RAISING THE BAR
MAKEUP STORE SETTLES INTO NEW LOCATION WITH HIGH EXPECTATIONS
Three decades into her career as an aesthetician and makeup artist, Alex Mendez-Kelley said she’s re-energized and more excited than she’s been in a while.
She points to The MakeUp Bar’s recent move to a new location, a smaller space just a few doors south in the same Wilshire Village shopping center. It’s light and bright, modern and streamlined with most of the same beauty brands and products customers have come to expect, along with a few new ones.
She’s researching clean beauty, those products created without toxic ingredients and made with health and environment in mind, as well as seeking out more niche and independent beauty companies.
And as a longtime local business owner, Mendez-Kelley is using her voice for all small businesses. Shopping at one just once a month helps, she said.
The MakeUp Bar has undergone several transitions. Twenty-plus years ago while she was at Classic Salon, Mendez-Kelley would tell clients to check out the new colors at the counter or makeup bar.
“That’s where the concept of The MakeUp Bar came from,” she said.
The first bricks-andmortar store opened more than 16 years ago in Wilshire Village. It initially offered retail but no skin care services, but later a facial room was added in a store room.
Then came an opportunity to expand even more, and it became the only store of its kind in Oklahoma. It’s still the only independently owned beauty boutique and spa in the state of Oklahoma, Mendez-Kelley said.
“We had a great time in 5,500 square feet of space with seven treatment rooms, and then the economy took a hit in 2009 so things quickly changed,” she said. Companies that were offering a slew of products in multiple formulations, scents and colors immediately downsized.
The MakeUp Bar had a lot of space for a lot of
products that were no longer available, so the store trimmed its size to a more manageable 3,100 square feet. Not only did it survive the economic downturn, it saw continued success.
More recently another opportunity came along, this time to downsize in the shopping center and make room for a new retailer. It wasn’t expected, but after much thought, she and husband Joe decided to go for it.
Mendez-Kelley said she has enjoyed every stage of The MakeUp Bar’s existence.
Lately she’s been looking ahead.
“I’m getting older, and I may not be at this forever,” she said.
Realistically, she thinks she’ll probably be able to provide great service at a top-notch level for the next 10 to 15 years.
She said she’s embracing that idea a little bit, but right now she feels like she’s at the top of the hill and can see the lights in the valley below.
“I’m in no hurry. I’ve got the brakes on. I’m in no hurry to get to that valley, but I need to think about the future. And I’m in a position mentally, emotionally to keep pushing really hard when our market, cosmetics and beauty market, has changed dramatically in the last 24 to 36 months.”
‘Taking a chance’
Mendez-Kelley said there’s a real push and pull between corporate and independent companies. She’s seeing more and more lines pick a theme and stay with it. Maybe they do glycolic well. Or frosted lipstick. And it’s all they do. New companies are perfecting their specialty or getting their start in a kitchen, garage or living room.
She likes that ingenuity and the stories that come from it.
“There are a lot of things that have really changed, and I have decided to change with the times and to embrace my age, where I am in my career, where I am in my business ownership,” she said.
And there’s something about the new store that lifts her up every time she walks in. It’s open, light, airy and modern with lots of glass yet it has a cozy feel, she said. She spends much of her time in a dark room with one other person. She likes cozy.
“I think I’m also just so excited because so many things are happening in the beauty business,” she said.
As an aesthetician, she’s been upping her game, adding new applications and incorporating them into facials.
She said she’s always prided herself on continuing education, learning about new products and advances in all areas of skin care and cosmetics. As a makeup artist, she’s intrigued with all the advances in natural and clean makeup.
“It has jumped by leaps and bounds, she said. “Small niche companies are doing really exciting things in cosmetics. Here I am nearing my 50s, and I’m just as excited or more excited about my business as I was as a 15-year-old girl walking into Creme de la Creme thinking ‘I want to work here.’”
She said most people have highs and lows in their business, but there’s always something new happening in beauty. It’s never boring.
She continues to seek out new brands or ones not available here and becomes one of their biggest cheerleaders. Girlactik offered just glitter when she first started carrying the brand. The Balm only had eight lip plumpers. Lipstick Queen had 20 lipsticks, 10 matte and 10 sheer, all same colors. Now all have much expanded stock.
“I love finding these lines,” she said, adding she has forged some lasting relationships in the business.
“Even though the nature of the beauty business has changed, I think that a good rapport and a good reputation and just decency in business has not changed. Those are the things that are always constant. And my two business philosophies are if you’re good to me, I’m good to you and the sun shines for a lot of people, and there’s no reason we can’t all have a little bit of sunshine. I don’t like to step on other people’s toes, and that challenges me to seek out these companies that others have not heard about.”
There’s a trust level and authenticity that comes through in niche lines that sometimes isn’t apparent when dealing with a big corporation where polices and sales people change often. Not that she’s against the big companies. She’s been carrying Bumble and Bumble, Kiehl’s and Caudalie for years and years. “I’m not going anywhere if they’re not going anywhere.”
The relationships are just different. But she’s getting back to her roots a little bit by actively seeking out those small, often unheard of lines.
Mendez-Kelley said she’s always enjoyed being the first in the city to introduce a new line or product. “I think if a company is willing to take a risk on me, a little place in Oklahoma City, far from all the big hubs of everything, I’m willing to take a chance on you.”
And she loves to hear their stories.
“For me, the story and taking a chance on people, that’s always kind of been my thing.”
Speaking of taking chances, one other factor igniting Mendez-Kelley’s enthusiasm is willingness to be more vocal about supporting small business.
“I know everyone thinks about it and says oh I should do that more, but think small. If you bought one thing from The MakeUp Bar a month, that helps our local economy so much. Or buy bread once a month from Big Sky, underwear twice from Lingerie Store. Get your birthday cards from Chirps and Cheers. Those small changes make huge impacts.
Take the time to get to your neighborhood stores, (meet) the owners. They have wonderful stories and histories and entrepreneurial spirit.
And I bet, in the end, your shopping experiences will be better, more personal and with better personal service. Thank you.”