Make-up artist Anita Sutherland building beauty brand
ANITA SUTHERLAND is aiming to help women showcase their uniqueness and provide a healthy make-up alternative. To achieve this, the make-up artiste has tapped into her inner talents and created her very own line of beauty products.
Six years in the making, Sutherland happily announced last year that she had fulfilled her dream of making stunning eyeshadow palettes and popping lippies. The chief executive officer of Ann Clarke & Company tells Living, “I wanted to expand my brand to provide solutions to women that are not only affordable but accentuates their appearance as they strive to show up as their best selves. These eyeshadows and lip colours provide a vegan option for the market, creating a high-quality finish upon application.”
After successfully matriculating to the Edna Manley College for the Visual and Performing Arts, her plan was to explore all the visual aspects of art. Unfortunately, due to lack of funding, she was unable to pursue her studies. But that didn’t stop the young adult from making her dreams come true.
One day, Sutherland decided to take a chance on another element of art and brushed her way into make-up artistry. Since then, the beauty therapist has spent the last decade specialising in corporate and bridal glow ups.
“As a creative, the rich pigments of a make-up palette excites me, and I appreciate the joy and satisfaction from my clients whenever they present their canvas, that is their face, for me to create flawless application and a pristine finish [for] their make-up looks,” she revealed. But this beauty entrepreneur wasted no time in taking her business one step further. As a local brand, the thought crossed her mind about how she could be looking out for the best interests of her clients. When it wasn’t the high mark up in cosmetic prices that would invariably increase her rates, there was the matter of health and the lasting effects that some of these products have on the skin. After doing extensive research and meeting with suppliers, she was able to create products that would address some of the issues on the market. Bringing those magical elements together, the vision for shimmering and statement-making eyeshadow and lippies became a beautiful reality.
“My matte lip kits, which highlight hues of red, pink, burgundy and purple, come with lipstick and a lip liner to really add definition to the shape that you’re looking for. My current eyeshadow palette consists of a 3.2 by 4.3 mirror that has 12 neutral shades or tones to the left of the mirror and 24 other colours on the other side of the palette. Opening like a book, the white matte finish of the palette unlocks a level of opulence like you’ve never seen before,” she explained.
This make-up line made its official debut on October 31 of last year and the reception so far, according to the beauty hit maker, has been remarkable. “I have since restocked and I am currently engaging with reputable businesses to distribute the products.”
Noting that high customs fees and charges have posed a real challenge for her as a local business owner who relies on other regions to develop products for resale, Sutherland is looking to explore other options that will mitigate these issues. “I believe in my brand and I want to ensure that I will always have products of superior quality to use on my clients, prospective clients and for other make-up artists to enjoy.”
Her hope, going forward, is to build on her already strong brand and make a global impact. “I want to continue being the brand that listens to the needs of my clients and exceeds their expectations through my brand pillars; fashion, beauty, and event consulting.”
For those looking to become game changers and create products of their own, Sutherland advises you to go for it. “Start by believing you can do this. Seek God for guidance and clarity. Write down your goals, conduct thorough research, become a walking billboard for your brand, and lastly, have an accountability partner to keep you on track to achieving your goals.”