The Makeup Show, when hundreds of brands from all over the world flock to the Metropolitan Pavillion in Chelsea to show off their wares, is always a beauty highlight of the year. Of course the larger, established brands, like Rare Beauty, Danessa Myricks Beauty, INGLOT, Blend Bunny Cosmetics, Depot Chopra, LYS Beauty, Kryolan Professional Make-Up, and Pat McGrath Lab, receive top billing and garner most of the buzz – but it’s the smaller, indie, and up-and-coming brands and their founders who I find profoundly inspiring.
The lion’s share of these mostly female entrepreneurs are beauty mavens who chose a hard pivot in their lives and invested everything in pursuit of a dream. Whether just starting out or later in life, as noted in this survey of The Makeup Show 2024 – The Beauty of Diversity and the Diversity of Beauty, the wide swath of makeup artists, hair dressers, housewives, and corporate professionals eager to share their beauty hacks exemplify the diversity and tenacity of female entrepreneurship.
At The Makeup Show 2025, I chatted with a new cohort of female founders who have innovated enhancements for our most common beauty obsessions – brows, lashes, and hair – while navigating the challenges and triumphs of entrepreneurship in the beauty biz. The Female Entrepreneurs behind Ambroise, Amanda Rustmann Brows, and Lobo Lashes discuss the lessons learned from running female-founded business in this challenging economy.
Mini Q&A with Amanda Rustmann of Amanda Rustmann Brows
“Good Brows. Good Mood. Good Day.”
-Amanda Rustmann
Makeup is subjective and varied – so many looks, textures and colors to choose from as well aesthetics, whether heavy contouring or clean girl vs. glam girl looks, but the one steady, the one constant foundation in a well maquillaged face are the brows. They are key to the basic architecture and angles of our bone structure.
After embracing the 90’s ultra thin brow trend too seriously, Amanda Rustmann dove deep into artistic representations and the trigonometry of brows to crack the code to the optimal shape for any face. After becoming the “brow guru” of Tampa, Rustmann launched her own line. The bestselling Brows on Board Kit includes a Jet Set Brow Powder Duo for either blondes, brunettes, or redheads, a double-edged Travel Arch Brow Brush brush, and Clear Skies Laminating Brow Gel.
1. What’s your favorite aspect of The Makeup Show? How does it differ from other events or venues like this for beauty brands?
This was my first time at The Makeup Show, and it felt like walking into the ultimate beauty bestie reunion—whether you knew people beforehand or not! The energy was electric, and everyone—makeup artists, fellow founders, longtime pros—was open, kind, and genuinely excited to connect. I left feeling like I was part of something bigger than just business. Unlike some trade shows that can feel like a hustle, this one felt like a creative road trip with your dream team. It’s collaborative, supportive, and full of heart. Think of it as the Sedona Red of beauty events: grounded, warm, and totally inspiring.
2. As an entrepreneur, how are you navigating the tariffs, supply-chain issues, and inflation that may arise as a result?
Let’s just say it’s been less “easy breezy girls trip” and more “unexpected layover with no Wi-Fi.” But thankfully, I have a rockstar team, and we’ve gotten good at pivoting without sacrificing quality. We treat every hurdle like turbulence: adjust the plan, keep calm, and land smoothly. I stay focused on delivering the experience our customers love—even if it means quietly rearranging some things behind the scenes. It’s all about being scrappy, smart, and staying grounded in the vision—just like planning a trip and making magic happen even when your suitcase goes missing!
3. What’s the most valuable bit of advice you were given or lesson you learned as an entrepreneur in the beautysphere?
That staying true to yourself is your biggest beauty superpower. As a boutique brand, it can be tempting to chase trends or scale fast. But I’ve learned to embrace the slow build. I believe when your products are personal—like ours, inspired by real girls’ trips and real beauty routines—growth finds its way naturally. I’ll take authenticity over flash any day. It’s like your favorite travel bag: it doesn’t have to be the biggest or trendiest, it just has to work every single time.
4. Which brow looks or trends really stood out this year?
Let’s talk brows and ballgowns! The Met Gala theme this year—“The Garden of Time”—was all about drama and elegance, and the brows followed suit. I loved the gender-blurring looks and dandy-inspired glam, but let’s be honest: not all of us can—or should—rock the barely-there 1920s skinny brow.
I barely survived the 90s pencil-thin phase (RIP to my old arches), and spoiler alert: some hairs never made a comeback. So my advice? Don’t pluck your future away. Instead, embrace your natural shape and play with balance. A modern hybrid is my go-to: defined underneath, soft and feathery on top. Think Nash Blonde on a night out in NYC—polished but playful.
And remember, brows should travel with you—not just follow the crowd.
Mini Q&A with Amanda Ambroise of Ambroise
“Let your hair tell a story.”
– Amanda Ambroise
One of the hottest new beauty categories in the last few years is hair fragrance. While both hair and fragrance brands are churning out scented mists to double as hair finishing sprays Ambroise was one of the first brands to specialize in this hybrid. Originally designed as a nourishing yet refreshing argan oil-rich product layer for women with 3B textured hair in a single vanilla caramel scented spray, veteran NYC hair stylist Amanda Ambroise has since expanded Ambroise to include 4 profiles, including Aura, the latest launch with notes of amber and rose.
1. What’s your favorite aspect of The Makeup Show? How does it differ from other events/ venues like this for beauty brands?
My favorite part of the makeup show is the sense of community. Even though it’s a large event, it still feels like a space where genuine connections and meaningful conversations can happen.
2. As an entrepreneur, how are you navigating the tariffs and the supply-chain issues and inflation that may arise as a result?
Luckily, I manufacture here in the U.S., but some of my supplies—like bottles and packaging—are sourced from China. So far, I haven’t been directly impacted since I placed a large order before the tariff increases, but I have noticed a dip in online sales.
For now, I’ve chosen to absorb any extra costs in the hope that things will stabilize soon. That said, I’m keeping a close eye on the numbers and will make adjustments as needed to stay sustainable.
3. What’s the most valuable bit of advice you were given or lesson you learned as an entrepreneur in the beautysphere?
One of the most valuable lessons I’ve learned as an entrepreneur in the beauty space is to stay rooted in your “why.” Trends will come and go, challenges will arise, but staying connected to your mission and the reason you started keeps you grounded and guides every decision with purpose.
Mini Q&A with Lauren Lobo of Lobo Lashes
“Let your lashes do the howling.”
– Lauren Lobo
The faux lash trend of the last decade has endured the test of time and shows no signs of going anywhere. With the ascendancy of the baddie style in addition to classical and glam looks, there are more than a few lash styles for all tastes and lifestyles – all of which Lobo Lashes has covered. The glue-on collection includes a myriad of 3D styles up to 25mm long, like Cleveland and costume-friendly colored options like Red Hot.
Where Lobo Lashes really carves out its own space is with its unique approach to magnetic lashes favored by those allergic to lash glue and in search of ultra secure, long-lasting faux lash application.
Similar to clip-in hair extensions, the mink and faux mink magnetic lashes use the water, wind and lift resistant lash anchor method and last up to 90 uses. Lobo offers several tutorials and even coaching sessions for newbies to master the application that looks intuitive in Lobo’s hands.
1. What’s your favorite aspect of The Makeup Show? How does it differ from other events/ venues like this for beauty brands?
My favorite aspect of The Makeup Show is that it creates a fun, inclusive, and safe space for makeup lovers of all backgrounds to come together and celebrate beauty. What sets it apart is the access to real education and insight from top professionals in the industry, which makes it both entertaining and empowering.
2. As an entrepreneur, how are you navigating the tariffs and the supply-chain issues and inflation that may arise as a result?
When navigating tariffs, inflation, and supply-chain issues, I start by grounding myself with a deep breath and remembering I’m not alone in these challenges. I stay informed, lean on my community, and double down on tracking my own numbers to ensure I’m making informed, sustainable business decisions.
3. What’s the most valuable bit of advice you were given or lesson you learned as an entrepreneur in the beautysphere?
The best advice I’ve received is simple but powerful: don’t give up—you belong. There’s space for you in the beauty industry if you’re passionate about solving real problems and helping people feel confident in their own skin.
The Makeup Show NYC 2026 will take place May 3-4, 2026 at the Metropolitan Pavilion. Get your tickets for the Beauty Experience of 2026 now.
