In the competitive beauty industry, standing out requires more than just talent and creativity—it also demands a robust network. Etienne Ortega, founder of makeup line ORTEGA, embodies this combination of artistic flair and entrepreneurial acumen. From transforming his passion for makeup into a career to launching his own brand, Etienne’s path highlights the importance of networking, particularly in the beauty industry.
“You have to build a strong foundation to grow a clientele,” Etienne says. “For me, I always found myself to be disciplined in my workspace. Like the importance of just simply being on time, giving 150% effort, even when I had no celebrities or even a full clientele, that was my pattern. I was showing up on time, being responsible and always being respectful.”
On the Shopify Masters podcast, Etienne shares his strategies for aspiring entrepreneurs eager to turn their passions into thriving businesses.
Early inspirations and networking beginnings
Etienne’s earliest memories include watching his mother apply makeup, which sparked his interest in beauty. He spent his formative years not only perfecting his craft but also building connections. “I was just drawn to [makeup] and found myself getting more involved in beauty,” Etienne recalls.
As a teenager, Etienne started offering his services for proms and other events, quickly realizing the importance of word-of-mouth referrals in expanding his clientele. “I had to be scrappy and make sure that I was making ends meet to balance all those responsibilities,” he explains. His commitment to his work enhanced his skills and grew his professional network, which was crucial for his career development. His ability to connect with clients and exceed their expectations led to increased demand for his services and more opportunities.
The pivotal role of relationships
While working at a bustling barbershop at age 18, Etienne observed and interacted with various stylists, including one named Hilda, whose work ethic and client interactions influenced him. These early experiences highlighted the benefits of being part of a community where skills can be shared and opportunities can flourish. “I just don’t have any secret sauce for you, because there’s no shortcuts or cheating. I’ve just done the work. I used to stay at the salon … two extra hours and take walk-ins and just say yes to everything,” Etienne says. “And the universe responds to that. The universe sees everything and gives back to you.”
It was his skill as a hair and makeup artist that initially caught the eye of actress Eva Longoria, who admired his work on a dinner companion 15 years ago. It’s his work ethic, however, that has maintained that relationship and opened doors for him since the initial connection. “Looking back, maybe I wasn’t ready to [work with celebrities], but I got the opportunity and I took it,” he says. “And, she loved me. I’m always going to be grateful for Eva because she opened a lot of doors for me.”
Establishing ORTEGA
Despite challenges related to starting a new venture, Etienne’s commitment to authenticity and quality remains steadfast. Each product released under his brand reflects his personal style and professional standards. The blue color that represents the ORTEGA makeup line pays homage to the agave in the Jalisco region of Mexico where he was born, and it’s also his younger brother’s favorite color.
After 17 years in the beauty business, Etienne knew the connections he had made—some he had worked with for more than a decade—would support his ventures. His business partner, ORTEGA CEO and cofounder Eric Kaufman, is a friend of 15 years whom Etienne admires for many reasons. “I reached out to him, you know, cause he’s a good guy and he’s a hard worker,” Etienne says. “And he was, you know, interested in this opportunity with me.”
Etienne’s high praise for Eric is likely something his roster of clients, fans, and friends might remark about him as well. Those aforementioned clients, fans, and friends include the previously mentioned Eva Longoria, as well as Actress Salma Heyek, singers Lana Del Rey, Christina Aguilera, Karol G, Kali Uchis, and Demi Lovato, along with the Kardashian and Jenner family. All of whom expressed their readiness to support an ORTEGA makeup line.
The continuous importance of building connections
Even after launching ORTEGA, Etienne continues to stress the importance of enhancing his skills and networking. His collaborations with other artists and celebrities have increased his brand’s visibility and brought in diverse perspectives that enrich his product offerings. “I continue to exercise my craft all the time,” he says. “I never feel like I’m the best because makeup changes often and new trends always pop up. For me, it’s like a constant, ‘OK, I got to try this. I want to do that.’”
For aspiring entrepreneurs, Etienne’s journey underscores the critical role of building and maintaining a strong network. It’s not just about making connections but nurturing them into meaningful relationships that support and drive mutual growth.
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