Erica Beukelman is the talented founder and heart behind 10.11 Makeup and Hair. With an expert eye for beauty and a sharp instinct for business, Erica understands the importance of investing in the things that matter most—whether that be quality products or building something that lasts. Erica, along with her husband and three boys, recently relocated to Tennessee, where she continues to bring her signature artistry to every project she takes on.
You’ve built an incredible career as a celebrity makeup artist and the founder of 10.11 Makeup and Hair! What first drew you to the beauty industry, and when did you realize it could be more than just a passion?
I always wanted to do hair and makeup… when I was little, I [would play] dress up with my Papa, putting barrettes all over his hair. I taught myself how to French braid on a Barbie doll, and all of my Cabbage Patch dolls had eyelashes drawn on them. I just always wanted to do [this]. Right out of high school, I wanted to go to cosmetology school, but my mom and dad encouraged me to get my degree first for more experience and to have another option to always fall back on. I did my undergrad at The University of Tennessee Knoxville, [then completed] my Master’s at Cal State San Bernardino before enrolling in cosmetology school. During school, I would save the allotted hours we were allowed to miss from classes and would take shoots and business opportunities that allowed me to gain experience and build a portfolio… I was intentional with what I would pick and choose. By the time I graduated, I had already built up a clientele and was ready to start working. I feel like the biggest thing for my business has been the genuine industry relationships that I've built, and maintained over the years. My husband and I also had our first baby [a month after] I took the state board, and I'm so grateful that I don't know anything other than running a business with a family… I've just had to figure out how to make it work.
How did you break through into the wedding and entertainment industry?
Right out of college, I [had a] brief snippet doing marketing for an event company… I was surrounded by the wedding industry and was like, ‘oh, I love this!’ I fell in love with weddings and knew if I had a niche where I specialize in this one area of the industry, that could be really great. I put my focus into the wedding industry and began specializing specifically in high-end luxury weddings. From there, we kind of fell into the reality TV world—working on some of The Bachelorette weddings—and from there, I was able to see the production side. I loved it! I then started diving into both industries. Through it all, I've stayed a true believer of skin-forward beauty makeup. I want [my clients] to walk away feeling like themselves. I would say my client is definitely not one to sit down and say ‘make me someone else,’ you know? I love enhancing someone's natural features... I think there's something really beautiful in helping someone discover the [beauty] they just aren't seeing.
As someone who works with high-profile clients, what separates good makeup from a camera-ready look?
I feel like, in general, everything starts with skin. Really prepping the skin so you have a good and solid foundation to start with makes all of the difference. A big part of helping someone feel camera-ready is them also feeling very comfortable. Aside from the application process itself, listening to the client and understanding what truly makes them feel their best and then delivering that for them [is so important.] I think someone is going to look their best when they feel their best.
When it comes to investing in makeup, where is it worth spending more versus saving?
Skincare! Investing in quality products to prep the skin is going to help create a really good base and canvas so that the makeup you apply has a beautiful surface for a long-lasting application. I mean, you see professional artists working with a variety of products all the time—high-end as well as drugstore brands—but it all depends on the individual product and how you're using it. Reaching for quality long-wear or long-lasting products for the skin, and then saving on mascara or lip gloss with drug store brands, is a great way to invest in products without breaking the bank.
What are three ‘must-have’ products in your makeup kit?
Professionally, right now, I am obsessed with Kosas Cloud Set Loose Powder… and, bonus, their products are clean! This helps set the makeup, but also gives a really beautiful velvety finish. I also love Extreme Cream by INNBEAUTY because it's lifting and firming, and I use that as a primer for a lot of my clients. Lastly, the Patrick Ta Double Take Blush. It’s a powder and a cream, and I love working with them because you can set it with the powder and then go back on top of it with the cream to bring out a little bit more of that skin texture and dewiness. Personally, my top must-have products are the A313 Retinyl and La Roche Posay Cicaplast Baume B5–both must be ordered from a European French pharmacy as the ingredients differ from the U.S. product–and then the Karee Hayes Koji Pads. Those three products have transformed my skin!
What role does confidence play in beauty? Do you think investing in quality makeup can shift the way someone shows up in their life or career?
I feel like that's the biggest role and honor that makeup artists have: helping someone discover the beauty they already have. Once they truly seem themselves, the confidence isn’t as far-reaching to grasp. When someone feels really good in their own skin, that makes all the difference. Even when I'm on a photoshoot, you have your inspo deck with images and mood boards, but I will still talk to my models and say ‘hey, this is the look that we're going for today… With that being said, is there anything in particular that you love and don't love on yourself?’ It's going to change the vibe and their tone and their mood [if they don’t feel good about themselves.] I really do think that, yes, knowing how to use products and what products are best for certain skin types, textures, and tones matters tremendously, but if a person is not comfortable, it will make a huge difference. I think the ultimate goal is understanding that we're servicing a person who wants to feel their best. It's 100% about listening to the client, hearing what they're saying, and creating a look that makes them feel really good. The same goes for personal makeup… get products that you love and use what makes you feel good!
What advice do you have for anyone struggling to find their rhythm with their own makeup routine?
It doesn't have to be a multi-layered crazy routine… pick up some sample products before investing in full-size products that you might want to try. I love to say less is more, so give yourself permission to simplify your routine if you need to by using products that are versatile—like a cream blush that can double as a lip and eye color as well. Invest in products that make you excited to use and pick products that are right for you. Right now, I keep reaching for the same three things: a tinted moisturizer, a cream blush, and a lengthening mascara. It’s simple, makes me feel awake and fresh, and it’s a quick routine that works in this season of life.
What was the biggest leap of faith you took in launching 10.11 Makeup and Hair, and what did that season teach you about investing in yourself?
10.11 Makeup and Hair is a curated team of artists, now bi-coastal, serving clients worldwide. Most of my team has been with me for over a decade, and I am so grateful for them. I definitely feel like investing in my team of artists and stylists—making sure they feel cared for and appreciated—has been so important and impactful for my business. After having an established business on the West Coast, moving my family to Tennessee to be close to family—and in turn, expanding my business here—was really scary. Honestly, after fifteen years in the industry, it felt almost like I was starting over, personally, as an artist. Nashville has this incredibly talented and tight-knit community of artists and creatives. I really had to trust that I would eventually find my place here and that this was where my family was meant to be. It has been such a blessing. There is so much opportunity here, and over the last few years working in Nashville, I have grown so much as an artist. I have felt so beautifully embraced by our community… It really is so special here.
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