Kelli Anne Sewell is building a different kind of makeup artist-founded business

Kelli Anne Sewell is building a different kind of makeup artist-founded business

There is a traditional path for successful makeup artists nowadays: Build up a roster of influential clients, accrue a following on social media, and start a brand of your own. After all, makeup artist-led brands — think: Makeup by Mario, Patrick Ta, Violette Fr and Fara Homidi — have never been hotter. But makeup artist Kelli Anne Sewell is taking a different approach. Sewell started her career in tech and would slide into the DMs of influential people, offering free services during her time off from work and posting the results on social media — even when she had 10 followers, she recalled. Her strategy has since paid off. Sewell has now provided glam for celebs and influencers including Kelsea Ballerini, Alix Earle and Kristin Juszczyk. Along the way, Sewell realized she also has a knack for education. So, rather than stamp her name on a product collection, she founded Makeup By Kelli Anne, a members-only app and website featuring long-form beauty tutorial content ranging up from makeup 101s, like "How to line your lips" and "How to cover dark circles," to joint features with big names like Jaclyn Hill, Sir John and Daniel Martin. Now, Sewell herself has 331,000 Instagram followers and 159,000 TikTok followers, and her company's Instagram account has over 73,000 followers. In this episode of The Glossy Beauty Podcast, Sewell talks about starting scrappy, building a community and giving back to that community.

Episoder(380)

What's new in beauty brick-and-mortar, why E.l.f. is getting backlash — Dr. Thomas Sterry on plastic surgery trends

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co-hosts Lexy Lebsack and Emily Jensen discuss industry news of the week, including changes to beauty brick-and-mortar retail, from Nordstrom's NYC flagship's approach to Mecca's new 40,000-square-foo...

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In this episode of the Glossy Beauty Podcast, board-certified dermatologist and Mohs surgeon Dr. Jane Yoo, and the Melanoma Research Foundation's director of advocacy, Kim Wezik, MPH, chat with Glossy...

24 Jul 20251h

Prime Day's results, Beauty's wrestling opportunity — and a lawyer's take on beauty’s dupe lawsuits

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Beauty dupes have never been more popular. But is mimicking a competitor a sound business decision?   “This might surprise people, [but] dupes may not be illegal on their own," brand protection attor...

17 Jul 202542min

Debut Biotech’s Joshua Britton on the breakthrough beetle pigment set to disrupt beauty, plus Amazon Prime sale news

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The female cochineal beetle may not be aware of it, but it owes a debt of gratitude to Joshua Britton. In February, Britton’s Debut Biotech unveiled a breakthrough set to disrupt how beauty produc...

10 Jul 202538min

Unilever's acquisition, Glossier's CEO shakeup and Arrae's Siff Haider on predicting wellness trends

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In the big wide world of health and wellness, there is always a buzzword du jour. In the past couple months, you've likely heard buzz about gut health and GLP-1s, ingredients like creatine and colostr...

26 Jun 202543min

Beauty news from L’Oréal, Coty and Byredo — plus, Sahajan Skincare’s Lisa Mattam on clinical testing

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Earlier this year, Sahajan founder Lisa Mattam shared insights into her clinical testing strategy with Glossy, including the difference between clinical testing and consumer perception testing; the co...

19 Jun 202549min

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