Meet Genelle Holub

Alright – so today we’ve got the honor of introducing you to Genelle Holub. We think you’ll enjoy our conversation, we’ve shared it below.

Genelle, so excited to have you with us today. So much we can chat about, but one of the questions we are most interested in is how you have managed to keep your creativity alive.

Keeping creativity alive is by being clever with the type of creativity you seek. You see, there is no box with creative minds…only the next step, the “how” or the “getting” there. These look different for everyone but for me it started at the age of 7 or 8. I was fascinated with color, specifically coloring the face! Every doll, toy and action as a kid was around face fashion. The clothes for dress up needed to match my imaginary lipstick or hair color. I wasn’t allowed play makeup or any makeup growing up but it was my obsession.
In kindergarten I learned that by disarming a ball point pen the ink holder and spring would make for great fake mascara. I was doing fake makeup on everyone! It wasn’t until I got my first part-time job at 15 that I could actually buy my own real makeup to start painting everyone and I did it well. Prom, and special events I was known at my school as the go-to makeup artist.
A few years later attending college I decided to drop out and live in a bigger city so I could start auditioning to be a makeup artist. When I got my first job for International Coffees there was no going back!

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

Moving to Portland, Oregon at the age of 22 I never looked back on college. I just knew I’d need to fight more, do more and get more creative. I took a job working behind a cosmetics counter for Clarins and Estee Lauder. I did free make-over after free make-over which showed in my sales. After about a year I was engaged to my husband of 32 years and discovered my Leonard Lauder, Estee Lauders son. Leonard was touring stores with high grossing numbers and our counter was one of them. I was offered a position as a Promotional Assistant for doing events at all stores in our area. This meant I would get to do makeup and skincare only without worrying about sales or anything and it would free me up to audition as a free lance MUA (makeup artist). I took it. I met so many women some with the same concerns and others with very different concerns and I never shied a way from any type of challenge. I landed a lot of weddings but Portland was not on the map back then for a ton of commercial work so I ended up focusing on the woman/person that was the most challenging. The person who has some disfigurement for a car crash where I need to give the illusion her eyes were spaced evenly, or needing to cover a skull surgery scar or an individual who overcame an abusive relationship that needed to look more put-together to feel more confident that gave her the power to do it. I was your gal. This gave me a niche’ because there was a need for them to be seen so they could be heard. Sure, I could do glamour makeup but it took real creativity to view someone’s face as a blank canvas that has some features that the rest didn’t. So I worked with them! I never backed down from a challenging face…a person who needed better. After having 2 kids my work fell to the side until I got a call from my old boss. I was asked if I knew who Bobbi Brown was. I didn’t but I was instantly intrigued and excited. Estee Lauder had acquired a little makeup line made by Bobbi Brown, a New York based MUA. After an introduction of the line and other MUA wanting to work for her I decided to give the line a shot and work some events at the local Nordstrom stores. I was hooked. Her philosophy was real and fresh and that was new for this industry. I was soon asked to fly to Hollywood to audition for her assistants to work for the company, so I did. I spent 6 years with the company and it was the best experience I ever had. I realized that creative people like to keep moving, so I felt I had outgrown my job and wanted to start something for myself. I had a business name in mind, but I needed certification, so I enrolled in beauty school. I was more than qualified due to my experience, but I had to pass the test to reach my current position and develop my new business Face It Aesthetics. For the past 20 years, I’ve worked with clients who truly value my skills, focusing on makeup while also adding skin-related specialties to my portfolio, like microneedling, dermaplaning, microdermabrasion, and light therapy. However, I discovered another mission. After using three different skincare lines from well-known spa brands, I realized they were taking advantage of both consumers and professionals like me. These companies prioritize profit, often changing ingredients to cheaper synthetics without informing us or the customers, leaving us both spending our hard-earned money without transparency. Face It Skin was born. Face It Skin is a Neurocosmetic line made from nature designed to ignite your senses when the product is in the hands of the user making our skincare a spa-like experience at home promoting much needed selfcare. I focus on meeting the clients want to improve their skin. Clients that need basic change or ones having oncology skin or autoimmune type skin. I see it all.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

I’ve learned that by listening about someone’s skin concern you learn how to figure it out to give them resolution. For example as a MUA I could cover the skin no problem but as an Esthetician improvement of the skin was essential because there was no covering it up, just the results of a facial. I got creative real fast and learned about how the person reacted when they smelled, touched and saw the product. There was an instant reaction from all the senses where I saw how the skin and brain reacted together! Did I mention I was a psychology major in college? Face It Skin was developed to be a Neurocosmetic line based on neuroscience.
Face It Skin started with the development of one product, Luxe Serum. I had my family, friends and clients sampling my first product and they were all hooked. During it’s development we discovered my father had stage 4 cancer and we had just weeks, maybe a few months. I went to pause production when he looked me in the eyes and said, “no, don’t stop and never give up.” My father and mother were my first product testers…they loved my oil concoction and wanted more of it! So I say to you, no matter how hard it gets hold your passion close, shut out the noise and ask the right questions then listen. Not only will you hear your path but you may just get a glimpse of your journey. My dad never got to see my first bottle but my mom uses it everyday!

Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?

Today, Face It Skin has about 100 products which includes a mineral makeup line where everything is dual-use. Every single product follows European standards and is made in the Pacific Northwest and USA. We offer wholesale for retail stores and look to partner with licensed professionals working in esthetics or makeup while currently looking for an investor to partner with for growth.

Contact Info:

Image Credits

Model credits to; Salma Faris and Rylee Guillory.

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