How Face Painting by Shelly Became a Must-Have at Events

In this interview, we sit down with Shelly Luan, the founder and artist behind Face Painting by Shelly, a successful face painting business known for its creative designs and exceptional client experiences.

Shelly shares her journey from turning her passion for art into a thriving business, offering valuable insights for aspiring entrepreneurs. With years of experience in the industry, Shelly has built a reputation for bringing color and joy to events while maintaining a high standard of safety and professionalism.

Join us as she discusses the challenges, triumphs, and lessons learned along the way.

Business Genesis

SBS – What inspired you to start a face painting business, and how did you turn your passion into a viable business?

Shelly – I was working as a court interpreter in 2010. Though a well paid and comfortable position, the job left me feeling dissatisfied, and my desire for creative work unfulfilled..

I started painting children’s faces in Central Park as a hobby for small donations, fun, fresh air, and sunshine during my free time. Soon I was becoming very good, and people started hiring me for their kids’ parties; Face Painting by Shelly was thus born!

Starting Up

SBS – What were the initial challenges you faced when starting Face Painting by Shelly, and how did you overcome them?

Shelly – I would say mostly the psychological struggle — keeping a strong belief in your own idea, not being influenced by societal pressure, even what the people you love most might tell you, and to withstand the doubts and fears in your own heart yet still forge ahead. At first, I did not get many calls. The insignificant income from this seemingly nonexistent career, which I loved so much, made the whole thing almost laughable. But I still quit my court job to pursue building this little company of my own full-time, and I’m so glad I did! Again, I would say the hardest thing was for me to keep believing that one day I will be able to make it work, create a successful business anchored in my passion for art and creativity, and in the most difficult and doubtful of times, continue to believe.

Skill Development

SBS – Can you share how you honed your face painting skills and what resources or training were most beneficial?

Shelly – I would definitely say — my dear artist friends, who showed me their masterful tricks and tips! When I first entered the field, there were already a few very established face painters who had been serving the New York City metro area. Melissa Munn, for one, took me under her wing and taught me all her skills. Then, my friend Stacy, who is also a face painter, practiced with me while we hung out in Brooklyn Bridge Park, promoting our businesses. Then, I met a master body painter, Mark Reid, who inspired me to decide to take my craft to the next level. I then started watching all kinds of videos online (Silly Farm is a great source), and I even dreamed about doing teardrop brushstrokes in my sleep. In those obsession days, it was quite an exciting time!

Marketing Strategies

SBS – What marketing strategies have been most effective in growing your business?

Shelly – In-person relationships and word-of-mouth.

Business Differentiation

SBS – How do you differentiate your services from other face painters in the market?

Shelly – We truly specialize in incredibly beautiful, fine art, like face painting and makeup art.

Scaling the Business

SBS – As your business has grown, what strategies have you used to scale your operations while maintaining quality?

Shelly – We maintain a small selective team of five premium artists, and once our timeslots are filled, we stop taking more bookings. I guess I like the scale at which we are now and haven’t expanded like other entertainment companies might have because we take real pride in the high quality of artworks we produce, however ephemeral they are.

Team Building

SBS – Have you considered expanding your team, and if so, what qualities do you look for in potential team members?

Shelly – During busy seasons, I have definitely entertained the idea of hiring a booking manager, as well as training more pro artists. If the right team members show up, I hope to be fortunate enough to collaborate with more talented people. I would say the most important qualities we look for are integrity and accountability, love and passion for the work, kindness, and respect for others.

Customer Experience

SBS – How do you ensure a memorable and positive experience for your clients and their guests?

Shelly – From the moment a client reaches out to us, we respond within 24 hours, provide the most clear and helpful information we can about our services, and assist them in finding the most suitable package or services for their event. Then, once we are on-site on the day of the event, we are just the most friendly, energetic, and fun with the children and guests. Parents really love our positive and creative energy!

Event Management

SBS – What are some of the logistical challenges you encounter during large events, and how do you manage them effectively?

Shelly – Sometimes, we’re dealing with large outdoor events that are canceled or rescheduled due to rain.

Creative Process

SBS – Can you walk us through your creative process when working with a new client or designing a new face painting design?

Shelly – I try asking the customers questions such as, “How big (or show me where on your face) do you want your makeup art?” “Would you like a symmetrical or asymmetrical design?” or “Describe your ideal face paint with three adjectives.”

Safety Measures

SBS – How do you ensure the safety and hygiene of your face painting materials and methods?

Shelly – We only use cosmetic-grade, hypoallergenic, and skin-safe makeup and glitter. There are also plenty of professional products you can purchase for disinfecting and keeping your supplies hygienic and fresh!

Community Engagement

SBS – How have you engaged with your local community, and what impact has this had on your business?

Shelly – Donating our services to local children’s hospitals and nonprofit organizations, as well as volunteering at school festivals and fundraisers — all of which have led to more business and wonderful new clients. We are very grateful!

Advice for Entrepreneurs

SBS – What advice would you give to aspiring entrepreneurs who are looking to start their own face painting or creative service-based business?

Shelly – I would say you should definitely find an “edge” for yourself. Create either an authentic style or embody something unique of your own, and let it fully shine and develop so that this becomes something you bring to others through your work. In a world where similar products and services are offered everywhere, and with competitive pricing, the only way to excel in something is to do it completely your own way and do your best possible!