Meet Shima Keshtkar

We’re excited to introduce you to the always interesting and insightful Shima Keshtkar. We hope you’ll enjoy our conversation with Shima below.

Shima, thank you so much for joining us today. Let’s jump right into something we’re really interested in hearing about from you – being the only one in the room. So many of us find ourselves as the only woman in the room, the only immigrant or the only artist in the room, etc. Can you talk to us about how you have learned to be effective and successful in situations where you are the only one in the room like you?

Honestly, I’ve spent most of my life being the only one in the room who looks like me. I was born and raised in Iran, moved to Turkey as a teenager, and then came to the U.S. a few years ago. Each move meant starting over — new language, new culture, new systems — and each time, I had to figure out how to build a life, a career, and a community from the ground up.

When I came to the U.S., I didn’t know many people in the industry. I had experience, but I had to prove myself all over again — get re-licensed, rebuild my clientele, and learn how things worked here. I realized quickly that the things that made me different were actually my strengths. My background in European and Middle Eastern beauty, my attention to detail, and the way I connect with clients all became part of what set me apart.

There were definitely times I felt out of place — in training rooms, networking events, or even just introducing myself to new clients. But instead of trying to blend in, I focused on staying true to who I am. I showed up with professionalism, passion, and care. And little by little, I created a space for myself — and now for others — where beauty feels inclusive, elevated, and personal.

Being the only one in the room has taught me that my presence matters. My story matters. And I’m proud of how far I’ve come by simply not giving up.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m a licensed master esthetician, PMU artist, educator and the founder of Shima Beauty. My beauty journey started in Iran, continued in Turkey — where I owned and ran my own salon — and brought me to the U.S., where I now offer luxury makeup, permanent cosmetics, and skin services in Bellevue, WA.

At Shima Beauty, I specialize in soft glam and bridal makeup, as well as natural-looking brows, lip blush, and eyeliner. I also offer skincare because I believe true beauty starts with healthy skin. What makes my work special is the personal connection — every service is about making someone feel confident and seen.

I’m currently expanding the educational side of my brand, offering one-on-one makeup and PMU training for both beginners and professionals. Shima Beauty reflects my journey, my culture, and my passion for empowering others through beauty.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Looking back, the three things that had the biggest impact on my journey were resilience, attention to detail, and deep client care.

Being in the beauty industry — and especially starting over in a new country — required a lot of resilience. There were times I had to rebuild from scratch, but my passion and belief in my work kept me going. My advice to anyone starting out is: don’t give up when it gets hard. Stay consistent, keep learning, and believe in your unique path.

Attention to detail is what sets a good artist apart from a great one. Whether it’s blending makeup seamlessly or designing the perfect brow shape, the little things matter. Take your time to master your craft. Practice on friends, take quality trainings, and study faces — it really makes a difference.

And lastly, client care. People remember how you made them feel even more than how they looked. Building trust, listening carefully, and making clients feel safe and beautiful is everything. If you focus on relationships as much as results, you’ll go far.

As we end our chat, is there a book you can leave people with that’s been meaningful to you and your development?

One book that has played a significant role in my personal and professional development is Atomic Habits by James Clear. It completely reshaped how I approach goals and personal growth. The idea that small, consistent changes can lead to massive results really resonated with me. One of the most impactful takeaways was: “You do not rise to the level of your goals. You fall to the level of your systems.” This shifted my perspective from setting lofty goals to focusing on creating systems that support those goals. It’s not about big, drastic changes—it’s about the tiny habits and routines we develop that compound over time.

Another key lesson from Atomic Habits is the importance of identity. The idea that every habit you form is a vote toward the kind of person you want to become has deeply influenced how I show up in my business. Whether it’s being a makeup artist or an entrepreneur, it’s about aligning my daily actions with the identity I want to create for myself.

Additionally, The Mountain Is You by Brianna Wiest offered powerful insights into overcoming self-sabotage. The book taught me that the challenges we face aren’t necessarily external, but often come from within. “The only thing that ever holds you back is the story you tell yourself about why you can’t have the life you desire.” This made me realize that the stories we tell ourselves can either limit us or empower us. By changing the narrative, we can unlock our true potential.

Both of these books, among others like Start with Why by Simon Sinek, have shaped my mindset and approach to both my personal growth and my business, Shima Beauty. They’ve helped me create systems that nurture my goals, overcome internal barriers, and focus on the “why” behind everything I do. These principles are the foundation of my journey, and they continue to drive me forward every day.

Contact Info:

• Website: https://www.shimabeauty.com
• Instagram: Shimaabeauty
• Facebook: Shima Beauty
• Yelp: Shima Beauty