The power of professional hair and makeup in your portrait business

Team Photoena April 27, 2023

With time in the portrait business comes the confidence to offer a “higher-end” experience. Here’s how to up your game with professional hair and makeup and increase revenue simultaneously.

I admit it. For years, I was just inviting clients to my studio without any real consultation prior to their professional portrait shoot. I left the clothing, jewelry, hair and makeup options to the client. The results were predictable. I was getting perfectly average results. I had basically happy clients and I was making some money on volume because I wasn’t charging a premium.

Several of my clients came back in the future to update their portraits, however. Many more went on to try “higher end” portrait experiences elsewhere. By higher end, I mean photographers who were offering hair and makeup in addition to clothing consultations. They were offering a higher end experience and charging exponentially higher rates. This meant they were serving fewer clients, yet they were making more money than I was. In 2021, I decided it was time to change my portrait photography business model. I had the years of experience and solid reviews; I just needed to take things to the next level.

Step 1: The consultation

This is something I never really considered for my portrait business. Again, a client would call or email or fill out a web form asking me about my rate for a “professional portrait.” I would set up a time, give them a rate, they would show up, I’d take their photo, collect their money and send them off. Later the same day or the following day, I’d send them a gallery and let them decide. Within a few days, they’d make their selection, I’d do the requisite Photoshop work and send them the finished image. I did this for years. Defending my business practices, I would often scoff at photographers that were charging higher rates.

Fast-forward to today. Now when a client calls, I ask a few qualifying questions:

What is the purpose of the photo? Business? Personal? Match.com? etc. …
Have you seen any images that give you inspiration? It can be something a friend has done, or something you’ve seen online.
Have you considered professional hair and make up?
I will also make clothing recommendations. Specifically, I’ll remind clients that they are the subject of their portrait, not something they’re wearing. I’ll caution against “busy” clothing or large jewelry. Pro tip: Tell your clients if someone looks at their portrait and the first thing they say is something like “Nice dress!” or “Nice Necklace!” as opposed to “YOU look great!” then I feel like we failed.

The bottom line here is to get more pre-portrait intel. It’ll give your client the impression that you genuinely care and it will add to the overall premium, spa-like experience.

Step 2. Hire a hair and makeup professional

You’ve done the pre-portrait intel, but the game changer is the professional hair and makeup. Do not underestimate the value of a strong hair and makeup professional. I had some clients who would bring in their own makeup professionals or would get their hair “blown out” at a local hair salon prior to coming to the studio. By and large, my results with these clients were noticeably better. Still, it was not enough for me to initially jump on the hair and makeup bandwagon. I never collaborated with hair and makeup pros at the studio. That was a mistake!

One of my main competitors was using the same hair and makeup pro for their portraits, and their results were consistent, glamorous and beautiful… I felt pangs of jealousy at their results. I think a lot of us do this; We see someone in our marketplace who’s doing amazing work and they’re charging way more than us. Their calendars are full and their events sell out. They not only sell out but at crazy high rates. I think we all strive to figure out this “secret sauce.” For me, strong hair and makeup pros changed my portrait business.

In 2021, a client hired her own hair and makeup and to my surprise, it was the same hair and makeup person my main rival was using. I thought she was exclusive to the other company. Turns out, she’s a freelancer and available. It wasn’t long before I realized why the other firm had been so successful. Not only was this pro great with hair and makeup, she’s also amazing with clients AND she stays around during the session to help with posing, hair and makeup adjustments as we’re shooting. It literally puts an exclamation point on the spa like and high end experience.

Step 3: Questions to ask your prospective hair and makeup pros

I think part of the reason why I wasn’t so hip to professional hair and makeup in the past was because I didn’t set any expectations, nor did I truly understand the differences between hair and makeup pros. Obviously, I lucked out with this particular hair and makeup professional, but there are plenty of talented people out there. Here’s how you narrow down your search. I’ve come up with a few questions to help maximize your success as a professional portrait photographer.

Do you charge for hair and makeup by the job or by the hour?

This is an important question, because some charge a flat rate, and some do in fact charge by the hour. Most of my sessions that include hair and makeup will run up to 3 hours, sometimes more. A fixed cost makeup artist makes figuring out pricing easier.

Do you do both hair and makeup?

I’ve found this is the most critical item. Many makeup artists are just make up artists, many hair dressers are just hairdressers. It’s the rare breed that can do both well. I’ve had the good fortune of working with 2 women who are incredibly proficient at both. Finding a hair and makeup artist that can do both helps in a variety of ways. It’ll help with scheduling and the over all efficiency of your operation.

Will you stay after you’ve finished both hair and makeup for the duration of the shoot included with your fee?

If you’re lucky enough to find someone who can do both hair and makeup and is willing to stick around, now that, my friends, is the holy grail!

Professional hair and makeup will be a game changer for your portrait business

I wish I had done this sooner! Ever since I started offering hair and makeup services in the studio, I’ve seen a marked improvement in my revenue growth. Moreover, I have happier clients who are willing to spend more on their portrait sessions. A lot more. It’s done wonders for my business, it can probably do wonders for you too! With a little bit of coaching and a whole lot of newfound confidence, your clients will crush it in their portrait sessions. The results and the feedback since I started incorporating professional hair and make-up have been nothing short of game-changing!

Other tips to maximize your studio’s exposure and your hair and makeup experience

Post behind the scenes “BTS” photos and videos to your Instagram and Facebook stories. It’s amazing how much engagement these stories receive.
Post “fun” images of the experience and the fun your clients are having. Who knew having your portrait taken could be so much fun?