–The dawn of a new trend in Guyana’s makeup industry

By Jasmaine Payne
LAST Sunday afternoon, despite the rain and gloom that overshadowed Georgetown, almost 200 local makeup artists got dressed in their best and showed up at Tower Suites to attend

‘50 Shades of MUA’, the first in what is intended to be an annual event hosted by well-known makeup artist and owner of Bromeliad.rnc, Renee Chester.
The high-fashion event was a private one, aimed primarily at showing Renee’s appreciation for her past students, most of whom have gone on to become professional makeup artists themselves.

But more than that, the aim of the event was also to do quite a few other things, such as: To provide a platform for makeup artists to network; promote the new look of Black Opal Cosmetics, which now has a new logo, packaging and stylized name, BLK/OPL; and to encourage makeup artists to infuse a more fashion-conscious outlook into their everyday operations.
Attendees were treated to a PowerPoint presentation on BLK/OPL’s new branding, lots of giveaways, a mini fashion show with trendy looks that makeup artists could tap into, based on the types of events they are attending, as well as an interactive session filled with ice breakers and tributes.

Now, almost a week later, social media is still buzzing with photos and discussions of the one-of-a-kind event, and Renee, still reeling from its success, revealed that she, too, was overwhelmed by the response it’s received.

“I wanted to make a change in the makeup industry,” she said. “I wanted to create a platform for makeup artists to network and share ideas; to create makeup unity.
“The market was wide open in Guyana for an event of this nature, and I wanted to put my stamp on it,” Renee told The Buzz.

The idea for the event was inspired by her mentor, Trinidadian makeup guru, Arlene Villarule, during a trip to Trinidad in 2016 for a refresher class.
“One of the first things that stood out for me was the way she was dressed,” she said. “The second day she was dressed even better than before, and the third day, the same thing.
“And by the sixth day, I realised that this woman is more than what she can do with her hands! She is a Fashionista!
“”She has a deep love and appreciation for the makeup industry! She has been in it for 15 years and has a positive mindset!

“I wanted to celebrate her, and I saw so much of me in her, so I wanted to celebrate myself as well. And I wanted to do something for my students.”
Soon after, the name for the planned event was given to Renee early one morning by her boyfriend, photographer, Azikiwe Denheart. “And I realised it was perfect. There are so many shades of makeup, and so many shades of me. I used to dance, do poetry, model, and most of all, there are so many shades of these beautiful women who do makeup,” she said.

ANNUAL EVENT
Now, seeing the response to such an event through the attendance and through interested persons who wished they were on the exclusive list, Renee has decided that 50 Shades of MUA must grow, and is looking to not only make it annual in Guyana, but to also take it on tour in other parts of the country, the Caribbean region and the world.

“After seeing the response, I feel like I don’t really have a choice, because people want to be a part of that experience. So I will definitely do it next year, because the response was great and the requests to have the event again were positive,” she said. Plans are already in the making with Arlene Villarule, who is scheduled to visit Guyana for a Master Class, to also host 50 Shades of MUA in Trinidad. And while the first event focused more on appreciation and awareness, Renee said that future events will take the form of trade shows, allowing participants to showcase their own skills and products while also offering classes in eyebrows, foundation, customer service, social media management and other areas.

“My students inspired this event, and I want to push them to reach their potential. So, future events will have a trade show aspect because a lot of my students are going into the retail market. Some have eye shadow palettes, some of them are private-labelling their products. I have my own line as well, and students have been asking me how I got into that, which indicates they are interested in going in that direction, and I am not in competition with anyone; I have extensive knowledge that I am more than willing to share,” she said.

MAKEUP WARS
Speaking of competition, Renee said that the event was aimed at promoting the exact opposite. In fact, it is no secret that the burgeoning local makeup industry has brought with it much conflict among MUAs who are all clamouring to be labeled “The Best in Guyana”. But Renee is adamant that it is, in fact, the different talents and abilities of individual MUAs that should be celebrated rather than disputed. “What I did and who I am and who I am striving to become is the solution. I am comfortable and proud of myself and people are proud of me and for those out there who are engaging in the negativity it doesn’t make any sense because it takes too much time and energy,” she said.

But, a staunch advocate of professionalism herself, Renee believes that, more importantly, engaging in such feuds take away from the pride that one should invest into their work. “It takes away from your business, it takes away from your image and I don’t want that for Bromeliad and I also have a company to represent which is Black Opal International and so I am surrounding myself with a positive energy and a positive lifestyle and if this is how I have to do it, I am more than willing,” she said.

GRATITUDE AND CHARITY
Renee is also thankful to her family for their support in executing this event, and in the entire success of her business. Moreover, as she reflected on her success, she sought to make the event into more than just about her.

50 Shades of MUA, therefore, provided the opportunity for Renee to look at how she could give back. The event saw her raising $101, 000 towards assisting in a bone marrow transplant surgery for her ten-year-old cousin who has been living with Sickle Cell Disease. Renee is grateful to the attendees for pooling their resources to assist in this cause, and admits that it is such acts of generosity that help her to continue to be generous in turn.