Behind the Brush: Confidence, Craft & the Business of Beauty
Fri Feb 06 2026
Great beauty doesn’t start with products — it starts with intention.
Today’s episode is for the women who want to feel confident, empowered, and effortlessly camera-ready in every room they walk into. I’m sitting down with Sonia Crews, CEO and master artist behind Crews Cosmetics, whose 25+ year career spans editorial shoots, bridal artistry, major beauty brands, and a vibrant celebrity clientele.
We talk about what really makes makeup photograph beautifully, how Sonia translates a client’s vision into a polished, elevated look, and the behind-the-scenes standards that turn artistry into a trusted beauty brand. Sonia also opens up about balancing creativity with business, building a team rooted in personalization, and the lessons that shaped her approach as both an artist and founder.
If you’ve ever wondered how confidence is built — brushstroke by brushstroke — this episode is for you.
Let’s get into it.
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Great beauty doesn’t start with products — it starts with intention. Today’s episode is for the women who want to feel confident, empowered, and effortlessly camera-ready in every room they walk into. I’m sitting down with Sonia Crews, CEO and master artist behind Crews Cosmetics, whose 25+ year career spans editorial shoots, bridal artistry, major beauty brands, and a vibrant celebrity clientele. We talk about what really makes makeup photograph beautifully, how Sonia translates a client’s vision into a polished, elevated look, and the behind-the-scenes standards that turn artistry into a trusted beauty brand. Sonia also opens up about balancing creativity with business, building a team rooted in personalization, and the lessons that shaped her approach as both an artist and founder. If you’ve ever wondered how confidence is built — brushstroke by brushstroke — this episode is for you. Let’s get into it.