Few have felt the strokes of success in Kenya’s make-up industry like Khyati Rana, who last month gained yet another recognition when she posted her photo alongside First Lady Rachel Ruto.
That the 30-year-old has now achieved so much shows how the market has grown, churning thousands of people who make a living out of perfecting the faces of the who’s who in society.
“I have won the best make-up artist in a fashion award and a bridal masterclass but doing the First Lady’s make-up has been the highlight of my life. It was a recommendation and I got a chance to meet her and do her make-up for the inauguration ceremony,” she says.
She talks about how she grew a hobby into a business.
While toying with career aspirations, and completing a business management course at the University of West Sydney in Australia, she felt empty and the only thing she knew will feed her soul was being so good at make-up artistry and win several awards.
Growing up she loved art.
“But I never wanted to work for someone else. Hence, I decided to pursue a beauty career. I did my first course in India in 2012. After that I kept upgrading and got certified by different professionals around the world,” she says.
The desire to look good among Kenyans has birthed a generation of professional make-up artists that ensure both men and women look their absolute best.
“The demand for make-up in the country is growing. Long gone are the days when women simply drew lines on their eyebrows, applied baby powder to their faces, henna on their nails, and 'fried' their hair with hot combs to straighten it,” she says, adding, "the growing demand for make-up has, in turn, led to the growth of the cosmetics market."
What has kept her in the game and endeared her to high-paying clients?
“Upgrading is the key to getting new clients as well as sticking with the regulars," she summarises.
Trends now, she notes, have shorter lifespans. A make-up trend in the early 2010s may have lasted for months, whereas a beauty trend of today may be in and out in a matter of days.
"Nowadays, a lot is being invested into research and development of different products to enable us to deliver more on peoples’ looks non-surgically,” she adds.
Men have also joined the beauty industry with the entry of cosmetics designed for them now available in Kenya, which was not the case before.
“People nowadays want to spend on themselves, look good for weddings, and other events. Some even want to glam up just to make Tiktok videos or reels. All generations have prioritised self-love and ways to boost their confidence,” she says.
As a make-up artist, Ms Rana is celebrated for her focus on enhancing women’s natural beauty — rather than contouring over it.
“I’m known for creating a balanced colour story on the face, a sultry clean look with a little bit of razzle-dazzle on the eyelids and some glitter to balance out the lips,” she says.
She shares one tip for applying powder.
“Avoid pressing the brush on your face since it will disrupt your foundation and you don’t want to look like its cakey, be gentle with the brush,” she says, holding a black kabuki brush in her hand, buffing in a small circular motion, while avoiding stroking her client’s face.
As she expands from bridal make-up, and editorial, to corporate shoots, has the pay matched the global market?
“The pay in Kenya is still low compared to other countries despite using the same standard, techniques, and products. For example, bridal make-up in the UK goes for about £500 to £1,500 (Sh67,556 to Sh202,668) but in Kenya, it ranges from Sh8,000 to Sh35,000.
Clients who know the value of a make-up artist, the time, and the costly products used are willing to pay without negotiating. However others will look for cheaper options even though some artists may be using fake products,” she says.
What has worked for her, she says, is her welcoming personality.
“I am very attentive to my client’s needs. I use world-class products, maintain high hygiene standards, and have an eye for colour that helps in creating unique looks. This is what sets me apart from other make-up artists,” she says.
Explaining the basic process of a skincare and make-up routine that everyone needs, Ms Rana says mascara, face mist, and lipstick are a must-have.
“Whether you are running an errand, out for an event, or on a trip to your favourite mall, no matter where you’re headed, these are the main products that will make you look unique. Mascara makes your eyes open up and look awake, face mist gives you a fresh look and lipstick adds colour to your face,” she says, adding that one thing that she cannot go without is a moisturiser.
“As a make-up artist, I can’t live without a moisturiser. It’s just a beautiful finish and creates perfectly smooth skin for makeup application."
