Meet Taeko Fujio

We recently connected with Taeko Fujio and have shared our conversation below.

Taeko, so great to have you with us and we want to jump right into a really important question. In recent years, it’s become so clear that we’re living through a time where so many folks are lacking self-confidence and self-esteem. So, we’d love to hear about your journey and how you developed your self-confidence and self-esteem.

I was born and raised in Japan, and worked for 12 years at a long-established Japanese company. In Japan, humility is considered a virtue, and people are often encouraged to adjust to those around them rather than to assert themselves. On top of that, seniority-based systems and a culture of comparison still remain strong. In such an environment, it was not uncommon for my opinions to be dismissed or my way of doing things to go unrecognized, which made it difficult to build confidence or self-esteem.
During that time, I even went through a period of depression, when I lost sight of who I really was. It was a painful experience, and I often felt frustrated with my own weakness. But looking back, that struggle taught me the importance of asking myself what it truly means to “live as my authentic self.”
What kept me going were the clients who needed me. Every time I received a heartfelt “thank you,” it gave me strength and restored my confidence. Through those experiences, I learned the value of appreciating the present moment. I also shifted my focus: instead of dwelling on “what I lack compared to others,” I began to ask “what do I have that others don’t?”—and committed to polishing those strengths. That mindset became the foundation of my self-esteem.
It has now been eight years since I started my own business, and I’ve come to realize that self-esteem is not something you “achieve once and for all.” Rather, it is something you continue to cultivate by facing what you can do now and responding sincerely to the circumstances you are given. Above all, what grounds me most is the belief that using my skills to make a difference in someone’s life is what truly sustains my confidence.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

In my career, I’ve had the opportunity to represent Japan as a beauty consultant overseas. In Greater China, I worked as a beauty counselor and makeup artist, and in Italy I gained experience as an esthetician. These experiences helped me develop a unique skill in analyzing a wide variety of facial structures and features. I also actively trained in “Life Quality Makeup,” which focuses on supporting individuals with visible concerns such as birthmarks or the aftereffects of cancer treatments. Through this work, I learned how to address a broad range of needs with sensitivity and care.
Over the years, I’ve conducted more than 30,000 consultations, and from that experience, I’ve come to see that my greatest strength lies in offering truly personalized solutions—what I call “proposals made just for you.”
Today, I base my work on “facial analysis,” a globally recognized framework that allows me to provide tailored makeup techniques and strategies to help women express who they want to be. My services include makeup lessons for everyday women, personal color analysis, and post-session shopping support, all offered both in person and online.
Since January of this year, I have also launched a new initiative: sessions using Human Design, a tool for self-understanding. Through these sessions, my goal is not only to enhance outer beauty but also to help clients bring more color and vibrancy to their inner world. By supporting each person in a unique way that draws out their individuality and charm, nothing brings me more joy than seeing them embrace their authenticity and feel a deeper sense of confidence.

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?

What has helped me most in my growth is never compromising on the quality of the services I provide. The experiences I have accumulated over the years, combined with a commitment to treating every client with sincerity, have shaped who I am today. The skills I developed both in Japan and abroad—particularly the ability to work with people of different ethnicities and facial features—have also been essential to my journey. In addition, staying flexible to changes in trends and client needs, and continually exploring the sources of my own motivation, have been crucial to my personal and professional development.
For those who are just starting on a similar path, my advice is to take action rather than waiting for everything to be perfect. Before trying to convey the value of your service, ask yourself why you want to do this work, and be sure to communicate that clearly. Also, make it a priority to truly listen to your clients’ needs. Collecting feedback—through surveys or conversations—provides invaluable insights that will guide your next steps and help you keep growing.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

The person who has had the greatest influence on the way I live today is my mother. When I was bullied in elementary school, when I struggled in club activities, when I faced difficulties with human relationships at work, and even when I experienced challenges in love, she was always there—listening to me wholeheartedly, offering advice, and helping me think through solutions.
From an early age, I also witnessed her extend a helping hand to those in need outside of our family, even if it meant sacrificing herself. One of the most important lessons she taught me was: “What you give to others will always come back to you.” This phrase has remained a guiding principle in my life.
What impressed me most, however, was that after turning 50, my mother began working in boutique sales. Her willingness to embrace new challenges regardless of age, and her determination to contribute to others through what she could do, has been a tremendous source of inspiration for me. Her strength, sincerity, and action-oriented spirit have shaped my own ability to face challenges, stay true to myself, and engage with others with integrity and flexibility.

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Taeko Fujio

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