To Top

Meet Michelle Fong of Dial M Beauty

Today we’d like to introduce you to Michelle Fong.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I have a multi-faceted beauty career. Currently, I manage my eyelash extension clients, private makeup clients for wedding and special occasions, lead artist for a major cosmetics company.

Today, my primary focus is building my cosmetics line, Dial M Beauty, based on teaching women how to confidently do their own makeup. One of my talents is the ability to relate to clients and teach them how to do their own makeup in the easiest way possible. I really began to build my audience and teaching abilities when I discovered the app called Periscope. I quickly grew a loyal audience. It was through their insistence that I realized that I needed to start creating products made for their needs. Their first desire was to learn how to use makeup brushes. Having a background in product development and merchandising, I started to research the different brush sets that were available in store and online. Also, being a makeup artist, I knew what to look for in a brush. I found a lot of brushes at the consumer level were not made to my liking, nor was the average consumer able to know what to do with it. This is when I started to create sets that would contain the essential brushes, and I would be able to walk the customer through each step. My main audience is really women like me: moms, working, busy, have 15 minutes for makeup. She wants to learn how to look presentable and glamorous in minimal time with easy to use products.

From there, I expanded my line to include luxury lipsticks that include moisturizing benefits, such as shea butter, vitamin e, grape seed, jojoba, and avocado oils. These ingredients are known to be anti-aging and anti-oxidizing, providing a long lasting comfortable wear and not just pretty colors. The makeup line is made in the USA, is paraben free, and cruelty free.

My makeup career began in 2000 as a beauty consultant for Shiseido. When my friends started to ask me to do makeup for special occasions, I realized I was on to something. I began to study makeup techniques and took as many industry workshops in hair and makeup as I could. In 2005, I began my wedding makeup company as Dial M for Makeup. Concurrently, I began what would be my full-time career in the sneaker industry from 2005-2013, while reserving weekends for weddings and other special occasion and editorial makeup work. My career in footwear was as a product line manager, where I excelled in my job creating lines for major department and specialty stores. I experienced some setbacks from 2011-2013 in the form of lay-off from the footwear industry. At the time, I was also a new mom. I decided the best way to be available for my daughter was to create my own schedule.

Here is a list of accomplishments since:

Clients, accomplishments, and associations:

Rascal Flatts

Michelle is the Premier Lash Stylist for The Secret Room Red Carpet Gifting Lounge and Suite honoring the Academy Award Nominees and Emmy Nominees for the past four years.

Recent Features:

Read about the Gifting Suite by
Hello Beautiful online magazine click, click,
@appMeerkat Feature Friday click

Has it been a smooth road?
Definitely not a smooth road!

I find new struggles everyday. With that, I also find new victories and learning experiences every day. I have heard from many entrepreneurs that failing is part of the process. Some of the struggles I face has to do with trying to wear all the hats in the company. I feel I have failed miserably in trying to outsource aspects of my project, too soon, without a clear direction. No one knows my company better than I do, so trying to have someone else speak in my voice has been very challenging.

Other struggles: time, money, discipline, and mindset! Really understanding how much money and time it really takes to run a business can be very frustrating. There is no down time. I also had to develop, and still working on, the discipline to accomplish tasks, no matter how little or big. it is very easy to put things off until later when you are your own boss. Part of this discipline is surrounding yourself with the proper support team. That does mean cutting out your social life to an extent!

I have also learned, there is no overnight success. Being consistent in my activities create momentum and I have to keep moving forward. Everything happens in God’s timing.

So let’s switch gears a bit and go into the Dial M Beauty story. Tell us more about the business.
1. Dial M Beauty/ Dial M Style

What I do: Create products for the everyday working woman. I also teach via live broadcast, how to apply makeup. I believe my specialty is teaching. Women who want to learn their makeup in their 40’s realize they need a change from the makeup they might have worn in their 20’s and 30’s.

I teach practical techniques for a natural look. I cater to the woman who wants to look put together, but not made up. I am most proud of my ability to launch a product line, despite the feeling that I’m learning as I go! I have put together something to be proud of, and that my customers rave about! What sets me apart is my keen eye for detail and knowledge in product.

What also sets me apart is my artistic ability and experience in makeup. When I work with people, it’s not cookie cutter. I really dissect and accentuate a woman’s best features.

2. Dial M for Makeup

What I do: My day to day, I service eyelash extension clients. I specialize in single and volume lashes that look glamorous and wearable at the same time. I’ve been praised for creating lashes that look like the client is not wearing extensions, and fit the shape of her eye and face. I am the premier lash stylist to The Secret Room Red Carpet Gifting Lounge and Suite to honor the Academy and Emmy Award nominees. This is where I create temporary lash services to talent and media.

I also do makeup for all types of clients, from party attendees, to look book clients, weddings, and everything in between. I’m most proud of the work I did for my biggest client to date, ESPN, where I got to do the makeup for Rascal Flatts, and for my favorite interviewer, Chris Connelly.

How do you think the industry will change over the next decade?
As for the cosmetics industry, it is rapidly expanding like never before. We are seeing a huge shift due to social media influencers. These are talented people who are beauty gurus, but not necessarily makeup artists. There is a place for both. In my role as a Makeup artist, I feel the need to continually educate people about the two terms, but also the different techniques, and what really works for camera without filters.

Consumers these days are become less brand loyal and wanting what other people have, rather than wanting to use what’s best for themselves. This is where my educating the consumer comes in handy. Makeup will always be a huge industry. I so have my hopes in trends, that would be minimalist, and looks from the 90’s! Right now, I love lashes and lipsticks, I don’t see either of the two going away.

Contact Info:

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

Leave a Reply

Your email address will not be published.

More in