Anyone will tell you; the best makeup brands are created by the people who not only know how to use the products but the people who have years of experience working as a makeup artist, trying and testing everything the beauty industry has to offer. And Keilidh Cashell, the founder of KASH Beauty, is proof of that rule.
You probably already follow Keilidh on Instagram. As one of the original YouTube makeup artists, (she started her channel in 2015) Keilidh has a loyal Instagram following of over 600k and is considered to be one of the OGs of online makeup tutorials. But being an icon of YouTube and Instagram hasn’t stopped her from branching out, and she now boasts over two million followers of TikTok.
With all that in mind, it’s not hard to see why Keilidh launched KASH Beauty. Not only is she a makeup artist at the top of her game, but she also really knows her stuff, and her followers know that. Known for her dark, smoky, and grungy looks, Keilidh’s KASH Beauty features everything you would need to master that signature vibe.
We chatted with Keilidh to find out her beauty tips, her day-to-day, and how she broke into the beauty industry.
WHAT DID YOU WANT TO BE WHEN YOU WERE YOUNGER?
As a kid, I never knew exactly what I wanted to be, but it would have to involve art. I was always drawing or painting something. It’s funny looking back because I never used to draw landscapes or scenery, it was always faces. I think that’s interesting considering all I do now is paint faces.
WHAT ATTRACTED YOU TO THE BEAUTY INDUSTRY?
What attracted me was the art aspect, the fact I could turn myself into anything by just using makeup. What has made me stay is the love for it of course, but it’s always changing, there’s always turn trends to follow or tricks to learn. It makes it very exciting.
WHAT DID YOU STUDY AND DID THIS GUIDE YOU INTO YOUR CURRENT ROLE?
I studied a one-year makeup course, but I learnt a lot of what I know now by working on a makeup counter and teaching myself through practicing and watching YouTube videos.
WHAT PATH DID YOUR CAREER TAKE AFTER YOU LEFT SCHOOL?
I spent my final year of school creating a big portfolio to get into art college, and I never got accepted. Because of this, I had to choose another course, the one I ended up going to for the year. The world works in funny ways because if I got the course, I originally wanted I would never have gotten to where I am now, I would be finishing up my college instead.
WHAT SKILLS AND EXPERIENCE DO YOU NEED TO SUCCEED AS A BRAND FOUNDER?
I think you need to know what you stand for and what you want your brand to stand for. You need to be individual and put your own creativity into it. It’s so exciting seeing these products that were just once a small idea in my brain, now come to life and for people to love them. You need to believe in yourself, and believe in your products, because the world will see that and that’s what they will buy into.
WHAT DOES YOUR DAY-TO-DAY ENTAIL?
Every day is different, which I love! Not only do I have my makeup brand KASH Beauty, but I myself am my own brand online too. I try to balance being involved with KASH and then also creating my own content for my pages. There’s a lot of planning for upcoming projects and product launches. There’s never a boring day!
WHAT ARE SOME OF THE COMMON MISCONCEPTIONS PEOPLE HAVE ABOUT YOUR JOB?
Probably that it’s a lot easier than it looks, or maybe we just make it look easy. There’s a lot of work that goes on behind the scenes, what you see online isn’t even half of the work that is needed to create your own brand.
WHAT IS THE BEST PART OF YOUR JOB?
The best part of my job is creating products that make people feel beautiful or confident, there’s no feeling like it. Makeup can give people confidence, and to contribute to that happiness is just amazing!
WHAT HAS BEEN THE MOST SURREAL MOMENT IN YOUR CAREER SO FAR?
Honestly starting my own brand. I mean it’s probably every makeup artist’s dream to have their own brand, but I just never imagined being able to do it this early on in my life. It’s all thanks to the people who have supported me along this journey, who have got my back 100% and pushed me to make this a reality.
WHAT DESKSIDE ESSENTIALS ARE VITAL TO YOU DOING YOUR JOB?
My iPad is essential. I have everything on it! It has all my ideas, sketches, to-do lists. I would be lost without it, and that and a bar of chocolate to keep me going!
WHAT’S YOUR TOP PIECE OF BEAUTY ADVICE?
I think I’ve learned over the years that less is more. Don’t get me wrong, I love to cake my face and change myself into all sorts of creatures. But my everyday look has changed drastically over the years, it’s definitely a lot less product. It’s not about covering my face anymore it’s about enhancing what I already have!