Story & Lesson Highlights with Erika Staub of London Ontario

We’re looking forward to introducing you to Erika Staub. Check out our conversation below.

Hi Erika, thank you so much for taking time out of your busy day to share your story, experiences and insights with our readers. Let’s jump right in with an interesting one: What do you think is misunderstood about your business? 
One of the most misunderstood aspects of being an entrepreneur and makeup artist is that people often see it as simply applying makeup — a creative and fun job. In reality, it’s a highly technical and deeply professional field.

As a makeup artist and aesthetician, I’ve learned that true artistry extends far beyond the surface. It demands an understanding of emotional well-being, skin health, colour theory, and lighting. It’s also about recognizing how makeup performs in different environments — from live events to photography and film — and how each look helps tell a story or evoke emotion. Every design contributes to a larger narrative, and my goal is always to bring that vision to life in a way that feels personal, intentional, and empowering.

Another often-overlooked aspect of my work is the business and client care side. Running Liebe Beauty has shown me that our success relies just as much on communication, professionalism, and organization as it does on artistry. It’s about creating a calm, confident experience for clients during some of their most meaningful moments — ensuring they not only look their best but also feel supported and cared for throughout the process.

It’s a balance of artistry, science, and emotional connection — and that’s what makes this career so rewarding.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hello, I’m Erika Staub, the creative force behind Liebe Beauty — a collective of talented makeup artists and hairstylists built on the values of artistry, authenticity, and connection. With over a decade of experience as a professional makeup artist and seven years as a licensed aesthetician, I’ve honed the art of enhancing natural beauty while helping clients feel confident, comfortable, and truly seen.

What began as a solo dream has blossomed into a thriving team serving clients across Southwestern Ontario and beyond. Liebe Beauty is known for blending technical precision with emotional understanding, approaching every face as a canvas for storytelling — where makeup becomes not just a form of self-expression, but at times, a transformative experience.

A graduate of Elegance Schools Inc., and a Licensed Aesthetician, Certified Lash Technician, and Lash Lift & Brow Lamination Specialist, I remain deeply committed to education and innovation. As Liebe Beauty continues to grow, I’m also expanding my own journey into post-secondary education — mentoring the next generation of artists and inspiring them to lead with both skill and heart.

Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
Our grandmother, whom we lovingly called Oma, taught me the most about work and life. Oma survived the horrors of the concentration camps during World War II alongside her mother. She grew up in Molidorf (Molin), a small village in Yugoslavia, and in 1949 immigrated to Canada — carrying with her an unshakable spirit of strength and determination despite the unimaginable hardships she endured. There was no “quit” in my Oma — only the will to survive and rebuild.

Hearing her stories of perseverance taught me more than resilience; they taught me the value of hard work, discipline, and integrity. Through her example, I learned that success isn’t about shortcuts or luck — it’s about consistent effort, showing up fully, and seeing things through no matter the challenges.

Every project I take on, large or small, is influenced by her legacy. The perseverance, care, and dedication she embodied continues to guide how I lead my business and approach my artistry. My Oma has always been — and always will be — my greatest teacher and female role model.

What did suffering teach you that success never could?
Suffering has taught me the depth of resilience, patience, and perspective in a way success never could. When you endure hardship, you learn to adapt, persevere, and find strength in places and people you didn’t know existed. It teaches humility, empathy, and the value of hard work — lessons that can’t be replicated by accomplishments or accolades. Success can show you what is possible, but suffering shows you who you are and what you’re truly capable of enduring and overcoming. It also teaches you to cherish and be grateful for the good times, to celebrate milestones fully, and to never take success for granted. This mindset is one I apply to both my business and personal life, guiding how I approach challenges, opportunities, and growth.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Whose ideas do you rely on most that aren’t your own?
The ideas I rely on most that aren’t my own come from my incredible team at Liebe Beauty. Each artist brings their own creativity, perspective, and expertise, and I’ve learned that collaboration is where some of the most innovative and inspiring ideas emerge. Whether it’s product knowledge, techniques, photoshoot concepts, or approaches to client experience, I deeply value their input — it challenges me, expands our artistry, and ensures we consistently deliver work that’s fresh, thoughtful, and exceptional.

I see my role as guiding and supporting their talents while continuing to learn from their unique perspectives and skills every day.

Okay, so let’s keep going with one more question that means a lot to us: What do you understand deeply that most people don’t?
People have a natural instinct to present themselves in the best possible light — to always “look good,” even when vulnerability or imperfection is the point. Whether it’s event clients, commercial work, or actors portraying characters in film, there’s a strong drive to maintain a certain image and strive for perfection. I see this tendency in myself and in my business as well — the push to always be polished and precise.

Over time, I’ve learned that true growth and creativity come from embracing imperfection and trusting the process. In my artistry and in my business, I strive to model this mindset, showing that authenticity, courage, and a willingness to take risks matter more than flawless execution.

This perspective connects directly to legacy. The way we approach our work leaves a lasting impact — not just in the final result, but in the process we model for others. By valuing authenticity, imperfection, and risk-taking, I hope to inspire future artists, clients, and collaborators to embrace experimentation, growth, and emotional honesty. True artistry and meaningful work come from showing up fully, embracing challenges, and trusting our abilities.

Contact Info:

Image Credits
Leah Boutcher

Brad Spencer

Charlotte Poolton

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