Our approach to the Makeup Industry goes beyond mere application
it’s a holistic journey
OUR PARTNERS
We see the business of makeup different to others, In a groundbreaking collaboration, fused with expertise, creating an unparalleled alliance that transcends not global makeup landscape. This assertion stems from an impressive amalgamation of nearly four decades of industry mastery, from the realms of makeup artistry, influencing, business ownership, teaching, education, mentorship, product development, sales, coaching, to retail acumen, we have cultivated a rich tapestry of knowledge. Welcome to the growth lab, an incubator shaping the future of makeup enlightenment in the form of business.
Get ready to elevate your career
Immerse yourself in an exclusive experience designed with you in mind. Your success story continues with us and we can’t wait to see you thrive! Enter into rooms where your knowledge will be appreciated because you understand the business side of the makeup industry. We have worked in TV, film, editorial, advertising, production for movies, fashion shows, London Fashion Week, campaigns , video shot, bridal , BBC, ITV, Channel 4 and the rest. We are the BEST to educate you on the business of the makeup industry.
After Care & Career Support
Your journey with us doesn’t end after graduation. We are committed to your ongoing success through our Quarterly Zoom Community Building Sessions. These exclusive events offer continuous mentorship, industry insights, and networking opportunities to help you navigate your evolving career.
Event Schedule
Join us quarterly for interactive sessions with industry experts
Exclusive Access
Reserved for graduates only, ensuring focused and personalised support.
Mentorship
Receive guidance from top professionals dedicated to your success.
Annual Grand Reunion
Celebrate your achievements, connect with peers, and expand your network at our in-person meet-up.
After Care & Career Support
Your journey with us doesn’t end after graduation. We are committed to your ongoing success through our Quarterly Zoom Community Building Sessions. These exclusive events offer continuous mentorship, industry insights, and networking opportunities to help you navigate your evolving career.
Event Schedule
Join us quarterly for interactive sessions with industry experts
Exclusive Access
Reserved for graduates only, ensuring focused and personalised support.
Mentorship
Receive guidance from top professionals dedicated to your success.
Annual Grand Reunion
Celebrate your achievements, connect with peers, and expand your network at our in-person meet-up.
Our Courses
Fashion Success: Mastering the Business for Makeup Artists
COURSE OVERVIEW
This masterclass is designed to deepen the theoretical understanding of semi-professional makeup artists, focusing on the fashion industry’s intricacies, trends, and the role of makeup within it. Participants will gain insights into the industry’s workings, historical influences, and current trends, and will also have the opportunity to apply these concepts in a hands-on session.
Eryca Freemantle- A seasoned professional with extensive experience in the fashion industry, having worked with top designers and magazines. Known for their deep understanding of industry dynamics and innovative approaches.
Objectives
By the end of this masterclass, participants will:
• Have a thorough understanding of the history and evolution of fashion makeup• Understand the structure and workings of the fashion industry
• Be able to identify and analyze current makeup trends
• Gain insights into the creative process behind designing makeup looks for fashion
• Learn effective marketing and branding strategies for makeup artists
• Understand the ethical and professional standards in the industry
• Apply theoretical knowledge in a practical, hands-on session
Requirements
• Participants should have basic to intermediate makeup skills.
• Bring a notebook and pen for taking notes.
• Bring their own set of brushes and preferred tools (if any)This masterclass aims to provide a comprehensive theoretical foundation in fashion makeup, complemented by a practical session that allows semi-professional makeup artists to apply their knowledge and refine their skills.
The Bridal Business Blueprint:
Masterclass for Makeup Artists
COURSE OVERVIEW
This masterclass is designed to deepen the theoretical understanding and practical skills of semi-professional makeup artists, focusing on the intricacies of bridal makeup. Participants will gain insights into the unique aspects of bridal makeup, current trends, client communication, and business practices, culminating in a hands-on session to apply these concepts.
Objectives
By the end of this masterclass, participants will:
• Have a thorough understanding of the history and evolution of bridal makeup
• Understand the structure and workings of the bridal makeup industry
• Be able to identify and analyze current bridal makeup trends.
• Gain insights into the creative process behind designing bridal looks.
• Learn effective marketing and branding strategies for bridal makeup artists.
• Understand the ethical and professional standards in the industry.
• Apply theoretical knowledge in a practical, hands-on session.
Materials Provided
• Participants should have basic to intermediate makeup skills.
• Bring a notebook and pen for taking notes.
• Bring their own set of brushes and preferred tools (if any)This masterclass aims to provide a comprehensive theoretical foundation in fashion makeup, complemented by a practical session that allows semi-professional makeup artists to apply their knowledge and refine their skills.
Industry Expert: A seasoned professional with extensive experience in the bridal makeup industry, having worked with numerous brides and wedding planners. Known for their deep understanding of bridal makeup dynamics and innovative approaches.
Requirements
• Participants should have basic to intermediate makeup skills• Bring a notebook and pen for taking notes.
• Bring their own set of brushes and preferred tools (if any)This masterclass aims to provide a comprehensive theoretical. foundation in bridal makeup, complemented by a practical session that allows semi-professional makeup artists to apply their knowledge and refine their skills.
Pop Videos & Commercial Success:
Business Masterclass for Makeup Artists
COURSE OVERVIEW
This masterclass is designed to deepen the theoretical understanding and practical skills of semi-professional makeup artists, focusing on the unique requirements of makeup for pop videos and commercials. Participants will gain insights into industry standards, technical requirements, current trends, client communication, and creative processes, culminating in a hands-on session to apply these concepts.
Objectives
By the end of this masterclass, participants will:
• Have a thorough understanding of the history and evolution of makeup in pop videos and commercials.
• Understand the technical requirements and challenges of media makeup.
• Be able to identify and analyze current makeup trends in media.
• Gain insights into the creative process behind designing makeup looks for media.
• Learn effective marketing and branding strategies for makeup artists in media.
• Understand the ethical and professional standards in the industry.
• Apply theoretical knowledge in a practical, hands-on session.
Materials Provided
• Handouts detailing the history, current trends, and technical requirements
• List of recommended readings and resources
• Contact information of industry experts for future networking
• Professional makeup kits for practice during the hands-on session
Industry Expert - A seasoned professional with extensive experience in the media makeup industry, having worked on numerous pop videos and commercials. Known for their innovative approaches and deep understanding of industry dynamics.
Requirements
• Participants should have basic to intermediate makeup skills
• Bring a notebook and pen for taking notes
• Bring their own set of brushes and preferred tools (if any)
This masterclass aims to provide a comprehensive theoretical foundation in media makeup, complemented by a practical session that allows semi-professional makeup artists to apply their knowledge and refine their skills.
Business Mastery for Makeup Artists: Understanding & Navigating Your Path
COURSE OVERVIEW
This intensive masterclass is designed to provide semi-professional makeup artists with a deep and thorough understanding of the business side of the makeup industry. The course will cover industry dynamics, advanced branding and marketing strategies, client management, financial planning, legal considerations, and sustainable business practices, culminating in a hands-on business planning workshop.
Objectives
By the end of this masterclass, participants will:
• Have an in-depth understanding of the makeup industry’s structure, trends, and opportunities
• Be able to craft and promote a compelling and unique brand
• Master advanced marketing and social media strategies
• Develop superior client management and communication skills
• Gain comprehensive knowledge in setting up, managing, and growing a makeup business
• Understand legal and ethical considerations in the industry
• Create a detailed business plan tailored to their career goals
Materials Provided
• Handouts detailing advanced business strategies, marketing plans, and financial planning.
• List of recommended readings and resources.
• Templates for business plans, contracts, invoices, and client consultation forms.
• Contact information of industry experts for future networking
Instructor:Industry Expert - A seasoned professional with extensive experience in the makeup industry and a strong background in business management. Known for their business acumen and successful career as a makeup artist.
Requirements
• Participants should have basic to intermediate makeup skills
• Bring a notebook and pen for taking notes.
This masterclass aims to provide a profound and comprehensive foundation in the business aspects of the makeup industry, empowering semi-professional makeup artists with the tools and knowledge to thrive and succeed in their careers.
Global Strategies for MUAs: Business, Networking, & Pricing Masterclass
COURSE OVERVIEW
This intensive one-day global masterclass is tailored for semi-professional makeup artists who aspire to master strategic positioning, networking, delivering exceptional results, and confidently charging their worth on the global stage. Emphasizing smart work over hard work, participants will focus on advanced strategies for personal branding, effective networking, and professional growth.
Objectives
By the end of this global masterclass, participants will:
• Gain deep insights into global makeup industry dynamics and diverse market opportunities
• Develop a compelling global personal brand that resonates across international audiences
• Master advanced global networking techniques to expand international connections and opportunities
• Implement smart work strategies to excel in diverse global markets
• Learn techniques for delivering exceptional global results and ensuring international client satisfaction
• Gain confidence in pricing their services competitively and communicating their global worth effectively
• Create a personalized global action plan for achieving career goals through strategic positioning, global networking, and confident pricing
Materials Provided
• Comprehensive handouts on global strategic positioning, networking strategies, brand development, and pricing strategies.
• Recommended readings and resources for further global learning.
• Templates for global networking scripts, international client agreements, and global business planning.
• Contact list of international industry experts for continued global networking opportunities.
Industry Experts- A respected global makeup artist known for strategic thinking and successful career positioning in diverse international markets. Experienced in mentoring artists on global personal branding, effective global networking, delivering exceptional global results, and confidently charging their worth on the global stage.
Requirements
• Participants should have basic to intermediate makeup skills
• Bring a notebook, pen, and laptop or tablet for note-taking and practical exercises.
This global masterclass empowers semi-professional makeup artists to strategically position themselves on the global stage, focusing on delivering outstanding global results, confidently pricing their services, and leveraging effective global networking to achieve international career aspirations.
Elite Celebrity Makeup: Essential Knowledge for A-List Success
COURSE OVERVIEW
This immersive one-day special masterclass is meticulously designed for makeup artists aspiring to excel in the elite circles of A-Class celebrities. Participants will delve deeply into the intricacies of working with high-profile clients, mastering essential skills in professionalism, etiquette, and advanced makeup techniques. The masterclass includes a practical session where participants apply their learnings in a simulated celebrity makeup scenario.
• Recapitulation of key learnings, strategies, and practical applications covered throughout the special masterclass
• Distribution of certificates of participation recognizing successful completion of the intensive one-day special masterclass
• Networking opportunity for participants to connect, collaborate, and exchange contact information with peers and the esteemed instructor
Objectives
By the conclusion of this exclusive masterclass, participants will:
• Gain profound insights into the expectations and dynamics of the A-Class celebrity circuit, positioning themselves as top-tier makeup artists
• Develop a compelling professional brand and portfolio that appeals to elite celebrity clientele and industry stakeholders
• Master essential etiquette and professional conduct principles for working seamlessly with A-Class celebrities, agents, and managers
• Acquire advanced celebrity makeup techniques and practical skills through hands-on simulations and expert guidance
• Implement effective pricing strategies, confidently negotiate with A-Class clients, and communicate their worth in the elite celebrity market
• Formulate a personalized action plan and strategic roadmap for advancing their careers as sought-after makeup artists in the competitive world of A-Class celebrities
Materials Provided
• Comprehensive handouts and digital resources covering A-Class celebrity circuit dynamics, etiquette guidelines, professional. branding, celebrity makeup techniques, and pricing strategies
• Recommended readings, case studies, and supplementary materials to deepen understanding and proficiency in elite celebrity makeup artistry.
• Customizable templates and tools for crafting effective client agreements, portfolio development, and strategic business planning in the celebrity industry.
• Access to exclusive industry contacts and resources for ongoing professional development and networking opportunities.
Instructor:
Industry Expert - A distinguished makeup artist with a stellar reputation in the elite celebrity makeup artist circuit. Renowned for expertise in A-Class celebrity etiquette, professionalism, and delivering exceptional makeup artistry services tailored for high-profile clients.
Requirements
• Participants should have basic to intermediate makeup skills
• Bring a notebook and pen for taking notes.
This masterclass aims to provide a profound and comprehensive foundation in the business aspects of the makeup industry, empowering semi-professional makeup artists with the tools and knowledge to thrive and succeed in their careers.
Our Educators
Shanice Hoo Mills
CEO Kallure
Shanice Hoo Mills is the visionary Founder and CEO of Kallure, an integrated PR and Communications agency specialising in culture, lifestyle, and technology. With a degree in performance, journalism, and media, Shanice's career spans roles at Vodafone, Citi Bank, and Atomic PR, delivering top-tier services across international markets. Recognised as one of the "9 Founders to Watch in 2023" by the UK Black Comms Network, she is a dynamic speaker on social inclusivity, race, and mental health, contributing to major media outlets like BBC Radio London and ITV News. Balancing motherhood and leadership, Shanice exemplifies resilience and authenticity, making significant strides in DE&I and sustainability initiatives.
Georgina Bobb
Career Coach & Industry Advocate
With 15 years of professional production experience within the television industry, Georgina Bobb is a force for change and providing opportunities within the industry. Award winning for her services to the creative industry she is a production manager, career coach and educator transforming the lives of those who are seeking opportunities in the industry. She is a BAFTA and women in film and TV member and Wonder women TV mentee and a Breakthrough Leader with the TV Collective as one of the top 50 leaders in the television industry. She has delivered programmes for a variety of broadcasters including BBC, Channel 4 and Channel 5 and has helped thousands of people enter the industry. She regularly speaks on podcasts, at events and programmes around employability, production management and diversity and inclusion. She also runs a jobs board and partners with organisations with the same ethos.
Eryca Freemantle
Global Makeup Strategist
Eryca Freemantle is the Founder of E.A.T.O.W. and a highly sought-after consultant in the beauty and makeup industry. A former makeup artist and educator, she has played a key role in developing and launching various makeup products. Eryca served on the advisory board for the London College of Fashion, contributing her expertise and authoring numerous courses. Renowned for her specialized knowledge in beauty for women of color, she has advised the government on the Body Image Campaign and has mentored many aspiring professionals. Her influence is profound, and her dedication to societal change and industry education is widely recognized.
Frequently Asked Questions
What is E.A.T.O.W Academy
At E.A.T.O.W Academy, we empower you to explore various paths and elevate your career to new heights. Discover the corporate side of the industry in a supportive environment where you can confidently express your ambitions.
Who can register for this Academy?
Registration at the E.A.T.O.W Academy is open to anyone with 2 years and more experience, a passion for the beauty industry. Whether you’re a seasoned makeup artist, aspiring entrepreneur, or simply eager to delve into the world of beauty, our academy welcomes individuals from all backgrounds and skill levels. Whether you’re looking to refine your techniques, explore new career opportunities, or gain insights into the corporate side of the industry, our courses are designed to empower and inspire. Join us and unlock your business and career potential.
How often is the course?
Our courses are offered three times a year, providing exclusive and in-depth knowledge tailored to elevate your career. Our curriculum focuses on the business and formal aspects of the beauty industry, ensuring a comprehensive understanding of key concepts. While we do offer makeovers with industry experts, our emphasis is on equipping you with the skills and strategies needed to maximize your earning potential and ascend to the pinnacle of your career. Our interactive and intensive approach ensures that you not only gain valuable insights but also practical experience to thrive in the competitive makeup landscape. Join us and embark on a transformative journey toward success.
Are the courses certified or accredited?
The Beauty Industry Approval Accrediation and International Center, based in the UK, epitomizes excellence in the beauty sector. In a landscape characterized by intense competition, distinguishing oneself is not merely advantageous but essential. It’s about more than just attracting clients; it’s about showcasing individual flair, pushing boundaries with innovative techniques, and delivering service that exceeds expectations. Through rigorous partner verification and the maintenance of a comprehensive database of certified students, the organization reinforces credibility and trustworthiness. This not only benefits individual professionals but also elevates the entire industry, fostering a community of like-minded individuals committed to upholding the highest standards of quality and integrity, with the added assurance of easy access to verified information through the database
Embracing All Tone of Women Ltd Company Registration No: 10045401
