Kat Lashley Sterrett's Inspiring Journey

Kat Lashley Sterrett, a distinguished production makeup and hair artist, shared her fascinating career trajectory, offering invaluable insights for aspiring artists and anyone considering a bold career pivot. Her story is one of passion, perseverance, and strategic self-marketing.

A Pivotal Shift: Finding Passion Beyond the Clinic

Kat's journey didn't start with brushes and palettes. Initially, she was pursuing coursework to become a physician's assistant, working in the restaurant industry, and raising two young children. However, as she looked at the demanding rotations for a PA, she began to question if it was truly what she wanted to do, especially given the time it would take away from her family. She realized her curiosity leaned more towards anatomy and physiology than the desire to treat patients.

At around 26 or 27, Kat made a significant decision, moving to Oregon with her children for a "reset". She realized that if she was going to spend most of her time working, she wanted it to be doing something she was passionate about – makeup. She had always aspired to do makeup, practicing on her mom and cousins from a young age, inspired by the glamorous looks of 80s soap operas like Dynasty and Dallas.

Breaking into the Industry: MAC, Estee Lauder, and a Taste of Freelance

Her first goal was to work for MAC Cosmetics, which was in its "Heyday" in the late '90s and early 2000s. Despite multiple attempts, she couldn't secure an interview due to a lack of retail makeup experience and the scarcity of positions. This led her to work for Estee Lauder in Oregon to gain the necessary retail experience. Upon returning to Indianapolis, a MAC manager, aware of her previous attempts, approached her, and she was hired. Kat worked for MAC from 1999 until late 2004, gaining crucial experience.

During her time at MAC, Kat's retail manager often sent her to events, where she did makeup for artists like Missy Elliot and Rihanna early in their careers. An opportunity arose for a photo shoot at a local hospital, which her manager passed on to her. This experience, despite her initial unfamiliarity with "lifestyle" or "commercial" makeup, was a revelation. The day rate for the shoot was significantly more than her weekly salary as a MAC manager, making her realize the potential of freelancing. "If I work like one to two jobs or this many days a week then I'm making money for myself and not making this company like all this money," she thought.

Strategic Marketing and the Power of Persistence

This "taste" of freelancing propelled her to seek out more opportunities. She started by cold-calling photographers, a brave move given she had "no business card," "no website," and "no portfolio". She used the ASMP (American Society of Media Photographers) as a resource to find photographers, even recalling using dial-up internet on her Dell computer to connect.

One photographer eventually agreed to meet her, and while he didn't hire her, he referred her to three other professionals, including a creative director who worked for Simon Malls and high-end boutiques. From that moment, Kat dedicated herself to freelancing.

When she moved to Philadelphia 13 years ago, she had to rebuild her client base. She approached it with a clear marketing plan:

• Creating "mini portfolios" or books and sending them out.

• Cold emails and follow-ups.

• Networking and attending events.

• Targeting specific types of photographers (e.g., commercial) and brands (like Anthropologie).

Her persistence paid off. She sent emails and books to Anthropologie's studio, but heard nothing. So, she picked up the phone and called the studio manager, which led to her getting in with "eCom clients" at a lower rate, but providing invaluable experience and connections. Kat emphasizes the importance of "constantly like building relationships".

Mastering Both Hair and Makeup: A Modern Necessity

Kat almost always does hair on set, a skill she largely had to learn when she moved to Philly. She honed her hair skills by assisting a New York artist for several years, who was part of Pat McGrath's team, and by attending hair workshops for makeup artists. She also learned through keen observation of hair teams on set and working with amazing hair stylists.

She strongly believes that aspiring artists today need to master both hair and makeup. "I think it's really hard to only do one right now," she states, noting that clients often aren't willing to pay for two separate artists.

The Qualities of a Top-Tier Makeup Artist

When asked about the qualities of a good makeup artist, Kat offered candid and practical advice:

• Be good and fast: For e-commerce shoots, she aims for makeup in 20-30 minutes and both hair and makeup in 45 minutes to an hour.

• Be on time and present on set.

• Be a good listener: This is paramount, especially in interpreting a client's vision or understanding a real person's comfort level with makeup. She suggests, "Can you show me a picture?" to clarify expectations.

• Communicate effectively: If more time is needed due to a breakout or wet hair, communicate it.

• Professionalism in business: Kat emphasizes the importance of managing invoicing and follow-ups directly. Her advice on chasing payments: "Don't say sorry... just like be direct: 'Hi, I'm contacting you on invoice like 341, please confirm it will be mailed by the end of day'".

While she specializes in beauty, jewelry, apparel, and lifestyle shoots, Kat also takes on commercial healthcare and pharmaceutical work. Her only "hard no" is film, due to long hours, but she still loves doing bridal makeup, though she no longer actively solicits those services.

Looking Ahead and Advice for Newcomers

At 51, Kat is contemplating a pivot towards her long-term goal of greater service to women in need through a nonprofit, seeing her makeup career potentially phasing out. She noted that while being a makeup artist offers security, the lack of traditional benefits influenced her desire to pivot.

For those just starting out, Kat's core advice is clear:

1. Assist as many artists as possible: "I think assisting and assisting a lot of people and like being on a lot as many sets and environments as you can possibly be on and until you feel confident enough to start taking your own clients".

2. Be ethical: Respect boundaries and other artists' work.

3. Focus on self-improvement and positive energy: "You can look to people for inspiration... take that energy and channel it into sending an email to a client, following up with a client, booking a test shoot".

Kat's story is a testament to the fact that with dedication, a clear vision, and a strong work ethic, a fulfilling career in the dynamic world of production makeup and hair artistry is achievable. Her journey highlights that sometimes the most unexpected paths lead to the greatest successes.