Our Beauty Journey
From a small Edmonton studio to transforming how people discover their perfect makeup match – this is the story of Makeup-Expert
Where It All Began
Back in 2019, our founder Joshua was working as a freelance makeup artist in Edmonton when he noticed something troubling. Client after client would come to him frustrated – they'd spent hundreds on products that didn't work for their specific skin type, undertones, or lifestyle.
The beauty industry seemed to follow a one-size-fits-all approach, but Joshua knew from years of hands-on experience that every face tells a different story. Some clients had combination skin that changed with Alberta's harsh seasons, others struggled with sensitive reactions to common ingredients.
That's when the idea hit him during a particularly challenging consultation. What if there was a way to match people with products before they bought them? Not just based on color, but on their skin's actual needs, their daily routine, even their budget constraints.
He started small – really small. Just a notebook filled with detailed client profiles and product recommendations. But word spread quickly through Edmonton's tight-knit beauty community, and soon people were driving from Calgary and beyond for his personalized consultations.
What Drives Us Forward
Personalized Beauty
We believe your makeup routine should be as unique as you are. That's why we've developed specialized matching systems that consider your skin type, lifestyle, and personal preferences – not just what's trending.
Education First
Knowledge empowers confidence. We don't just sell products – we teach techniques, explain ingredients, and help you understand what works for your specific needs. Because informed choices lead to better results.
Inclusive Standards
Beauty has no boundaries. Our product curation spans all skin tones, types, and budgets. Whether you're dealing with acne, aging, sensitivity, or anything in between – we've got options that actually work.
Meet Our Team
The passionate individuals behind Makeup-Expert's mission to revolutionize personalized beauty
Joshua Hughes
Founder & Creative Director
With over 8 years in professional makeup artistry, Joshua has worked with diverse clients across Western Canada. His expertise in color theory and skin analysis forms the foundation of our personalized matching system. He holds certifications from the International Makeup Academy and regularly speaks at beauty industry conferences.
David Rodriguez
Head of Product Development
David brings 6 years of cosmetic chemistry experience to our team. Previously with a major Canadian beauty brand, he specializes in ingredient safety and formulation compatibility. His background helps ensure every product we recommend meets strict quality standards and works well with others in your routine.