Judithiana On Her new Game-changing Bridal Beauty Studio, Beauty by Judy X Trudy Bridal

Late last month, Judithiana announced the launch of her new state of the art beauty studio where a bride can have her hair and makeup done, have space to change or dress up,  a studio to do a pre-wedding photo shoot, a bedroom big enough to house her entire entourage and more. This venture, a game-changing collaboration with Trudy Bridals Hairstylist, was a product of months of research and planning.

The amiable and stylish beauty entrepreneur meets Lyn Atwiine to discuss why and how she plans to make this work.

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As I go up the stairs to on-air personality and beauty entrepreneur, Judithiana’s new beauty studio, a few thoughts are going through my mind. Listening to her on radio, and watching her on TV and YouTube is one thing, meeting her in person might be another altogether.

When I get to the 3^rd floor of Denimax Enterprises building in Bukoto, I am welcomed by a bubbly lady at the entrance. I follow her to the counter, a large plush wooden crate with a crisp black finishing. A lady wearing micro braids and a fresh face turns around and greets me with a warm “Hi”. When I tell her who I am, she beams even more.

The studio is spacious, there are six individual stations (three along each wall), with large mirrors and makeup lighting around each mirror. The counters are black and match with the adjustable chairs next to them. There are little black baskets under the counter on each station, with sockets which also included USB ports (no phone battery drama). There are a few potted plants along the counters and a giant green painting on the wall.

The space is pristine, like it’s fresh out of the box, with a colour palette of black white and bits of green.

“We didn’t want to make it too va va voom, because she (the bride) might want to take photos after the makeup or dressing up and we didn’t want this to clash with any other themes they may have going on,” Judithiana explains the colour choice later when she takes me around.

She walks me to the kitchen; there’s an ample round table and a few seats, a photo backdrop on one of the walls, and a pink floral arrangement with accents of greenery and mostly a bare black frame

We then head to the two bedrooms, the studio houses. They are warm and cozy, the industrial touch is very absent here though. There’s a queen sized bed with lots of space around it, and a humungous mirror next to the wardrobe. Between the wardrobe and the bed is a soft carpet, with enough space for a bride to wear her gown and still have a 360 degree view of it.  Each room is spacious enough to host a bride and her entourage. Above the large windows is a hook specifically created to hang the wedding gown on, especially during the pre-wedding photo-shoot.

The bathrooms aren’t different, the finishing is black with potted plant details and black pipes.

When I ask her where she picked this industrial theme, she tells me about a barber shop she saw during her travels abroad. “I loved the metal and black all over the shop. I asked my interior designer to pick inspiration,” she muses.

 “Most of the décor was shipped in, but then the metal work was done by local artisans here,” she adds.

Through the kitchen is a hair sink, which leads to the balcony. At the center of the balcony is a trunk with a cushion on it for those who want to lounge outside. It is there that I meet the rest of the team perched out; Rhoda, the interior designer as well as Trudy, Judithiana’s partner and hair stylist at the studio.

“We currently occupy half this floor. But, we’re considering taking up the rest of the floor when our neighbour moves out,” she explains before the tour comes to an end.

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A post shared by J U D I T H I A N A (@judithiana) on Sep 27, 2019 at 4:39am PDT

She and I resort to a table in the kitchen to talk about her new venture over a cup of tea.

What interested you to start doing makeup?

I had a friend in Tanzania, she used to do a really dope eyeliner. And so I’d try and try and she’d always encourage me. So when I got the eyeliner, I went on to learn the eyebrow. When I learnt the eyebrow, I went on to learn foundation. So I mostly learnt it for me to look good. So now I return home, and people are making serious money. I remember at the time Atafo was the thing, Eva Kose, Mona was pretty much starting out as well (this was about 2014-2015). Then 2015 I got an accident, I had to have reconstructive surgery on my right arm, which is what I used to work with, so I went into a sort of hiatus. I went through mini depression because I couldn’t exactly work, I was thinking of what to do. Luckily I snapped out of it and in 2016 I kind of came back, and slowly took it on. I even quit my Saturday job so I could work on brides. I still do it part time, but yeah, now we’re here.

You’re on radio, you’re on TV, you’re an influencer, you’re a makeup artist, and now this. How do you juggle it all?

Woah, it’s crazy. But I think it becomes easy when you love what you do. I don’t know how accountants do it, but creative stuff, you may get tired but still enjoy to do what you do. I do one eyebrow and want to go the whole 9 yards. I love it. Yes, sometimes it feels crazy like a job but unlike a 9-5, it is a bit flexible, but all in all it’s because of love. If there was no love, I wouldn’t do it at all.

The brand is called “Beauty By Judy”. Do you get clients who are particularly interested in a celebrity doing their makeup?

It happens all the time and I’ve been trying to slowly detach myself from it, like sometimes I don’t go for all gigs, I’ll send my girls as they pretty much have the same touch as I do. At the end of the day, if I revolve the business around me, when I’m not there what will happen? That’s one thing I learnt. I’m heavily involved in the business but I know it can run smoothly even when I’m sick or out of the country. There’s so much talent out there as well.

Tell me about your team, the young ladies you work with.

It’s not so easy to work with me because I’m such a perfectionist. If you see the pictures on Instagram, everything needs to look just as perfect. It’s all about packaging. I’ve walked into boardrooms and the first thing they have on their big screen are social media pages. They look at the theme and layout, and because of that, they consider to or not to work with me.

I can’t say I’m the biggest radio personality, I’m not even that outgoing. The only way I can connect with my fans is through social media and when I do it, I do it with my all. So it’s kind of been hard to find someone who does makeup the way I do it; I love makeup that looks great in person and also photographs well. I try my best to train people; for now, I have 2 makeup artists, who I can trust to send out and do whatever needs to be done.

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Where do you source this talent?

I actually always advertise. I advertise, I do interviews; both oral and practical. Because at the end of the day I don’t only take you in for your good work but are you passionate about what you do? I went away from that façade of “oh, I need someone so talented!” some people might be talented but they are doing it because God gave them the talent. But there’s something about passion, there’s so much I can overlook, if someone is passionate about what they do. Sometimes I get people, sometimes I don’t, and there are times girls come here and want to start their own businesses. I had one before who was doing a business on the side and using my brand to get ahead. If they stay well and good. This has always been my dream and I don’t know if people realise what it took to get here; it took a lot. Even on a small room someone will tell you to spend 15 million and you’re like!!!!! I always thought I’d be freelance; I didn’t think I’d ever be able to afford it. but time came and I looked at my savings and I was like you know what? It’s funny because there was a car I wanted to buy but I thought about it and while deciding that time I met Trudy.

So is this strictly bridal, or if I’m headed to a party I can drop by?

We also do walk-ins, although we like to keep it strictly bridal, like during the week we can have bridal trials, but we also thought it would be a great idea for people who go out, for like awards, a nice place to drop by, dress up from, do your pictures, you can take a shower, refresh, we do your makeup and hair, so you can be good to go. But if someone wants to come and do the whole dressing up/showering bit, they need to call ahead and book a suite so that we are sure it’s free by then.

Does it worry you that a potential client might be put off by your celebrity status, expecting the experience here to cost an arm and a leg?

I think about it, I really do. And Uganda can be such a mob society, we like to jointly assume things. I’ve thought about it but I’m going to do what I do best; push on social media, push my work, because I know my work is absolutely amazing. And that’s one thing I know. I’m the kind of person that’s constantly learning, because the beauty world is ever revolving, once you have mastered this trend, oops! Another pops up. But to survive here, I know number 1: give great customer care; every client is important. And then push on social media.

Some people can say, “Oh Judy, a hundred thousand for a walk-in, that’s a lot of money!” but I know what I’m offering. And then the difference is (I don’t know about other people but) I use expensive products. I use Becca Cosmetics. Smashbox London, like 48 – 50 dollars per piece, I really invest in the products I use. That’s why at first I was like let me do only brides, they will pay for the makeup, and it will be worth it. There is so much space here, it is calm, and you can have a glass of champagne. So many people don’t even know I’m behind beauty by Judy, most people know me from TV. A bride will call and say “eh, mummy, it’s a celebrity who’s working on me” so excited because they didn’t know before. I know people might look at me and wonder what I will charge for a bride… but then again what is the bride getting?

How deep must someone go into their pocket to book a whole suite?

What we do, we have a package for the matron and bride: 1.5 Million UGX. That includes hair (the weave itself too), hair styling, it includes makeup, it includes English breakfast, but if you prefer katogo we can also do it, as well as accommodation. Then bridesmaids 220,000 UGX each. They get hair, makeup and styling. So getting all that, including accommodation, comparing with what other salons provide, this is definitely a deal!

What do you make of Uganda’s beauty industry?

The beauty industry in Uganda has grown exponentially, but it reached a point where it plateaued. No one was pushing the envelope, we were all pretty much doing the same thing; but it’s understandable as we were late to the party. People started these things a while back. Then for the beauty industry in the wedding bracket, well the reason I specialised here is because I didn’t want to buy cheap products so the money makes sense, but I chose it because I felt… there’s a way brides react or feel that is different from someone who is coming in to do a regular face beat. There’s a difference when you work on her and she looks and feels good, it leaves a lasting mark, as opposed to you who is going to come in for your birthday. But I digress, what I think would push the beauty industry is if makeup artists could be opened up to the world; working with internationals brands, and also having some brands right here. Instead of just having a M.A.C store which is a great start, but also to have a Maybelline store or L’Oreal, NARS, Fenty and all.

We have the artists but then there are so many fake products on the market, and the people who sell genuine products are rip-offs. Many makeup artists I’ve interviewed will say they buy their makeup from Gazaland. She cannot afford a foundation of 180 thousand and yet she needs to buy like 30 shades. It is expensive to start; I think if we get more brands to come into the country we can be able to level up there. Here we have retailers who, wow… you can get L A girl at $3 but someone will sell it to you at 100 thousand ($28). So how are they supposed to deal? That’s it about the beauty industry. We have to be confident, I learnt because, while I’ll be here stressed trying not to post a photo because one eyebrow didn’t come out right, other makeup artists are posting… whatever, and essentially taking your clients. So confidence in your work is also a big thing.

About the wedding scene, I think there are few makeup artists who have specialised in the wedding industry, which is why I did it. I’ve seen some like Joy Adenuga, the Nigerian makeup artist based in London, and it’s just bridal. I got to realise that when you specialise you get to understand that aspect so much better. Then you know, I don’t have to tailor for my bride, then think about this one going for awards then so on… the kit that remains here will be different from the kit that goes outdoors. Because there are certain things I use on a bride that I cannot use for a walk-in client. At the end of the day that’s why I specialised in bridal, I’ll give her all I’ve got. And weddings are never out of season; there’ll be a wedding today, and one tomorrow, forever. divorces will happen and then weddings will happen.

How do you deal with the competition?

I always say this. Makeup is like art. We use the same products, we may not even differ in the technique we use; I’m not going to say for me I hold my pencil like this or that, it’s pretty much the same. But we all have a different hand. They can give us the same look, with the same products, and we will each create something different. We are many, but limited editions as well, everyone is a representation of themselves. Of course I’m not saying people don’t copy, but I always tell makeup artists; do you as long as it looks neat and is well blended. It’s not a problem that we are many, yes how can I compete with someone who is doing makeup for 30k? But all in all what sells you is your work. Competition is good sometimes, it wakes you up. You might otherwise be like “omg I’m so good you guys,” yet you’re not!!

Let’s talk about the future

Oh. My. God. I’m so excited for the future. One, people have been asking me for makeup classes, and I wanted to do 2 things; one is a class for charity, go out and get girls who are passionate, especially those from Smart Girls Foundation, teach them for free, and find companies that can give us product so they can head out with it at the end of their training.  That’s one thing I’ve always wanted to do. Just being able to change someone’s life. I also want to do the other paid makeup classes, where we can focus on skin, show people how to do that makeup that photographs well and looks good in person, the whole thing – I want to do it annually, and want to make it a whole experience.

Hosting makeup parties, I feel like that would be great too, whereby people come in, beat their faces, we teach them a few things, have champagne flowing, pictures and all that, so that it is a fun experience for maybe a birthday idea.

The real big thing I’ve always wanted to do is come up with a makeup line. My friends keep saying, “Judy do skin, you’re always so passionate about skin care” so I’ve been thinking of going that line. I know with good skin, any makeup can look great, makeup can’t cover bad skin. And by good skin I don’t mean not having a pimple or rash, but rather skin with a balanced ph. Skin which is well fed and hydrated. So either a skin line or eyes, I love eyes too. I’d definitely want to do that.

In fact, my next visit to the states, I’ve been doing my research on factories that do makeup for all those people, figuring out how much they charge and all that. I want to see what it takes, so that I can kick off production. I feel like we are sometimes so afraid, the only brand I’ve seen is Paramour, and people love her brand, but you won’t find A-list makeup artists saying we have stocked her brand. But that may be because she is alone. If we are more on the market who have created makeup lines, people can soon begin to warm up to the idea of using local brands. I understand the fear, and there are so many fake products around, and if a Ugandan has made it… that’s why instead of China, I’d want my products to be made in the States, there may be more trust that way.

What happens if on one single weekend there are 3-4 brides that want your service, and say both suites are already booked?

For now, I’m only biting off what I can chew. I’m a perfectionist, so I’m booking what I can handle. I want money, I won’t lie, but I’m also trying to build a reputable name. All the brides I’ve worked on loved my service, so I want to keep that same energy. Until I can hire more people, the reason I have only 2 girls is because I can afford that. I can pay them well, and every girl has a kit for herself, which can be expensive. It’s a lot that comes with it. In the future, I want to buy the entire complex, I love this building, maybe the whole floor.

Maybe even, another dream I have is something I’ve seen out there, where it’s a whole castle. You walk in and there are rooms enough for the bridal entourages and even immediate family, a kitchen, a place to get ready from, there’s even space to have a reception, church there and all so that they have this one stop Wedding complex. I’ve always dreamed of that, I’ve always been like a wedding person. I love making people’s dreams come true. But then I think of the navigation; church at Namirembe, Pictures at Emin Pasha, then Reception in Munyonyo. Who has time for that? I think that’s why people enjoy their weddings which are outside the country, because they get to bypass all the hullabaloo of this church, that hotel, which can be too much. That’s my ultimate dream, is to lease acres of land, build structures so it can be a wedding wonderland. I don’t know, maybe I’ll meet Bill Gates and tell him these crazy dreams. You can see I’ve always been a wedding dreamer.

We shall wait for your wedding and see what you do…

(Laughs) Yeahhh well, I’d see these weddings and I think I’d be just as “extra” a bride as they are. But, lately, every time I talk to my friends I say I might be a simple bride. I knew the wedding gown designers I wanted to use since like, campus, even if you ask me now- I can give you about 20. Though my wedding might be simple, and very “white girl-ish”. I see their weddings, they always seem so much more simple, very natural, rustic, the greenery, a plain gown and a few diamonds, hahaha. But when you see me on the red carpet it’s a whole thing, I don’t know why… but for my wedding, I don’t know.

So with the extra-ness you’re talking about I have a feeling you’ve dealt with some extra brides. What has been your most challenging bridezilla moment?

Oh bridezillas are always there; you just have to talk to them nicely. She will scream about not liking the makeup you’ve given her. You just say it’s okay, we can change it, and how would you like it to be? You can never ever shout at a bridezilla. NEVER! You have to appreciate her feelings whether they are valid or not. It doesn’t matter. Challenging clients, it mostly comes from the parents, especially during the introduction. I’ve seen it a lot with brides from western Uganda, because their parents know that their children are naturally beautiful. They know it. I’ve accepted that, they don’t think their children need a lot of makeup. But you see, the child is here living for Instagram, she wants to slay! But now there’s that challenge of finding what the mother or auntie likes, and what the bride wants. You may do it and it’s too light then her friends are like, “what did she do? Not even highlight?” Then you have a senga who comes in and says “listen, if you make my daughter look like a doll…” Balancing that is the biggest challenge. So that everyone is happy. There is also this bride who doesn’t know what they want, whose friends may be so vava voom but she is a little simpler, or this bride who wants to look like Kim Kardashian but still be herself. And there’s a thin line. It’s challenging but we have to power through it.

How do you navigate that?

It’s talk. We talk to the parents, as well as the bride, till we find some sort of middle ground that can make them all parties happy.

Seeing as you’re all about skin, could you give us your top tips to getting the perfect skin?

It varies from one person to another, but one thing that people trivialise is changing their pillowcases. I change mine every day. Or every 2 days. That’s the one thing your skin will thank you for forever.

But if you wash your face before you sleep…

You might do that, but you don’t wash your hair every day. So even if you wear a bonnet, there’s dust from the windows, so many factors, and yet that’s where you rest your cheek for the longest time every night.

Another thing is the misconception about skin – good skin.  Having good skin is not skin without pimples or rash. Good skin is having a balance, it’s not too dry, not too oily. I know people who have dry, normal, oily and combination skin, however, with products you can find a way to balance it out. Say you have oily skin, then use moisturisers which are designed for oily skin.

Another misconception is that when you have oily skin, you don’t use moisturiser. That’s the worst thing you could ever do! In fact, if you want to age quicker, don’t moisturise your oily skin. Remember, when you don’t oil your skin (if it’s oily) your skin will produce even more oil, to balance out the one you’re not giving it. so you find when you don’t apply any, then you’re oilier. Also, Vaseline is not moisturiser. This petroleum jelly won’t do it for you, find an actual moisturiser, a cream or something; a lotion.

This interview has been edited for clarity!

PHOTOGRAPHY & RETOUCHING : MEGAPIX STUDIOS BUGOLOBI

MAKEUP: BEAUTY BY JUDY  MAKEUP

HAIR: TRUDY BRIDAL HAIRSTYLIST

DOS: RHODA NGONZI

satisfashionug@gmail.com