ABOUT THE BRAND
Untamed Artistry™ (UA) is your one-stop shop for all products and continued education related to your lash business, but with a nerdy and playful twist. We call ourselves #lashnerds because we love everything about lashes, and you can bet we say it loud and proud.
At UA, we’re all about creating and selling innovative, science-based, high quality products. We aim to constantly share accessible education with our community (because we are #lashnerds after all), and believe that our brand is nothing without them.
With a growing industry comes more and more to learn, which is why we’re here to be your favourite study buddy. From sharing tips and tricks on better lashing techniques, to collaborating with amazing educators in the industry, we love to be the platform that’s all about equipping you with nothing but the best information out there.
We believe in building a community of #lashnerds who love to learn, grow, and be their best authentic selves – no shame attached. If this is you, we welcome you with open arms and can’t wait to go through this journey with you!
ABOUT THE HEAD #LASHNERD
Hi, I’m Cheryl, the founder and CEO of Untamed Artistry™, or as some like to call me, the head #lashnerd.
Having been in the lash industry for several years, I started UA because I felt a large gap in the industry. I felt that there was no true one-stop-shop brand with obsess-worthy products and accessible education, and also felt that a person with a quirky personality like me didn’t belong to any lash community.
I wanted to build a brand that was a one-stop-shop for products AND community. I wanted lash artists who felt similar to me, like outskirts, to come to UA and know that they had a safe space where they were encouraged to be 100% themselves and be loved for it. Whether you’re quiet and introverted or loud and extroverted, everyone is welcome to be authentically themselves with UA’s #lashnerd community.
This is the place where we change the narrative and make nerdy the new sexy.
BUILDING THE UA TEAM
After closing out the first year with sales that completely knocked my socks off, I realized that this brand was something special and that people were really resonating with it. But with the growth, I knew that I couldn’t do it alone and that I needed a team.
Some people might find it hard to let go of the idea of doing things alone and embrace having a team, but for me, once I started accepting myself just the way I am, it became so easy to see my strengths and my weaknesses, which helped me figure out who I needed to bring in to fill the gaps that I wasn’t able to fill.
I didn’t know the first thing about building a team, but I focused on what I did know, which was the importance of fostering a people-first culture. I wanted UA to be a safe space, both with the team internally and the community externally.
Having that safe space in UA is what allowed me to be more authentic and confident in who I am, and whether you’re on payroll, part of our #lashnerd community, or someone just passing by, I want everyone who comes across UA to experience the same safe space to truly be themselves and feel like their voice is heard.
MORE ABOUT CHERYL’S STORY
Check out our podcast to learn more about Cheryl and her journey in starting Untamed Artistry™.