To stand out in the competitive beauty industry, you need not only talent and creativity, but also a strong network. Makeup line founder Etienne Ortega Ortegarepresents the marriage of artistic talent and entrepreneurial spirit, and Etienne’s journey from turning his passion for makeup into a career and launching his own brand highlights the importance of networking, especially in the beauty industry.
“You have to have a strong foundation to grow your clientele,” says Etienne. “For me, I was always disciplined in the workplace. Even if I didn’t have any celebrities or any clients, I just had to show up on time and put in 150% effort, and that was my pattern: show up on time, be responsible, and always be respectful.”
upper Shopify Master On the podcast, Etienne shares his strategies for aspiring entrepreneurs who want to turn their passion into a thriving business.
Early inspiration and the beginnings of the network
Etienne’s earliest memories involve watching his mother apply makeup, which sparked his interest in beauty. He spent his formative years not only honing his skills but also networking. “I was just drawn to makeup and found myself getting more and more involved in beauty,” Etienne recalls.
Etienne began offering his services at proms and other events as a teenager, and quickly realized that word-of-mouth referrals were key to growing his clientele. “I had to work really hard to juggle all my responsibilities,” he explains. By putting himself into the work, he developed his skills and expanded his professional network, which was crucial to his career development. His ability to connect with clients and exceed their expectations led to increased demand for his services and more opportunities.
The important role of relationships
At age 18, working in a bustling barbershop, Etienne observed and interacted with various stylists, including one named Hilda, whose work ethic and interactions with customers influenced Etienne. These early experiences highlighted the benefits of being part of a community where skills are shared and opportunities are expanded. “I don’t have any secrets. No shortcuts, no cheating. I just put in the work. Before, I’d stay an extra two hours in the salon, do walk-ins, say yes to everything,” Etienne says. “And the universe responds to that. The universe sees everything and gives it back to you.”
Actress Eva Longoria first noticed his talent as a hair and makeup artist over dinner 15 years ago and was impressed with his work. But it’s his work ethic that has sustained their relationship and opened up so many possibilities for him since that first meeting. “Looking back, maybe I wasn’t ready[to work with celebrities]yet, but I saw an opportunity and I took it,” he says. “And she loved me. I’ll always be grateful to Eva, because she opened up so many possibilities for me.”
ORTEGA is founded
Despite the challenges that come with starting a new business, Etienne’s commitment to authenticity and quality remains unwavering. Each product launched under his brand reflects his personal style and professional standards. The blue color that represents the ORTEGA makeup line pays homage to the agave plants of his native Jalisco, Mexico, and is also his brother’s favorite color.
After 17 years in the beauty industry, Etienne knew the connections he’d made — some he’d worked with for over a decade — would support his business. His business partner, ORTEGA CEO and co-founder Eric Kaufman, is a friend of 15 years who Etienne respects for a variety of reasons. “I reached out to him because he’s a good guy and a hard worker,” Etienne says, “and he was interested in this opportunity with me.”
If Etienne thinks highly of Eric, his clients, fans and friends might say the same about him, including the aforementioned Eva Longoria, actress Salma Hayek, singers Lana Del Rey, Christina Aguilera, Karol G, Kali Uchis, Demi Lovato and the Kardashian and Jenner families, all of whom have voiced their support for Ortega’s makeup line.
The continued importance of building connections
Since launching ORTEGA, Etienne continues to stress the importance of strengthening his skills and network. Collaborations with other artists and celebrities have raised the brand’s profile, brought diverse perspectives, and enriched its product offerings. “I’m constantly honing my craft,” he says. “Makeup changes often and there are always new trends coming out, so you never think you’re the best. For me, it’s always like, ‘Okay, I have to try this. I want to do that.'”
For aspiring entrepreneurs, Etienne’s journey highlights the importance of building and maintaining a strong network – not just making connections, but nurturing them into meaningful relationships that support and foster mutual growth.
apply Shopify Master Read on for more insights from successful entrepreneurs like Etienne and additional resources to help you start and grow your entrepreneurial career.
