and spread the love with my Virtual Makeup Lessons.

How can our readers connect with you?

Weddings: www.sb-beauty.com  @sbbeautynyc

Fashion: www.sharonbeckerbeauty.com @sharonbeckerbeauty