A conversation with Agnes den Engelsman, Founder, Studio Agnes den Engelsman
“My cousin's grandmother used to own a pharmacy that closed down when they retired, and we had access to all the makeup. It brings a smile to my face just thinking about it.”
Interview: Anke Vande SompelePhotography: Tom Delaisse
Agnes den Engelsman is a makeup artist and hairstylist who channels her passion into her profession. She’s established her own online store offering top-quality makeup and skincare products, all of which are characterized by clean beauty, vegan ingredients, and eco-friendly packaging. Agnes radiates with boundless ambition, captivating not only her clients but also leaving us fully blown away after our conversation.
Agnes, can you give us a quick summary of who you are?My name is Agnes den Engelsman. I'm a 40-year-old woman and a mother of two girls. At the age of 16, I pursued a makeup course in Utrecht. However, being young and without a driver's license, I felt I wasn't quite ready for that industry yet. Later, I tried hairdressing at Academie Verbiest in Antwerp, but it didn't ignite my passion, so I switched to retail. Five years ago, I found myself longing for the creative side of things. Despite having an office job, I decided to work part-time and enrolled in evening classes at Syntra to improve my makeup skills. Following that, I pursued the Beauty and Fashion course at MUD, and things progressed rapidly from there. In the early stages of my career, I devoted a lot of time to practice.I collaborated extensively with photographers and did a lot of freelance work. I really threw myself into it and, in a very short time, I was able to start working independently. What brings you pleasure in makeup? Is it the satisfaction of making people look and feel good?There's more depth to it than simply making someone feel good; it's also about women's empowerment, a concept that's flourishing these days. I aim to create a sense of ease and intimacy for my clients during their makeup sessions, particularly for special occasions like weddings or upscale photoshoots where they entrust me with their appearance. It's my responsibility to ensure they feel stunning. Moreover, I want my clients to leave my chair feeling like themselves. This personalized approach sets me apart from other makeup artists and meets a vital need for authenticity. It's about understanding each client's individuality and desires while blending them with my unique style.
You’re doing wedding makeup, photo shoots, workshops, …For a long time, I resisted focusing solely on one area, like bridal makeup, because once you commit to it, that's where your focus lies. I never posted pictures of brides or such on my social media. Then, another makeup artist reached out to me and asked if I'd be interested in taking over some of her clients. I figured, why not give it a try and I found tremendous satisfaction in it. As a mother, it's easy to manage because I can start early on Saturdays while my kids are still asleep and be back home around noon. The trial sessions can be scheduled during school hours. I can offer them skincare and makeup advice and introduce them to my webshop. And there's also the word-of-mouth aspect that comes with it. When clients are satisfied with my services, they recommend me to others. So that’s your main focus right now?Yes, I'm in the process of building a bridal brand. I really want the name Agnes den Engelsman to be synonymous with bridal excellence. I still enjoy doing photo shoots and taking creative days in between. Or adding a workshop here and there. But I do find that I have a strong connection with private clients, especially because of the freedom it allows me. Whereas with shoots, well, they involve a much larger scale. Or you only see the results of a creative day afterward. Sometimes it's enjoyable because you're part of a team, but when it’s just me, I'm the only one responsible. And while that can be quite challenging at times, it's also rewarding.
What types of workshops do you offer, and who are they intended for?The workshops are for everyone, but they're mainly geared towards private clients at the moment. We cover a bit of skincare followed by makeup. This can be done one-on-one or in groups. Sometimes I host them for bachelorette parties. Just recently, I had six friends, all around fifty years old, over for one. We included a glass of champagne and really made it an experience. And that's really important to me. Quality is key, everything needs to be high-end. That's also why I chose Studio Calypso to design my website. I've always followed a consistent sequence in my career, starting with showcasing my portfolio as a makeup artist before introducing my website. This method has served me well. I believe in relentless practice until perfection is achieved and in doing things in the right order.
You mentioned earlier that you took a makeup course at sixteen. Has this been a consistent interest for you?Yes, absolutely. My cousin's grandmother used to own a pharmacy that closed down when they retired, and we had access to all the makeup. It brings a smile to my face just thinking about it. We'd line up all the lipsticks, and try them out. Every Saturday morning, we'd do each other's makeup. I must have been around eight years old. My daughters are really into makeup as well. My oldest can almost apply red lipstick better than me. It's amazing that I can share my passion with them. This is exactly how I imagined motherhood would be. Why did you start your webshop?I noticed that clients were really happy with my products, like the ones from Ere Perez, a brand I use. I'd always tell them, "you can find it at Douglas," or send them all the links. Then I realized, "silly me." I should seize this opportunity. So, it's mainly driven by demand from my clients. While it's currently a small part of my business, I aim to expand it significantly.
Do you dream about your own makeup line?Makeup or skincare, maybe. But having my own brand is a dream for the future. Certain factors have entered my life, such as having a child who requires extra care. That's why sometimes you have to take a step back, you know? It has a significant impact on your life. However, because of that, I've become even more grateful. I've gained even more from my life, and I stand even more firmly behind my business. I want to build something for my daughters. What does Studio Calypso do for you exactly?They're an essential part of Agnes den Engelsman, from a strategic and backend perspective. I get lots of compliments on their website design, which I'm really proud of. Julie van Milders handled the logo and layout, she captured my vision perfectly from the start. Studio Calypso's support has been equally crucial on my journey. Without them, I wouldn't be where I am today. I target the high-end market, so I want my website to reflect that quality. I've ensured every detail is just right, and it's paid off. Of course, I've also formed a great bond with Steven, and my connection with Charlotte has always been fantastic too. They both have always been there for me. They’re very responsive, especially when it comes to getting things wrapped up quickly.
How long have you had your webshop?I believe it's been about two years since I started, around December 2021. It wasn't initially successful because I didn't dedicate enough time to it. However, there has been growth and evolution since then. Success depends on factors like giving workshops or sending out newsletters; you can feel the impact of those efforts. I've only sent out one newsletter so far, but I'm really proud of what it looks like. I hope its personal touch will make it effective. Quality photos are key to a stunning website. Can you give us a glimpse into your portfolio?My experience has been quite diverse. For example, I've been involved in set work with Eline Jansen, whose collaboration has been instrumental in my journey. We've worked extensively together on freelance projects, benefiting from her captivating storytelling style. Additionally, I've worked with Felicia van Ham, known for her ability to capture stunning beauty shots that highlight makeup artistry. I've also had the honor of contributing to magazine covers such as Knack and collaborating with various celebrities, often alongside Carmen de Vos. Is this where you aimed to be now, when you started?Yes, I think I'm pretty much on track. It's unfolding as I expected, without any major surprises. It's a realistic and steady growth.
What’s next?I simply want my business to keep steadily rising. The bridal team, the webshop, the passive income... I need to focus more on PR and e-commerce, and especially on driving traffic to the shop. For newsletters, I already know what the next one will be about, but I still need to work out the details. Anyway, what I most want is that when someone is getting married and looking for a makeup artist, they think of me first. I want to be their go-to bridal makeup artist, known for high-end service. And yes, arriving in a Range Rover wouldn't hurt either.