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Conversations with Leiah Scheibel

Today we’d like to introduce you to Leiah Scheibel.

Leiah, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started working in cosmetics when I was 17 at Dillards, Paradise Valley mall. I had zero experience, and in like most industries, you can’t work in cosmetics if you don’t have cosmetic experience. What I did have, was a passion for makeup, charisma, and insane persistence. The department manager and I hit it off immediately. She allowed me to work for Tommy Hilfiger cosmetics, which is no longer around. The colors were all very bright and incredibly loud. The only makeup I did was for young girls who knew no better and let me hone my craft. 6 months later, I was transferred to Lancôme, where I developed a passion for making women feel like their most beautiful selves. With frequent line and product training, my skill set proliferated. Years later, I moved to Bobbi Brown cosmetics at Nordstrom and was personally trained by the beauty guru herself.

After many years as a regional makeup artist for various luxury brands, I was approached to open a brick-and-mortar makeup studio, the first of its kind in Arizona. Before opening, many things had to happen; my business partner and I had to change the legislation surrounding makeup artistry within the existing salon industry. After passing our bill SB1320, we opened a makeup studio. It was trendy. After several years working in the business, I decided it was time to go solo. I was launching my brand, Leiah Scheibel, LLC. This move allowed me to make significantly more money and spend more time with my son and family. Now I fill my time taking 1:1 makeup clients, clients for personal appearances and media, commercials, and working as a traveling makeup artist. During the pandemic, as a nonessential worker, I had to figure out how to help my clients look their best for their big days without being able to touch them. At this time, I launched several virtual downloadable courses teaching my clients how to do specific looks for certain occasions. Most recently, I launched a course for anyone in the cosmetic industry on the business of beauty. This course focuses solely on launching and scaling your beauty business with additional 1:1 beauty business coaching.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
As an entrepreneur, I feel it’s never a smooth road. The entrepreneurial journey looks more like a roller coaster. Working in the department store cosmetic industry, desiring an artistry position not behind the counter was difficult. Those positions only come about very few, and far between when they do, the brand usually has a successor in mind. But I stayed consistent with loyalty to my brands and interviewed for every available position; every no was closer to a yes. I had to realize that no, I just meant not right now. After many years of persistence, I secured a regional makeup artistry position. That journey helped to develop the tenacity I would need as an entrepreneur. That tenacity lent to changing Arizona law to open our business the way we wanted it to. That tenacity gets you through the no-gain days and months.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As a makeup artist, I am known for listening to my clients. My expertise lies in tailoring a client’s desired look to their comfort level while completing the look quickly. I cultivate looks that clients desire while keeping in mind their level of comfort. Often, clients want to try something new and bold. Most makeup artists will deliver an exact look. Almost always, that look is too bold for the client. Then they must start over or change several features of the look resulting in a frustrated client, a frustrated artist, and a service that extended excessively longer than it should have.

My niche is beauty makeup. Makeup that enhances the clients already gorgeous features while simultaneously hiding features she does not like. My makeup applications always look like skin, not the makeup. My goal is that the client seems like the very best version of herself and no one else.


  • On location Makeup Application $120
  • On location Makeup + Hair $200
  • 1:1 In Person Makeup Lesson $200
  • Teen Beauty Downloadable Course $30
  • The Business of Beauty Course $300

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