Born into a family with three sisters, Afiya Khalid honed her make-up skills as a teenager. But it was almost a decade later before she mustered the courage to launch her own business. Simply called Afiya Khalid, the budding enterprise is a personal make-up service for groups or individuals in their own homes. We spoke with Khalid as she geared up for what promises to be a busy Ramadan and Eid.
You studied banking at university and still work in the industry today. What triggered a parallel move into the beauty business?
Make-up and fashion have always been my passion ever since I was young. After my bachelor’s in finance in 2005, I still felt there was something missing and I hadn’t achieved all my goals; I still wanted to do something with fashion, so I decided to go with make-up. And so in 2008, when I was around 27, I began studying at the Make Up For Ever Academy in Dubai near Deira City Centre, after which I worked as a professional artist.
Describe the concept of your business. Why not set up a salon?
Well, friends and family always expected me to have my own salon, but to be honest, it was never my dream. I wanted to do something slightly different and a mobile business allows me to not commit to a premises nor forces me to focus also on hair, waxing, threading and stocking multiple brands, etc.
How did you build up a client base?
I’m still building it and have around 20 private clients right now, mainly through word of mouth. I also do events, such as fashion shows. I believe you have to deliver a unique service to establish a good base and I’m constantly upgrading my skills with new techniques. So, I’m confident that I can deliver the best service time and time again.
What looks are trending in make-up right now?
Many of my clients tell me they still want a “natural” look, but how light the make-up should be varies greatly with nationality. For Arab women, natural normally involves a same-colour lipstick, muted eyeshadow and plenty of kohl and black eyeliner. The most natural I would say are Saudi Arabian women. I have many clients who come here for weddings and when they say natural, they absolutely mean it. Emirati ladies request natural, too, but are still happy for you to play with different eyeshadow colours, for example. Because it’s summer, we’re working with greens, yellows and golds, but most of the time, the palette is brown and bronze to produce the best natural effect.
Do clients often bring you photos of celebrities to emulate – if so, who?
Yes, I can work to pictures, no problem. Kim Kardashian’s is a very popular look and I always tell people that contouring and highlighting is one of the most important basic elements of good make-up. People have just come to know it from Kim’s Instagram and Twitter photos, but it has always been there. As a professional, you need to understand how to do it correctly.
Are clients pleasantly surprised to learn you are an Emirati make-up artist?
Oh yes, I get that all the time. For me, it’s not that unusual because there are plenty of fashion designers who are making a name for themselves here in the UAE. For me, this is just another art form.
How are your bookings for Ramadan and Eid looking?
I’ll be busy with henna, especially closer to Eid. A lot of the focus will be on the children. During the last days of Ramadan, the salons are normally packed with kids. They are either unhappy with their designs or want something very specific done quickly [laughs].
• For more information, visit www.afiyakhalid.com or facebook.com/afiya.glamorouss
rduane@thenational.ae
