By Samantha Horning Published September 6, 2024 at 4:34 PM
Last updated September 6, 2024 at 4:56 PM
Maria De Santis, the owner of A Face Forever, is a woman deeply rooted in a legacy of entrepreneurship. Born into an Italian family of multi-generational business owners, Maria’s journey into the world of business was almost predestined. On her mother’s side, the family owned funeral homes, while her father’s side were skilled tailors.
Growing up as the oldest of seven grandchildren in the Oranges, Maria was immersed in the family businesses from a young age, observing, learning and absorbing the nuances of running successful enterprises.
Maria fondly recalls spending her childhood alongside her grandparents and parents, watching them interact with customers, and playing a small yet important role in their businesses. At the funeral homes, she vividly remembers creating her own floral arrangements from leftover flowers and helping with evening viewings. Witnessing her mother’s delicate handling of grieving families taught her the importance of listening, compassion and helping people cope during their most difficult moments. These experiences left an indelible mark on Maria, helping her develop the empathy and attention to detail that would later define her career.
Her time with her tailor grandparents was equally formative. Although they didn’t speak English, they managed to build a successful business through sheer determination and skill. Maria spent hours at their shop, creating her own cloth pocketbooks and skirts, honing her creativity. Her father, also a dressmaker, eventually transitioned into owning a floor and wall covering business, catering to local interior decorators. Through him, Maria discovered her artistic side and learned to appreciate the aesthetics of design and craftsmanship.
The Beginning of an Entrepreneurial Journey
By the age of 24, Maria had already begun charting her entrepreneurial path. She discovered the quaint town of Westfield, NJ, where she opened her first business, Tip 2 Toe, a nail and tanning salon. However, Maria’s drive and passion for learning pushed her to explore new opportunities, leading her to open a spin studio in Clark, NJ, called Pedal Power. But her true calling came unexpectedly when she was introduced to permanent cosmetics.
Intrigued by the concept of helping people enhance their natural beauty in a lasting way, Maria found herself drawn into the industry. Permanent cosmetics, or micropigmentation, was a field she had never heard of, but it captured her imagination and spurred her to change careers entirely. The intricate balance of artistry and technical skill required to perform permanent makeup aligned perfectly with her creative and compassionate nature.
The Path to Mastery in Permanent Cosmetics
Becoming a permanent cosmetic artist is no small feat, and Maria threw herself into mastering the craft. The training is rigorous, requiring 100 hours of fundamental education, including an apprenticeship where artists work on live models. The curriculum covers everything from numbing techniques to eyebrow mapping, eyeliner, lips and the use of needles and pigments. Once these fundamental skills are mastered, a board-certified exam must be passed before a license is granted.
In addition to licensing, setting up a business in permanent cosmetics requires navigating town approvals, health department inspections, and securing the proper insurance and certifications. Maria was undeterred by these challenges, driven by her passion for the craft and her desire to help people look and feel their best.
As her experience grew, Maria felt a calling to contribute more to the industry. She became an active board member and board-certified educator, not only teaching new permanent makeup artists but also instructing educators themselves through the Academy of Micropigmentation. Today, more than 25 years after starting her journey, Maria has served thousands of clients, not just from Westfield, but from all over the country.
A Wide Range of Services for Diverse Clients
At A Face Forever, Maria caters to a broad clientele, ranging from 20 to 85 years old. Her services span a variety of cosmetic procedures, including eyebrow tattooing, eyeliner, lip color, scalp pigmentation and scar camouflage. Maria’s clients come from all walks of life, and her ability to tailor her services to each individual’s needs has made her a trusted name in the industry.
One of the most rewarding aspects of Maria’s work is seeing the confidence her clients gain from their new look. Whether it’s helping someone feel more youthful or empowering a client who has struggled with hair loss or scarring, Maria’s mission is to enhance her clients’ natural beauty and make them feel their absolute best.
The Rewards and Challenges of Entrepreneurship
For Maria, the best part of being an entrepreneur is the freedom it affords her. As her own boss, she has the ability to set her own hours, determine her pricing, and cultivate a workspace that reflects her personality. She’s able to create an atmosphere at A Face Forever that is calm, welcoming, and tailored to her clients’ comfort, something she takes great pride in.
However, being a business owner is not without its challenges. Maria juggles many roles, from artist and educator to accountant and marketing expert. The ebbs and flows of the economy and staying up-to-date with industry trends and technological advancements in permanent cosmetics can be demanding. But despite these hurdles, Maria’s passion for her work and dedication to her clients keep her energized and motivated.
The Future of A Face Forever
Looking to the future, Maria remains committed to her craft and her clients. She continuously invests in learning the latest techniques and trends in the beauty industry, ensuring that her clients receive the best possible service. For Maria, the joy of her work comes not just from making her clients look good, but from providing them with a positive, comfortable experience during their procedures. It’s this commitment to both artistry and client care that has made A Face Forever a success for over two decades.
Maria offers sage advice to her younger self and to aspiring entrepreneurs: “Work smarter, not harder, and invest earlier.” One of her biggest lessons is the importance of owning the building where her business operates, a move that would provide long-term security and stability.
Maria De Santis’s journey from a child observing her family’s businesses to a successful entrepreneur and educator in permanent cosmetics is a testament to her passion, dedication, and artistry. Through A Face Forever, she continues to empower her clients, helping them look and feel their best while creating lasting, positive impacts on their lives.
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