A trend is a general direction in which something is developing or changing. Makeup artistry is innovative and transformational. As you walk through each decade in the 20^th Century, you can pinpoint an iconic style that describes that era. Think of the 1920s flappers, 1960s hippies, ‘80s neon art deco, and ‘90s grunge. Each is very different from the next. The looks come and go in waves, but continuously evolve into a new trend as time passes by.

In the beauty industry, trends can become viral overnight and take off very quickly. They can be something as simple as a particular color, a “look” (like bushy eyebrows or glitter lips), or even a corky application technique. With such a saturated marketplace, it is important to stay ahead of the trends and anticipate any client questions that may come your way.

Online trendsetters in the makeup world are typically beauty vloggers and digital influencers that plaster their content across multiple platforms. Highly engaged personalities promote popular looks and generate buzz amongst the market. Some of their inspiration may be derived from personal style, but they generally pull from the fashion world. European runways introduce seasonal trends twice a year and push new boundaries when it comes to beauty.

Your news feed is your life line as to what is trending. Be sure to allot time in your schedule to get caught up on current events, research new products, and expand your network. Keep an eye on competitors to see what they are focusing on, subscribe to industry publications, and utilize search engine optimization (SEO) keywords. To capitalize on the service opportunity, you have to act quickly, since it can be time-sensitive.

Being a leader in any industry requires being at the top of your game. Never stop learning, exploring, or growing. To stay ahead of the curve in the beauty industry, enlist yourself with a digital forum and build a powerful network. Surround yourself with people that continuously push you toward your goals and strive to be the best version of yourself and your brand. Ask questions, listen to feedback, and embrace change.

International makeup artists and content pioneers set the stage for what people strive to emulate. Though some trends may not be the most wearable, approachable, or easy to achieve looks, clients will ask you about them. They will ask you to recreate looks and ask for product suggestions that can help them achieve the same result. You will inevitably get client questions asking about what the current trends are and you don’t want to be caught empty-handed. Prepare yourself. Properly educate yourself on what’s trending in the marketplace and know what sells. The rapid pace of the beauty industry is exciting and full of surprises, but you have to stay engaged.

Amanda Azar Walsh, L.M.E., is a published makeup artist, medical aesthetician, and body wrapper based in south Florida. She is the founder and executive artist of Azar Beauty, makeup artistry instructor at Cortiva Institute, and lead artist for NewsmaxTV, Pelican Grand’s Pure Spa, and St. Andrews Country Club. Walsh has a degree in business management from Florida Atlantic University and diplomas in fashion makeup from Cosmix School of Makeup Artistry and paramedical aesthetics from Southeastern College and is dual-licensed and holds over 40 certifications. Walsh is a member of the National Association of Professional Businesswomen, National Aesthetic Spa Network, Look Good Feel Better, and a RAW Artist alumni.