With a Midwestern sensibility and a passion for all things gorgeous, Sonia Kashuk is a true innovator in the beauty space. Beginning her career as a celebrity makeup artist, she forged strong bonds with top models, photographers, designers, and editors, building a foundation for what would follow—her namesake brand. Today, Kashuk is best known for pushing boundaries and elevating the mass-beauty aisle by creating luxurious, effective products that are accessible to every woman, everywhere. —Kate Steen
Name: Sonia Kashuk
Occupation: Makeup artist and founder of the eponymous beauty line, Sonia Kashuk, sold exclusively at Target
Her work ethic: “Completely absorbed and engaged and excessive.”
“Aha” moment: “It wasn’t until I spent time walking up and down the beauty aisles of Target—I was actually there with Cindy Crawford promoting the book that we co-authored together—that I realized how overwhelming [mass beauty was]. If I’m a makeup artist and I find it completely overwhelming, [then] what does the average woman feel like?”
Her key to success: “I went into this with such a passion for [filling] a void, while also making sure I was combining quality, style, and accessibility for the brand.”
Feeling inspired: “I love design, and I travel a lot. I think that’s super important. And color lights up my world—I like interesting combinations– It’s a gut instinct.”
Her happy place: Roxbury, Connecticut. “I’m blessed and lucky to have a home in the countryside, which I would say has probably been my saving grace through the years. It’s accessible, super peaceful, and Zen-like … you’ve got to be able to walk away from [New York] and refuel.”
Must-haves: Theater and travel. “I find live theater to be just incredible. What these actors can do night after night—talk about perseverance. And travel is a huge part of making me feel full and putting gas in the tank, as well.”
Indulgence: “Facials, especially as I get older. It’s something I do monthly; it’s on my calendar. It [may seem] excessive, but the one thing that’s so important to me is taking care of my skin.”
Her definition of beauty: “The purity of being you. To me, the ultimate in beauty is when I see a face that has character, without makeup … just the pure, raw, fantastic face that tells a story and is warm and welcoming. There’s nothing more beautiful than a face.”