By Sophia Winston
I have loved makeup ever since I was a little girl. There’s something so magical about playing with color palettes and seeing how a simple swipe of eyeliner or a new shade of shadow can completely transform a look. Over the years, even as I’ve balanced being a busy mom, wife, makeup artist, and advertising manager, I’ve never let go of that love. In fact, one of my favorite things is sharing beauty tips with others — because makeup isn’t just about products, it’s about confidence and creativity.
One of my go-to looks, both for myself and for clients, is a bold eye. A bold eye look never fails to turn heads. Whether it’s for a night out, a special occasion, or simply for someone who loves to make a statement, bold eyes paired with a neutral face create sophistication.
As beauty supply owners, you have such a unique opportunity. You’re not just selling eyeliner or mascara — you’re teaching your customers how to achieve a look that makes them feel powerful and stylish. And when they feel good about how they look, and know they can count on your store for the right products and guidance, they’ll keep coming back again and again.
That’s why I’ve put together this guide. These are my simple, repeatable steps to achieve bold eyes, with product recommendations you can share with your customers. I hope you’ll use this as a tool to inspire, teach, and ultimately grow your customer loyalty.
Why Focus on Bold Eyes?
Neutral makeup with bold eyes is timeless because it’s versatile and universally flattering. Many customers may shy away from it, thinking it’s too complicated, but when you show them it’s a series of simple steps with the right tools, they’ll feel empowered — and that builds loyalty to your store.
Step-by-Step: Teaching Customers to Achieve Bold Eyes
Step 1: Prep the Eyes
- Advice to Share: Remind customers that brows frame the face and should be shaped before starting. Clean eyelids are essential for a smooth application.
- Products to Recommend:
- Cleansing wipes or micellar waters (gentle and effective).
- Brow pencils or gels for a polished frame.
Step 2: Prime for Intensity
- Advice to Share: Encourage customers to use an eyeshadow primer in a lighter shade to make dark colors pop. This also prevents creasing, which is a common frustration.
- Products to Recommend:
- Lightweight eye primers.
- Neutral-toned cream shadows that double as a base.
Step 3: Outline with Eyeshadow
- Advice to Share: Suggest outlining the desired shape with black or dark gray eyeshadow before committing to liquid liner. It’s forgiving and easy to adjust. Leave negative space in the center for a modern graphic look.
- Products to Recommend:
- Matte black or charcoal eyeshadow singles.
- Flat angled brushes for precision.
Step 4: Define with Liquid Liner
- Advice to Share: Recommend waterproof black liquid liner for sharp, long-lasting lines. Show them the Q-tip trick with cleansing water for a crisp wing.
- Products to Recommend:
- Precision-tip waterproof liquid liners.
- Cotton swabs + travel-size micellar waters for touch-ups.
Step 5: Finish with Mascara
- Advice to Share: Suggest layering mascara on both top and bottom lashes for maximum impact. Encourage customers to try a volumizing and lengthening formula for drama.
- Products to Recommend:
- Volumizing mascaras with smudge-proof formulas.
- Lash curlers for added lift.
Pairing Bold Eyes with a Neutral Face
Customers often wonder what pairs best with bold eyes. Teach them to keep the rest of the face subtle for balance:
- Base: Lightweight foundation or BB cream.
- Cheeks: Soft peach or nude blush.
- Lips: Nude gloss or a muted matte lipstick.
Products to Recommend:
- Neutral lip kits (nude gloss + liner sets sell well).
- Everyday foundation shades in inclusive ranges.
- Warm-toned blush palettes.
How to Sell the Look in Your Store
- Create Eye-Catching Displays: Group primers, liners, shadows, and mascaras together with signage like “Get the Bold Eye Look in 5 Steps!”
- Offer Mini Tutorials: A short demo in-store or a social media video can drive sales by showing just how easy it is.
- Bundle Products: Sell starter kits that include everything needed (primer, shadow, liner, mascara) at a value price.
