Hoag set to Change How Women See Themselves
The owner of Authentic Beauty, Alyson Hoag, shares her expertise in cosmetics.
If Alyson Hoag has her way, every woman’s appearance would be a reflection of her authentic self. The name of her studio in Buckhead off Roswell Road, Authentic Beauty, reveals just how seriously she takes her mission.
During a recent visit with Hoag, she touched on a number of subjects – ranging from cosmetics, eyebrows and her new Genuist line of makeup to psychology, anthropology and sociology. For Aly, as those who know her best like to call her, the transition from one subject to the next is seamless and a part of her overall goals for Authentic Beauty and women worldwide. Her sociology degree and mentoring sessions with Sarah Breathnach, author of “Simple Abundance,” a New York Times bestseller, figure prominently into the conversation as she speaks about gratitude, beauty and women believing in themselves.
“I have had women sit in my chair and say they didn’t want to look in the mirror,” said Hoag. “Really that is heartbreaking. I want to work with each woman one-on-one, learn about her and create a realistic plan that takes them on an image journey that will reflect their inner beauty,” she stressed.
According to Hoag, she introduced one of the studio’s signature services, the Image Journey, to help clients create a look they love when they see their reflection in the mirror. During an interactive beauty and makeup lesson, Hoag first reviews an image board created in advance by a client that specifically depicts the look they hope to achieve. From there, Hoag discusses options for a 10-, 20- or 40-minute “face” and then takes the person through each makeup application, teaching refined and streamlined techniques.
The Level 1 makeup look creates a defined, natural look for a beautiful, yet “unmade up”-looking face especially for people on the go. A Level 2 makeup look elevates the makeup application, featuring greater definition, depth, and dimension. The look works for special occasions and professional settings. Level 3 is tailored to black-tie occasions or special events where the services of a professional makeup artist are desired. Through what Hoag calls a journey of self-discovery, self-love, exploration and unadulterated fun, clients leave fully armed with the know-how to recreate multiple looks, depending on their day, mood or circumstance.
Eyebrows are an important part of the look created for clients at Authentic Beauty. Natural, kempt eyebrows are the quintessential sign of a well-groomed person, and Authentic Beauty is known for turning out the best brows in town. In fact, the studio has been recognized nationally by Allure magazine, and Hoag has been called the “Brow Guru” of Atlanta by many who come to see her from all over the city. Adopting a no wax and only tweeze philosophy, Hoag emphasizes that too many scars have been caused by hot wax. Brow services at Authentic Beauty include brow tweezing, brow tints, brow lamination, and brow arching, done a la carte as needed and in a process called “brow rehab.”
“Eyebrows create the expression on our faces. They are the single most important feature that define how a person looks. Unfortunately, the angles created in many brows are simply wrong. In a year, I can change a person’s eyebrows if they stick to our protocol,” said Hoag.
With the national launch last year of Genuist Beauty, a line of organic, clean and environmentally thoughtful cosmetics, Hoag has taken her principle of beauty from the inside out, designed to reflect each person’s unique self, to women throughout the country. True to her roots, Hoag has placed the five-piece brow line at the front and center of her collection. Products include a Roller Brow with fine, sterilized needles to infuse the brow-enhancing serum; Revival Brow, a daily brow conditioning serum; Brow Renewal: Ultra Hydrating Nightly Treatment, a more potent, deep conditioning nightly treatment; Brow Primer, a daily liquid brow wax with flexible hold; and Roller Brow Defining Pen, a natural-looking liquid brow stain with a ceramic ballpoint pen that enables users to easily apply hair-like strokes.
“I launched Genuist specifically looking for real solutions for women over 50. I spent three years in product development committed to creating a line of cosmetics that these women would love based on all the feedback I had received from clients over the years. For too long, the beauty industry has not listened, and they have created too many products that women don’t want or need. I hear this sentiment repeatedly from my clients,” said Hoag.
Drawing from her sociology education and 40 years of experience working with Borghese, Lancome, Revlon, Sebastian, and as an educator with Aveda, Hoag stressed, “I like to think I provide beauty therapy. As women, our relationship to the mirror is complex. My goal is for someone to look in the mirror and say, ‘I love what I see.’”
For more information on Authentic Beauty or Genuist, please visit www.authenticbeauty.com or www.genuistbeauty.com.
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