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Conversations with Sadie Groves

Today we’d like to introduce you to Sadie Groves. 

Hi Sadie, so excited to have you with us today. What can you tell us about your story?
As a full-time, professional, makeup artist, it may shock you to know that I had zero interest in makeup until January of 2018. In fact, I even refused to wear it to my senior prom in high school. “Then how did you get into makeup?” Several years ago, I endured a situation, which lead to my becoming a single mother at 18. As most mothers do, I threw myself into caring for and raising him, the best I knew how. My whole world revolved around my little boy. I may have been a teenager, but I was all he had. Let’s be honest here, no one asks to be dealt the hand I was given and at some point, I realized I had lost myself. I didn’t paint anymore; I didn’t play sports. I didn’t care how I looked, none of my clothes fit, self-care was a shower every three days, and my confidence was running on “E,” Nothing I previously loved brought me joy. That’s when I found makeup. 

Makeup changed my life, silly as that may sound. In 2018, I started watching NikkieTutorials on YouTube. If you’ve ever seen her videos, you know she was and is a revolutionary in the expansion of the beauty industry. I spent hours watching her apply makeup. I paid attention to how she moved her brushed to blend colors, how she layered products, her use of products beyond their intended purpose. and how she applied them. She was fun, creative, bubbly, confident, successful, and an artist. That’s what I wanted to be. So, I bought my first eyeshadow palette, Yes Please by Colourpop Cosmetics, and a set of 12 brushes, from Wet N Wild, and I practiced… A LOT. I jumped straight into attempting to create the boldest looks I could, with what little I had. A few months later, I applied for a job at The Cosmetics Company Store, the outlet retailer for Estee Lauder. I wore a new dress, one that fit, and Colourpop Ultra Matte Lip in More Better to my interview. Every day, I came into work with a full face of makeup. And I mean FULL. Every look was creative, every look was bold, colorful, or dramatic, or all of the above, and every day, I got better. 

I had been off social media for years, but after being encouraged by my friend, Kelsey Clarke (a fabulous makeup artist from Canada), I began posting my looks on Instagram. I thought it would motivate me to keep learning and give me even more reason to create. Shortly after my social media debut, I was getting noticed by makeup brands, including the brand who made my favorite brushes. Farah Brushes has been staple in my collection since day one, so you can imagine my excitement when I was asked to model in their launch campaign for false lashes! (Best falsies ever, I stand by that) While on set and getting ready, a few members of the team said they had seen my work on Instagram. The lead artist of hair and makeup for the day struck up a conversation with me and eventually asked, “Do you freelance? I have a big wedding coming up, close to where you live, and need another assistant.” I was shocked and honored at the offer and told her I would love to help! Believe it or not, I got my entire, makeup kit together, complete with 50 shades of foundation, in one month, and in May 2019, I worked my first wedding. 

I did a couple events with the Color Me Rouge Pro-Stylist Team, but they were based in New Jersey and it was difficult to say yes to jobs, especially with my regular job and a two-year-old. But I loved makeup and I loved working as an artist. In September 2019, I put in my two weeks at CCS and left a job I thoroughly enjoyed with coworkers who were like family, to pursue makeup. On October 1, 2019, I announced the launch of Makeup by Sadie (now Good to Glow) and opened my books for appointments. 

Now, in 2022, I am an internationally published, award-winning, five-star-rated makeup artist, who has worked over 200 weddings, countless photoshoots, and serviced nearly one thousand clients. I am able to provide myself and my son, now almost five, with a life of happiness, fulfillment, and togetherness by doing what I love most. And to think it all started because I needed a hobby! 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
I think I speak for all, small-business owners when I say the pandemic threw a wrench into all of our plans. With my business launching at the tail-end of 2019, 2020 was my first year in business! It was definitely a unique experience to launch a business during a pandemic, but I’d like to think it benefitted me in how I run Good to Glow. Being a young, single mother and launching a business do present a certain set of challenges, but overall, I believe it’s the thing that prepared me for this career. It also helps to have an incredible support system! My fiancé, Kevin, and dear friends, Victoria and Lauren, have been my biggest cheerleaders through all of it. Life itself is imperfect and full of obstacles, but they always lift me up, encourage me, and empower me to better myself and continue to take my business to the next level. 

“Not only so, but we also have joy in our sufferings, because suffering produces perseverance; perseverance, character; and character, hope. Romans 5:3-4” 

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
In my career as a professional makeup artist, I have gravitated towards a specialty in weddings and photoshoots! While I initially made a name for myself by posting colorful, out-of-the-box, eyeshadow looks on Instagram, I would say my clients come to me for my technique. I offer a fully, customizable experience. Each style of makeup requires its own, unique skill set in application and look-specific products. Dramatic makeup is not simply “more” and natural makeup is not simply “less.” Further, every step of the application process can and should be customizable! I put a lot of time into building both my makeup kit and my skill set to cater to the needs of every skin type, shade, undertone, texture, age, and need at all steps and for every style. I’m fortunate enough to have an amazing client base who trusts me and believes in my work! I always arrive on-site just as excited and passionate as my first day on the job. Ultimately, I hope to be known for encouraging empowerment, helping people grow their confidence and inspiring artistry! 

Do you have recommendations for books, apps, blogs, etc.?
HONEYBOOK! If you don’t have it, get it! (And use my referral code haha!) 

Contact Info:


Image Credits

Madison Berlen Photography
Neva Sullivan Photography
Jessica Seyfried Photography
Peach May Photography
Tiffany Lang Photography

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