Makeup artist and determined entrepreneur, Sonia Kashuk is a unique talent with a can-do spirit, unafraid to blaze her own trail.

Early in Sonia’s career, she faced a dilemma.  A fixture on the Minneapolis art/music scene, the native Minnesotan wavered between two professions: fashion styling and makeup work.  Exploring both, Sonia’s destiny was determined when the makeup artist at a video shoot failed to show up.  Equipped with the simplest of makeup tools, Sonia filled in and created wildly memorable looks.  The video, Funky Town, became a cult classic, and the makeup artist a visionary in the beauty industry. 

A driven entrepreneur, Sonia relocated to New York City in the early 1980’s with makeup case in hand, and quickly attracted the attention of esteemed photographer Arthur Elgort. Their collaboration soon led to editorial work for ELLE, HARPER’S BAZAAR and VOGUE, and runway assignments for Oscar de la Renta and Marc Jacobs. Session work exposed her to supermodels such as Christy Turlington and Paulina Porizkova, who still remain her close friends; and celebrities such as Sharon Stone, Kim Basinger, and Debra Winger, who all rely on Sonia for their close-ups and industry events.

Sonia consulted for Aveda as Creative Director of Cosmetics from 1989 to 1997, and, in 1997, collaborated with Cindy Crawford on the publication of BASIC FACE, an instructional beauty workbook. Close friends and former roommates, Sonia and Cindy had long discussed working together, and this project was the perfect opportunity for each to draw on their unique beauty backgrounds while surpassing the traditional roles of makeup artist and client.

While on promotional tour for BASIC FACE, Sonia realized that an enormous number of women were completely mystified by makeup. In characteristically visionary thinking, Sonia was inspired to create a new beauty genre – professional makeup featuring advanced formulas and elegant packaging at a price point accessible to all women. Not known to hesitate, Sonia proposed the idea to Minneapolis-based Target Stores, as she had long been a fan of their out-of-the-box branding. Fusing a professional makeup artist line with the Target chic, yet affordable image, the SONIA KASHUK PROFESSIONAL MAKEUP brand was born in 1998 (along with Sonia’s second baby) and was one of the most successful launches in the cosmetics industry. An edited cosmetics collection that delivers prestige-quality makeup in sleek, modern packaging, the line is a huge success as well as an industry first.

The partnership with Target has given Sonia the freedom to make her unique brand of ingenuity accessible to every woman. Since the initial launch, Sonia has expanded her line to incorporate new product categories such as fragrance, skin care, nail color, and cosmetic accessories. Her professional quality brushes have been awarded numerous accolades and are some of the most popular items, prized for their superior quality as well as their prices.

While Sonia is perhaps best known for her eponymous cosmetics line, it doesn’t define her. In the spring of 2003, Sonia published her second book, REAL BEAUTY, a heartfelt collaboration with her closest friends from over 20 years, including celebrities, industry specialists, and beauty editors from top women’s magazines. By showing real women in their truest, most natural form and by offering advice on everything from makeup application to skin care, fitness and nutrition, Sonia’s book puts forth the positive message that beauty is attainable for any woman. REAL BEAUTY also includes a how-to DVD, organized by chapter, allowing Sonia to personally demonstrate her step-by-step makeup application process to the viewer.

In the fall of 2003, Sonia was presented with a prestigious Cosmetic Executive Women Achiever Award in honor of her many accomplishments, progressive thinking, and unrelenting dedication. She has continued to expand her offerings with Kashuk’s Tools, a luxurious collection of ergonomic makeup brushes featuring the finest quality brush hairs, available at Barney’s New York and fine stores nationwide.

Sonia’s love of beauty transcends her professional interests; her husband is hair industry expert Daniel Kaner, a partner of the esteemed hair salon and styling line Bumble and bumble. They currently reside in New York City with their two children, Jonah and Sadye.