Meet Diane Aiello

Today we’d like to introduce you to Diane Aiello.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Even as a small child, I was enamored with anything glamorous. It wasn’t uncommon for me to be found playing in my Mom’s “Avon lady” makeup kit or burying my head in magazines for hours. Being a makeup artist for editorials, ad campaigns or commercials, etc wasn’t as common back then, so I went to college and studied my other interest Criminology. Simultaneously, I worked in a salon and eventually decided to go to beauty school. This was pre-internet so googling, social media and YouTube weren’t an option for learning or networking. It was a long road. I made tons of mistakes but wasn’t afraid to take risks. I often put myself in a sink or swim position but the struggles always strengthened my resolve and taught me so much.

I’m a “learner” and “activator” personality, so always stretching myself and solving problems. This trait led me to being a fashion and beauty editor for two luxury publications, owning a luxury beauty boutique and skincare spa where the mission was to provide a level of customer care and unique brands that were missing from other retailers.

I started the first “on location” beauty team in this market once I saw clients needs evolving.  Then about nine years ago after hearing artists and creatives struggling to get from the salon, makeup counter or other jobs into full-time makeup, photography or styling, I launched My Beauty Muse a coaching business with one on one or group coaching and online courses. I teach the tools and strategies to help artists and creatives align with their purpose, create businesses without compromise, attract the clients they want and reach goals faster while build thriving careers.

Being on photoshoot and commercial sets is my absolute happy place. Aside from the creative work, people underestimate the impact you can have with each person. You never know what others are going through and you can be that person that pours into their life in a way that uplifts or pivots where they are at in that moment.

I want people in my makeup chair to love the way they look – but even more, I want people to get up feeling better and more confident about who they are, their own gifts and how they show up in the world.

My mantra and my movement – I’m impacting lives with love, success and lip gloss!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Struggle comes with the territory, and I’m grateful for that. It took me years to quit my job and go 100% freelance.

I was that girl who sold her clothes to resale stores, ate mostly ramen and peanut butter sandwiches and worked full time and part-time jobs to make ends meet while doing the makeup side hustle. At one point I moved back to New York with no savings and no connections and lived in a tiny apartment with three other people because I knew that if I didn’t shake things up, I would never grow or stand out.

Often times people think once you are established, there won’t be any more struggles, but the hustle and the struggle never ends. Even as an established artist with decades of experience, I still have seasons of struggle. For instance, I’ve had a regular monthly catalog, lifestyle or editorial clients for years, and one day they go in a different direction because they are working in a new city, with a new ad agency or a new photographer and poof they are gone. It can be any number of reasons. Having success doesn’t guarantee future success- you always have to work at it.

I’ve had major ups like working with supermodels and major downs like losing everything in the recession after my beauty boutique closed. Both the good and bad have confirmed to me that the most important thing is how you are showing up in the world and how you are serving others. Who wants to work with people that drag them down and suck the life out of them – not me, or anyone else.

Tell us about your work – what should we know?
My main gig for over three decades is makeup + hair for editorials, beauty campaigns, lifestyle, runway, commercials and celebrities. Though I work with all types of clients, I think people know me for modern, fresh beauty with an edge. I’m not trying to reengineer a person’s face but rather enhance what exists.

I feel the most proud that with everything I’ve done, and every business whether my freelance makeup career, my team Glam Lounge Artists, my coaching business My Beauty Muse or even my recent book on clarifying the purpose for your life called Goals That Matter that I strive for excellence and professionalism. And that’s what I teach my team and my students. There’s an idea that getting it done is more important than doing it perfectly, but I think getting it done with excellence is the goal.

We each bring something unique to the table and for me, that’s understanding what people need and having the experience and knowledge to provide that.

What’s your outlook for the industry over the next 5-10 years?
Technology has changed the industry so much. The way people create, connect and learn is so different than it was even ten years ago. It’s amazing in many ways, but also removes the barrier to entry and then clients feel they can pay an inexperienced person less, which in turn drives down rates and budgets across the board.

I applaud the brands and companies that prioritize craft and experience and I hope there is a shift back to that. I’m also seeing alot of younger photographers shooting film again and I hope it’s part of the photography landscape going forward.

Also, Instagram is doing beta testing to remove the number of likes posted, hopefully, that returns the focus onto people posting what they truly care about and love as opposed to posting for numbers.

Contact Info:

• Website: https://www.dianeaiello.com
• Email: [email protected]
• Instagram: https://www.instagram.com/diane_aiello/
• Facebook: https://www.facebook.com/DianeAielloMakeupandHair
• Other: https://www.instagram.com/withsuccessloveandlipgloss

Image Credit:
photo 1 Erica Honing Ford /RBA, LA Models, Next Miami, Industry NY photography by Ocean
photo 2 Maddie Welsh, Agency AZ photography by Kailas Michael styling Tess Van Ness
photo 3 Jenny Watwood Industry LA, MP Managment by Josue Orozco
photo 4 Georgie Sladen Two Women Management LA by Fidel Gonzalez, Nails by Shirley Ann for Xiox Magazine
photo 5 Katie Heffron Agency AZ photography by Daniel Lehenbauer Wardrobe Styling Kristianne Young for Xiox Magazine

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