Being an “Influencer” After 40, Plus Makeup Education With Erica Taylor

Summary

Gloss Angeles Podcast Summary

Episode: "Being an ‘Influencer’ After 40, Plus Makeup Education With Erica Taylor"

Hosts: Kirbie Johnson & Sara Tan
Guest: Erica Taylor (Global Makeup Coach, IT Cosmetics)
Date: January 16, 2026

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Overview

This episode centers on redefining what it means to be an "influencer" over 40 and the power of makeup education for all ages, especially for women navigating changing faces and beauty standards. Hosts Kirbie and Sara are joined by respected makeup educator and author Erica Taylor, known for her down-to-earth, educational approach and viral tutorials for mature skin. The candid, lively discussion covers product innovation, inclusivity in beauty, and the importance of authenticity—along with practical, empowering advice for women over 40.

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Key Discussion Points & Insights

1. Erica Taylor’s Beauty Philosophy and Platform

• Relatable Expertise: Erica shares her journey as a career makeup artist and how she became a trusted voice for women over 40 by providing answers to real beauty questions, not just trends.
  • “I really did set out for a specific group. I set out for like your face is changing, whether that be in your 30s, later, 40s, and no one's speaking to us in a cool way.” (10:42)
• Mission: To empower women to embrace change and feel seen and relevant, countering the lack of representation and ageist beauty norms.
  • “We wanna still be cool. We still are trendy, we're still relevant.” (11:04)
  • She rejects narratives that push women to “put on your mat and get your Birkenstocks out and don't do anything.” (11:02)

2. Product Talk: Innovative Foundations and Skin Tints

• IT Cosmetics ‘Do It All’ Sheer Tint Face Balm: Erica and the hosts discuss this new all-in-one product at length, praising its skin-boosting, hydrating, and user-friendly formula for all ages:
  • Kirbie: “I need full coverage on my forehead, but I don't want full coverage anywhere else. And I've been able to shear it out or, like, pack it on where I need to.” (04:21)
  • Erica: “If I just go straight up and put like an old school foundation on my face, I will look like 700 BC.” (03:47)
  • Multiple listeners from different generations find the balm easy to color-match and adaptable regardless of age.
  • Genuine user reviews highlighted, such as Bethany, a millennial: “It's easy for travel. It's full coverage without being heavy.” (04:33)
  • Common wish: Product needs an applicator; Erica recommends IT’s #7 brush for perfect application. (08:24)
• Other Favorite Products: Erica shouts out Rare Beauty Soft Pinch Liquid Blush (“If you know how to use it... it stays” 09:37), IT Cosmetics bronzing balm, and the talc-free Kosas highlighter.

3. Beauty Industry Ageism and Partnership Ethics

• Brand Relations: Erica is selective with partnerships—turning down collaborations that don’t authentically fit her values or audience, especially anti-aging skincare/injectables targeted at her demographic.
  • “I turn down a lot more collaborations than I do... they're shocked because they're like, well, we'll pay you more. And I'm like, it's not about that. It's not worth it. It's not worth me losing credibility for one product.” (14:41)
  • She dislikes that “when I first started as an influencer, [brands] sent me so much retinol I could take a bath.” (13:54)
• On Influencer Stigma: Erica wrestles with the label ‘influencer’ due to industry behavior contrasts and prefers to identify as an educator.
  • “I don't just even like being called an influencer. For me is. And the way some influencers behave, and it's. I get embarrassed to say I'm an influencer.” (26:11)
  • She refuses to do unboxing videos, seeing them as “look what I have and you don't” and not actionable for her audience. (26:57)
• Industry Events: Erica is often one of the oldest at brand events and notes a lack of genuine educational moments in today’s influencer trips.
  • “I'm usually one of the only... what I would say, older ones at these events. I'm like the token old lady.” (27:53)
  • She and the hosts agree that too many events are "too much showy" (28:57), preferring substance and learning.

4. Makeup for Women 40+: Common Struggles and Golden Advice

• Most Common Counter Questions: Clients feel lost matching foundation, avoiding cakey or crusty finishes, or learning new techniques as their skin changes.
  • “They don't know what they're doing... And people are embarrassed to ask. And... it's very intimidating.” (20:32)
• Education First, Always: Erica’s retail and art-teacher background means she prioritizes teaching over selling to create trust.
  • “If you teach, you never have to sell... The numbers come when you're teaching.” (18:35)
  • She customizes advice based on client needs—“I don't shop with my face, I shop with yours.” (22:34)
• Top Glow-Up Tips for 40+: (32:45)
  • Exfoliate: “Your skin doesn't exfoliate... you can put a $5 or a $5,000 foundation. It's not going nice over dead skin.”
  • Use Skincare-Infused Makeup: "Everything you should be using should be skincare infused."
  • Update Products: Ditch old-school, matte or powder products in favor of current, more forgiving formulations. “You're not wearing the same shoes or a BlackBerry."
  • Blush Placement: “Put your blush high enough so your apple fell from the tree and you don't want your cheek on your lip.” (33:19)
• Immediate Don'ts:
  • “Stop doing that old school pale foundation... too light concealer, the too light foundation. I think that's insta-aging and just is not good.” (23:21)
  • “Stop with the gray and the taupes ... it looks like you're in a black and white movie. You gotta get color ... mix in rose golds or warm browns.” (23:56)
• Lifting & Liner Tricks:
  • Catchphrases: “Over the river and through the hood. Your lid dropped. Pick your shadow up.” (24:44)
  • “Go higher than comfortably high to lift your eye. It's not a tattoo. Wipe it off.” (24:53)
  • “You can still wear a cat eye; your cat might just be in a different direction than it used to be.” (25:20)

5. Personal Connections and Community Feedback

• Erica values feedback from women who, thanks to her guidance, feel more beautiful and enjoy makeup again:
  • “It's the messages that keep me going... when the woman says to me, I felt beautiful today ... I'm enjoying makeup again. I'm having fun doing makeup.” (17:21)
  • For Erica, beauty is about confidence and self-appreciation, not vanity: “When you put your face on, you feel like you can conquer the world. It's like a Jedi mind trick." (17:57)

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Notable Quotes & Memorable Moments

• On adapting makeup for aging skin:
  • "Your face isn’t the same face that you had. Not a good or bad thing. Just a thing." — Sara (02:11)
• On being an influencer after 40:
  • "We don't have to hand our pretty away." — Erica (16:54)
• On the power of makeup:
  • "Makeup is beyond just vanity. It's the way it makes us feel. It's the extra pep it puts in our step." — Erica (17:57)
• On product application:
  • "Put your blush high enough so your apple fell from the tree and you don't want your cheek on your lip." — Erica (33:19)
• On rejecting partnerships:
  • "I wouldn't tell my sister to use this... I'm not going to tell anyone that I know to use this. I don't care what you pay me." — Erica (14:51)
• On lifting eyeshadow:
  • "Take it almost to your brow...Go higher than comfortably high to lift your eye...It's not a tattoo. Wipe it off." — Erica (24:53–25:08)

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Timestamps for Key Segments

• Erica’s Introduction & Mission: 00:41 – 02:20
• IT Cosmetics Sheer Tint Balm Deep Dive: 02:28 – 07:31
• Real-Life Listener Reviews: 04:33 – 05:47
• On Beauty Industry Ageism & Brand Partnerships: 10:42 – 15:18
• Community Messages and Confidence: 16:36 – 18:16
• Teaching vs. Selling Makeup: 18:16 – 19:41
• Top Glow-Up Advice for Over 40: 32:45 – 33:56
• Signature Makeup Techniques (Eye/Blush): 23:21 – 25:13
• On ‘Influencer’ Identity & Industry Events: 26:11 – 29:15

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Tone & Style

The tone is witty, warm, and no-nonsense, combining serious beauty know-how with playful metaphors (“if I put on an old school foundation...I'll look like 700 BC” (03:47)). Both hosts and guest are frank about the realities of aging, industry bias, and the joy of rediscovering makeup at any age, making the episode both informative and affirming.

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Summary:
This episode is a celebration of beauty knowledge, self-confidence, and the refusal to be sidelined by ageist industry standards. Erica Taylor personifies the modern, empowered beauty educator with practical tips, honesty about industry pitfalls, and infectious enthusiasm for helping women look and feel their best—no matter their decade.

Transcript

[A]

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[B]

Glam los angeles.

[C]

Hi, kirby.

[D]

Hi, sarah.

[C]

Welcome to los angeles. Today's guest brings nearly 30 years of professional beauty expertise to her community of over 3 million followers. Since 2020. Her educational makeup tutorials and relatable beauty insights have made her a trusted voice for women over 40. And in 2025, she was named global makeup coach at IT Cosmetics. She is also a first time author with her debut book, the Magic of Makeup set to release this April. Oh, that's so exciting. Welcome to Los Angeles. Erica Taylor.

[B]

I'm so happy to be here. We are. Thank you for having me.

[D]

Love you. We love you.

[B]

I love you. I've been wanting to come.

[D]

I mean, first of all, we, we. When we were talking to IT about who could potentially come on and represent the brand, they mentioned you. We're like, say less.

[B]

I was so excited we wanted her.

[D]

On anyway, so this is just like the perfect pairing.

[C]

It is.

[D]

And you, Sarah and I. Well, today's Sarah's birthday.

[B]

Yay.

[D]

Sarah and I just turned 39, so we're approaching 40. And we absolutely love your tutorials.

[C]

Yeah.

[D]

We love your metaphors. We love how you are confident. And it's not in a way of saying older is worse or bad. It's a way of saying you're probably doing things the same way you've been doing them. There's a little way to update.

[B]

Yeah. And your face isn't the same face that you had.

[D]

Right.

[C]

Facts.

[B]

Not a good or bad thing. Just a thing.

[D]

Yeah.

[C]

Just a fact of life.

[D]

Exactly. Well, speaking of your face, Erica, gorgeous face. The time has come. This gorgeous face. What's on your face? What are you loving?

[B]

Okay. I love trying new things and I've been gatekeeping this and I'm like super excited. So obviously skincare. I've been like digging all the different K beauty. I've been having a great time just experimenting because I like to shock my face and my glow. Do I have a glow right now?

[D]

Yes, of course you can.

[C]

Radiant.

[B]

Okay. It's finally out. I could Say it. It's the it. Cosmetics do it all. Sheer tint, face balm. And it's like everything in one. And it has 92% skincare and just makes your skin, like, crazy glow.

[D]

We've also been gatekeeping this because our listener, 250 of them, have been testing this product. And when we say this is a miracle magic, we're not exaggerating.

[B]

Yeah.

[D]

And we know that it is partnering with us on this. But, like, but Sarah and I have had this for. We've had this for months. Yes. And we are going through. I'm almost at Pan. Yes, Pan Jar.

[B]

That makes sense. I'm hitting pan.

[D]

Technically, Jar. No, one of my shades.

[C]

But this one, like, it was like love at first sight test.

[D]

Yes.

[C]

Touch.

[B]

Whatever it is. I had seen you, like, last month and I was like, it's insane. Like, this is insane. It's definitely game changer. Especially if they don't know how to do makeup. You can't mess this up. I'm dry. I have texture. I have, like, you know, some fine lines. And I need hydration. So, like, if I just go straight up and put like an old school foundation on my face, I will look like 700 BC.

[D]

Right.

[B]

Like, I can't.

[D]

Right.

[B]

Yes, I can't.

[D]

So this balm, which will be out by the time this episode goes live, our listeners have actually been testing it and us. Yes, I have.

[C]

Literally legit. I have been wearing this every single day since you guys sent it to me.

[D]

Sarah and I have had it three months. Yeah, we've had it for a while. We have. We've had lab samples. We needed to try it before we decided our listeners were gonna get it. And then we were like, yeah, this is great. We love it. Then our listeners got it. They've been testing it for a month, probably at least 28 days. And we have some reviews, which everyone can go and read on Ulta's website. If you look up Los Angeles, you'll find them. We have Bethany Dupont, who's a millennial. Shout out millennials. She says it's easy for travel. It's full coverage without being heavy, which I think is really interesting because I need full coverage on my forehead, but I don't want full coverage anywhere else. And I've been able to shear it out or, like, pack it on where I need to.

[C]

That's what I really love about this product is that it is so buildable. So like you said, like, when you're running out the door in the morning, you just want to like, look alive. So you just put a little bit on, but then later on in the day, you can keep adding it on and it, you know, with other foundations, like, I like to start, like, a new base. Like, I need to, like, wash my face and start over again. This one you can literally just touch up on top, and it looks amazing.

[D]

I agree.

[B]

You can, like, put it right over your blush and, like, clean slate the whole thing. Yes. And just, like, start again. Because skincare.

[C]

Right.

[D]

I've done the difference. I've done that from day to night, where I'm like, okay, I need a refresh. You just kind of pat it on, and then you're good to go. You can start over, right?

[B]

Yeah, it's just like. It's almost like clean slates, like, rehydrates you, gives a little coverage, and boom, you're good to go. And then you, like, you said a little concealer, and you got a full coverage.

[D]

Because it's a skin tint, one shade is meant to essentially match a variety of different skin tones. One of the most common responses we got from the people that tested this product is how surprised they were at how well this product did match. Like, because they both got. They got sent two shades, and both of them worked perfectly.

[B]

The magic and the mystery of most clients. So they come to me or, you know, anyone that follows or just questions is, how do I match my skin tone? No one knows how.

[C]

Yeah.

[B]

They all do. Either orange, either your cadaver, your. You know, I mean, too light, too dark. Like, no one knows how. And this is it. Like, you. You can't mess this up.

[D]

Yeah. Because if you have something you need to cover up, you have to put a lot of product on it to conceal that. But then it's like, but my forehead doesn't match the rest of my face.

[C]

Right.

[D]

With this, I truly. I do think it is a magic product. Yeah. Sarah and I have tested, like, so many years, so many skin tints. I love. I'm like, thank God it's a skin tint that's not in an oil for. I cannot do another dropper skin tint. I really can't. Like, it just. It's for.

[C]

My texture is really so unique.

[D]

Because it is.

[C]

Yeah. Because it's not like the mousse foundations of our childhood that we would just, like, layer on. Um, it's like, it's so much more forgiving and blends really beautifully. But then it still gives you coverage. I don't know. Right.

[D]

It's not a foundation.

[C]

I just don't Know how you did it? Yeah, I just don't know how you did it.

[B]

I was like, this is it. I've been using it gatekeeping this for like six months.

[D]

Yeah.

[B]

So I got to try it on, like all ages. I was on all the different models, all skin tones, and it just works on everyone. And that's the thing. Like, if you're, you know, my skin closer to 50, you need the hydration.

[D]

Totally. Bethany also said that. So when we do these testings, we don't tell anybody the cost. We tell them the claims that the product makes. We tell them what ingredients are in it and things like that. But we don't tell them the cost because we don't want it to sway them one way or the other. Because obviously sometimes if you hear a certain price point, you're like, I'm never going to spend that much. Or this doesn't sound like it can be my.

[C]

Yeah, it's like not prestigious enough.

[D]

And she said that without knowing the cost, she would buy this. It's $34, which I feel like is pretty standard for if you're looking skin tint these days, especially at a place like Ulta. And yeah, she said she's just so impressed with the color match. Michelle Gutman, Gen X. She said, this product is definitely going to be talked about as a must have in the new year. I liked how my skin looked more even toned and healthier with this product due to the balm texture. I was worried that would be heavy or too thick once I blended it. I was pleasantly surprised with how weightless it was. Plus, it really had that natural finish that I liked. You know what, there was one note, there was one common note, which was a lot of people wish that it came with something for application, and we had to tell them you use a foundation brush to apply to your skin and then buff it out with a sponge or like, you know, a dense foundation brush. But it also makes a brush that would be perfect for this. Right.

[B]

Number seven brush. It fits like the top of it just fits right in perfectly. And it's a buffer, so you don't need anything after, like, you just. I was doing it in the airport. I was legit doing it, like at the bar in the airport. I mean, no secret, I like my wine.

[D]

Yeah.

[B]

It's not a surprise, but I was there and someone was looking at me like, what is it? I can't tell you.

[C]

Yeah.

[D]

Like, this is a lab sample.

[C]

Can you describe what the number seven brush.

[B]

So it's round. It's round. So it's not like the. So the old school painty brushes can leave streaks, which is why you have to go back in with a sponge. Right, right. So this one is a buffer. So it's round enough. It's not too flat. That's too dense. So it's the perfect, like medium coverage. It's round. The other side actually is like the size of like a concealer. So it's a double ended. That's my go to. Like, I do everything with that brush. If it's in your makeup bag, it doesn't get like all sorts of bent up and crazy when it goes in your bag. But it just. You can do everything with it. You can do your foundation, you can go back in with bronzer, you can use the other side for concealer. But like that brush is it. You don't need anything else. You don't have to touch it. You don't have to do anything. You just buff it on. Done. It fits exactly in the top.

[D]

Amazing. Okay, Erica, so we know you love it. Cosmetics, clearly. But what are some other products that are on your face, Hair, body that you are obsessed with and you're telling everybody about?

[B]

Okay, well, rare beauty. I still love the soft pinch liquid blush. It stays. It just stays. If you know how to use it. The problem is that people use like eight dots or like a big glop of it and you're gonna look like a lunatic. If you've ever seen the way Selena does just like one little dot. So that I love to mix in. And we know that I've been talking about. I just posted it not too long ago and it was like a. Not a full on viral, but like close to a million. Is the bronzing balm. That's it. Cosmetics too. Yeah, it is. I just love the hydration.

[C]

And is that from the same line? Because there's.

[B]

Yeah, they're the same family.

[C]

Okay. The same family.

[B]

Yeah, they're the same family. So it definitely is the same sort of like glowy texture. And the new Kosas highlighter.

[D]

Oh, I haven't tried that one yet.

[B]

Talc free.

[C]

I have it, but I haven't tried it. I love how exclusive you are. Okay, Erica, you have been referenced by the New York Times as social media's midlife makeup guru. Do you remember what made you want to post online initially? Like become an influencer? Especially because the online space can be really unforgiving to women who are not in their 20s.

[B]

Yeah, it's not that nice. But luckily I have thick skin from being in retail for 30 years, I'm always like, I've been yelled at by the best, you know, So I really did set out for a specific group. I set out for like your face is changing, whether that be in your 30s, later, 40s, and no one's speaking to us in a cool way. It was like, now that you're over.

[C]

40S, you have to put on your.

[B]

Mat and you know, get your Birkenstocks out and don't do anything that's gonna make you uncomfortable and don't do too much. You can't do a cat eye anymore. And I was like, we wanna still be cool. We still are trendy, we're still relevant. And I feel like nobody was speaking to us that we want our skin to glow. But like you're used to doing your powder foundation, your Mac studio fix and it's not good anymore and sorry, you know, maybe you can incorporate certain ways but like, I'm not going to say ever to wear a powder foundation.

[C]

If you've listened to us before, you know that we love Saie. We even recently had their founder Lainey on. But if you haven't listened to that episode episode and you're not familiar, Saie is a makeup brand whose formulas don't just look amazing on, but they feel great on your skin too. No matter your skin type. If you're into that effortless no makeup makeup look, you will love Saie. One of their fan favorite bestsellers is the Glowy super gel. It's lightweight, non comedogenic and it's the easiest first step to that lit from within glow. I love it on its own under makeup mixed in, it just makes skin look alive. And if you want a little coverage that still looks like skin, the slip tint tinted moisturizer gives this sheer dewy finish and it has broad spectrum SPF 35. It's one of those throw it on and instantly look more put together products which I need. Don't forget your cheeks though. The Dew blush is super blendable and buildable. It melts in seamlessly so you're not dealing with harsh lines or patchiness. It is so, so good. You can find [e-mail] and every Sephora store across the United States and Canada [e-mail] that's s a I e hello.com.

[D]

You may recall that we had Tatcha's founder Vicky Tsai on the show a little bit earlier this year for the second time and I'm still thinking about how she builds rituals of daily Self love, little pauses that restore calm and joy.

[C]

And honestly, the product that nails that feeling for moi is the Dewy skin cream. It is this decadently rich moisturizer that plumps the look of fine lines and seals in moisture for that signature dewy glow.

[D]

I got to say, when you said moi, you said plump, you said glow. There was someone that came to mind. There was someone came to mind. And I'll let y' all figure out who that is. It literally cocoons my skin in a comforting, replenishing feeling. And the glow lasts like even under makeup.

[C]

It's truly the best. And no wonder. It is their best selling moisturizer, a Dewy skin cream is sold every 30 seconds.

[D]

Not surprised though. Ready to join the dewy side? Enjoy. 15% off your first purchase at tatcha.com with code GLOSSANGELAS15.

[C]

That's GLOSSANGELIS15 for 15% off your first [e-mail].

[B]

So it's just like doing something different, you know, just to get like better results. And everyone was scared to try and no one was speaking to us and the brands weren't speaking to us. Do you know what I used to get sent when I first started as an influencer? Retinols. I said, if I get one more retinol, I'm a makeup artist. I wasn't escape. I'm not an esthetician. I was getting so much retinol I could take a bath. I'm like, can someone send me makeup?

[D]

Can I ask you a question? When you get reached out to for partnerships, is it primarily anti aging skin care and injectables? Because that's what I get now. And it's actually almost offensive in a way.

[B]

It's kind of rude. It's like you, oh, you want my or brands that are going for my demographic. But it's like, is your product really for my demographic or do you just want my base?

[C]

Yep.

[B]

And I don't do that. I don't do it. I turn down a lot more collaborations than I do.

[D]

Yeah.

[B]

And they're shocked because they're like, well, we'll pay you more. And I'm like, it's not about that.

[D]

Right.

[B]

It's not worth it. It's not worth me losing credibility for one product. And I wouldn't tell my sister to use this. I wouldn't tell my friends to use this. I'm not going to tell anyone that I know to use this. Right. Like, you know, I don't care what you pay me.

[D]

Totally.

[B]

Yeah.

[D]

It's a I was really curious, though.

[B]

It is rude. Yeah.

[D]

I'm like, I guess thanks for acknowledging I exist.

[B]

Right.

[D]

Then, like, you want me to go in and, like, get filler or. Yeah, whatever. You know what I mean? Yeah.

[B]

You think.

[D]

You think I need it? Like, have you even. And also a lot of it. Honestly, a lot of people don't do their homework. They just see age, they see audience, and they're like, great.

[B]

They don't even know if you do. If you do filler. Yeah. Like, I like. I like Botox. I do Botox. I don't. I don't really like filler. I used to do it. I feel like I looked like the head from Saw.

[C]

But it's just crazy that people, these brands and people don't understand, like, the power of makeup. And obviously, like, we're all still wearing makeup. My mom still our mom, still wear makeup. Like, we just want to learn how to use it better to enhance what we already have.

[B]

Now we have buying it for our kids, too.

[C]

Yeah.

[B]

Not just us. Like, I buy. I go shopping. I buy for me. I buy for my teens. You know, speak to all of us.

[D]

Totally.

[B]

But nobody. Nobody was. And it was like, you know, I said recently, when. When there's these young influencers that show makeup art, it looks stunning on them, you know what they're wearing. Youth.

[C]

Yeah.

[D]

I also don't like it when people that are still in that 20 rang start preaching about self acceptance when it comes to aging. Oh, my God.

[C]

Yeah.

[D]

I'm like, you don't even know the conversation you're gonna have in your head. Like, you're not gonna even understand it until you get to a certain age where people start treating you differently, where you stop feeling seen, where you stop feeling like you're not even. You don't. You stop feeling part of the conversation.

[B]

Yeah, yeah. We started feeling invisible. And I think, you know, it was. It was then that I wanted to be visible. You know, I wanted us to be visible, not just me. I love, you know, power in numbers. The more a lot of mature creators have. Have come out since, you know, and. And realize that there's a seat at the table for us. We can take up space.

[D]

Totally.

[B]

You know, we don't have to hand our pretty away.

[C]

Yeah. What sort of messages have you gotten from your community that have just made you feel like, okay, I'm like, this is what I'm doing. Like, I am doing something every day.

[B]

It keeps me. You know, there's always amount of FOMO because I'm. I'm you know, 49 years old, I don't get invited to every single thing. I'm not. They're not bringing me in the Hamptons to run around on a beach. Right. I don't get invited to all the cool things.

[C]

You don't want to be there. You don't?

[B]

No, I don't. I'm tired. Yeah.

[C]

I don't.

[B]

I'd rather just sit home, you know, in the backyard. So it's the messages that keep me going is what I was saying. So when I get FOMO and I feel bad about something, it's the messages that say, this is what I'm doing it for. When the woman says to me, I felt beautiful today, the younger girls at work said how great I looked, or my husband noticed my skin looks different, and I feel pretty. I'm enjoying makeup again. I'm having fun doing makeup. They're going shopping, they're buying products, and they're feeling good about it. And it's like, we still get to play dress up. It makes me feel like we still get to play dress up, and we don't have to give that away. So I think those messages every day, the little things, like makeup, is beyond just vanity, right? Right.

[C]

Yes.

[B]

It's way beyond that. It's the way it makes us feel. It's the extra pep it puts in our step. When you put your face on, you feel like you can conquer the world. It's like a Jedi mind trick. I wake up, and I look a certain way. I'm like, oh, my God, what is that? My face, like, hulked out. And then I put my face on, and I'm like, I got this. I got this. You know? And that's what makeup does for us.

[D]

Erica, your background is in portrait painting.

[B]

Yes.

[D]

Which I absolutely love that fun fact about you. And then you've worked at countless beauty counters.

[B]

Countless.

[D]

Like, you know your shit. Right. What takeaway from both of those experiences do you think made you a better makeup artist and salesperson?

[B]

Well, I think teaching. Right. So I went to school besides portraiture, I went to school to be an art teacher. So I have an educational background. My mother was a teacher turned principal, and it's teaching. So if you teach, you never have to sell. So it's just. And that's what I do. I teach. I don't sell. And when. You know, the numbers come when you're teaching. Because if I can teach you how to put the product on and where to put the product, so that's where everything with the lift, I would Sit the woman in front of the mirror and say, this is where the blush goes. You see what this did to your cheek and not this. And the clicks, the.

[C]

Aha.

[B]

So it's always the teaching, overselling, and then you never have to sell. And I could sell. I could sell you my shoes. I could sell. Like I was chasing after you in Saks New York.

[D]

You're a yapper.

[B]

I'm an og. And I'm an OG salesperson. Like, I learned from, like, the OG Stalkers.

[D]

Yeah.

[B]

I'm running after you like you're in getting shoes. And I'm like, hey, can I show you something pretty for your eyes? A pretty lady. I'm like, you know one of them.

[D]

Yeah, exactly. Like, you're like, there's, there's. I know how to do this. But you're so right when people. Because you build a trust that way.

[B]

Yeah. You have to have a soul in sales. Like, you can't just. I don't want to sell something that you're going to go home and hate me.

[D]

Right?

[C]

Totally. No, I love that. Wait, were you always in Beauty when you were selling?

[B]

Always, always in Beauty. I started a Macy's counter. Yes. I started Macy's counter. I have worked everywhere from Macy's, Pennies, Neiman Marcus, Bertolf Goodman. I worked in Ulta, Sephora, Blue Mercury's. Like, you name it, I worked there. I have been in every single store.

[D]

Not just different counters, different retailers.

[B]

Retailers. Because I was. When I'm an executive, like, say, for an example, when I was executive for IT Cosmetics, I ran to all the Ultas. Right. But then I was an executive, say, if I was with Benefit Cosmetics for years. I ran to all the Sephora's and the Macy's. And then. So you. I was in so many Bloomingdale's, I've been in, you know, all of them.

[C]

Okay, so then you have talked to many, many real faces, many real, real faces, real women. What were the most common issues that were expressed to you when you worked at the counter?

[B]

They don't know what they're doing. I mean, really, like. And people are embarrassed to ask.

[C]

Right.

[B]

And it's just like, it's almost like you feel like you're less of a woman if you don't know how to do your makeup. And, you know, it's very intimidating. So it's just, how do I get my makeup to not look cakey, crusty? Right. How do I match my foundation? How do I do my eyeshadow? Where does the blush go? Every question like, And I just think it's like, I can't cook. So, like, I never judge because, like, if I go into a cooking store and I'm like, what is that? The hell is that? You know? Like, I don't know. They're like, what do you need Something? I'll try to buy my husband something. Like, what do you need? I'm like, I don't know, you know? And that's how I feel. Like, so. And I just. I never wanted someone to feel uncomfortable, but I think it's just really not knowing.

[D]

I'm curious. Have you ever since you've started making content online, gone into an ulta and had people that follow you see you and be like, tell me what to buy?

[C]

Like, yeah.

[B]

Oh, yeah. Really? Shopping with them all the time. I'm exactly the same in person. Like, you've met me. Yes, I'm exactly the same in person. And I take them. I go, what's in your basket? What you got? I'm gonna put that back. Get this. Let's go. I take them around. I was one recently. I was in. I was giving. Someone was trying to buy, like, just a matte foundation that was just not good for her, and I took her over and gave her the. The It. Nude glow. I was like, no, no, no, come here. Yeah, just grab this. Or I'll just go all around. Like, put that skincare back. Grab this.

[C]

Yeah, you need, like, a Today show segment where you just.

[B]

Like a shopping trip. Yes, like a shopping trip. How fun would that be? Like, Erica's favorites. And we just go shopping. You need this. You need. I look at them, I'm like, get this, get this, get this. Because I've done it for so long, it's like second nature.

[C]

Yeah.

[B]

And I like people. I like peopling.

[D]

Me too.

[B]

I, like, I miss that.

[C]

Yeah.

[B]

Like, you know, you get to speak a little more to, like, actual humans. I'm, like, staring at my own face all the time.

[D]

Yeah, that's so true.

[C]

Is there, like, a question, though, that would always come up, like, how do I do? You know? I mean, like, how do I do my foundation?

[B]

Yeah, I think the foundation is usually the biggest. Like, how do I match my foundation and what kind of foundation do I need? Like, they don't even know, like, And I'm like, what kind of coverage do you want? Hey, what's your budget?

[C]

Right?

[B]

Because I always say, I don't shop with my face. I shop with yours. So what's your budget? How much time do you take getting ready? You know? I need to know that. How many products are you going to use realistically? Because I'm not going to give you too much and you'll never do it. Right. It's like shopping at like a century 21 when it's just too overwhelming.

[D]

Right.

[B]

You've got to like start small and then like, you know, what's, what's your coverage? Do you like your skin to look like skin or do you like to look like makeup? You know, because some people, like, there's times I want to look like I'm wearing makeup and other times I want to look like I have great skin.

[C]

Totally.

[B]

So it's a question. So you really have to ask the questions and then you can completely like customize. Okay.

[D]

You're really good at catchphrases, as we mentioned earlier, like rerouting traffic in terms of lifting the face. What's one thing women 40 plus should stop doing with their makeup if they want an instant glow up?

[B]

Stop doing that like old school pale foundation. Remember someone told us once upon a time and we you're a millennial. So you've of the same school that like, if, if anything, put on your foundation too light because you could always add blush and bronzer and then everyone looks like a cupid.

[C]

All.

[B]

Yeah, I think, yeah, like stop with the too light, the too light concealer, the too light foundation. I think that's insta aging and just is not good.

[D]

What about eyes? I think eyes are an area that especially women over 40, when they look in the mirror, that's kind of where they. Yeah, they're lost and that's what they see first. They say, oh, this has changed.

[B]

Oh yeah. The eye area is my real bugaboo. That'll get you. That shows you age first. It's like not cute. But I would say stop with the gray and the taupes. With the taupe and more taupe. Dusty. It looks like you're in a black and white movie. You know what I mean? You gotta get color whether you're cool and you want to do a rose golds, you want to do a little color or, you know, more warmer browns. Mixing bronzer into it. Mixing a little bit. I'm not saying I don't. I'm not really an advocate for like really bright colors for a certain age. I feel like we look like Mimi. Yes, yes, it does. And people say, like, how come you don't do a lot of purple eye colors? Colors? I'm like, because chances are you're gonna look crazy and you're gonna say I told you to. But I think adding a little color. Stop with the. The grays and the taupes on the eyes. And again, like I always say, over the river and through the hood. Your lid dropped. Pick your shadow up. Yes.

[D]

Take it almost to your brow. That's one thing that I thought was so interesting about your tips is. Yeah. Over the river and through the hood.

[C]

Yeah.

[D]

You're like, you need to take it.

[B]

Higher than comfortably high to lift your eye. I say because it's uncomfortable at first. You feel like you're gonna look psycho. But when you do it, it works. I always tell my clients, like, go higher. And they were like, no. And now, like, a lot of other makeup artists have adopted that. Which. What are you gonna do? Yeah, the more. The more you know.

[C]

Right.

[B]

But I was always like, go higher. They're like, no. I'm like, do it. I'm like, it's not a tattoo. Right. Wipe it off.

[C]

Right?

[B]

Just do it. Blend it out.

[C]

And then also, to encourage them that you can still wear a cat eye.

[B]

Yeah, you might. Your cat might be in a different direction than it used to be. Right. Don't you feel like your cat's moving?

[D]

Oh, oh, yeah. And then I'm having to, like, stretch my skin out. Yeah. I' hold on a minute.

[B]

My cat used to be here now. She took skin.

[D]

Wasn't there before. Yeah, you got over a flap of skin now. Yeah.

[B]

You gotta, like, when I say you just gotta go right through your obstacle. Sometimes you gotta just go right through the obstacle.

[D]

Go right through it.

[B]

That's a perfect way to put it.

[C]

What eyeliner are you using?

[B]

This rare beauty.

[C]

Okay.

[B]

I have really, really sensitive eyes. I'm allergic to tons of stuff, so I don't really deviate that much with my eyeliners. Cause my eye will start tearing, and then it's over. It's over for me. Tear a thon the rest of the day.

[C]

Okay. What is something that you had to get used to once you started to be grouped with influencers? Because obviously, you are not just an influencer. You have years and years of experience. You are a true expert. But what is, like, something you had to get used to?

[B]

You know, I don't just even like being called an influencer. For me is. And. And the way some influencers behave, and it's. I get embarrassed to say I'm an influencer. And it's also almost 50 years old. Like, I'm actually a beauty influencer. Actually, I'm an influencer. So I don't even, like It, I like to just say, like, you know, I teach makeup. I don't like, go out and tell people, like, I'm an influencer. I like, I teach makeup because I'm just an old school retail worker, like, and I've done celebrities, I've done Runway. I was on the Mac Pro team in my 20s. I did Bryant Park. I've done fashion shows. I've done, you know, I've done all of it. I just liked retail because I liked building teams and I liked working with real clients. But I think, like, yeah, that stigma of influencers, you know, I don't do unboxings. You ever notice that?

[C]

Yes.

[D]

Yeah, yeah, we've. We've stopped doing that.

[C]

Yeah.

[B]

I think it's like, look what I have. And you don't. Yes, I don't. And my team, like, my management would be like, well, maybe you're not going to get gifted if you don't do unboxings. And I'm like, I just. It's not my vibe.

[D]

Yeah.

[B]

I just think it's like, I'm a grown up woman. They just want to say, erica, what are you using and where am I putting it?

[C]

Right?

[B]

Nobody cares who sent me a box with like, some, you know, cockamamie packaging.

[C]

Right.

[B]

People that follow don't care. They just want to know, where does the makeup go and what am I buying?

[C]

Also, the brand would prefer you to.

[D]

Show how to use.

[C]

Use the product in your routine versus just taking a picture of it in a box.

[D]

Anyways.

[B]

I think, like, you know, if the younger, the younger influencers, I think there are people like that. I think they do like to see that. They want to be like, aspirational. Like, I want to grow up and be like her. Right. But my people don't. They don't care.

[D]

Right.

[C]

Do you feel like you and your, you know, peers, you know, influencers who are over, you know, 30, 40, let's say, do you think they're treated differently than the younger influencers by brands?

[B]

Yeah. Yeah. I'm usually one of the only, what I would say older ones at these events. I'm like the token old lady. Like, when I go to these events, it's like 20. I'm usually typically 10 years, if not 20 years older than most of the attendees.

[D]

When Sarah and I go to an event, we typically try to find the OG content creators like Manny Mua, Laura Lee. Cause we're always like, we need to be like, smoking a cigarette, like Rock and Holiday.

[B]

I remember, I remember.

[D]

I remember Pre Tick Tock. Like, it really is because I have.

[B]

No recollection of that. I was like, in, you know, retail world.

[C]

Yeah, yeah. It's, it's just changed.

[D]

We used to be on the trips with like, like we were tripping with tarte, you know, back in 2016, like back in the heyday of it all. Like, it was just so funny when people started realizing these, like, trips happen because we, they were press trips for us. Right. Like, we were going to learn about the product, the launch. We were thinking about how we were going to cover that product if we were going to cover that product. Like, it wasn't a guaranteed thing. Now these trips are basically to go and show.

[B]

Like, go and show and, and, and too, Too much showy. Yeah, it's like what I, I'm like, you. Like, I'm. Because I'm old school, like, retail. I want to learn about the product.

[C]

Yeah.

[B]

I want to be here. I don't need you to like, you know, give me caviar on all these things. I want to learn about the product.

[C]

Totally.

[B]

And I also feel like it's so show offy. It's taken like a, A gross direction.

[C]

Yeah, that's what we say. Like, you know, obviously there's so many events now and we're so grateful to be invited to, to most of them, but if there's not going to be like some sort of educational moment, if I'm not going to learn about the brand or the product, like, you can take yourself out. It's just a party.

[B]

I can go to a fancy restaurant myself and buy myself a nice meal.

[D]

Yep, exactly.

[B]

Totally. But if it's like, you know, brands that are. They take you there and you learn about the products. Educational. You have a masterclass and like, something that's like, you know, more in that realm. I dig that.

[D]

I agree. Okay. Erica, have you ever sold out a product before? I would think yes. Or is there a sales number that you're super proud of?

[B]

I, I mean, I speak sales numbers. Like, you know, for me, like, if it doesn't do anything, it's. It's a flop. Like, you know, you could have a viral moment where someone falls off a cliff and everyone's watching, but it's not really generating anything. But yeah, I have sold out a few. I've sold out company wide.

[D]

Can you share? Are you able.

[B]

I mean, it started Corinoni Eye Oil. I sold out of that rock. Eyeball.

[D]

I was gonna say it had to be. I was like, is the rock. That's how I found you.

[B]

Yeah.

[D]

Was the rock Eyeball.

[B]

Yeah.

[D]

Erica pops up on my TikTok feed. She's putting this rock eyeball. I ran to the store.

[B]

I'm the only one that shows my ugly in a sense that I'll zoom in and show you my creases.

[C]

Yeah.

[B]

And I think a lot of people besides filters. Right. But they're not showing bearing their straight up ugly. Like I will good, bad, the ugly. But I'll show you how I can make that ugly into something cute. So that I'm hoping the bronzing balm. Because I just recently did a post for my favorite. Like, why is this not viral? Because I love that.

[D]

So cool.

[B]

Yeah, it's cool when that happens. There's probably more. I try to save my viral products that I've sold out of. They have a little Bling Station.

[D]

Yeah.

[B]

I put them on, like, little how cute Trophies. All my favorite products. Well, I'm going to do a video on that. All my favorite products are on my Bling Station.

[C]

I need to see this. That's so cute. Okay. Is there a brand partnership that you turned down recently for any. Any reason of, you know, whether.

[B]

Yeah, tons.

[C]

Okay.

[B]

Tons.

[C]

What?

[D]

Yeah.

[C]

What are you. What are you looking for in a partnership?

[B]

A real product that I use. Most of my partnerships are authentic. Right. I show the product authentically and the brand comes to me. I do. You know, some people, like, I won't do anything, you know, for gifting, and I want to do videos. If I like it, I post it. I don't care who it's by. I don't care what it's by. If I like it, I post it. You know, that's my ADHD too. Like, I get excited and have to post immediately, otherwise I'm forgetting about it. But, yeah, I've turned down powder foundations. I've turned down matte primers. I've turned down anything that I feel like is not for my demographic. I just won't use it. And they're shocked because they're like, really think I'm bluffing. What do you mean, no? And my team's like, no. Joshua meets no.

[C]

Yeah.

[B]

And I had a friend that worked at one of these companies, and she said, because Erica's not gonna do it, and they still approached me with it, and I was like, I would do anything for love, but I won't do that. Yes.

[D]

It's not happening.

[B]

Yeah. I turn down all the time.

[C]

And that's why everyone loves you.

[B]

Yeah. I just, you know, I have to sleep at night. You know what I mean? I Always even said, like, when I was in sales, I was always one of the top sales people because I taught. But I was a salesperson with a soul. Like, I have to sleep at night. I can't do someone dirty. I can't take your last like penny out of your pocket. You know what I mean? I can't give you a product that's, that's just not right. I have to have like a 95% because there's always going to be the 5%.

[C]

That's like, I hated it.

[D]

Totally.

[B]

You're a liar.

[D]

Which always user in like the loudest user. Okay, before we go, what are your top 3 tips for women over 40?

[B]

Exfoliate your face because your skin doesn't exfoliate. You know, and that. Oh, that's another radiance pans it's sold out of. But exfoliate your face because it's not exfoliating the same way it was. And you can put a $5 or a $5,000 foundation. It's not going nice over dead skin. Use products with skincare use. Everything you should be using should be skincare infused. Get rid of your old school makeup. You're not wearing the same shoes or a BlackBerry. Right. Update. Try new technology and don't be scared to try new things. Okay. And put your blush high enough so you. Your apple fell from the tree and you don't want your cheek on your lip.

[D]

Okay, look into this camera right here and show people.

[B]

Okay, I'm gonna show you where because I see a lot of people do in this situation. Now, as we mature, you're gonna get the peanut head, which means this sinks in. So if you look at like someone younger, it's a little fuller. So you wanna keep your blush out of this area. Also, it just looks a little crazy. So you want it more right here, like here. Not here. Not here, here. Yep, right here is a happy place. If it goes up a little bit towards the temples, fine. And a little down, fine. You can blend it. But it should be based like right here to redirect traffic up.

[D]

Amazing. Erica, thank you for coming on Los Angeles.

[B]

Thank you.

[A]

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