I’ve been into makeup for as long as I can remember. I knew by the time I was about five years old that I wanted to have my own cosmetics company. When I got older I landed a summer internship at Elle Magazine, working in the beauty department, and one day they told me I could take whatever I wanted from their beauty cabinet. It had everything: eyelash growth serums, skincare products I’d never even heard of before. I went home with my goodie bag and started experimenting. That’s when things shifted. I found out that one of the luxury lipsticks I had taken home actually contained lead. That moment sent me down a rabbit hole of research. I started learning about all the toxic ingredients being used in cosmetics and the continued animal testing in the industry. I realized how little most of us know about what we’re actually putting on our skin every day. That was the moment I knew I wanted to create a beauty brand that was clean, vegan, and cruelty-free. At the time, there weren’t many clean beauty brands out there. Around 2013 I taught myself how to make eyeshadow, because at the time, lipstick was everywhere, especially in LA. I started with 13 hand-crafted eyeshadows, made out of my tiny Los Angeles apartment. That was the true birth of Johnny Concert.

I love the people that Johnny Concert  has connected me to. I've met so many interesting and wonderful people throughout this journey. My brand has given me more of a social life, and more opportunities to connect with people through makeup. It feels like the power of beauty brings us all together.

There’s honestly been a lot. Production was really tough in the beginning, especially because I have super strict standards when it comes to ingredients. I’m very intentional about what goes into the formulas, so that alone made manufacturing a challenge. Then there’s packaging, which is another huge one for me. I’m very focused on reducing plastic use, so finding packaging that aligns with my eco-conscious values has also been a challenge. I’d say two of the main obstacles have been: first, finding the right lab and manufacturer once I grew to the point where I couldn’t manage production entirely on my own. And second, sourcing sustainable, earth-friendly packaging that still feels on-brand. Sometimes I’ve just had to trust the process. If the timing isn't right, I’d rather wait and do it right than rush to release something I’m not 100% happy with. There are products that have taken me a year, or even longer, to bring to life, so patience has been key.

Rome wasn’t built in a day. If you’re honest with yourself, stay persistent, and pour your heart into what you’re doing, anything is possible. Just because something isn’t working out right now, doesn’t mean it won’t in the future. These are the things I try to keep telling myself, even to this day.

The future of Johnny Concert is all about innovative products. I love infusing skincare elements into my beauty brand. We use a lot of nourishing and plant-based ingredients, like organic oils, to make products that not only look good but are actually good for your skin. I’m constantly brainstorming ideas that are a little outside the box. Some of them are really out there, and sometimes they’re hard to execute because not everyone is ready to get on board with my vision. When I think about future products, I think of a mascara line—but not just your basic black. What about amethyst? Maroon? Something bold and unexpected. So much of the beauty industry is just reinventing the wheel, like another lipstick, another concealer. I’m always asking myself: How can we make this different? How can it stand out? That’s the type of energy I want to bring into my brand.

Our brand definitely leans on the edgier side. We love bold, unexpected colors—things you wouldn’t normally find in a traditional beauty brand. We aim for products that really stand out, like cobalt blue eyeshadow or hot pink lipstick. The whole idea is to give people the freedom to express themselves and use makeup as a form of art, not just something to look pretty. Like, sure, everyone wants to feel beautiful—but I always ask, how can we make that feel a little more fun, a little more daring? I want people to feel excited when they open one of our products, to experiment and play, while also feeling good about what they’re putting on their skin. Our products are clean, vegan, cruelty-free, and don’t contain any harmful ingredients. So if you're someone who cares about the environment, animals, or just being mindful about what you wear, you can feel confident and empowered using Johnny Concert. Also, when I started the brand, I was deep into my emo-girl era—hence the name Johnny Concert. I wanted a name and aesthetic that wasn’t like your typical, pretty beauty brand. I didn’t want anyone to feel excluded. Makeup should be for everyone, so I try to make it feel androgynous and inclusive. It’s really just about self-expression, creativity, and just having fun with it.

I was trying to think of a name that didn’t sound like your typical makeup brand. Something that felt a little more rock and roll, a little more gender-neutral. Back then, I was super into the emo scene, and “guyliner” was such a thing. I wanted to create a line that guys could feel comfortable using too—something that didn’t scream CoverGirl, you know? Giving the brand a more masculine name felt like a way to open the door to everyone. It was important to me that anyone who wanted to explore makeup felt seen and welcome. The name was also inspired by my love for concerts and the musicians who just go for it with their looks. I’ve always been drawn to performers with bold, expressive makeup, like Chappell Roan, who aren’t afraid to wear wild colors and really embody their personality through beauty. That’s the energy I wanted to capture with Johnny Concert. It’s about discovering who you are through makeup, creating a sort of alter ego. It’s supposed to feel personal and fun, like you’re designing your own unique blueprint. Getting into the lab and playing with colors is honestly one of my favorite parts of the job. It’s where all the magic happens.

Do a lot of research and put yourself in the mindset of a consumer. Ask yourself what kind of products you’d want to buy, and what gap you’re trying to fill in the market. Be patient, and don’t feel like you have to jump on the first offer that comes your way. It's totally okay to shop around, ask questions, and take your time finding the right partners. Get involved in the community. Join Facebook groups, networking events, small business associations—places where you can connect with others in the industry. Even if they’re not makeup-specific, there’s still a lot of useful knowledge and support out there. Also, really listen to your audience. Pay attention to what people are drawn to, what feedback they give you. Some of it might not align with your vision—and that’s okay—but understanding your demographic and building a strong brand identity around that is key.

Stage presence is actually a huge part of the brand’s DNA. When I was developing the formulas, I was thinking about performers—people who are on stage under hot lights, sweating, moving around. I wanted to make makeup that could last through all of that. Our lipsticks are smudge-proof. Our eyeshadows have strong binders, so they stay put even if you’re sweating. When I was testing formulas, I’d do crazy things like sleep in the makeup or shower with it on just to see how well it held up. The longevity and wearability of my products is super important to me. Even though I originally designed it with entertainers in mind, it’s really for everyone. Whether you’re on stage, out dancing, or just going through your day, you shouldn’t have to worry about your makeup fading or smearing.