Helping her clients embrace what makes them unique, Taylor Childs, owner of Artistry by Taylor, uses makeup to enhance confidence, individuality and natural beauty.
Founded in 2017 in Shenandoah County, Childs’ makeup studio provides professional services for brides, pageant participants and anyone preparing for a special event.
Childs, who competed in beauty pageants for more than 10 years, said she began to recognize the financial freedom that came with entrepreneurship while competing in pageants at the local, state and national levels.
“At first, it was about that financial freedom/motivation,” she admitted. “But quickly evolved into realizing that I could make people look pretty, feel good and do something different every single day of the week — no day at the job was ever the same.”
Bridal
For Childs, being the first vendor the bride sees on the wedding day means more than just make-up, it’s about sharing in the excitement and special moments leading up to the ceremony, such as the bridal party enjoying Chick-fil-A or laughing together as they prepare to walk down the aisle.
“It sets the tone for the entire wedding day,” she said “And that there’s really not a vendor that spends more one-on-one time with the bride and bridal party than the hair and make-up artist.”
Already booking into late 2027, Childs encourages her brides to think ahead, adding that the booking window is usually 12 to 18 months in advance.
The booking process begins with an email, detailing her policies, cost per service, payments and any additional fees for accommodations such as travel, hotel or mileage — depending on distance.
One key part of the process, Childs said, is what she calls a “trial,” which allows her to get to know the bride and build a strong rapport. She noted that brides are often more open and honest during these sessions, helping her ensure the wedding day runs as smoothly as possible.
“It’s an opportunity to not only do hair and make-up, but also learn about them, their wedding planning process, what or who in their life has been challenging, what the vibe has been for planning. Basically, so I can do my best on that day of stressors or alleviate the stressors.”
Trends
“There’s so much AI in the world of inspo photos right now,” Childs said, adding that everything that looks real isn’t and vice versa.
“I think communication and transparency (are) huge,” she said.
Childs, who does follow the trends, said coming into spring, brides are requesting the “no make-up, make-up look,” a style that comes with its own unique challenges.
“It’s just softer tones,” she said. “It’s definitely still a heavy amount of makeup. And probably more than what your average person would wear every day.”
Other trends Child mentioned include pink, rosy cheeks, fluttered natural eyelashes and soft eyebrows.
“No crazy filled eyebrows,” she said with a chuckle. “We’re getting away from all that.”
Childs said the products she works with are good with most skin types. If needed, she makes adjustments to skin prep before make-up application.
“In this industry, you have to be adaptable,” she said, pointing out that her entire algorithm on her phone and social media is made up of makeup trends that are coming out now.
Not afraid to try something new, Childs said she often tries newer trends on herself or a friend.
Trends, she added, are determined by social media.
“The power of social media determines everything,” she mentioned.
“I would say that 80 percent of brides are definitely super current on Instagram and TikTok, looking up reels of people that just got married. The Pinterest brides are usually photos that are a little bit older, I would say more timeless, even a little dated in some cases.”
Education
Childs emphasized the importance of staying up to date with trends and continuing education, noting, “It’s our job to know, invest and learn. The more you know, the better you are. I like to learn. I love to try new things.”
Looking ahead, Childs said growth is key to her continued success.
“The more we book, the happier we are,” she explained, adding that she’s a staff of one, but has a team of five assistants when needed. “I anticipate adding more services if we find them and find that we’re good at them.”
Such as hair extension rentals, which can be expensive for brides who only need them for a single event.
“The bulk of inspo pictures on the internet right now are heads full of extensions, and that can be a hard conversation because they have this false expectation of what their hair can look like without understanding that there are two full packs of hair in there.”
By finding ways to save on services like hair and makeup, brides can redirect their budget toward other special touches that make their wedding day even more memorable.
“Working with Artistry by Taylor is a full-circle experience,” Childs said. “From the time you inquired to when the wedding day is over, we’re constantly in communication, bouncing ideas off one another. We’re becoming friends, to make sure that every aspect, from skin health to spray tans to lashes, hair and make-up, is exactly what you envision it to be.”
To learn more about Artistry by Taylor, visit: www.artistrybytaylor.com
