We’re looking forward to introducing you to Emma Croft. Check out our conversation below.
Emma, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What do you think is misunderstood about your business?
I think a lot of people see makeup as just a means to look beautiful, to augment the features, or at worst, as a tool to ‘hide’ one’s true self. Makeup is so much more than that; it always has been and always will be. In simplest terms, I believe makeup is a form of self-expression, in the way that hairstyles, tattoos, fashion and home decor is, which makes designing iconic looks for celebrities, or creating characters for film & tv the most exciting tasks to undertake.
Can you briefly introduce yourself and share what makes you or your brand unique?
First and foremost, I’m a Brit, through and through. Born and raised in London, studied makeup at the London College of Fashion and a complaining-about-the-weather-even-when-it’s-nice kind of Brit. So moving to LA 7 years ago was a big culture shock and wow has it been eye-opening. Not only-did I move to the city that probably has the highest concentration of the most incredible hair and makeup artists in the world, but I also had to start my career from the bottom. A humble experience to say the least. However it took me in a direction that I wouldn’t have expected: I dove deep into the world of fashion, music and celebrity while I waited to get my days in order to join the union here which, coming from a film/TV background in the UK, was yet another challenge but one I’m so grateful for because it has elevated me so much as an artist. Now as a union artist (finally!) I’m so excited to get stuck into more film/tv projects and be able to incorporate all the skills i’ve learned in the beauty world, while working alongside the amazing celebrity clients I’ve gathered along the way.
Amazing, so let’s take a moment to go back in time. Who taught you the most about work?
My dad, he worked for the same IT company since before I was born until he retired a few years ago. He would work all week and on the weekends he would work on projects around the house; laying floor boards, wiring new light fixtures, doing repairs on the car, and I would be there next to him a lot of the time, watching, learning and asking him ‘how do you know how to do this stuff?’ to which he’d reply with a giggle ‘I don’t, but I figure it out as I go’. I took this work ethic into everything I do now in my career. Every challenge that arises I know has a solution, and that solution is within me; if I really rack my brain, I can figure it out. He would also pay me to iron his shirts on Sundays for the week ahead, paying me 50p per shirt. I thought I was rich when i’d ironed about 12 shirts, and my poor dad had to go to work with unsightly shirts for the week. I know he enjoyed the quiet and meditation of ironing his shirts, but the fact that he encouraged a good work ethic by letting me do it really helped shape me.
What did suffering teach you that success never could?
There is humility in suffering, if you choose to take the lessons from it. I read a quote from an Indian monk who said that ‘humility is the highest form of being’ so anything that brings me closer to that will always be of utmost importance to me. I’ve also learned that when I overcome a painful experience, I gain unique wisdom and tools that I can use to help someone who’s going through a similar situation.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Where are smart people getting it totally wrong today?
I think sometimes people focus so much on filling their brain with knowledge that they lose the humanity in things and forget how to lead with their heart, not just their head (I am guilty of this). humans aren’t robots or computers, we are imperfect, emotional, sensitive beings and we need to work just on as hard on cultivating our kindness and empathy as we do our intellect. There is a quote from the book Siddartha by Herman Hesse that I like to refer back to when i’m too much in ‘facts and not enough in ‘feelings: ‘you are clever, O Semana,” said the illustrious One, “you know how to speak cleverly, my friend. Be on your guard against too much cleverness.”
Okay, we’ve made it essentially to the end. One last question before you go. If you retired tomorrow, what would your customers miss most?
They’d miss all my philosophical quotes! (joke). Probably my dry, British, self-deprecating humour. People seem to like that over here in LA.
Contact Info:
- Website: https://www.emmacroftmakeup.com
- Instagram: @emmacroftmakeup
