For more than 15 years, Emelin has helped brides, executives, celebrities and VIPs look and feel their best for life’s most important moments. As the founder of Elite Makeup Artist Inc, she believes makeup is not about changing how people look, but about enhancing their natural beauty, confidence and individuality. Her work goes beyond creating beautiful looks. It is about helping every client feel empowered and comfortable in their own skin.
A two-time beauty pageant titleholder, official pageant coach and ACTA-certified facilitator, Emelin is equally passionate about mentoring the next generation of makeup artists. Through her academy, she equips aspiring professionals with both technical skills and the confidence to build successful careers. In this interview, she shares her entrepreneurial journey, her philosophy on beauty, the lessons she has learnt over the years and the values that continue to guide both her business and her life.
Before founding Elite Makeup Artist Inc, you had a background in interior and fashion design. Looking back, how did those creative disciplines shape your philosophy of beauty and eventually lead you into the makeup industry?
Design taught me the importance of balance, proportion and harmony. I apply those same principles to makeup by enhancing a person’s natural features rather than changing them. That creative journey eventually led me to discover my passion for beauty and inspired me to pursue it as a career.
What were some of the biggest challenges you faced when starting your business, and how did you overcome them?
Building trust and finding clients were my biggest challenges in the beginning. I focused on giving every client my very best while continuously upgrading my skills through courses and training. I believed that quality work and word-of-mouth referrals would eventually help the business grow.
I also had to learn how to market my business. In the early days, I collaborated with photographers, bridal gown providers and other industry partners, often working for free to build my portfolio and gain exposure. Over time, those efforts helped establish my reputation.
You have spent over 15 years helping brides, executives, celebrities and VIPs prepare for important moments. After working with so many people behind the scenes, what have you learnt about confidence that most people do not realise?
I have realised that everyone has insecurities, no matter how successful they appear. True confidence comes from accepting yourself, and makeup simply helps bring out that confidence.
As a two-time beauty pageant titleholder and now an official pageant coach, you have seen both sides of the stage. How has your definition of beauty changed over the years?
I used to think beauty was mainly about physical appearance. Over the years, I have realised that true beauty comes from within through confidence, kindness and authenticity.
Physical appearance may create a first impression, but lasting beauty comes from a person’s character. It’s similar to choosing a life partner. Someone may appear beautiful at first, but if their character is lacking, they become less attractive over time. Likewise, someone who may seem ordinary at first can become truly beautiful as you get to know their heart and personality.
You are also an ACTA-certified facilitator who mentors aspiring makeup artists. Beyond technical skills, what mindset separates a successful beauty entrepreneur from someone who remains simply a talented artist?
Talent is essential because artistic ability is the foundation of becoming a makeup artist. However, professionalism, consistency and a willingness to keep learning are what build a successful long-term career.
Most importantly, you need to think like a business owner, not just a makeup artist.
If you could speak to your younger self, what would you say, and why?
As a believer in Christ, I would tell my younger self to trust God’s timing, avoid comparing myself with others and keep moving forward in faith.
Every challenge has a purpose, and every season helps shape the person you are meant to become.
What is your vision for Singapore over the next five years?
I hope Singapore continues to support innovation and entrepreneurship. I would also love to see more local beauty professionals gain international recognition, as I believe Singapore has many talented individuals who deserve to be recognised globally.
If you could have one superpower for a day, what would it be, and why?
I would choose the ability to heal. If I could help people recover physically or emotionally, even for just one day, it would be incredibly meaningful.
Connect with Emelin: EliteMakeupArtistsInc, Facebook and Instagram.
Emelin is a member of Rainmaker, a revolutionary movement that rallies like-minded people together based on the values of Love, Authenticity, Respect, Kindness and Youthfulness (LARKY).
