B E A U T Y F O R T H E
F O R E V E R B L O O M I N G .
F R O M A L Y S O N H O A G
C E O & F O U N D E R O F G E N U I S T B E A U T Y
ET TO NOW ME
My name is Alyson Hoag and I have been a p Artist for over 35 years. I have profound t for every single one of you, who create ters and bring stories to life. Your creativity istry has inspired my career. I believe our y is such a wonder with so many opportunities ections, all that it asks is for you to give your riously how magical is what you get to do? I grateful for the chance to share my story and ce you to Genuist Beauty!
I was a young artist who discovered that my passion was to work with real women on a daily basis, and began building a clientele.
With a degree in sociology, I always knew I wanted to help people.
I felt the impact I was making working with these women, so I made my own path and discovered the power of a consumer clientele.
My journey took me to being an Educator for Aveda, where I learned the power of the salon world.
After many years of salon life and freelancing, I decided that I wanted to open a brow and makeup studio that was a safe place for women to learn how to do their makeup.
After listening to woman after woman complain that they didn't know how to do their makeup or that they didn’t care much for “that stuff”, 15 years ago I found the courage to open the doors to Authentic Beauty, a Makeup Salon and Brow Studio.
Now an award-winning studio, my team and I have estimated I have worked on nearly 100k women in my career.
When I was younger, and even more so now,
I saw so many artists struggling to make a living. I believe in order to be available for any opportunity you have to grow and expand your skillset. I thought I wanted to do more commercial work, so I began working with a mentor, Ron Guarino. He taught me the power of brows.
Ron looked at me and said, “We are doing your brows”. I protested, but said I was willing to cut them.
He showed me the front, the tail, the arch and where it should be based on angles based on an individual person's eye structure.
“I saw the power of brows and I became a believer that day that brows are the most important feature of the face.”
From that moment on I could no longer do anyone's makeup without doing their brows.
Next thing you know, I was winning awards and seeing 20 clients a day.
I was told early on in my life, “Don't touch your brows, they won't grow back!” and I saw evidence of woman after woman coming out of the 1970's saying the same thing, so for the first 10 years of my career I told every client don't touch them!
Brow blindness in the 90's...
The waxing began and the onset of the thin brow. I saw the slaughtering of brow after brow. Brows were being waxed off in crazy angles and clients were coming to me with skin missing! Girls were crying.
I was, and still am, a tweeze only brow artist. I take one hair at a time and am all about precision and respecting every follicle.
One of the benefits of having clients in every month, year after year, is that you begin to see patterns and after 20 years with the same clients. I started understanding how brows grew and began to develop my “Mow it to Grow it” philosophy.
The brows are like a lawn, and they must be mowed every 4-5 weeks. Tweeze too soon, and you kill the lawn, but if you wait too long, the hair will shrivel up like a lawn.
Many people after having had their brows ruined by stopping tweezing and the brows end up dormant.
I had experimented with different “brow enhancement serums” and noticed different actives affect the brow differently. Some grow fuzz, some grow the hair longer, some grow in patches.
One day in the studio, a client with severely damaged brows and irregular growth came in and her hair was growing back through the scar tissue! (Yes, brows can have scar tissue from waxing damage).
I asked her what she had been doing, and she explained she had started dermarolling her face.
She read that one of the benefits of dermarolling was to increase serum absorption, so she thought to try it around her brows.
It worked! I began testing this theory and started considering, “I just might want to launch a brow product...”
I never thought I would launch my own cosmetic brand. I knew how expensive it was and I knew how much work it would take. I wanted to make a few products throughout the years. But upon discovery, it wasn't feasible.
However, I believed women needed to use my serum and dermaroller. I wanted my clients to be educated on the importance of the shape of the brow and on how to use different makeup applications properly to achieve natural looking brows.
In my experience, many women that I speak to and work with don't want to wear a lot of makeup. They want to look natural, feel good about themselves, and spend less 10 minutes to do it.
I feel it is in their best interest to get their brows as perfect as they can without having to apply makeup to them. However, it can take a long time to craft balanced brows.
In addition to discovering how to get the brows to grow on a cycle and how to enhance that cycle, I also discovered that brow hair needed to be thought of and treated like the hair on our head.
I began working with a lab on clean formulas, and as I used it along with some of my clients, I noticed the hair was softer, healthier, it laid down better, and the hair was stronger. It was truly amazing.
MEET GENUIST BEAUTY
The beauty business is a big one and it largely exists to tell you what you are supposed to look like.I created Genuist Beauty for people who embrace their lives at all ages and stages of their lives with authenticity and purpose, who want to put their best faces forward and who refuse to lose their identity in the process.
ROLLER BROW
Dynamic Infusion Dermaroller With
Brow Enhancing Serum
The Roller Brow is a gentle, at-home derma roller for your brows. It combines the power of derma rolling with a power-packed, effective, brow-enhancing serum made with natural ingredients that stimulates the hair cycle and gets brows beautifully blooming.
With routine use (4-5 times a week), the Roller Brow addresses brow hair damage through this groundbreaking brow derma rolling tool and serum in one. The Roller Brow’s innovative design allows for the browenhancing serum to come through the roller as you glide it gently over your brows.
In addition, the serum inside is made with all-natural ingredients and is powered with a high percentage of Capixyl, a biometric peptide, that can strengthen, lengthen and stimulate your brows for optimal blooming.
BROW RENEWAL
Ultra Hydrating Nightly Treatment
Similar to deep conditioning hair masks, this hydrating mask for your brows promotes the appearance of stronger, softer, more fortified and healthier looking brows with just a few simple strokes.
Used to revive and repair eyebrows and for maximum hydration, this leave-in (for a minimum of 20 minutes or for overnight) brow mask comes in a vegan formula infused with nourishing and strengthening ingredients to restore and strengthen the hair fibers.
This eyebrow mask also softens and smoothes coarse brows and transforms them back into a supple and more manageable state thanks to deep-nourishing ingredients that are designed to tame and refine your brow’s texture.
REVIVAL BROW
A Daily Brow Conditioning Treatment
This is a daily brow conditioner and pre-styling treatment that conditions, nourishes, and hydrates your brows for optimal brow blooming. Like a daily hair conditioner, this daily brow conditioner rehydrates and replenishes your brow hair every day.
With a lightweight consistency, Revival Brow improves the feel and manageability of the brow hair, enhances shine, protects the hair from breakage, allows for easier brow styling, while also maintaining overall brow health.
The vegan formula, which comes in an aqueous, green, gel form is enriched with Yuzu that boosts shine, strengthens, and increases the appearance of thicker brows.
Ceramide B helps provide protection, prevents dehydration, and maintains moisture of the brow hair.
BROW PRIMER
Liquid Brow Wax With Flexible Hold
This Brow Primer has a non-sticky effect that feels like a conditioning balm that sets this primer apart from the rest. It also has the ability to create the effect of laminated brows, fluffy brows or simply tamed brows.
With a wax-like texture, the Brow Primer conditions, sculpts and holds your brows in place, yet it isn’t stiff or unnatural. This formula is made with antioxidants like Vitamin E and Vitamin B5 for hydration and protection against environmental damage
Apply the Brow Primer as your final step in your daily makeup routine for gorgeous, defined, fluffy brows with stunning all day hold and definition.
DEFINING PEN
Liquid Brow Stain Pen
With a natural-looking liquid brow stain, this pen covers gappy areas behind the brows where you see skin. Replete with a ceramic ballpoint pen delivery system, this innovative brow pen allows the user to apply hair-like strokes to the skin in the brow area with ease.
This easy-to-use brow pen is for anyone who needs a quick, lightly pigmented, long-lasting and waterproof brow pen to naturally disguise brow gaps in an instant.
Unlike most brow pens, pencils, eyebrow pomades, and powders that leave harsh, stark lines and can look severe and unnatural, the Roller Brow
Defining Pen deposits a naturallooking brow stain color. The ceramic ball of the pen means the color is deposited onto your brows where you want it, and leaves you with brows that look beautiful and balanced.
TINY LINER
Ultrafine Blendable Liquid Eyeliner Pen
Say goodbye to thick and messy eyeliners that end up in all the wrong places. With a lash tip that is thinner than an eyelash, the Tiny Liner is a liquid eyeliner with superior workability that allows you to blend out this eyeliner with ease.
The Tiny Liner makes it easy to apply a natural, thin line that defines the eyes in the most subtle way. Because the pen’s tip is thinner than an eyelash, it makes achieving the perfect liquid line possible, with no unintended thick lines.
The blendability of the formula is perfect for the shaky-handed, anyone with eyeliner anxiety, or for an eyeliner beginner. Simply apply the liner and if you encounter any imbalances, take a small brush and blend lightly. The after effect is a diffused, straight line with defined and brighter eyes.
Genuist Beauty only launched in late February of this year, and has had tremendous success with the clients in my studio who have been using the products.
I've also been sharing the brand and my mission with the makeup artist community, which is pretty exciting and I am really honored. These products are for anyone, to use it regardless of their skill level. In addition to these 6 products, we will be launching a new product in October and it is just extraordinary.
INTRODUCING: SMOOTH CANVAS
Genuist Beauty’s Under Eye Primer
This hydrating, illuminating, instantly lifting, and blurring under eye primer is perfect for mature skin, or any skin type looking for a perfect makeup canvas. The formula is lightweight, silky, and hydrates while it works. It is also enriched with an iridescent transparency that creates a prismatic effect on your skin, like a diamond to blur out lines.
There’s nothing worse than when you go to put concealer on a client, or yourself, and the product sticks right into the lines under the eye. I kept finding this problem no matter how much preparation, skincare, and maintenance I did.
This under eye formula acts like a sealant for wood. On wood, if there are grains that you wanted to smooth out, you would fill it in with an epoxy or some kind of sealant so that the grains would be smoothed in, thus also creating a smooth surface. That's exactly what this product does. However, it has an added benefit. It actually blurs out the area under the eye and brightens it.
All Genuist Beauty Products are: - Crafted with clean ingredients - Committed to sustainability - Can be recycled through our makeup recycling program In partnership with Pact, a nonprofit collective uniting the beauty industry to reduce beauty packaging waste, you can find a makeup recycling bin nearest you here: https://www.pactcollective.org/locations
We are proud to have a makeup recycling bin at Authentic Beauty in Atlanta.
